How to harness the power of storytelling for fundraising

Ever since the days of cave drawings, human beings have been telling stories to connect, entertain, and pass on information. We’re hardwired to respond to stories as they activate emotional centres in our brains, evoking strong, visceral reactions such as that all-important facet of emotional connection: empathy, which enables us to identify with the plight of others.

When emotions are triggered, it inspires us to take action (i.e., make a donation), which makes story telling an incredibly powerful tool for fundraisers.

With this in mind, here are five tips to help you tell your fundraising stories more effectively.

1.     Make it personal

 You don’t need to be Jane Austen to write a great story. As much as excessive details, melodrama, and exaggeration may be entertaining to read, it won’t make for a compelling appeal.

Instead, write it as if you’re telling it to a friend over a cup of coffee.

Some pointers:

• Make it conversational and informal

• Keep the words simple, sentences short and break up long paragraphs

• Write in the first person (‘you, they, us’)

• Avoid jargon and industry slang

• Don’t ramble, include subplots, or go off on tangents (no one wants to read a story that’s difficult to understand or follow!)

• Use details only where they add to the emotion i.e., a child’s toy left behind. The family member who didn’t make it …

2.     Write about one person

The most effective fundraising stories focus on one person. Why? It’s far easier for our brains to put us in the shoes of ONE person and empathise with their story than with a group of people.

When there’s a group of people involved, it creates a barrier to emotional connection that’s critical for giving.

Want to make it more impactful? Include quotes from the people you’ve helped explaining how your support has transformed their lives.

The Firefighter’s charity does this to great effect on their website:

3.     Focus on stories not stats

As much as we like to believe we make decisions based on logic, stats, and reason – this isn’t the case. As we’ve established, people act on emotion.

That’s not to say there’s no place for facts and figures in your story. They’re important to highlight the scale of the problem you’re trying to solve, but it’s the story that will drive donations.

Take, for example these two videos by charity: water

https://www.youtube.com/watch?time_continue=137&v=BCHhwxvQqxg&feature=emb_logo&ab_channel=charitywater

The charity tried to entice people to donate by presenting them with facts and figures. Granted it received 2+ million views, but there was a poor response in terms of donations.

So, the creative team went back to the drawing board and came up with a new video:

https://www.youtube.com/watch?time_continue=1&v=U7viqHIZPnY&feature=emb_logo&ab_channel=charitywater

This one hit the mark, as the video appealed to emotion rather than logic. As a result, donations exploded.

4.     Make the donor the hero 

If you focus on the impact your organisation is making without explicitly acknowledging the donor’s part, you run the risk of alienating them: “the charity’s making a substantial impact without my help, so I’ll find one to support that really needs my money.”

However, when you make the donor the hero of the story, their support becomes essential.

Here’s a great example from Children in Need. They tell Riley’s story and point out that his health has improved “thanks to your [the public’s] donations.”

This simple line acknowledges the significant part donors have played in improving Riley’s life. 

 5.     Supercharge your story with images

You’ve heard it a “million times: “a picture is worth 1,000 words.” But in reality, it’s worth 60,000 words, as the human brain responds to images and videos 60,000 times faster than plain text.

Many images stand alone as iconic representations of powerful movements or events, like the photo of the starving child, Amal Hussain, who brought the humanitarian crisis in Yemen into sharp focus. 

That’s why visuals are such a crucial element for telling an engaging story. Without them, your audience is confronted with a wall of text that doesn’t humanize your need. 

In conclusion

Follow these five simple steps, and you can create powerful, emotive fundraising stories that drive forward your campaigns, demonstrate your impact, and, crucially, raise funds.

Happy storytelling!

Are you a natural-born storyteller looking to use your talents for good? Or perhaps you’re looking to recruit a talented story-weaver to help you show the world why your work matters.

Either way, we can help. Call us on 0203 750 3111 or email info@bamboofundraising.co.uk to find out how.

Want to get ahead in the charity sector? Take a fundraising course!

In a recent blog post, we talked about the ongoing recruitment crisis in the fundraising sector - how fundraisers are leaving the sector in droves and charities are struggling to fill vacancies. We went on to say that the situation presents charities with a golden opportunity to bring in fresh talent from outside the sector.

What’s our point?

If you’ve had enough of the corporate grind and want to establish a new career in fundraising, there’s never been a better time to do it.

But how do you land that all-important first role?

If you’re thinking, ‘I want to get into fundraising, but I don’t have any experience, or the right skillset,’ fear not. There are two things you can do …

1.   Volunteer

Charities are crying out for volunteers, so why not give back whilst gaining some practical fundraising experience? There are loads of opportunities on Volunteer’s website. 

Want another reason to volunteer? According to research by Deloitte, 82% of hiring managers are more likely to choose a candidate with volunteering experience, and 85% of those are willing to overlook other CV flaws when a candidate includes volunteer work.

It’s a no brainer.

2.   Do a fundraising course

If you’re concerned about a lack of fundraising knowledge and skills, why not book onto a fundraising course? You don’t need a degree. Even a basic understanding of the sector will help you get ahead.

Here are a few options (sorted by cost) to get you started:

Fundraising Essentials Certification

Cost: Free

Time commitment: 2 hours

NotProfitReady.org offers a variety of free courses for budding fundraisers. They cover everything from ‘creating a fundraising plan’ to ‘virtual fundraising events.’

However, a good starting point is their ‘Fundraising Essentials Certification’ course.

This three-part course provides an overview of non-profit fundraising focusing on the importance of major donors and examines the four stages of the fundraising development cycle.

What will you learn?

• You’ll be introduced to common fundraising areas, roles, and trends charities use to raise money for their programmes

• The cycle of fundraising development, including how charities identify major donors and the process of cultivation.

• How to conduct a solicitation meeting, overcome resistance, determine the amount to ask for, and turn prospects into donors 

On passing the exam, you’ll receive a certificate and 1.5 CFRE credits.

Fundraising From Scratch: A Complete Guide to Growing Income

Cost: £15.99

Time Commitment: 4 hours

Developed by Simon Scriver (professional fundraising consultant), this course will teach you the principles of fundraising and provide you with all the information you need to develop an effective fundraising strategy.

What will you learn?

• The principles of fundraising: what works and what doesn't

• Understanding of the different methods of fundraising

• How to maximise fundraising and crowdfunding from individuals and companies

• Tips and tricks for online fundraising, including Kickstarter and GoFundMe

• How to gather stories and convey them in a manner that motivates donors to give

• Knowledge of the practicalities of fundraising, including donation processing and database management

• How to manage your time

• Develop fundraising strategies, plot supporter journeys and be confident of what to do next

How to Fundraise: A Guide to Fundraising for Non-Fundraisers

Cost: £44

Duration: 3 weeks (4 hours of study a week)

The University of Kent’s ‘How to Fundraise’ course is facilitated through FutureLearn.

A practical guide to fundraising, you’ll be given tips on everything from preparing a fundraising story to processing donations.

What will you learn?

•  Why and how people give to charity

• How emotional and socially sensitive fundraising facilitates effective giving

• Preparing your organisation to fundraise effectively

• Creating and communicating a fundraising story

• Receiving donations and looking after your donors

• Developing a sustainable, long-term fundraising plan

You’ll receive a digital certificate on completion.

Introduction to Fundraising

Cost: £75

Duration: N/A. Access to the content will be available for 12 months, starting from your booking date.

If you’re new to the sector and want the gravitas of a name like the Chartered Institute of Fundraising (the professional membership body for UK fundraising) on your CV, this could be the course for you.

What will you learn?

•  Fundraising’s place within the wider non-profit environment

• How to develop a compelling case for support

• How to ensure your fundraising in legal and ethical

• The fundraising planning process and how to identify income sources

• How to create appropriate supporter communications

You’ll receive a certificate on completion.

Final Word

 Whether you choose to volunteer, or do a fundraising course, it’ll do wonders for your job prospects. Not only will it look great on your CV; it’ll put you in a strong position when recruiters shortlist candidates, and give you plenty to talk about at the interview.

 When you’re ready to apply for your first fundraising role, we’ll be on hand to help. Give us a call on 020 3750 3111 or email info@bamboofundraising.co.uk

Introducing Evenbreak

There are approximately 7.7 million disabled people of working age in the UK. Many of them are more than able to work, but with the disability employment gap currently sitting at 29%, more two million of them are missing out on job opportunities.

This represents a huge pool of untapped talent that businesses can’t afford to ignore, given the skills shortages and increasing levels of economic inactivity in the UK.

This is where Evenbreak comes in.

Evenbreak is an award-winning social enterprise run by disabled people (every member of the Evenbreak team is disabled), for disabled people.

Headed up by Jane Hatton (an experienced diversity and inclusion professional), the organisation exists to help disabled jobseekers find work with inclusive employers who value their skills.

What do they do?

Evenbreak’s core offering is its accessible job board, which advertises roles exclusively for disabled applicants.

Around 50,000 disabled people are registered on the board, and 60+ employers such as John Lewis, Lloyds Banking Group, Network Rail, and the Wellcome Trust advertise their vacancies on it, in order to attract candidates from Evenbreak’s vast pool of disabled talent.

The job board benefits employers and candidates alike:

Employers: Advertising on the platform enables employers to attract candidates they won’t find elsewhere and demonstrates their commitment to inclusive recruitment.

Candidates: Employers pay to advertise their jobs with Evenbreak, so candidates can apply knowing their applications will be taken seriously, and they won’t be discriminated against.

Other services

In addition to the job board, Evenbreak offers a range of additional services for candidate and employers:

Services for candidates

• Free One-to-one careers coaching

• Practical help and advice such as interview practice and CV development

• Webinars with coaches and ‘meet the employer’ events

• Additional career advice and resources are available on Evenbreak’s Career Hive 

Services for employers

• Bespoke consultancy and leadership support (which draws on Evenbreak’s lived and shared experiences of disability)

• Interactive workshops, workplace needs Aasessments, 1-2-1 assistive technology training, workplace strategy coaching, and mental health mentoring

• Diversity events

• Webinars, round tables and ‘Evenbreak Explores’ events

• eBooks

• Their best practice portal contains a wide range of practical resources and tools for employers around inclusion and accessibility in the workplace. 

Final word

More and more businesses are discovering the benefits of building a diverse workforce.

If you’re an inclusive employer looking to attract disabled talent, or a disabled fundraiser looking for work with an inclusive employer, why not let Evenbreak support you on your recruitment journey?

Email them at info@evenbreak.co.uk or give them a call on 0845 658 5717 to get started.

Feel Good Fundraising: Flo in the sky with diamonds

In our ‘Feel Good Fundraising’ series, Bamboo’s digital marketing apprentice, Georgie, follows up on the stories of inspirational volunteer fundraisers to ask them the questions no one’s thought to ask.

Georgie, it’s over to you.

While googling inspiring fundraisers, I came across Katie Pollard.

I was touched by her story as, after Katie lost her best friend, Flo, she decided to face her fear of heights to raise money in Flo’s memory.

Flo had always wanted to do a skydive, but Katie had never had a desire to throw herself out of a plane.

But she wanted to fulfill Flo’s wish, so made the jump to raise money for Young Minds Matter.

I reached out to Katie to find out more.

How was the experience?

“I took part in training before the jump. I was briefed on all the positions to adopt (when falling out of the plane, descending, and landing) and every stage of the jump was explained, in detail. This put my mind at ease … for a while.

In the air, my anxiety rose as people launched themselves out of the plane. I was the last one to jump.

I started to panic as I got near the ledge but told myself 'there’s only one way down,' and before I knew it, me and my instructor were falling.

It was terrifying, but amazing at the same time. My favourite part was when the parachute was pulled, and we gently glided down to earth. My instructor was pulling the parachute strings, making us do spirals and turns, which was amazing. It was like a theme park ride.

The skydive consisted of 60 seconds of free falling and five minutes of gliding. But it went super quickly. With all the adrenaline and excitement, it felt like it was over in seconds.

The view was incredible. I did the jump in Salisbury, but you could see Southampton and the Isle of Wight from that high up.

As soon as we landed, I felt on top of the world. I couldn't believe what I had just done. I was proud of myself and knew how happy and proud Flo would have been. I was buzzing for the rest of the day.”

Would you do it again?

“The build-up was worse than the actual jump. I was terrified as the plane took off. But once we started falling, all my nerves disappeared.

I’m still scared of heights, but the experience was so thrilling I would love to do it again. Although I would want to do it in summer as it was -20 degrees in the air!

If you or someone you know is struggling to cope, or experiencing suicidal thoughts, don’t suffer in silence.

There are lots of places you can go for help:

1.     Samaritans: https://www.samaritans.org/

2.     Mental Health Foundation: https://www.mentalhealth.org.uk

3.     National Institute of Mental Health: https://www.nimh.nih.gov

4.     Young Minds: https://www.youngminds.org.uk

Looking for a community fundraiser to inspire volunteers like Katie? Drop us a line to info@amboofundraising.co.uk

Word from the top: Springboard Interim

It’s official. Recruiting for senior interim fundraising roles is harder than ever.

Clients are telling us their interim roles are remaining unfilled for months, while candidates are saying the combination of the candidate-driven market (giving them access to a greater choice of permanent roles than ever before), coupled with an uncertain economy, (making short-term employment a riskier option), means interim work doesn’t have the allure it once did.

Charities can’t afford to have key senior fundraising roles vacant, nor can they afford to settle for an imperfect fit.

So, what can you do to make interim contracts more attractive?

1.      Guarantee a fixed-term

The vast majority of interim contracts are created due to maternity/paternity leave.

Quite rightly, new parents are entitled to return to work at a time that suits them. However, this can create uncertainty for interim fundraisers, who might find themselves out of a job sooner than planned.

Some of our clients are combatting this by offering candidates a fixed term that covers the entire maternity period, i.e., if the new parent returns to work early, the charity will either redeploy their interim fundraiser or pay out the rest of their contract.

2.      Pay an interim premium

A few of our clients are trialling a 10% - 20% premium on salaries for interim contracts.

If you’re paying below market rate, this may not help, but it can make all the difference if you’re offering a generous salary. A boost in pay can make the potential risks of a short-term contract easier to swallow.

3.      Offer longer notice periods, sooner

A few of our clients are looking to introduce longer notice periods, starting from day one. i.e., if their standard notice period is one month, they’re extending it to three. If it’s three months, they’re making it five.

The key point is the notice period starts from day one, without the need for the candidate to pass a probationary period.

This gives them more time to find a new role when the contract comes to an end.

To add another level of security, one of our clients is looking at a notice period that comes into play even if the entire maternity contract is served.

4.      Offer development opportunities

One way of securing interim talent without stretching your budget is to offer the role as a development opportunity.

Effectively, this means recruiting someone with all the skills, talent, and experience you need, but customising the role to stretch their experience in terms of team size, budgets, or something else, to help them springboard their career.

If a candidate thinks they can cut the curve of their career progression by a year or two, they may consider stepping out of a permanent role.

This option appeals to a lot of charities we’ve spoken to, but they don’t have the internal capacity to support candidates.

This is where Springboard Interim comes in.

What is Springboard Interim?

If you’ve got an interim fundraising contract you’re struggling to fill, but can’t afford to compromise on quality, we’ll help you find the perfect candidate.

No money is paid up-front, but you’ll commit to working exclusively with us.

We’ll target rising fundraising stars (in permanent roles), for whom your role represents an incredible development opportunity.

“Why would they consider it?” I hear you ask. Because we offer the following:

• A signed contract committing us to working with them to secure their next role (beyond the interim one).

• An additional month’s notice, paid by us, if we don’t find them their next big role (once their contract is complete).

• Half a day’s mentoring by a talented fundraising career coach every month, for the duration of their contract. This will help the candidate navigate their role effectively, whilst ensuring they develop the skills and experience necessary to go on to bigger things.

We’ve trialled Springboard Interim with a few clients and the results have been spectacular.

But don’t take our word for it. Get in touch with our Director, Graham, at graham@bamboofundraising.co.uk and try the product out.

And be quick about it. Due to the resource-intensive nature of the product, we only have three spaces left until the end of March.