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| Path: Main Street > Resources/Library > Research Articles > Feature Article |
Storytelling in tough times
By Pattie LaCroix
December 22, 2008
So here we are in the beginning of a major recession in Canada, one that will grow over the next several months as the US economy continues to retract. For the social sector, which relies on contributions from government and the private sector, the future seems more uncertain than ever. At the same time, the economic downturn will increase the demand for social services offered by nonprofits across the country.
Of the 165 community foundations that annually support about 17,000 projects in Canada, most have experienced dramatic decreases in the return on their endowment funds. This, of course, has a ripple effect on how much funding is available to organizations in communities across the country. Couple this with a drop in individual giving and major gifts like gifts in stocks, and things start to look really bad. Last year, of the $1.6 billion donated by the private sector, $1 billion of that came from major gifts.
The challenge now is for those communicating the need and impact of the work of nonprofits to focus on the individual relationships that have sustained their organizations. Now more than ever, clear stories that make it easy for us to see how we can impact change are going to be crucial. With media headlines blasting out news of market downturns, company closures, and bank failures, many are going to want to know where their contribution, big or small, should go to reach out to help others get through these tough times.
Here are a few points to take into consideration when crafting your messages for support:“We don’t need more information. We need to know what it means. We need a story that explains what it means and make us feel like we fit in there somewhere.” --Annette Simmons, The Story Factor
- Focus on individual relationships: What does it mean to the donor? How exactly is their contribution going to have an impact in a real and meaningful way? And don’t forget to be diligent in recognizing and communicating with your loyal donor base.
- Strong open communications: Polish your message to absolute gleaming clarity and focus on where people are at, not where you think they should be, in their understanding of your issue.
- Values-based messaging: Build solidarity around shared values that you have with your donors, leverage your donors’ desire to help out during these times.
It is going to be exceptionally difficult to acquire new donors in these tough economic times, but focusing storytelling to build and deepen your relationship with current individual donors will be paramount to get through this downturn. In this time of complex change, clear and focused stories are needed to provide an entry point into this complexity and provide opportunities for your donors understand how they can contribute in these turbulent times.
Pattie LaCroix has provided strategic leadership in crafting integrated communications and fundraising strategies to nonprofits for more than a decade. As CEO of Catapult Media she is passionate about the power of storytelling in engaging your audience and building support for your work. You can reach Pattie at www.catapultmedia.ca.
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