“Storytelling is the single most powerful communications tool you have available, bar none.”
That is the first sentence of a recently published e-Guide published by The Network for Good entitled, “Storytelling for Non-Profits: How to present stories that attract donors, win support and raise money.” That first sentence sums up the guide.
The article then asks, “So, what makes a narrative so powerful?” Here are their simple answers…
- Stories help us remember. As a preacher I knew people remembered my stories far better than my sermon points! Jesus knew that as he used stories, parables, to make his point.
- Stories influence how we decide. Their guide quotes a study that found that most people serving on a jury construct their own story based upon the facts entered into the case. They would then compare their story to what they heard from the lawyers. The jurist would favor which of the lawyer’s story most closely matched theirs.
- Stories link us to our sense of generosity. Let me quote the e-Guide here, “Studies show that donors tend to give twice as much when presented with a story about an individual as opposed to reading stories about the scope of a problem.”
Think about the power of stories. What is the best way to share Christ with others? By telling them your story which we have called our testimony. Atheists can argue theology all day long with you. What they can’t argue about is your story of how Christ changed and impacts your life. That story is your testimony and it is the most compelling message you have when sharing Christ with another person.
Churches have testimonies or stories. I have long advocated that we in the Church do a terrible job of telling our story. Non-profits “get” the power of a story. Go to any non-profits website and you will see story after story of how that organization is impacting the world. Why don’t we in the Church tell our story?
My position has long been that rather than telling people they “ought” to give we should instead be telling people what giving DOES. When we do this we will change the narrative about giving and generosity.
How to Craft Your Stories – OK, point well taken, I need stories. Yet what and how do you craft those stories. Let me share some of the principles “Storytelling for Non-Profits,” stresses…
The article quotes screenwriter Michael Hauge who says that all good stories boil down to three elements:
Character – Character is the protagonist. 99% of the time the protagonist of a good story is a single individual. The article says, “Try not to focus on an idea or an organization, but rather on one relatable character.” They then state a study that showed, “people are twice as likely to give a charitable gift when presented with an emotion-inducing personal story that focuses exclusively on one character’s plight.”
Illustration – I once wrote an article for a pastor after they had baptized 89 people. I had him single out the story of one person and tell their life changing story. That person was named Brandon. After telling his story here is what the pastor wrote…
You are a part of Brandon’s story and the stories of the other 89 people I baptized that night. Your faithfulness in supporting the ministries and mission of our church allows us to reach the Brandon’s of the world. Brandon is only one story out of many happening not just in our town, but literally around the world.”
Whose life has been changed by the missions and ministry of your church? Use that story to motivate people to give so that more stories aka changed lives, can take place
Desire – The article states that desire, “can lead to a burning need to change the character’s world: to obtain something, get rid of something, restore order, or escape a threat.” Later in the same guide it talks about the importance of doing this with emotion. They state, “One of the fatal flaws in non-profit storytelling is a lack of emotion.” When we in the Church are rescuing people from the snatched of evil how can we NOT tell our story with emotion and passion?
Conflict (or Barrier to Desire) – The guide says that, “Conflict simply refers to the obstacles that arise and prevent the character from getting whatever he or she wants. Powerful stories are about suffering and hardship. Readers respond best to conflict they can identify with.”
Tell your stories in a way that relates to the reader. Help them see the world your character sees, the troubles they face, their hopes and fears and their needs. Your donors will better emotionally connect with the character and in the end be more likely to give to help others with the same story as the character in your story.
Start collecting your stories! Your church is doing amazing things. It’s time to tell that story!
Mark Brooks – The Stewardship Coach