Jun 27, 2014
Every nonprofit has a story to tell. If they didn't, the charity wouldn't be able to sustain itself for very long. Narratives are what make an individual or an organization unique, they're a means of differentiation in an increasingly competitive industry. Anecdotes are the beating hearts of nonprofits, they are the aspect of the group that fuels life on an everyday basis.
In today's digital age, it's becoming important that organizations spread their story through new means of communication. An effective campaign, particularly through visual means, can act as one of the best online fundraising tools a charity can utilize. With that in mind, listed below are three tips for effective illustrative storytelling:
- Show your originality: Remember why your group wants to go this route in the first place? It's most likely to demonstrate your value as a nonprofit and what you're doing to make a difference in your community. Thanks in part to social media, nonprofits have multiple effective conduits in which they can communicate to potential donors with. For example, Instagram primarily showcases still photos while Vine and YouTube are video-sharing platforms. Facebook and Twitter can also be used to share original content, thus creating a cross-pollinated and highly digestible campaign.
- Stay focused and on point: Creativity in this regard is important, as dull or drab content won't necessarily yield successful results. However, it's important to keep a central theme in all of the stories your nonprofit puts out, otherwise the donors will lose sight of your overall message. To truly connect with benefactors, your nonprofit's outreach efforts need to be culturally relevant, current and tap into the everyday realities of your donors, according to the Nonprofit Hub. Don't be afraid to tug at the heartstrings, either. Emotion is oftentimes a powerful source of motivation.
- Stimulate the senses: One of the biggest advantages of social media besides the ability to share content is the fact that it's primarily visual. The brain processes visual information at a much higher rate than it does with text or through other senses, and nonprofits have a golden opportunity to create lasting implications with donors with an effective storytelling campaign. Generic photos can be spotted from a mile away, so your nonprofit should choose images that make your donors feel, hear or smell what your organization is doing on a regular basis, the Nonprofit Marketing Blog suggests. A human's sensory memory is extremely powerful, and by tapping into that, a charity will be processing donations in no time.