Converting Clicks to Donations & The Power of Storytelling
I just listened to a great webinar about moving Millennial online engagement into real world action. In “From Slack To Act! Converting Clicks to Donations in 3 Steps” fundraising professional Maeve Strathy makes a compelling case for the power of storytelling and how video can be used to speak with an authentic and relatable voice. Here are some of her key points:
The first step in fundraising is engagement. You must engage potential young donors and involve them if you ever want them to invest in your organization. Only after a millennial is engaged, are they ready to become donors.
Video is a powerful way to engage millennials. But a video is only as good as the story it supports. So make sure it’s great and authentic. The power of story lies in the ability to speak to the heart, and that’s where giving comes from.
Be authentic. Be relatable.
It’s all about the way you communicate. When communicating with a potential donor, it must be done in an authentic and relatable voice. Millennials take nothing at face value and need to be convinced. They don’t do anything out of habit or obligation. Give them a glimpse behind the scenes and help them start to trust you. The “institutional voice” is a relic of a bygone era. So is passive trust in authority figures. Millennials don't trust institutions, senior executives, or celebrities. We trust people. People we know, and perhaps even more importantly from a storytelling perspective, people we feel we know.
For example, what if you’re message to a to potential young donor was actually delivered by an existing young donor. Sure it’s an obvious concept, but it’s also a very powerful one. It may be someone that became engaged with your cause and then was moved to give. That voice would be authentic and relatable.
Remember that fundraisers are storytellers; donors want stories, and stories speak to the heart. That’s why storytelling is such a powerful way to engage people.
Read my post on the 4 fundamentals of storytelling to learn about the elements that compose a great story.