When we use stories, we’re illustrating a connection with our audience. We’re making the theoretical more tangible. We’re pulling at heartstrings and engaging in a way that is moving and visceral. So, in the story section of your page, make sure you are not only describing your mission, but that you’re describing what your cause has already done to make a difference. Use case studies, talk about individuals you’ve helped, success stories, and dig into issues you’re hoping to solve.
Check out a few more tips below…
In every story you tell, your donor should see themselves in your communication. Write to them about what they can do. You can be sure that you’re doing this correctly when you have at least a 2-to-1 ratio of “you” to every “we/us/our” in your communication. Also ask them to do something compelling, not just to “partner” with you towards your mission. Supporters are more interested in being a hero than a partner.
When it comes to a call-to-action, always talk about outcome over process. Skip to the things that donors care about, such as “help the kids,” instead of “support the uplifting kids program.” Also be specific… “Be the difference for a refugee” will raise less than the specific call to “provide medical care for a refugee.”
Length is also something to pay attention to. Nobody wants to read a full novel, but one paragraph isn’t enough to paint the picture. We’ve found anywhere from 550-650 words is usually a great place to start and allows a detailed, yet succinct enough, story section.