Storytelling is all the rage right now in the nonprofit sector. Stories help donors connect with our missions and ignite their passion for important causes.
Stories have been used for thousands of years to connect people to one another. Today in our virtual worlds with virtual reality, we aim to bring donors into our stories, our missions, our nonprofits through “storyliving,” a term coined by Tammy Zonker.
I had the opportunity to sit down with Tammy and discuss how to take storytelling to the next level through storyliving.
Interview Highlights (Transcript)
Watch the full interview above or read the highlights below.
Storyliving vs. Storytelling
AE: What is storyliving?
TZ: Storyliving is the next level above and beyond storytelling.
In storytelling, the donor or prospective donor is almost the quiet observer. Storyliving takes it to the next level and invites them in to become part of the story.
AE: I love it! We’re always looking for new ways to engage the donor. Inviting them into the story — what a beautiful concept. Give us an example.
TZ: One example would be engaging a donor and then inviting them to participate in the work in ways that can be transformational. We invited a donor — a CEO of a large corporation — to sit in on a nonprofit’s help desk. Even just 15 minutes… hearing the stories… understanding the need.
The next step was to visit an inner city high school and meet the students, where extraordinary work was being done in the face of a lot of challenges.
AE: It’s a tour, but pumped up.
TZ: Exactly. So they get to see and feel something. Gone are the days where we roll out the red carpet. Our donors want to feel something. They want something real. And they want to make a difference.
Watch the full interview for more on this topic.
It’s About Making a Difference in the World
AE: What are some examples of some different organizations that aren’t as touchy-feely… some harder to engage organizations?
TZ: I encourage them to go back and ask themselves the question, “Why do they work there?” Every mission has something that inspires someone. The whole concept of storyliving is to find the people where your mission is their mission. It’s the 3rd line in their obituary — how they made a difference in the world.
Watch the full interview for more on this topic.
Closing Words of Wisdom
AE: Any final words of wisdom?
TZ: Just get to know your donors. It’s so challenging. We wear a lot of hats and there are things that are always urgent. Whether it’s an event, a deadline, a grant application. There’s an urgency to those things. But there’s not necessarily an urgency to major gifts, which is why it gets pushed to the back burner.
AE: How can you invite your donors in to live your story one day per week? Maybe that’s the challenge.
TZ: I think if we come at it, not as another thing to do, but as an opportunity to help them write that 3rd line in their final chapter — it’s so powerful, and what a privilege.
Watch the full interview for more on this topic.
Learn more about Tammy Zonker at her website. You can also follow her on Twitter @TammyZonker.
How do you help your donors live your story? Share your ideas in the comments.
I love these short videos (and transcripts) featuring experienced fundraising professionals. I’m new to this area of nonprofit work and I watch the video each time you send one out as part of my ‘learning curve’! Thanks for being thought-provoking.
Thanks, Sara! Do you get my weekly emails? If not, you can sign up at http://www.amyeisenstein.com/join
Great job, Tammy!
Hi Amy,
I need your advise. I managed to lead a fundraising for a child who was born without an Anus-she needed surgery to just create one for her. Yesterday was when the surgery was supposed to be done. unfortunately, the doctors needed the consent of the child’s father who refused to pick his phone.
The Doctors indicated, that they cannot do the surgery without the father of the child’s consent and have pushed it further by almost 2 months.
The people who contributed to the fundraising are asking about how the operation went…when it is not yet done. I am wondering how to respond to it. They are eager to know the success of the operation.
Please advise urgently. I definitely need to respond early enough. To keep their confidence.
Carol
Carolyn – be open and honest with your donors. Let them know what’s going on.