Your story should get potential donors (your target audience) excited and motivated about your fundraising project. However, don’t presume your audience knows everything about your organisation or why you’re trying to raise funds. In fact, you should write your story as though you’re talking to someone who has never heard about your organisation or its fundraising goal.
Inform people of why, how and when they should donate. The story is the bedrock of any campaign. It’s central to all fundraising activity. You must take the time needed to get it right.
Your story should answer the following questions:
- Why does your club need this money?
- Who and how many people will benefit?
- When do you need it?
An engaging and successful story will have four key ingredients:
Need– This is the starting point for any fundraising story. What are you trying to achieve through your fundraising program? Exactly how much money do you need to raise?
Cause– What EXACTLY are you raising money for? This isn’t as simple as saying: “We’re raising money for our U14 team travel fund”. You need to be more specific and say something like “We’re raising $15,000 for our U14 team to travel to the state titles and represent our club against the best in the state”.
Impact– You need to share the emotion of your story. An impact outlines EXACTLY who will benefit from the donation. You need to describe the changes that will be seen through the donation and the impact it will have. An example would be: “We’re raising $15,000 for our U14 team to travel to the state titles and represent our club against the best in the state. This is a life-changing opportunity for our young players. It’s one never had by any team from our club before. And it will only be made possible through the kind support of people like you”.
Ask– Don’t be afraid to ask. No fundraising program has ever been successful without asking. Your request will be far more effective if it’s really specific and lines up with the emotion of your story. An example might be: “A donation of just $10 provides a football to a child who has never owned one before. Can you help?”. Or “$25 will pay for the tournament uniform for one of our less fortunate players. Will you assist?”. Make sure it’s obvious why your target audience should care. Also remember that you need to let the donor know how they can make their donation. And have a sense of urgency. You want them to know that you need them to donate now.
Some great examples of fundraising stories can be found on our website asf.org.au. Go to the ‘Our Projects’ page and simply click on the ‘View Project’ or ‘More Info’ tab on any of the projects.
Feel free to chop and change your fundraising story to target different audiences and mediums, but stay true to your cause. Make sure your story is current this EOFY as it will arm you with the power to raise extra funds in June.
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