Design tips and insights for nonprofits and social enterprises.

Without a hero, stories fall flat. We need someone to root for, hope for, or fight for. Also, without a hero, the story is quickly forgotten.

So, who’s the hero of your nonprofit story? You have 2 choices: your donors or your clients Click To Tweet

What should you write about?
When it comes to writing your story, there is a lot to consider. One is for sure, “We’re great, support us!” shouldn’t be your story.

All stories need to have 3 elements:

  • Hero — give us someone to root for
  • Desire — what does this person want or need
  • Conflict — what’s standing in the way

And don’t forget to make us feel. The best stories involve emotion. Don’t focus on numbers and data at this point. Put us in the hero’s shoes with an emotional connection.

What about an ending?
You actually don’t have to give your story an ending. Let the reader add their ending by enticing them to take action on behalf of the hero.

Which hero should you pick?
If you’re not sure if you should focus on donors or clients, then conduct an A/B test. Your website or social media is the perfect place to test this kind of thing. Create both stories, with similar visuals, and test them to see which one resonates the most with your audience.

Have you created a story focused on a client or donor? I’d love to hear about it.

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