When it comes to engaging people in your cause and turning them into donors, telling them your story is crucial. Sharing your story through feature stories in newsletters, in the news media, on your website, in public presentations, in one-on-one solicitations and other means is a cornerstone of building a strong donor base. Joseph Barbato, president of Barbato Associates, offers some do's and don’ts for sharing your story when working with potential donors. ‘A non-profit should tell a compelling story that speaks directly to the interests of the donor,’ Barbato says. ‘A story should stress the tremendous difference the nonprofit is making in its field, which is one about which the donor is excited.’

When communicating this message to potential donors, he says, there are four areas to avoid:

1. Negativity.
2. Overselling.
3. Taking the donor for granted.
4. Talking about how much better your non-profit is than the other guys.

‘The biggest challenge is getting the story just right,’ Barbato says. ‘You want to push all
the right buttons and convey the story in the simplest and most memorable way. You must know your own organisation and its strengths.

What is it about your group that appeals to major gift donors? Why do they care? Study
yourself, know yourself and act on the power of that self-understanding.’ To accomplish this, Barbato offers the following tips:

• Hone your message.
• Keep it simple.
• Use telling anecdotes
• Convey the emotion that goes with making a difference in people’s lives.
• Make clear the wonderful opportunity the donor has to help advance your work
and improve the lives of those your oganisation serves.

With acknowledgement to Successful Fund Raising, May 2009, Volume XVII, No. 5. ■