Which do you respond more to: a warm story about a puppy finding its forever home or statistics about the number of abandoned puppies in need of a home? When you tell the story for your nonprofit, which do you focus on: stories and images that pull on the heartstrings or facts that communicate the impact the organization is making?
These two ways of communicating are posed as diametrical opposites, but here’s the truth: how people respond is not that starkly different. These are the extremes. Some people get interested in knowing more about a nonprofit because of a powerful story, and others want to learn about the human impact after reading about the facts associated with your organization. Our experience has shown that when you are making the case for your organization or institution, there needs to be a balance of both emotions and facts. Here are some of the things that can help assure you are able to appeal to both audiences.
“Just give me the facts.” When you want to communicate with those who look at facts and numbers first, you have to share specific and quantitative information. Give the number of people served and the potential number of people you could serve with additional resources. Include your budget with sources of revenue and how funds are expended. Be clear about your financial standing – even if it’s not what you want it to be. List your board members with their affiliations; include the year you were founded; how you have grown and/or contracted over time and why. Be specific. State clearly how much you need to raise and how that will impact your ability to provide specific research, services, education, or advocacy. As you share your history, use facts and figures as your benchmarks. Those who give testimonials should focus on the specifics that differentiate your nonprofit from others.
“Tell me a story.” Many people become engaged by a feel-good story. They are looking for examples of ways in which individual stories bring hope when they feel hopeless or that a situation is beyond help. Examples from your institution or organization can uplift spirits and carry the message that all is not lost. A child with a puppy in her arms warms hearts; a teenager or young adult at graduation reminds us of new beginnings and the promise of the next generation. Images combined with heartfelt text about what has been overcome can soften even the most closed of hearts. Share your history with stories that span generations; include testimonials from stakeholders who have witnessed the power of your nonprofit’s work.
The bottom line is creating a balance of information that you share so that you are communicating with people who respond to information in different ways. What’s most important is a focus on how your organization offers solutions. Share what you are seeking to accomplish and how others can help your work forward. Don’t dwell on the past – focus on the future with a blend of facts and emotions. God protect America.
© 2025 Mel and Pearl Shaw, authors of “Prerequisites for Fundraising Success.” We provide fundraising counsel to higher education, nonprofits, and philanthropy. Video conferencing always available. Visit www.saadandshaw.com.
