How to Tell Stories That Motivate Donors to Give --The Real Story You Need to Tell (Recording)

  • Duration
    90 Minutes
  • Author
    Jeff Brooks
  • Course Level
  • Year Created
  • CFRE Approved
    1.50 Points
  • Get certified!


How to Tell Stories That Motivate Donors to Give  --The Real Story You Need to Tell (Recording)
Top Rated

How to Tell Stories That Motivate Donors to Give  --The Real Story You Need to Tell 

A Whopping 93% of the People Who Attended This Nonprofit Training Rated It As Great to Excellent!

Okay, let’s be honest. Everybody knows that to motivate donors to give (to motivate anyone to do anything, really) you have to tell stories. Facts and statistics don’t work. Brilliant arguments don’t work. Super-clear explanations don’t work. If you want people to pay attention to what you’re saying -- and then take the action you want them to take -- you gotta tell a story!

But there’s something hardly anyone knows yet: To really make fundraising work, you have to tell the right story. The story that speaks to the donor’s heart and mind and helps them connect their values -- and their money -- to your cause. The real story for fundraising. 

This practical, recorded course will show you how to write a compelling story for fundraising and discover your best fundraising stories to keep donors engaged.  Learn how to connect with donors and tell your stories with grace, drama, and effectiveness!

Your presenter, Jeff Brooks, has been telling fundraising stories for decades. Not only that -- he’s been testing them. He’s found what works and what doesn’t, and he’s ready to tell you!

During This Nonprofit Webinar Recording, You Will Learn:

Why donors give -- and how you can give them what they need

  • Donors are seeking personal significance
  • Donors want to put their values into action
  • 3 types of nonprofit storytelling: bad to great
  • Three things you owe every donor

How to tell stories for asking

  • The story NOT to tell (that almost everyone tells you is the right story)
  • What every donor is waiting to hear
  • The balancing act between complacency and skepticism

How to tell stories for thanking and reporting back

  • Four things donors need to hear from charities (that they rarely hear)
  • How your acknowledgments can help build your long-term relationships with donors
  • Three steps that will make your newsletter the best part of your fundraising program

Writing tips for vivid and effective stories

  • The most important word in the storyteller’s dictionary
  • Three ways to put the donor in every story (and two ways to keep them out)
  • The magic of mirror neurons to pull your donor into any story you tell.

You’ll Get These BONUS Materials:

  1. Outline of a successful story-based fundraising message
  2. Outline of a successful newsletter story
  3. Prompts for Telling Great Fundraising Stories
  4. Where’s the puppy? -- reminder poster for storytellers
  5. The Webinar Slides

About Your Topic Expert:

Jeff is specifically qualified to teach this webinar because:

  1. Has been writing fundraising for more than 30 years: newsletters, direct mail, digital, broadcast ...
  2. Was part of the team that researched and refined the first true donor newsletters back in the 1990s. Ask about the “Domain Formula.”
  3. Has written and directed a lot of Donor Newsletters – there was a 10-year period when he wrote about three newsletters per week, every week. 
  4. Is the author of 3 books on fundraising, Including The Fundraiser’s Guide to Irresistible Communications

Jeff Brooks has served the nonprofit community for nearly 30 years, working as a writer and creative director on behalf of large and small nonprofits, including CARE, St. Jude Children's Research Hospital, Dana-Farber Cancer Institute, World Vision, Feeding America, Project HOPE, and dozens of urban rescue missions and Salvation Army divisions.  He has planned and executed hundreds of campaigns in direct mail, print, radio, the internet, and other media that have motivated millions of donors to help make the world a better place.  

He blogs at, and is the author of three books: The Fundraiser's Guide to Irresistible Communications, The Money-Raising Nonprofit Brand, and How to Turn Your Words into Money. He lives in Seattle.

What Attendees Said about This Nonprofit Webinar: 

“This webinar gave me some great tips on how to refine my appeal writing, and I honestly feel will help me increase my ability to drive donations.”

Justin Kuczma    , Lollypop Farm

“Jeff was insightful, bringing years of experience and knowledge to the webinar. His advice is timely, thought-provoking, and motivating to make small tweaks to maximize the effectiveness of campaigns.”

Rachel Rice, Mission of Hope

“The webinar was easy to follow and provided real-life examples of what to do and what not to do in fundraising. It was very insightful, and I will be sure to refer to my notes in my future projects.”

Teresinha Medeiros, St. Joseph's Health Care London

“This was an excellent webinar. It wouldn't matter if you were a new or veteran fundraiser. There were great ideas and clear examples.”

Celia Moreton, Life Services Alternatives

“Useful, actionable insights and tips that I can put to use right away.”

Erin Inclan, Amplio Network

“As a beginner with fundraising, this truly gives me insight into what my donors what to hear and what they expect from my organization.”

Briana Proctor, the Orange County Rape Crisis Center

“This was very helpful in helping me think about fundraising differently.  I'm excited to put the things I've learned into practice with our next fundraising mailing and also with our donor thank-you letters.”

Grayson Hartgrove, School Time Bible Ministries

“This webinar taught me both little tweaks to easily improve the effectiveness of my writing as well as big ideas for shifting our organization up to the next level. My time was very well spent!”

Beth Grafman, Israel Sport Center for the Disabled

“I am very new at this.   My goal is to step out of the box and away from what my predecessor was doing.  You outlined exactly what we are doing wrong ( I, I , we , we)   I can't wait to get started !!”

Mary Baty, Brothers of Mercy Nursing & Rehabilitation Center

“I loved the succinct nature of this webinar. Straight and to the point. Easy to digest and potentially put into practice.”

Aysha Hag, LifeSPAN

“Jeff Brooks presents information in the same engaging way he advises we present our communications to donors. The time and money spent on his webinars are well worth it for experienced fundraisers and new fundraisers. Everyone can benefit from reminders of things we know, or learn techniques that are new to us.”

Katheryne Goodman, Rush Homes

“This was a fantastic reminder to think from the donor's perspective, and walked through very practical steps to ensure we do that in all of our communications. Thank you!” 

Chandra Luczak, UNICEF USA

“I was so impressed that the presenter had feedback to our answers to his questions! It was so exciting to get live feedback.”

Madeline Coffey, Piedmont Environmental Alliance

“I really appreciated seeing comparisons of unsuccessful fundraising language, with a few small word changes you can have successful language, as well as the great tips on writing fundraising letters.”

Stacy kelley, CASA of the South Plains

For more on nonprofit donor relationships and acquisition, check out these webinars.

Live Webinar Attendees

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