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Presented via CAGP Webinar, February 27, 2013
Citation preview
How to gather, write and
publish your donor stories
Leah Eustace, CFRE Principal & Chief Idea Goddess
@LeahEustace
Why stories are awesome…
• Keep the reader’s attention
• Help you communicate better
• Enhance your credibility
• Linger longer
• Get passed along
• Raise more money!
Gathering stories
Look… and listen
• Listen to what’s being said around the water cooler
• What’s your founder story? • Talk to people on the front lines • Think about your own story… • Attend your charity’s events • Keep an eye on the blogs • At the end of every day ask
yourself “what happened today that would make a good story?”
Extend an invitation
Pay close attention
Always be prepared
Conducting an interview
Preparing your interviewee
Preparing yourself
Tips and tricks
What to ask
• Why don't you start by telling me a little bit about yourself
• How did you come to be involved in [charity]?
• What role does [charity] play… what sets it apart from other charities?
• What impresses you most about [charity]?
• Tell me about a particular person you've met, or a program you've been involved with (or a story you've read) involving [charity’s] work that has stood out for you
What to ask
• Do you remember when you first heard of [charity] and under what circumstances it was?
• What prompted your first gift to [charity]?
• Where does your philanthropic spirit come from? What values were you brought up with?
• What led you to consider a bequest?
• What do you hope your bequest will help accomplish?
What to ask
• What difference do you hope [charity] will have made when you look 25 or 50 years into the future?
• Why should people consider leaving a bequest to [charity]?
• If you had an opportunity to speak to other donors who were considering a bequest, what would you say to them?
Probe
• Walk me through…
• Paint a picture of…
• How old are…?
• What is that person’s name?
• How did that make you feel?
• What’s it like to…?
• What went through your mind when…?
• How did you react to…?
• What hurdles did you face when…?
The last best question
Is there anything else you’d like to add that we haven’t touched on?
What’s next?
Writing
Components of a great story With thanks to Mark Phillips www.queerideas.co.uk
Think about the end product
Involving the donor in the process
The end product? A work of art
Download at www.goodworksco.ca/who-we-work-with/portfolio
Thank you!
Leah Eustace, CFRE
Principal & Chief Idea Goddess
Good Works
www.goodworksco.ca
@LeahEustace