The fatal flaw that stymies a story - and ruins results
- Fri, April 27 2012
- Filed under: Marketing essentials
As a reader of this blog, you know I’m a big fan of storytelling. It’s a great tool - if it’s done right.
But when it’s not done well, it doesn’t work. Just as you can write a bad novel with a storyline, you can write a bad appeal with a storyline. Story has no magic. Only a good story does.
My friend and colleague Kivi Leroux Miller had a great post this week about when storytelling fails. She was reflecting on a session at the recent Nonprofit Technology Conference, and the essence was this: When a story in a fundraising appeal doesn’t include the donor, it doesn’t compel action well.
In other words, the fatal flaw in a story is making it about you - and your organization - but not the audience as well.
Put the donor in the story.
Do that by making them feel they are making a difference, that they are important, that they are part of a success and that they belong to a movement.
Then you’ve got a tale that packs real power.