The fatal flaw that stymies a story - and ruins results

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.

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