Steve Morgan - Increased Spend to £20 Million pa
Ian McLintock
Fundraising
Fundraising Wisdom #12 - Story in Everything
Craig Schoolkate Digital Fundraising & Marketing Executive at Barnardo's Posted 5 months ago
Hello everyone,
We recently sent our monthly supporter email. This month was a bit different.
We found a retail story to tell.
It was about a campaign we did with young people in families. We asked them to find a present for a friend or loved one, and add a note of why they chose that present was perfect for their special someone.
In the email, we invited supporters not to 'shop our store', but to 'find the one gift someone special will love.' We also shared an image of a present with a note from the campaign.
Finding a story within a topic or a piece of content is what inspires and engages audiences. Remember, a supporter email is not a pinboard of charity updates. It's a message to an individual supporter that communicates what they're a part of.
We also found a cracking story of a caring woman who was raised at a Dr. Barnardo's home. Her children created an in-memory page for her story to live on. We invited our supporters to do the same for a loved one.
We all hear again and again the importance of story. This is another way we're using story to connect deeper with our supporters.
Best regards,
Craig
Digital Fundraising & Marketing Executive
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