Fundraising Archives - Spokes | Resources for Nonprofits

Nonprofit Storytelling

February 7, 2025 by Jordan Jerkovich

In our recent Board Academy session focused on Fundraising and Resource Development, we discussed the importance of storytelling. To create a lasting emotional connection with the general public, media and donors, your board of directors––and actually every member of your organization––should be prepared to tell their own impactful story as it relates to your organization’s mission.

Given recent executive actions affecting nonprofits, storytelling to donors, media and Congress is increasingly critical. You need to be able to effectively communicate why your organization is important, and what would happen if it wasn’t here?

Here are some components of effective nonprofit storytelling from ChatGPT:

1. A Relatable Protagonist

Focus on a real person, group, or community that has benefited from your work.
The protagonist should be someone your audience can empathize with.

2. A Compelling Challenge

Highlight the struggle or problem the protagonist faced before your nonprofit stepped in.
Make the challenge specific, urgent, and emotionally resonant.

3. A Clear Resolution (Impact of Your Work)

Show how your nonprofit’s intervention made a difference.
Use concrete details, data, and personal testimonials to illustrate success.

4. Emotional Connection

Use emotions like hope, joy, or perseverance to engage your audience.
Show, don’t just tell—use vivid descriptions, quotes, and imagery.

5. A Call to Action (CTA)

Inspire your audience to take action (donate, volunteer, share the story, etc.).
Make the CTA clear, direct, and easy to follow.

6. Authenticity and Transparency

Stay true to the story and avoid exaggeration or manipulation.
If using real individuals, obtain permission and respect their privacy.

7. Multi-Channel Delivery

Use visuals, videos, and testimonials to enhance engagement.
Adapt your story for different platforms (social media, website, email, video, etc.).

Check out this Forbes article for more storytelling tips and tools. If you’re looking to invest in your storytelling abilities, the annual Nonprofit Storytelling Conference is a great resource.

Analyzing a New Fundraising Campaign

December 13, 2024 by Jordan Jerkovich

During a recent Development Directors Roundtable, a participant expressed disappointment that a new fundraising campaign, which she had been excited about and had high hopes for, was yielding low returns. A discussion ensued about whether to bolster efforts—or throw in the towel.

While everyone agreed the campaign seemed like a strong idea, it was suggested that some further analysis was necessary.

I found an article from OneCause that offers a few reasons why taking time to analyze your fundraising campaign or event is worthwhile:

It helps you track how your campaign is doing so you can make adjustments and improvements along the way.
It tells you how well the campaign performed against your goals.
It puts benchmark data in place that you can use to improve future fundraising campaigns.

HERE are their 5 Tips for Analyzing Your Online Fundraising Campaigns.

Beyond the Thank You Letter

October 16, 2022 by Michael Simkins

We all have some way of thanking our donors formally for gifts to our organizations. It might be an email or a postal letter. But then what? Are you done? Not if you want that donor to make the next gift.

Gillian Cole-Andrews recently shared ideas for making an annual calendar for continuing to engage your donors.

January. No one wants to give money in January. Send a “pre-tax letter” that thanks the donor for gifts made during the year, with a total figure of what was given.
February. This is the “lybunt” and “sybunt” month. That means you will write to your donors who gave to you last year but not this year, and those who gave to you some year but not this year. Write and thank them.
March. It’s “tour month.” Find a way to bring significant donors to see what you do, whatever it is.
April. Event month. Well, according to your organization’s calendar it might be a different month, but take advantage of whatever annual event you do to engage your donors in ways that reinforce their understanding of your mission and your work. If you have a big party, make it mean something in terms of what you do.
May. This can be your “annual appeal” in contrast to your end-of-year appeal.
June, July , August. Can you celebrate an anniversary? Of your organization’s existence? Of a program?
October. Send your impact report. Remind people that you exist and what you do and accomplish.
November. Tie a solicitation to something happening this month. Thanksgiving? Susan B. Anthony? Military Family Month?
December. This is your end-of-year annual appeal.

Certainly you can juggle some of these around or substitute different activities. The point is to create a annual plan for yourself to make donor appreciation and cultivation manageable.

For further reading:

Contracting for Fundraising

August 21, 2021 by Michael Simkins

We recently had the question at Spokes, “What are the pros and cons of using independent contractors for fundraising and basing their fee on the amount of money raised?” Good question!

The answer? Well, when done correctly, it is legal, but there are lots of steps that must be taken. In addition, there are ethical and practical issues that you really need to consider before taking this route. If you or your board is considering this approach, Spokes recommends you carefully review the following references, in order.

Compensating Nonprofit Fundraisers – this is a good overview that gives pros and cons.

Professional Fundraising Consultants and Grantwriters – Pay particular attention to the section, “Did you know?”

California Attorney General’s Guide for Charities – California is a state that does require both the fundraising professional or company to be registered and the charity/nonprofit to follow specific procedures as to contracting, etc. See Chapter 9 beginning page 68.

AB5 issue. – Finally, be aware that California now has very stringent rules with regard to employees versus independent contractors. Basically, a person is an employee unless “proven otherwise.” There is a list of exceptions that includes “grant writer” but not fundraising consultants.