The importance of storytelling in peer-to-peer social fundraising
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🎠The Art of Storytelling in Peer-to-Peer Fundraising
The art of storytelling is ancient. Historically, it has always been how we communicate and share information. Look around; stories surround us every day. They drive our conversations and form our social media content. Furthermore, stories are the main driver for most marketing and advertising, regardless of the channel or product.
What Do We Mean by Storytelling?
Storytelling is the vivid description of experiences and ideas. It uses narratives that evoke powerful emotions and insights. In essence, it lets us connect with people’s values. A great story requires structure, tension, conflict, and a resolution. Ultimately, it must take the audience on a journey. A story should always be about people. It covers their dreams, problems, and passions. We call this the narrative arc.
Why Storytelling Matters for Social Fundraising
Storytelling is one of the most important tools for all fundraising. It works well because it taps directly into our emotions. The human brain thinks in stories. Consequently, this helps us make decisions. Fundraising works best when you connect the head and the heart. This connection prompts the decision to donate, continue a monthly contribution, or sign up for a Facebook Challenge.
Also, social media runs on storytelling. You see stories in every post or reel. Stories capture our attention when we scroll. They are literally part of the Facebook and Instagram platforms. Social fundraising meets your supporters where they are. Therefore, storytelling naturally belongs at its core.
Peer-to-peer fundraising is crucial for non-profits. It vastly increases their reach and fundraising ability. It does this by tapping into individuals’ networks. These networks exist and connect on social media. For this reason, social fundraising is the perfect match for peer-to-peer fundraising.
🎯 Storytelling Strategy for Your Facebook Challenge
For Facebook Challenges, storytelling starts with your ads. Here you tell people what the Challenge is and when it takes place. In addition, you clearly state the impact the funds raised will make. You also use powerful images. These images connect with your audience and show the Challenge in action.
Once someone completes the lead form, they show interest. They are interested in participating in the Challenge. You must then tell two key stories to move them toward becoming an active fundraiser.
1. The Story of Your Organization: Making the Participant the Hero
This story must clearly communicate the need for the funds. It must show the positive impact on people, animals, or an issue. Crucially, focus on the problem and the impact, not your brand or board. Remember the power of one: people give to people, not to statistics. A great story about one person your non-profit helps will do more than any logo or infographic.
Your channels for this story are the Challenge group and the email journey. Keep in mind that when people first join the group, they are still considering participation. They are not yet active fundraisers. You must make that happen.
So, your story needs to:
- Engage.
- Inspire.
- Motivate.
- Finally, convert.
Telling Your Organization’s Story in 5 Steps
- Introduce a relatable person.
- This person faces a problem.
- They struggle against this problem. The problem is too big to solve alone.
- Your organization can help this person, but funding is necessary.
- It turns out that the Challenge participant is the one who helps. They make the solution possible.
Use a combination of great narrative and powerful images. Images connect with your audience’s emotions. After all, there is a reason we say “a picture speaks a thousand words.” Great fundraising happens when you connect the supporter to the positive impact. Therefore, make your Challenge participant the hero. They are Batman; your organization is Commissioner Gordon.
To get group members to engage, use your opening text to prompt action. For example, write: “Post a ❤️ to show your support for Anne. Read her amazing story.”
2. The Story of the Challenge Participant: Reaching Their Network
The purpose of your Facebook Challenge is raising funds for your mission. The Challenge participants will do the heavy lifting. Peer-to-peer fundraising won’t happen if the content stays only in the group. Therefore, it is crucial they tell their story to their network.
The Challenge participant’s story needs to reach out and inform. It must connect and motivate others. The best place for this story is on their fundraiser page. That is where they will get donations.
The Story They Should Tell: Why and How
- Why they are doing the Challenge:
- Is it in memory of a loved one?
- Is it gratitude for the care they received?
- Is it a personal motivation to get fit?
- How they are doing:
- Tell their journey throughout the Challenge.
- Share regular activity tracking posts.
- Show the commitment needed to complete the Challenge.
- Explain why fundraising is necessary.
- What they have achieved:
- They completed the Challenge.
- How much the group raised in total.
- The impact of the funds raised.
You must give them a reason to post regularly. Direct them to post a selfie in their Challenge t-shirt on their fundraiser via the registration pack. Create milestone markers for them to use. The best way to encourage regular posting is to make it a rule. Make logging their distance, steps, or squats a rule for the Challenge. They log this activity on the fundraiser page. In this way, the participant will tell their Challenge story automatically.
When a person donates, they do so primarily to support the person they know. They may not know your cause. Yet, by donating to the fundraiser of a friend, they enable your work. That’s why getting your participants engaged with their fundraiser is so important. Storytelling is the key to this engagement. If they simply tell their story to their network, the donations will follow.
đź“ž Book a Demo & Related Resources
Want to know how we can help your organization run high ROI Facebook Challenges? Book a 30-minute demo with a member of our team today to learn more about the Facebook fundraising possibilities available to your non-profit!
Book your demo here: https://givepanel.com/demo/
Related Resources
- 5 secrets of hyper-engaged social communities (with results!)
- 4 steps to engage your Facebook Group and get them fundraising
- How Facebook Challenges deliver massive income, awareness and engagement for nonprofits
- How to plan the perfect Facebook Fundraising Challenge in 2022