Stories Matter
Why do the best fundraising campaigns lead with stories, not numbers?
I’ve been thinking about why some fundraising campaigns stand out more than others. Chatting with my coworkers we’ve been testing what we remember about our work and others’.
We know our brains wired us for story. People have gathered around campfires to share stories for thousands of years. Long before we invented spreadsheets, graphs and impact reports.
We know facts alone rarely open wallets. Donors don’t give to organisations. They give to causes and people they feel connected to.
A compelling story creates emotional resonance. It sticks with us. It makes us feel connected.
I thought I’d share a few of my favourite fundraising campaigns with fundraising hooks that move me:
OzHarvest
OzHarvest built its brand around a compelling counter-narrative.
Instead of another food charity talking about hunger statistics, they reframed the story around food rescue and environmental sustainability.
They positioned donors as part of a solution to two problems.
OzHarvest are successfully shifting mindsets, stigma and laws to improve food rescue and environmental impacts. And activate previously wasted resources.
Bush Heritage Australia
Bush Heritage protects ecosystems and wildlife allover Australia, delivering landscape-scale impacts.
When Evelyn Downs Station was listed for sale, they were presented a once-in-a-lifetime opportunity to buy and protect 235,000 hectares of pristine land in South Australia’s Painted Desert. They only needed to raise $7.2 million.
Give to Country this Christmas captures the true spirit of Christmas and giving.
It offers a positive action and an alternative option during a time of more traditional ‘every little bit counts’ Christmas appeals.
It’s ambitious, urgent and tangible. It was the largest land acquisition in Bush Heritage’s history.
It returns land back to First Nations care, protects flora and fauna, and provides many cultural, environmental and social opportunities.
Give to Country this Christmas is a stand-out campaign for how to engage a variety of new, returning, and extending donors.
Beyond Blue
Beyond Blue is a reliable source of mental health information, support, and hope.
Beyond Blue’s You Matter campaign introduced Carina’s story — a real story of a young mother battling isolation and depression. She didn’t know who to turn to and felt incredibly alone.
Her story wasn’t unique—thousands of Australians face similar feelings of loneliness, which can often lead to anxiety and depression.
Beyond Blue didn’t just create an a campaign that can connect with anyone who sees it (who hasn’t felt lonely before?). They reminded us that we can all feel that way sometimes. And they’re here to help.
The story evolved across a series of direct mail, email and digital platforms highlgihting the challenges Carina faces. It left a lasting impression on me.
Showcase of Fundraising Innovation and Inspiration (SOFII)
SOFII is created by fundraisers for fundraisers. It helps fundraisers be the best fundraiser we can be, by sharing the innovation and inspiration that drives and invigorates our sector.
The SOFII One Hundred (soon to be Two Hundred) want to help other fundraisers be their best. It’s a regular giving program that celebrates a group of generous, commited people that make this possible (yes now including me).
The SOFII One Hundred Wall of Recognition provides a public acklowedgement of its donors (now including myself). Most profiles feature messages of thanks, praise and support for SOFII and the global fundraising sector.
It feels great to be part of something big. Joining felt like an achievement. Now I want to contribute (this post is practice). I want to give more.
Donating can feel so coldy transactional sometimes. It’s nice to feel like this is the start, not the end, of a collaboration.
Get your donors excited to take part, and even more excited to stick around.
What I’m Learning About Crafting Stories
Start with WHY: Not the organisational mission statement—the deeper why. What change are you trying to create? What keeps you up at night? What gives you hope?
Get specific: Tell me about one person in detail. What was their situation? What changed? How did they feel? The specificity doesn’t diminish the scale of our work—it humanises it.
Show transformation: Yes, donors want to understand the problem. But they’re investing in solutions - show them what success looks like! Give them hope, not heartbreak.
The story arc: Create the setting (the world), a relatable hero, the crisis/challenges/villians to overcome, a mentor to guide the way, and end with a transformational resolution.
But here’s the kicker - you and your organisation are not the hero. You’re the mentor (Yoda) guiding our donor (Luke Skywalker) overcome their fears to take the critical action (donate/defeat the dark side).
Final Thoughts
Stories show what’s possible when we come together to fix things.
Our data matters. Our impact reports matter. But our story is what will be remembered.
Stories inspire action. Stories bring people back.
Fundraising isn’t about money. It’s about inspiring people to join us to make the galaxy a better place.
Now it’s your turn. What stories have moved you to act? What made them unforgettable? I’d love to hear about your go-to examples.