Every memorable story has a hero. The hero is always the main character who sees a problem, overcomes adversity and selflessly saves the day.

Who is the hero of your nonprofit’s story? If your organization’s storytelling is crafted around the narrative that your nonprofit is making an impact all by itself, then you are missing a huge opportunity to celebrate your donors and win their unwavering support.

Organizations that have a proven history of raising the most money and retaining donors know that the donor must be the hero of every nonprofit story.

Celebrating your heroes in your communications materials allows donors to see their support as vital to the mission and effortlessly compels them to become more vested in your organization’s success.

So, how can you make sure your donors shine through in your materials as the heroes that they are? 

Here are four simple ways to make your donors the main character:

Tell them how their donation saved the day. Make sure to use the word “you” and “your” frequently to give the donor a sense of personal impact. Here are a few examples:

• “Your gift changed a life.”
• “We were able to do it because of you!”
• “Your support is making an impact.”
• “We could not have done it without you.”

Ask your donors for input. Are your newsletters a one-way communication or does the communication go both ways? Find out what information your donors are most interested in hearing about and craft your stories around their interests. Always make sure to include the email address of your nonprofit’s CEO or director of development and invite your reader to contact the organization with questions and feedback.

Invite your donors to tell their stories. Ask your donors and board members to share their reasons for supporting your organization in your newsletter, on your website, on your social media posts or in a video communication. First-person testimonials from donors are a powerful way to draw your donors even closer to your mission while encouraging others to give.

Say thank you again and again. The words “thank you” never get old to donors. They should be thanked in every communication they receive from your organization. After all, who wouldn’t be grateful for the support of their hero?

Your donors are eager to help you launch your organization to the next level. They are simply waiting for encouragement from you. 

Show your donors that they are the heroes of your nonprofit story and watch them help your organization soar!