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Story Works. Every Time.

Think Pesach. It’s all about the story. We know how powerful it is. We’ve been doing it for millenia.

Stories work.

Do you have a great story, fresh and ready to share with your donors?

It's understandable if you don't; you head an organization, or focus more on fundraising, so you may have less connection to the people you serve.

But great fundraising (or perhaps we should call it 'StoryRaising') really happens when we tell great stories.

Stories have the ability to connect people to your organization in a way that facts and statistics never can. A great story allows a donor to experience the magic of what you do.

What makes storytelling such a powerful tool? 

A study at Princeton University found that when you listen to a well-told story, the parts of the brain that respond are the same as those that would respond if you were actually there.

In this research, Israeli professor Uri Hasson, connected people to an MRI machine while they listened to a story.

What they found was unbelievable.

If a storyteller describes an experience - like basking in the sun or smelling freshly baked bread - the listener’s olfactory cortex lights up.

When they describe throwing a football, their motor cortex responds, specifically the part associated with hand and arm movement.

The research found that this effect also happens to the person telling the story.

So, as the story is being told, both the storyteller and the listener’s brains start lighting up in sync with one another! This is the powerful connection we feel when listening to a well-told story.

Think about the effect this could have when fundraising.

When you tell a story, your donor’s brain responds as if he is inside the story. And they'll feel a powerful connection to you, the storyteller.

So what do you want to do about this?

Step One - Have a story to tell. Be a story collector. Look for stories that happen every day in your organization.

Step Two - Hone your storytelling skills. You donors will value it. And your organization will benefit.

Happy StoryRaising! Have a great fundraising week.

Avraham

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