Written By Meghan Goff

Our lives are busy, our day-to-day is noisy, and as a result, our interests are always competing.

For donor communicators this presents a very real problem: how do you stop a donor in their tracks?

Have you considered taking a cue from Cupid?

In the spirit of Valentine’s Day, it’s worth exploring the inextricable link between impact and emotion.

The heartfelt narratives that bring an idea to life. The big feelings that turn words on a paper into a desire to do something powerful and meaningful.

The stories that give you all the feels.

If you don’t know it already, I’m here to tell you that the most effective storytelling taps into our readers’ emotions, transforming those feelings of hope, anger, passion, rage, or optimism, into something more tangible.

And sometimes, the simplest route is the most powerful.

Take this drawing I stumbled upon in my daughter’s backpack. What is she telling me?

I am happy.

I am safe.

I am loved.

I am not alone.

This is how I see the world.

A whole story, in just two words. That’s impact!

My point? “Illustrating” impact isn’t always this literal, but there is still something valuable to be learned. Your audiences can feel real emotion and spot authenticity from a mile away. Human stories are layered, and oftentimes, when it comes to impact, seeing isn’t believing. It has to be felt.

Where do impact and emotion collide? Try to see it from your donors’ perspective:

“I want to help, just like someone helped me.” That’s gratitude.

“Too many people are suffering, I can’t stand by and watch this unfold.” That’s outrage.

“This could be my family, my loved one – this could be any of us.” That’s empathy.

“I’ve made a difference I can feel good about.” That’s pride.

“My contribution might just save a life.” That’s hope.

Whether it’s two words or 2,000 words, emotional storytelling is an appeal to both the head and the heart, one that – when done with care and thought – will empower your donors to not just feel, but act.

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Are you lacking the time, resources, or inspiration to tell the stories that matter to your donors? Take the first step towards generating more meaningful content today.

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