Written By Meghan Goff
The holiday season is already full of magic, but just last week our household had a very rare, double dose of magic.
That’s right – the Elf on the Shelf, and the Tooth Fairy made a visit.
As I spent the late hours of Friday evening trying to locate dollar bills and find a new hiding spot for our elf, I would be lying if I said a part of me wasn’t thinking, “why do we do this to ourselves?”
Why do we tell these elaborate stories that, without fail, send us into a panicked frenzy?
Because we want our children to believe in magic.
And while our audiences may be different, when it comes to our donors, the goal is the same.
Which begs an important question: are you showing your donors the magic?
How to Create Magic that Lasts
Much like the tales we tell our children, as donor communicators, storytelling is one of your most powerful tools to convey impact in a more meaningful and personal way.
And while it might not be sneaky elves or winged fairies, there is still magic to be found and shared.
Sharing the magic is an opportunity to tell human stories that:
- Bring experiences to life: For givers and receivers alike, a gift is less about the act and more about the outcome. What’s under the wrapping paper can be easy to forget, but the look, the feeling, the mood it creates – that’s memorable! Telling stories of real outcomes reminds your donors that their gift has a tangible impact, one that often extends far beyond an individual or organization, impacting families, communities, or the trajectory of one’s life!
- Evoke feelings of nostalgia, joy, and pride: For many of us, the holidays are just as much about tradition and warm memories of past celebrations as they are about the one at hand – and your donors can relate! Telling stories that appeal to their sense of nostalgia, recall fond memories, or resurface feelings of pride for an institution or organization help illustrate what was – and still is – possible.
- Inspire hope and a sense of purpose among your donors: The holiday season provides a natural opportunity for reflection, as we put a bow (pun intended) on the year and look ahead with a renewed sense of purpose and possibility. If your mission is your promise your stories are your proof, and why limit this optimistic outlook on the world to 31 days? Sharing stories of the human experience all year long remind your donors of their purpose – the vital role they play in creating better outcomes – and instill a sense of hope that drives their continued partnership 365 days a year.
Creating the magic can be a thankless job, but – in my opinion – a necessary one with a priceless payoff.
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