Do They Know Your Story?

Sharing compelling narratives can build resources.

Nate Vander Stelt | posted 1/30/2009

Dream with me.

You walk into the office of your CEO, president, or board chairman and spend two hours talking about people whom your organization has impacted throughout the years. You write their names down and jot down notes about their stories—their past, where they are today, and where they might be headed in the future. You reminisce about ways God has used your organization to impact their lives. You reflect on the positive ripple effect your ministry had in the lives of their siblings, their friends, their marriage, and the place they work or attend college. You laugh at crazy stories, smile at those whose lives are better, and cry over those who still struggle.

And that is your development meeting for the week!

Okay, perhaps this is indeed just a dream. Why? I suspect that titles, personalities, flow charts, weekly fundraising goals, database issues, next-call lists, and campaign plans interfere. But while the mechanical aspects of development are important, too often we forget that most donors want fresh glimpses of the dynamic impact a ministry is having in people's hearts and lives.

When done well, telling an organization's story can capture hearts and imaginations. It can often solidify donors' future participation through finances, prayers, and time. By contrast, failure to tell one's story can cause people to remain in status quo. Worse yet, they might quietly exit to support other organizations that are putting donors' resources to better use.

Too often we forget that donors want fresh glimpses of the impact a ministry is having in people's hearts and lives.

Telling your compelling story can revolutionize your publications, fundraising banquets, and appeals and receipt letters. In the end, you will find that more people will want to join you and share your story with others.

Do your constituents know your story?

Let me offer an example. I am privileged to work at the Potter's House, an urban, Christ-centered school in Grand Rapids, Michigan. Founded 28 years ago, we have grown from 12 students in a low-income neighborhood to 515 students, with over 100 on our waiting list. We work with a $3.3 million annual budget and receive only $700,000 in tuition because of our income-based model, leaving $2.6 million to raise each year. The academic successes of our students are remarkable, as evidenced through 95 percent high school graduation rate.

But let me tell you a story to give a more vivid picture of what we do. Joseph* shares the impact that our school has had on his family in recent years, particularly on his daughter in high school, Lydia*, and his younger son, Levi*. Joseph's story includes being captured by a militia while working for an African government. Narrowly escaping execution, he and his family survived the terror of fleeing and living for two years in a refugee camp. Thankfully, his family was sponsored by a church in Grand Rapids to come to this area. Today, his children are thriving academically, socially, emotion ally, and spiritually. His son has a bright future, and his daughter is able to pursue her dream of becoming a doctor and helping those in need.

This is just one of many stories at our school. By telling such a story, constituents gain a crisper understanding of the Potter's House's overall mission and ministry.

Unfortunately, many organizations overemphasize eye-catching four-color promotional brochures, snappy taglines, and professional websites. While these have their place, organizations should also identify compelling stories that sharpen their overall mission. Perhaps it's time to "stop, look, and listen" for some fresh stories. Some practical tips:

If you lack a good story writer, seek one out. Capturing and telling good stories is an art. Whether you turn to a volunteer, staff member, or professional writer, producing well-written and well-told stories is worth the investment.

Train your staff and constituents to listen for good stories. Reward them when they turn one in. A chocolate bar or small gift certificate to a favorite restaurant might be all it takes to generate fresh narratives.

Get permission from the people involved in your stories. Confidentiality may be an issue, and you will want to respect others' privacy.

The dream described at the outset is a reality here at the Potter's House. I encourage you to consider identifying new stories within your organization. You will enliven the hearts and imaginations of your donors, invigorate those who serve with you, and more than likely, you will find a deepened passion to keep serving as well.

Nate Vander Stelt is director of development and foundation at the Potter's House School in Grand Rapids, Michigan (pottershouseschool.org). His professional background includes youth ministry, enrollment management/public relations, itinerant speaking, and development. Nate is in the Christian Leadership Association's certified stewardship professional track.

* names have been changed.