How to Use Nonprofit Storytelling to Fundraise for Overlooked Causes
Fundraising is hard work for every nonprofit, but it can be especially challenging for organizations serving some of our most vulnerable communities — individuals struggling with addiction, experiencing homelessness, or re-entering society after prison.
Post a photo of a rescue puppy with soulful brown eyes and a red bandana, and you’re likely to get plenty of likes, heart emojis, and maybe even a few donations. But even then, turning attention into action is difficult. And when the population being served doesn’t align with what people immediately recognize as a “cause” they connect with, whether that’s older adults, justice-involved individuals, or those facing mental health challenges, donors can become more selective about where they invest.
That doesn’t mean these missions are any less worthy. It simply means raising support requires a more thoughtful nonprofit storytelling approach. Here’s how to do it well.
Lead with the Mission, Not the Population
One of the most effective shifts a nonprofit can make in its storytelling is to lead with the outcome, not just the population being served. Instead of asking donors to focus solely on a formerly incarcerated person, invite them to invest in safer neighborhoods. Instead of centering the conversation solely on addiction recovery, focus on restoring families and on what that means for broader communities.
At the end of the day, donors are asking themselves, “What’s in this for me (WIIFM)?” and in your nonprofit storytelling, you should answer that question. To do that, frame your story in a way that connects with the values your donors already hold, such as safety, community, opportunity, and redemption. Most people believe in second chances, even if they’re not sure how they feel about the specific population receiving one.
Connect the Human Experience
Every population, no matter how misunderstood, has a human story at its core. Good nonprofit storytelling means finding the thread that connects your clients’ experience to something universal, something any donor can relate to, regardless of their background or bias.
A story about a father who made mistakes but is fighting to be present for his children is a story about family and redemption. Someone rebuilding their life after addiction is a story about resilience.
When nonprofits tell person-first stories that prioritize the human experience, people are more likely to see themselves in the story before they see labels or make assumptions.
Use Messengers Strategically
Who tells the story matters just as much as the story itself. For populations that carry social stigma, consider who your most credible messengers are, and it may not be who you’d expect.
A police chief speaking on the value of reentry programs carries enormous weight with donors who might otherwise be skeptical. A pediatrician advocating addiction recovery services reframes the conversation through the lens of public health and family stability. A business owner who hired someone with a criminal record and watched them succeed demonstrates the real impact and value of second chances.
Strategic nonprofit storytelling uses third-party validators to help donors feel safe giving to a cause they might not have considered before. These individuals lower the perceived risk and raise the credibility of your work. Who in your network can you leverage to serve in this role?
Acknowledge the Elephant in the Room
Pretending stigma doesn’t exist rarely works. Donors are perceptive, and they can tell when an organization is avoiding the harder parts of the conversation. Sometimes, the most effective nonprofit storytelling approach is to acknowledge the tension directly and address it honestly.
What does that look like? It can sound like this:
“We understand that supporting individuals re-entering society after years in prison may not feel like a cause you would usually support, but here’s what we know. The data tells us that XX, and we’ve seen the impact of that first-hand. Your gift today has the power to change lives and create safer neighborhoods. Will you give someone a second chance today?“
People respect transparency, and over time, that transparency builds trust. And people give to organizations they trust.
Nonprofit Storytelling Data
For populations that face public skepticism, donors often need to see the math before they feel comfortable giving. What does it cost to support one person through your reentry program? Compare that to the estimated cost to taxpayers when someone returns to prison. Now consider the ripple effect on families, workplaces, neighborhoods, and local economies when a person successfully reintegrates into society.
Pairing strong nonprofit storytelling with clear data doesn’t reduce your clients to numbers. Data gives donors a rationale framework to support the emotional connection they feel, helping them make a more confident decision to invest in your mission.
Actionable Steps
The populations that are hardest to fundraise for are often the ones that need the most support and the most thoughtful nonprofit storytelling approach. Here are three things we learned today:
- Lead With the Outcome: Focus your messaging on the impact of the work, not just the population being served. Show donors how lives, families, and communities improve because of your mission.
- Tell Peron-first Stories: Share stories that highlight universal emotions and experiences like hope, resilience, family, and redemption. Help donors connect with the person before the label.
- Support Stories with Data: Pair emotional storytelling with one or two meaningful statistics that show the real-world impact of your work and why it matters. Relying solely on emotion isn’t enough.
Is your nonprofit struggling to connect your mission to the people most likely to support it? Let’s connect. Complete this short form, and let’s start a conversation on how to solve it.
