Who is the hero of your organisation’s story? Have you ever asked yourself this question?
In fundraising, we sometimes fall into the trap of inadvertently or subconsciously communicating that the organisation and its people are the heroes. This activity is an opportunity to reflect on the role you play in your organisation’s story.
You only need to watch until 0:53:
StoryBrand Framework (Donald Miller)
- Character – The customer is the hero.
- Problem – External, internal, and philosophical struggles + a clear villain.
- Guide – Business shows empathy + authority.
- Plan – Simple, clear steps (process + agreement).
- Call to Action – Direct (buy now) + transitional (learn more).
- Failure – What’s at stake if they don’t act?
- Success – Status, relationships, and self-realisation.
Just as this storytelling framework is powerful in connecting with people, so it is in connecting with donors.
To simplify it: The donor is a character that has a problem. They problem they are facing is that they want to financially support organisations but they do not know how or where to start.
You as the fundraiser meet them and you act as their guide. You provide them with a plan that calls them to action to give financially. This results in your organisation receiving funds and the donor’s problem being solved/ need being met.
When fundraisers and organisations act as the hero, they minimize the calling others have and the impact their participation has on the effectiveness of the organisation. Acting as a guide takes the pressure off fundraisers to just raise funds and puts the emphasis on finding the right people, and asking the right questions so that they support the organisation in what is right for them.