FULL TRANSCRIPT OF THE PODCAST

Today we're delving into a subject that most people think they get right, but that I have often observed they don’t: the transformative power of sharing stories in fundraising for the arts.

Let's take a moment to reflect on how fundraising in the arts has evolved over time – especially because fundraising has grown in importance over the years. Arts organizations rely on fundraising now more than ever before, and that trend isn’t likely to change anytime soon.

Traditionally, organizations depended upon compelling narratives to inspire donations. These stories often centered around the organization's mission, vision, impact, and the significance of supporting cultural endeavors. It’s what I call, “as evidenced by” stories. While effective, they often lacked that personal connection to the donor. Instead, they are presented like a weighted argument – if I can tell you enough, explain enough, have you feel the weight of our commitment by describing what we do in great depth, then you’ll give! It equates to a commercial, and it’s an approach that simply isn’t good enough today.

However, in recent years, there’s been a shift towards the power of sharing stories. This approach goes beyond just telling a story; it's about fostering meaningful conversations and genuine connections between donors and our beloved arts organizations. It’s what the true meaning of the word “inclusive” should be in a philanthropic environment.

Before I continue, here’s my blunt analysis to bring perspective to the differences. In and of itself, I don’t like “the power of storytelling.” Instead, I favor the “power of sharing stories.” Boiled down, the former means, “I’m going to tell you a story, and you’re going to listen. And then once I have finished, you’ll be compelled to make a gift.” The latter means, “we’re going to have a conversation and when we’re done, we’ll know more about each other that will be mutually beneficial and what brings each of us satisfaction and joy.” This subtle difference in interpretation changes the very nature of storytelling from being a blunt instrument that wears down the listener, to instead, making conversation a valued, cooperative roadmap for relationship building.

What makes the "power of sharing stories" so high-impact is its focus on mutual benefit and authenticity. Donors aren't just passive listeners; they're active participants in the fundraising journey. By encouraging donors to share their own stories, fundraising pros can create a space for empathy, understanding, and collaboration. This collaborative spirit builds stronger connections, instills trust, and inspires meaningful contributions towards sustaining cultural excellence and community enrichment.

Building trust and transparency is at the core of this approach. Donors feel more inclined to share stories when they feel they are valued, heard, and respected. Through these authentic conversations and shared experiences, fundraisers can build lasting relationships that make investing in an organization rewarding and exciting for all.

Technology also plays a pivotal role in amplifying the "power of sharing stories." Online platforms, social media, and virtual events provide opportunities for donors to share their stories on a larger scale and connect like-minded individuals who share a passion for the arts. Additionally, building an online community has a secondary benefit of helping the arts organization learn what resonates with current and potential donors so that the message can be refined and amplified in ways that encourage new donors to give.

In evaluating the impact of fundraising efforts, we need to look beyond traditional metrics. Donor participation, feedback, and the depth of shared experiences all become invaluable indicators of success. By listening to donor stories, arts organizations gain valuable insights into what resonates with donors and how to enhance engagement strategies.

What are some practical applications of this idea? Anyone who raises funds needs to first articulate their own story as it relates to the arts. To that end, here’s a little exercise I enjoy guiding staff and volunteers through as they learn to get comfortable sharing stories – and those same staff and volunteers can use it, as appropriate, with donors.

The exercise is called “finish the sentence.” As the facilitator, you can start the sentence and then ask another person to finish it. I may say, “I became a board member because...” or “I joined the staff because...” and then they should finish the sentence. By doing a series of these “finish the sentence” exercises – maybe five or six – the beginnings of a personal story start to emerge. Try these others too:

• “My first experience with this art form was…”

• “My favorite artist is…”

• “If I could do one additional thing to help this institution, it would be…”

You get the picture. You’ll notice I don’t make this exercise, “answer the question,” and the reason is because answering a question has a different dynamic than finishing a sentence. As a preparation tool, finishing a thought simply yields better stories.

Of course, implementing the "power of sharing stories" isn't without its challenges and risks. It’s a learned skill to balance talking with listening, and it takes practice. It also takes more time to “share stories” than it does to “tell stories.” Finally, the risk you take when you share the journey is that the donor might want to change direction. In these cases, you have to take a beat, be adaptable, and understand the journey will take some additional time.

But within these challenges are opportunities for innovation, creativity, and fostering a culture of meaningful engagement within arts organizations. For some, your arts organization is their community, and they want to be heard and involved and valued, just as any of us would in any community.

If you remember just one thing from this episode, make it this: The "power of sharing stories" represents a game-changing approach to fundraising success. By encouraging donors to share their stories, organizations create a more inclusive, empathetic, and authentic fundraising experience.