Featuring compelling donor stories in your communications is one of the most critical strategies for engaging planned giving donors for your organization. These stories demonstrate your donors’ motivations for giving and show why your organization is so meaningful to their lives, thus inspiring others to say, “I can do that, too!”  

As noted in Ashley McHugh’s Insights article “A Love Story,” the formula for crafting a donor story boils down to telling a good story.

But where does “good storytelling” begin? Writers know the effectiveness of a good story lies in the details. And how do you get good details? By interviewing your donors. How do you get strong interviews? By asking the right questions.

Crafting interview questions is an art form (and perhaps a science!). While direct and closed-ended inquiries may provide specific information, open-ended questions create a space for genuine and candid conversations. They can elicit valuable insights into a donor’s motivations, interests and reasons for giving, which can be pivotal in building solid and meaningful relationships with supporters and securing ultimate gifts for your organization’s mission.

To craft a great story, you’ll need to know:

1. Biographical information

• Including basic information about the donor, such as education, career and family background, can introduce your donor to other potential donors and help you understand their perspective and motivations.

2. The donor’s relationship to your organization

• Understanding how the donor became involved with your organization can provide insights into their level of commitment and passion for your cause. You can also ask if one or two specific anecdotes related to your donor’s experience with your organization stand out for them. These anecdotes generally elicit great memories and conversation and provide compelling, significant details for your story.

3. The type of gift the donor established and why the donor chose this type of gift

• There are many ways to give to an organization. Exploring the reasons behind the specific type of gift the donor plans to make or has made can inspire others to give in the same manner, ease any concerns a potential donor might have about how to give to your organization or show potential donors ways to give that they might not have considered. There is no need to discuss the amount or size of the gift here. (This can also be a space for the donor to heap praise on your planned giving team and show how lovely and easy they are to work with).

4. Importance of giving to charitable organizations

• Understanding the donor’s overarching beliefs and values can provide insight into what motivates their giving.

5. Other organizations or causes the donor supports

• Identifying other organizations or causes supported by the donor can offer a broader understanding of their philanthropic interests.

6. Hobbies and interests

• Learning about the donor’s hobbies and interests can help build a more personal relationship and identify potential areas of shared interest. This also shows the donors to be what they are: real human beings like us who like playing tennis, reading books and spending time with their families.

7. Special quote or motto

• Identifying a specific quote or motto meaningful to the donor can provide insight into their philosophy and values. For the writer, a relevant quote can also be an excellent “hook” to open the story.

8. Adding additional information

• Encouraging the donor to share any additional thoughts or information they feel is important can help build a comprehensive understanding of their philanthropic motivations. Often, a donor might reiterate something they’ve already mentioned that’s important to them. This provides more opportunity for the interviewer to ensure these critical details make it into the story.

By delving into a donor’s background, motivations and personal interests through thoughtful, open-ended interview questions, you can create stories that resonate with your audience. These stories can inspire others to give, showcase the impact of charitable contributions and ultimately further your organization’s mission.

Sharpe has an experienced and passionate creative team who can conduct donor interviews and write their stories for your communications. Reach out to learn more.