Stop Chasing Money—Start Telling Stories
I recently read an article in The Chronicle of Philanthropy titled “Nonprofits Hope Better Storytelling Will Bring More Donations” (Gamboa, September 3, 2025), and it hit on a critical truth: too many nonprofit organizations are focused on “money getting” and not enough on the stories that inspire giving in the first place.
The piece highlights how groups like the Elevate Prize Foundation are investing in storytelling as a core part of their philanthropic strategy. Their Elevate Studios initiative has already reached millions with human-centered documentaries, showing the profound impact that narrative has on donor connection. One nonprofit featured in the series, Brilliant Cities, saw a donor increase their gift tenfold—from $7,000 to $100,000—because of the visibility and emotional connection created through storytelling.
This isn’t just a media strategy. It’s a fundraising strategy.
Too often, nonprofit leaders—especially those under pressure to meet quarterly goals or campaign targets—default to transactional fundraising. We chase numbers. We report metrics. We focus on short-term returns. But in doing so, we risk losing the very thing that generates sustainable, long-term support: the story.
Stories build trust. They make impact real. They give donors a reason to care, not just a reason to give. And they are essential if we hope to move donors along the continuum—from one-time gifts to repeat giving, from mid-level engagement to transformational support.
Research in behavioral science supports this: people are far more motivated by emotional engagement than data alone. Numbers can validate, but stories captivate. A compelling narrative triggers empathy, connection, and a sense of purpose. That’s what donors remember—and that’s what brings them back. Storytelling isn’t fluff; it’s the psychological bridge between mission and investment.
Donors don’t give to budgets. They give to causes. And they give most generously when they see themselves in the mission—when the story is personal, emotional, and authentic.
This doesn't mean nonprofits need expensive video teams or high-end media campaigns. As the article points out, even modest tools—well-crafted testimonials, staff reflections, and consistent messaging—can be powerful. What matters is that storytelling becomes a priority, not an afterthought.
For nonprofit executives, development professionals, and board members alike, this is a leadership issue. If you’re only asking how to raise more money, you’re asking the wrong question. The better question is: What stories are we telling? And are they strong enough to build a lasting relationship with our donors?
Let’s stop leading with the ask and start leading with the why. Because in philanthropy, the story always comes before the gift.
