The Mikuska Group  

Storytelling trumps statistics, every time

When you’re reaching out to donors, be it in direct mail, on websites, in newsletters or gratitude reports, resist the temptation to haul out the stats to wow them with the magnitude of a problem. They mostly don’t care. That’s because they give with their heart and no amounts of large numbers and percentages will convince them to give.

Here’s an excerpt from the Shine A Light Campaign (World University Services of Canada):

Why Girls?

  • In refugee camp classes, boys outnumber girls 4:1
  • 62 million girls of primary age are out of school.
  • The gender gap in education is biggest in sub-Saharan Africa, with 23 million girls completely missing out on school.
  • In many African countries, only one in four girls has a chance of receiving a secondary education. At the post-secondary level, there are twice as many male students as female ones.
  • Barriers can be religious or cultural, but are more often simple constraints such as lack of teachers, uniforms, textbooks, or sanitary supplies.

It’s pretty hard to see how anyone could have an impact with their donation with 62 million in need. So most will choose not to give.

But if the campaign could tell the compelling story of one girl, with details about her circumstances, and how the donor can make a difference in her life, it becomes personal, especially if the donor is interested in girls’ education.

Here’s a testimonial from Free the Children:

Meet Nannan

Nannan Ma is very grateful for the work Free The Children has done in her community. Without it, her life might be totally different. The 11-year-old, who lives with her family in Malizhuang, China, started going to school when she was seven. When she was 10, though, she had to leave school to help her parents. They run a small restaurant and, for a whole year, Nannan worked as a waitress to help out.

Then Free The Children built a new school in Malizhuang, with a much larger student capacity, and Nannan got a second chance at an education. “The leader of our community persuaded my parents to send me back to school and to let me finish my primary school education,” she says.

Now Nannan is back in school and learning math, physical education, Mandarin and arts. She likes learning and understands how important it is that she gets an education. “Education can help me and my family to live a better life in the future,” she says.

Nannan hopes to complete her education and become a teacher. As she explains, “I want to… give knowledge to other people.” She is thankful for all that Free The Children has done to help her achieve that dream. “[Free The Children] built a good new school for us and gave us the chance to go to school,” she says, adding, “Without Free The Children, I might not be back at school.”

Statistics don’t have emotion. To connect with donors, you must reach out with stories to reach donors’ hearts. And the story must show how with their help, the world can change for one person.

Julie Mikuska.

  ·  

Blog Archives

Articles By Category