Weaving Storytelling Through Your Fundraising Events

featuring Jessica Cloud, Real Deal Fundraising

Transcript

1. Weaving Storytelling Through Your Fundraising Events AUCTRIA - Fundraising Events Made Easy with Jessica Cloud, CFRE
2. Todayʼs guest Her specialty is working directly with boards, nonprofit leaders, and development professionals to build confidence and sharpen fundraising skills through dynamic, real-world training. She also partners with organizations to develop clear, actionable fundraising plans that are grounded in strategy and built for results. Whether you need help energizing your board, mapping out a campaign, or designing a donor engagement plan that actually gets implemented, Jessica brings clarity, candor, and over 20 years of experience to every project. Jessica Cloud CFRE, Fundraising Consultant
3. Auctria | Since 2011 Organizations have raised over $1.25 billion dollars “Auctria’s mission is to empower nonprofit organizations by providing you with an affordable, easy to use powerful tool for event fundraising” Laurie Hochman Director of Growth and Strategy, Auctria
4. Agenda 1. Structuring the Event Program with Storytelling 2. Incorporating Story in the Physical Environment of the Event 3. Telling mission-driven stories with video 4. What not to do and other tips 5. BONUS Auctria tools for your storytelling
5. Stewardship Events vs. Donor Acquisition Events
6. My Turning Point with Events Year One • Raised $3,500 across 2 events • Barely covered catering costs Year Two • $113,000 across 3 events • This wasn’t luck. It was strategy, rooted in story.
7. People Give to Transformation, Not Transaction • Mission must be felt, not just mentioned • Storytelling creates memory and movement • Events should create emotional residue that turns into recurring support
8. 8-Part Emotional Arc: 1. Welcome 2. Opening Spark 3. Meal + Mingling 4. CEO Vision (Now. Next. Needed.) 5. Keystone Video 6. Live Testimonial 7. The Ask 8. Closing Thanks Structuring the Event Program with Storytelling
9. Think in Layers, Not Formats Putting in more story doesn’t have to cost a lot • Soundtrack → stirring • Visuals → Nostalgia + Credibility • Spoken word → Clarity • Printed/digital materials → Continuity • People → Journey → Emotion that moves giving
10. 8-Part Emotional Arc: 1. Welcome 2. Opening Spark 3. Meal + Mingling 4. CEO Vision (Now. Next. Needed.) 5. Keystone Video 6. Live Testimonial 7. The Ask 8. Closing Thanks Structuring the Event Program with Storytelling This is where we want to land. But let’s talk about how we build toward it.
11. Now. Next. Needed. Coaching the CEO to Inspire, Not Just Inform • Now: Current reality • Next: Bold vision • Needed: Specific invitation to give • Clear structure gives confidence and it moves people.
12. Now. Next. Needed. Coaching the CEO to Inspire, Not Just Inform
13. Event Ambassadors Peer Invitations are the Secret Sauce • Leveraging their network to benefit the mission • Early recruitment • Clear job description • Shared digital folder: templates, graphics, messaging • Staff support + follow-up • Yes, it even worked on Zoom. • Excellent way to tiptoe into fundraising
14. • Table tents with student stories • Pens, matchboxes, visuals = storytelling through physical space • Giving materials only distributed at the ask Telling Stories in the Physical Environment of the Event
15. Crafting a Keystone Story Video The Emotional Center of Your Event • Start 6-8 months out • Student selection with faculty input • Zoom interview → on-site filming • Emotional edit that ties back to institution • Event is treated as the film premiere • Tell the story of your organization’s mission THROUGH the story of a service recipient
16. Why it worked: Video mixes auditory and visual stimuli, along with music and a sense of place. One Story, Many Uses • You are going to put a lot of time and budget into producing this video - Get the most value for your mission from it! • Use the “premiereˮ of it to market the event itself • Use it in the event to show mission and impact • Post event - Rolled out to email list + social media for fundraising • Often adapted into fundraising letter later, signed by student • BONUS: these videos double as orientation for new employees and to recruit more students even YEARS later 💡
17. A Whole Playlist of Examples https://www.youtube.com/playlist?list=PLI3fXLT0eUYIiDxL0i6YC6V2A7XsJB1HP
18. What NOT to Do Lessons Learned the Hard Way • Don’t rely solely on digital invites • Don’t assume food timing will go smoothly • Don’t launch video without AV test • Don’t pass out giving envelopes “to take home” • Don’t “wing” any part
19. What if my event isn’t a meal? Storytelling Beyond the Banquet Table • Think Beyond the Transactional • What can you do to put a face on your mission? • How can you make attendees FEEL something? • Who else can you bring into the work at the event?
20. What if my event isn’t a meal? Storytelling Beyond the Banquet Table Event Type Storytelling Strategy Arts Showcase Audio testimonials between performances, CEO talk, pitch Grad Reunion Historic photo easels + decades playlists 5K or Golf Mission signage + start-line vision moment + giving station at finish
21. From Room to Relationship Begin with stewardship in mind • Events are just the entry point • What story are you inviting donors to live into? • Know → Like → Trust → Give → Advocate • Where are the gaps in your funnel?
22. AUCTRIA Tools for your storytelling
23. Auctria’s Technology, YOUR Event Auctria’s smart template are ready to go out-of- the box Tweak a current template for colors and branding or Start with a core and customize NO Auctria ads or ‘powered-by’ on the event website or guest communications
24. Prep now for permission to ask later Tell ASK Tell Tell
25. Tell Your story with Donation and Paddle Raise Levels
26. Dim the lights, Cue the video then, Paddle Raise to Fund the Need
27. New & Unique Events & Auctions • Pies and cakes • Game worn jerseys • Keepsakes and priceless • Experiences • Bigger sales only • School- award ceremonies, curriculum night for parents, business partner sales • Boys & Girls Clubs- toy drives and field days • Arts & music groups- concerts, art shows
28. Diverse Events, Diverse Audience to tell your story to
29. Edit System Emails to Tell Your Story Communication -> System Emails
30. Before Save the date Sponsorship sales Adding story elements and branding to event website During Why attend, why donate Why sponsor Why buy a … raffle, ticket, raise the paddle, purchase wine bottle, participate in the dessert dash After Statements can be modified with links to story, how to continue to stay involved Before, During and After the Event
31. Website Designated for the Event
32. Ambassador Storytelling & Influencing
33. Your Next Three Moves Map your current event structure • Where is the mission showing through? Where is the story? Where is the emotion? Choose 3 places to insert story • Can your CEO tighten up their speech? Can you add audio/video? Can you add something printed with a story? Support your storytellers • Coach every speaker. Give ambassadors resources.
34. More Resources • Lights Camera Action: Using Video for Fundraising • Microwave vs. Crockpot Fundraising • Beautiful on a Budget: Event Decor for $250 or less • My Exhaustive Event Planning Checklist • Don’t Add Another Event Until You Read This You can subscribe to my blog at realdealfundraising.com/subscribe and you can follow me on LinkedIn, Tiktok and Youtube
35. Key Takeaways Structuring your Event with Storytelling - Layers Incorporate Story in the Physical Environment Empower ambassadors to invite their peers Tell mission-driven stories with video
36. Final Question What would make event attendance the start of a lifelong, meaningful for your donors? START THERE
37. Stay in touch with Jessica @jcloudrealdeal jcloud@realdealfundraising.com www.realdealfundraising.com linkedin.com/in/jcloudcfre @realdealfundraising
38. Explore AUCTRIA at your own pace @auctria Email: hello@auctria.com FB Group: Auction Team Talk