Telling Your Story Tipsheet

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End-of-Year Toolkit Telling Your Story When creating the messaging for your end-of-year campaign, storytelling can be used to support your organisation's fundraising efforts by helping you build stronger connections with your audience. Here is our step-by-step guide to help you strategically curate stories throughout the year for your best end-of-year campaign yet: Start with important dates As you build out your year-end campaign, begin by designating the most important dates for your organisation. This could include: • Special events • Fundraising appeals • #GivingTuesday These are all potential opportunities for your organisation to tell stories that showcase how it has created impact and benefited from donor support. Choose your key message A key message is the main point you want your audience to take away from your story. For instance, if your organisation runs a special fundraising campaign in the spring for a kids summer camp, an example of a key message might be: "Summer camp provides kids with opportunities to gain confidence and skills that will last a lifetime." Once you have decided upon your key message, you'll be able to structure your story in a way that ensures that it is central to the point of your story. An easy way to identify your key message is to think about the theory of change that you are proposing in your appeal. This will almost always be your key message. 1 020 3932 1600 | |

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