Learnings from the Non-profit Storytelling Conference
And why every fundraiser can benefit from these insights
Last November, we were in San Diego for the Non-profit Storytelling Conference. Three inspiring days focused on how to tell stories that not only touch people emotionally but also strengthen donor engagement and increase giving. Below we share a selection of the most practical, directly applicable insights that stayed with us.
1. The brain makes decisions faster than you think
One of the most important lessons came from John Lepp, who unpacked how donors’ brains make choices. People make decisions far less rationally than we tend to assume. They respond to clarity, simplicity, and stories in which they recognize themselves.
His R.A.I.S.E. model emphasized that communication only becomes truly effective when it is personal, appealing, intuitively understood, socially connected, and easy to follow. Emotion plays a crucial role. Emotion drives action. When you focus on what someone feels and make the step toward giving as effortless as possible, the likelihood of action increases dramatically.
Great storytelling isn’t about telling more, it’s about telling the right things. Clearly. Emotionally. Simply.
Our takeaway:
When your communication is clear, emotional, and effortless to understand, you create space for genuine engagement. The simpler the path to giving, the more likely people are to take that step.
2. Direct mail performs better when you surprise people
Jeff Brooks pointed out that direct mail is often predictable, and that this predictability is exactly why so many mail pieces fail to get attention. If an envelope already reveals what’s inside, the motivation to open it is low.
By sparking curiosity and doing something just a little different from other organizations, you win both attention and engagement. That creativity doesn’t need to be big or expensive; small, clever choices make all the difference.
Our takeaway:
Break the pattern to earn attention. Even a subtle, unexpected choice can ensure your mailing finally gets the attention it deserves.
3. Not every story needs to be a “tearjerker”
T. Clay Buck explored the challenges faced by organizations that don’t have “traditional” humanitarian stories to tell. Sometimes the work revolves around prevention, systems, or collective impact. In those cases, it helps to tell the story from a different point of view: through the eyes of staff, a place, an object, or a community.
What matters most is that the donor can see themselves reflected in what you show. It’s less about a single individual in the story, and more about the values the story conveys.
Our takeaway:
You always have a meaningful story to tell, even without dramatic cases. Choose the perspective that reveals your values so donors can recognize themselves in what you share.
4. The power of an unexpected moment
Cherian Koshy showed how powerful surprise can be in donor relationships. A warm, personal message or an unexpected update makes the brain alert and ensures giving is remembered as something positive.
These moments don’t need to be grand. They simply need to be more human, more personal, or more unexpected than what someone is accustomed to.
Our takeaway:
Small surprises create lasting memories. A warm, unexpected gesture outweighs the most polished standard message.
5. Reuse (and refine) what works
Steven Screen reminded us that “sequels” are your best friend. Repetition isn’t laziness, it’s strategy. It creates predictability. You increasingly know what to expect when you build campaigns on previous successes.
But you can only do this if you know the numbers. Without measurement, you learn nothing. Every campaign should build on the one before it. Improvement almost always comes from what already works, not from inventing a new concept.
According to Screen, creativity isn’t about constantly creating something new, it’s about making what works even better. You don’t have to reinvent the wheel; you just have to make it spin faster.
His message was clear: Discover what donors respond to, and give them more of it.
Our takeaway:
Success is often found in repetition. Build on what already works and perfect it step by step. Not constant reinvention, but smarter refinement.
What you can start applying tomorrow
Anyone who wants to put these insights into practice can start today by:
- Rewriting an existing email to make it simpler and clearer
- Making your next envelope just a bit more surprising
- Telling a story from a different perspective than usual
- Adding a warm, personal thank-you at an unexpected moment
- Evolving a successful campaign by repeating what works and improving it thoughtfully
Small steps often have a big impact. What matters is creating stories that are human, relatable, and filled with genuine meaning.
Conclusion
The common thread running through all sessions was that storytelling ultimately revolves around identity. People give because it aligns with who they are, or who they want to be. A good story helps them see themselves reflected in your organization’s mission.
That aligns perfectly with our own view on storytelling. When you begin with your organization’s motivations, values, and the people at the heart of your mission, you create space for stories that are meaningful and persuasive.
Want to learn more about storytelling? Read our blog