Imagine reading this:
The Identifiable Victim Effect
“500,000 people in your state lack access to clean drinking water.”
Now compare it to this:
“Maria, age 10, walks three miles every day to fetch water for her younger brother. Some days, the water makes them sick. Last week, she missed two days of school.”
Which one do you feel more drawn to?
If you said Maria — you’re not alone.
Researchers have a name for this: the Identifiable Victim Effect.
In a well-known study on emotional appeals, participants were split into groups.
One read statistics about a famine. Another read a short story about a single starving child named Rokia.
The results?
Donors who read the story gave twice as much as those who read the stats.
Even more surprising, when researchers combined the story with the stats — donations dropped.
Why?
Because the data made the problem feel too big. People felt like their small gift couldn’t possibly make a difference.
But one person? One story? That feels human. And that’s when generosity kicks in.
Why Stories Work
We’re wired for narrative.
Stories trigger oxytocin, the hormone that builds empathy and trust. They activate parts of the brain associated with experience — not just logic. And they stick.
Think of your favorite nonprofit video or campaign. Odds are, it focused on a person. Not a pie chart.
Science backs this up: emotional storytelling consistently outperforms data when it comes to motivating action.
And yet, many nonprofits still lead with statistics.
Stats are important. But they should support your story — not replace it.
How to Tell a Donor-Driven Story
You don’t need to be a novelist to write a moving donor story.
You just need to follow a simple structure:
1. Introduce a relatable person (the protagonist)
Start with a name. An age. A setting. Make it real.
- “Jamal is 17. He aged out of foster care last year with nowhere to go.”
2. Show the struggle
What challenge was this person facing? Be honest — but respectful.
- “He was couch-surfing. Working two jobs. Falling behind in school.”
3. Describe the transformation
Here’s where the donor comes in.
- “Because of your support, Jamal received stable housing and a mentor. This spring, he’s graduating high school.”
4. Make the donor the hero
Instead of saying “our program changed Jamal’s life,” try:
- “Because of you, Jamal found his footing.”
This shift is powerful. It makes the donor feel like they made the change possible. Because they did.
Try this template:
- “Because of you, [Name] went from [struggle] to [positive outcome].”
It’s simple. But it works.
What Not to Do
Here are a few common mistakes that can weaken even the strongest stories:
Don’t flood readers with stats. They belong in annual reports — not donation appeals.
Avoid passive voice. (“A donation was made to help…”)
Use active language that creates a sense of action.
Skip the jargon. If you wouldn’t say it in a conversation, don’t write it in your appeal.
Don’t leave the donor out. Always connect the outcome back to them.
Bonus Tip: End with a Clear, Urgent Ask
Your story inspires. But your ask activates.
Once the donor is emotionally engaged, give them something to do right now.
- “Your $25 today can help another teen like Jamal find housing before winter.”
Make it specific. Make it actionable. Make it easy.
The Bottom Line - Use Stories to Inspire Donors
Facts tell. Stories sell.
They don’t just raise more — they build deeper relationships, better retention, and more pride in giving.
So the next time you sit down to write an appeal, start with a name.
Tell the story only your nonprofit can tell.
Make the donor the hero.
And watch what happens.
Want to Get Better at Telling Stories That Move People?
Oregon State University’s Fundraising Certificate Program teaches you how to craft compelling donor messages that inspire real action.
You’ll learn how to blend storytelling, strategy, and proven fundraising techniques — all in a flexible, online format.
Explore the Fundraising Certificate Program for more information.
Your story is powerful. Let’s make it unforgettable.
