If you’re launching your nonprofit’s first-ever capital campaign, you’re likely seeking the most money you’ve ever tried to raise. This can feel daunting, especially if you don’t yet have a cohesive story about your capital campaign that you want to tell supporters.

Storytelling statistics prove that stories are vital to successful fundraising. In fact, fundraisers that incorporate video stories raise 114% more than those that don’t. To set your capital campaign up for success, you need genuine, powerful stories your supporters can connect with. In this quick guide, we’ll discuss how to collect, craft, and incorporate stories into your capital campaign.

1. Review your case for support.

Donorly’s capital campaign guide defines a case for support as a “comprehensive document that outlines what your campaign hopes to accomplish and why donors should support it.” Whether or not your case for support is a physical document, this key campaign message should lay the groundwork for your capital campaign’s story.

Ideally, you’ve already honed your case for support messaging by speaking with key stakeholders and major giving prospects about the campaign. If not, review your notes from early stakeholder conversations or feasibility studies and refine your case for support based on what resonated most with your inner circle. 

For instance, say that core major donors and community leaders reacted positively to your job preparedness nonprofit’s “building a brighter future for BIPOC youth” messaging. You might expand on how your campaign will accommodate and inspire more future leaders and infuse that idea into your fundraising appeals and marketing materials.

Based on these conversations and insights, brainstorm the types of stories you might use to communicate your case for support effectively. Sticking with the same example, you could look for success stories of past program participants overcoming barriers to employment with your organization’s help. Or, you might seek out the story of a volunteer mentor who’s helped empower many BIPOC youth to succeed through your program.

2. Identify stories that demonstrate the need for your project.

A key part of your capital campaign’s case for support is communicating why you need to expand your programming or capacity for service delivery by pursuing your project. To support this rationale and convince donors your project is worth funding, identify stories that clearly demonstrate this need.

Start by looking at your organization’s recent data and impact metrics. Zero in on data that highlights the need for a larger facility or new building, such as the number of people you served last year and the number of people currently on your programs’ waitlists. 

Then, use these tips to identify stories for collection, focusing on the people impacted by this need:

• Invite past participants and clients to share their own stories. For instance, if you’re renovating a community center, the people who will be most impacted are those currently using the center’s services. Encourage anyone who feels comfortable to share their story and explain how a renovated facility would benefit them.
• Explain the purpose of your story collection. Tell every potential storyteller why you’re collecting stories and how their input will help you raise the funds needed to expand your offerings. Let them know exactly how and where you’ll use the stories, and allow them the option to share their story anonymously if they prefer.
• Don’t forget to include supporters. Program volunteers, organizers, and donors have a unique perspective on your nonprofit’s work. Encourage them to share stories of why they got involved with your nonprofit and how they’ve seen the need for your services evolve.

You may have several people interested in sharing their stories. While every story is important, identifying those most clearly relevant to your capital campaign will help you get your message across best. Even if you don’t end up choosing someone’s story, thank them for their willingness to share.

3. Collect testimonials in multiple formats.

After honing in on the most relevant stories, contact those individuals and ask for testimonials you can use word-for-word. Direct quotes from storytellers will make your stories more genuine and impactful, as audiences get to hear the story first hand rather than from an outside perspective.

Ask each individual to answer open-ended questions about their involvement with your nonprofit. Let storytellers know they can answer questions by writing them down, participating in a face-to-face interview, or sending in a self-recorded video. This flexibility allows you to cater to storytellers’ preferences and collect testimonials in multiple, varied formats.

Once you have these testimonials, brainstorm ways to incorporate them throughout your library of capital campaign marketing collateral. According to Double the Donation, taking a multi-channel approach helps you broaden your reach and ultimately achieve more conversions for your campaign. Your collateral might include:

• Capital campaign microsite
• Campaign style guide
• Social media graphics and videos
• Campaign brochure
• Digital ads
• Project renderings
• Press releases
• Project documentation

The more you incorporate storytelling into your public-facing documents, the better your audience will understand your capital campaign’s goals. Make sure not to overlook your internal documents as well. Including a few stories in your campaign style and messaging guidelines will help your team ground all communications in your cohesive vision for the campaign.

4. Use stories to visualize your organization’s future.

Capital campaigns aren’t just about funding a project and acquiring new donors—they’re also about energizing your entire community and getting people excited about the future of your nonprofit’s work. Make sure that your capital campaign’s story represents your vision for your organization’s future.

Each time you tell a beneficiary or supporter’s story in your campaign fundraising materials, tie in the future impact of your completed project. How will that person’s life look after the building is constructed and you’ve expanded your services? How can donors make that future a reality? What might your organization be able to do next to improve the community?

Ultimately, your capital campaign is the gateway to expanding your nonprofit’s capacity to further its mission. Make this clear to your audience by telling stories with emotional, future-focused language, vivid details, and a sense of empowerment. Show donors exactly how they can play a role in the story—by contributing to your capital campaign, and thus, your nonprofit’s future.

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As you craft your capital campaign’s story, don’t forget to recognize every donor, participant, volunteer, and beneficiary who shared their experiences with you. Thank them for their support and work with them to share their stories on their terms. You’ll end up with a compelling story for your campaign and deepened stakeholder relationships.