“How do I find emotional stories to write about?” 
I get this question a lot. And the answer is simple, but not easy. 
You must talk to people. Talk to your donors, your staff, your volunteers, your beneficiaries. 
Not only that… you need to ask the right questions!

The best, most emotionally compelling fundraising appeal letters I write almost always start with an interview. And there is an art, and a science, to conducting a good interview. 

Set Yourself Up for Success

It’s a good idea to let the person you’re speaking with know how long you want to speak with them for. Keep it short – but leave extra time just in case. 

Don’t call it an interview. Call it a chat, or a conversation. You’ll put the person you’re speaking to a little more at ease. An interview is formal – a chat is casual. 

Try to have a face-to-face meeting (virtual or in person), or a phone call. I don’t recommend written answers to questions if you can avoid it. People tend to edit themselves (to sound more formal) when they write, whereas they tend to be a bit more open and emotive when they speak. 

Next tip? Listen up, because this is my #1 tip. 

Keep Your Mouth Shut… And Your Heart Open!

I can’t tell you the number of times I have received an interview transcript or interview recording and I hear the person conducting the interview speak WAY more than the person who is being interviewed!  

Try to stay calm and remember that your job is to make the person feel at ease, and to listen to their story. Feel free to chime in and empathize or relate to parts of their story if it seems natural, but otherwise try to just listen. Note those places in the story when you feel really connected to the person and what they are saying. Your donor will likely feel connected to those parts of the story too. 

Focus On Feelings Rather Than Facts. 

You can get specific facts in program write-ups or follow up emails if you need to. Use your interview time wisely and ask questions that dig into feelings. 

Here are some questions you can ask to prompt feelings:  

• “How did it make you feel when…”
• “What makes you feel grateful about…”
• “What makes you angry…”
• “What keeps you up at night?”
• “What brings you joy…”
• “What inspires you about the work that you do?”

Ask Questions About Impact.

• “How do our donors directly impact the work you do each day?”
• “How does XYZ organization directly impact your life?”
• “What would you say to a donor who gives $25, $50 or $100 to show the impact they have on your life/your work?”
• Can you tell me a story about someone who directly impacted your life?

The Best Question For Last?

“Is there anything else you’d like to tell me?”
“Is there anything else I should have asked you?”

You’d be surprised what you can hear after asking this last question. I recommend leaving extra time at the end of your interview just in case! I’ve had people share all kinds of great, emotionally compelling stuff after being asked this question. Sometimes the entire content for a fundraising appeal comes from this!I think it’s because they feel relaxed knowing the interview is almost over and they share more than they did at the beginning. Perhaps there’s a little more trust and they feel safer opening up to me. 

These are just a few tips to help you conduct an emotionally compelling interview. Try to establish connection, trust and rapport and you’ll be off to the races.