The Power of Telling Transformational Stories

Transformational storytelling connects us to one another by taking the listener(s) on a journey with us into the sights, sounds, experiences, and insights that transformed us. It is not just a story that inspires, more importantly, it is a story that inspires action.

Crafting a clear, concise, and compelling story about why you are so passionate about your organization’s cause, and/or how the organization changed your life or the lives of others, is an incredibly powerful component to the cultivation process.

Our lead Fundraising Strategist, Jeremy Cramer, always says donors want two things from fundraisers: 1) to learn by having their thinking provoked and 2) to be inspired by a fundraiser’s enthusiasm. Telling your transformational story is a powerful way to do both.

The formula we have found particularly helpful for crafting this type of Transformational Story – whether 3 minutes or 30 minutes – is the Hook, Book, Look, Took formula.*

• Hook - Grab attention in a way that piques curiosity and makes the listener want to lean in and hear more.
• Book - Tell your story and make your point. What’s the key lesson you learned, transformation you experienced or insight you gained?
• Look - Invite the listener to reflect on their own life or to “look around” at the current situation in a way that invites them to either a greater insight, or perhaps even a personal “ah ha” moment.
• Took - Invite the listener to take action. Don’t be afraid to call people to something big and bold. Remember, taking action is the point… and it has the potential to be transformative for them as well.

The key here is to understand that people connect through stories because, to one extent or another, we see ourselves in someone else’s story. Donors give when they feel a connection, not only to the cause, but to the people involved in the cause. Let your story speak.

Here are a few more tips for crafting a powerful Transformational Story.

1. Share the challenge - Sharing the challenge connects us to our audience and sharing the transformation lifts them up and gives them hope that they can do it too.
2. Never tell a story without a point and never make a point without a story - Stories give the listener a powerful, visual way to connect to the point.
3. Make your story UNFORGETTABLE (not just memorable) - You do that by painting a picture so vivid that your audience can’t get it out of their mind, heart, body, and soul. Share the details. Take us there.
4. Never show the “scaffolding” - i.e., Don’t tell the background to preparing for the presentation—just tell the story. For example, don’t say, “While I was preparing for this talk, I ran across a quote that really inspired me and I want to share it with you, and hopefully it will inspire you too.” [We’ve all heard this before.]

Below is an example of a powerful transformational story shared by Cece, a Major Donor at The Children's Museum of Indianapolis who’s story we feature in The Transformational Giving Playbook.

Case Study: Cece’s Story

HOOK

An important aspect to me of The Children’s Museum of Indianapolis is the main stairs. It is one reason our family is so passionate about being donors.

BOOK

My second daughter was born with many medical issues.

She had six major surgeries within her first six months, was on continuous oxygen for the entire first year, had three open heart surgeries before the age of three, and was fed through a feeding tube until she was three and a half.

The doctors were uncertain if she would ever be able to sit up, talk, or walk.

But with 5–6 therapies a week she received at home, she was able to make continuous progress.

The Children’s Museum also became a very important part of her therapy.

I believe that all children should be able to enjoy The Children’s Museum of Indianapolis.

I brought my two daughters to The Children’s Museum twice a week. My second daughter’s favorite part of the museum was the carousel. The staff would allow her to ride it over and over again—even though it required bending the rules! The Museum helps all children learn and grow, but it is also an essential place in our community where all children can play and explore.

But I have very strong memories of the stairs.

The main stairs have a very small rise and a very long run, which made it possible for my daughter to learn how to go up and down stairs. She was very petite. And so, for some therapy sessions we met her physical therapist there. She was able to teach my child to climb up and down those stairs, and in the process, she gained both strength and confidence.

LOOK

The beautiful thing is that The Children’s Museum of Indianapolis provides a safe and supportive environment for all children to gain strength and confidence.

For my child, important places included the stairs and the carousel.

But for other children, it may be seeing for the first time who they can become—an archeologist, artist, astronaut, human rights advocate, scientist, world traveler—and trying on those possible futures that gives them strength and confidence.

I’m happy to report that my daughter has graduated from high school and is now a sophomore in college.

TOOK

As you consider your support for The Children's Museum, I want you to know that it is so much more than a beautiful building with interactive exhibits and interesting experiences. It is an inclusive environment that gives kids the permission and confidence to be who they are and become anything and anyone they desire.

YOUR TURN

Ask yourself…

What is an experience I’ve had that connects me to the cause of my organization? OR What is a story I’ve heard about our work that has personally impacted, inspired, or changed me?

Perhaps there is an inspirational story you often tell when working with donors and prospects, but remember, there’s a big difference between telling an inspirational story, and telling a story that inspires action. Be sure to connect your story to a clear call to action.  

Teaching this framework to our clients and coaching them through crafting their own powerful stories of transformation is always one of the most inspiring and rewarding parts of our work. 

To support you in crafting your own transformational story, HERE is a link to a template you can download.

Here’s to telling powerful stories that inspire action!

All the best,

Lisa, Pam and Jeremy

 

*The Hook Book Look Took formula originated in the theological world, in a 1976 book by Lawrence Richards titled, Creative Bible Teaching.