Ep. 71 | You’re Using Story Wrong in Your Ministry Fundraising (Start Here Instead)

You know stories matter in fundraising.

You’ve heard it over and over.

Stories are powerful. Stories help people care. Stories help people give.

But then you try to use one…

And it just doesn’t come out right.

It feels forced.

You stumble over your words.

You’re not even sure where to start.

Or you just think, I don’t really have any stories.

That’s where most ministry leaders get stuck.

And honestly?

It’s not because you’re bad at storytelling.

It’s because you’re using it in the wrong place.

The moment that changed everything for me

The first time I really understood the power of story in fundraising, it wasn’t theoretical.

It was real.

I was working as a video director and producer at Omega Church, and we were preparing for a large women’s conference. We partnered with a nonprofit that sponsors children around the world, and I had the opportunity to travel to Ethiopia to create a fundraising film.

At the time, I had been studying story structure on my own. I wanted to understand what actually makes a story connect—not just emotionally, but in a way that leads to action.

So instead of creating a video filled with generic sad images…

I chose to follow two young girls.

To show their story.

Their change.

Their transformation through the work of the nonprofit.

When the conference came, they played the film.

I remember standing in the back of the auditorium, watching the room.

The film ended.

The hosts started walking up to the stage to ask for sponsorships.

And before they even got there…

Hands started going up.

One after another.

Then more.

Then more.

Hundreds of hands.

People were already responding before anyone asked.

That year, they ran out of sponsorship packets.

It had never happened before.

And I remember thinking—this is what story does.

Not hype.

Not pressure.

Clarity.

Connection.

Movement.

The real problem most ministries have with storytelling

Most people think the problem is:

“I need better stories.”

But that’s not actually the issue.

The real problem is this:

You’re trying to use stories without a clear message to hold them.

So everything feels scattered.

You try one story.

Then another.

Then a different angle.

And none of it really sticks.

Because there’s no foundation underneath it.

The first way to use story (this is the one that actually matters)

Before anything else, your core fundraising message itself needs to be a story.

This is your ministry brand story.

Not your origin story.

Not how your ministry started.

This is the structure underneath how you communicate your mission to donors.

And it follows a very specific flow.

Your donor is the main character.

Not you.

They have a problem—something they care about that isn’t right.

Then there’s the people you serve. They have a real, tangible need.

That’s the reason your ministry exists.

Then your donor encounters your ministry.

You step in as the guide.

You show them the way forward.

You give them a clear plan.

You invite them into action.

And from there, there’s a resolution.

If they step in, there’s impact.

Transformation.

Change—for them and for the people you serve.

If they don’t, something is lost.

That’s the full story.

And when you actually build your message this way, everything changes.

Why this fixes the “awkward” feeling

This is the part people don’t expect.

When your message is clear…

You stop rambling.

You stop overthinking.

You stop feeling awkward when you talk about your ministry.

Because you’re not making it up in the moment anymore.

You’re pulling from something solid.

Something structured.

Something that actually makes sense to the person listening.

The second way to use story

Once your core message is clear, then you use supporting stories.

These are the stories most people think of first.

Impact stories.

Donor stories.

Team stories.

Moments of transformation.

These are powerful.

They bring your message to life.

They make things memorable.

They create emotional connection.

But they are not meant to carry everything.

They support your core message.

Without that foundation, they feel disconnected.

With it, they become incredibly effective.

What this could change for you

If you start using story this way, you’ll notice a shift.

Your conversations feel clearer.

Your donors understand faster.

Your message stops feeling heavy or confusing.

And you stop spinning your wheels trying to “figure out what to say.”

Because you already have it.

If you want help building this

This is exactly what I walk through with my clients.

Step by step, we build your core message so it’s clear, structured, and actually works in real conversations—not just on paper.

And once you have it, you have it.

You can use it across everything.

If you’re ready for that kind of clarity, you can book a 1:1 coaching session with me.

Book a session here:

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