Ep. 105 | Storytelling for Fundraising: The Simple Structure That Makes Your Ministry Message Clear

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You probably already know stories matter. You’ve heard that storytelling is powerful, you know stories can help donors connect emotionally with your ministry, and maybe that’s even why you started listening to the Story-Driven Fundraising podcast.

But knowing stories matter and knowing how to actually use storytelling in your fundraising are two very different things.

Maybe you don’t know which stories to tell. Maybe you look around your ministry and think, I don’t even know if I have a good story. Or maybe you’ve tried sharing stories before, but you’re still not sure how those stories are supposed to connect to actually raising support.

Here’s what I want you to know: you don’t need to wait for the perfect story to happen. You can use the structure behind powerful storytelling to build your entire ministry fundraising message.

And once you have that structure, communicating with donors gets a whole lot easier.

Good Storytelling Isn’t an Accident

Early in my career, I was a filmmaker. I actually started with wedding films, and even then I knew I didn’t just want to put together a bunch of beautiful shots with pretty music.

I wanted to know the people. How did they meet? How did they fall in love? What had brought them to this moment? I wanted to tell their story.

As I started studying storytelling more deeply, I learned that good storytelling isn’t something that just happens because you happen to have a great story. Powerful stories have structure. In fact, a lot of your favorite books and movies follow very similar storytelling structures even though the actual stories are completely different.

There’s a conflict that needs to be resolved. Someone steps in to help. There’s a plan and eventually a decision that has to be made. Then we see the resolution.

And eventually I realized something that completely changed the way I thought about communicating for ministries:

You can use that same story structure to build your fundraising message.

You don’t have to constantly search for some incredible story to tell. When the foundation of your ministry message itself is built around story, you can use it in almost everything you do.

I Saw the Difference in My Own Business

Before I started this podcast, when I was still doing filmmaking, I always struggled when people asked what I did.

And people ask that question all the time, right?

“So, what do you do?”

I’d usually say something like, “Well, I do video production. I work with ministries and missions. I do storytelling. I really like to focus on people’s stories…”

Basically, I gave them a list of things that mattered to me.

The frustrating part was that I knew exactly what kind of work I wanted to do. I understood it perfectly in my own head. I just didn’t know how to communicate it in a way that someone else could understand quickly.

Then I learned how to use story structure to clarify my message.

I remember a ministry leader asking me about my business, and this time I simply said:

“We equip ministries with story-driven films that will grow their impact.”

And then I stopped.

Immediately, he understood what I did and how it could benefit his ministry. He asked me for my card because he wanted to continue the conversation.

That interaction was so different from the conversations I’d had before. I hadn’t given him more information. I’d actually given him less. But the message was clear, focused, and connected what I did to something he cared about.

That’s what a strong fundraising message can do for your ministry too.

First, Know Exactly Who You’re Talking To

Before you even start building the story, you need to know who you’re talking to.

I think this is where a lot of ministries struggle because naturally, you want to reach as many potential donors as possible. You need support, so casting a really wide net seems like the smartest thing to do.

But when you’re trying to speak to everybody, your message gets watered down.

Imagine you’re sitting in a crowded airport. There are conversations happening everywhere, announcements coming over the speakers, people walking past you, kids crying, phones ringing. Your brain starts tuning most of it out.

If somebody starts yelling, “Hey, everybody! Listen up!” you might glance over, but unless you quickly realize they’re talking to you, you’re probably going right back to whatever you were doing.

Now imagine hearing your name.

You’d pay attention immediately because you know that message is meant for you.

That’s the difference between trying to communicate with everyone and knowing your ideal donor.

You want to understand who that person is as specifically as possible. What matters to them? What do they care about? What are they afraid of? What do they hope to accomplish with their giving? What questions are already running through their mind?

Once you understand the person you’re talking to, you can communicate in language that connects with them.

Then, Lead With the Conflict

Once you know who you’re talking to, one of the most important changes you can make to your fundraising message is this:

Stop starting with what your ministry does. Start with the problem that made your ministry necessary.

Every compelling story has conflict. Somewhere toward the beginning, we’re introduced to a problem that needs to be solved.

Think about The Lord of the Rings. There’s a ring that needs to be destroyed, and suddenly we have a story. Everything that follows is connected to that central conflict.

Your ministry has a central conflict too.

Maybe there are people in your community who don’t have access to the gospel. Maybe families don’t have enough food. Maybe women desperately need discipleship. Maybe children are growing up without a safe place to learn about Jesus.

Whatever your ministry does, there was a need that made someone say, We have to do something about this.

That’s the conflict.

And that’s where your fundraising message should begin.

When someone asks about your ministry, you don’t have to immediately explain your programs, events, staff, accomplishments, or everything you’ve done over the last ten years. Help them understand the problem first.

Because once someone understands the problem, everything else you tell them has context.

Now they understand why your ministry exists.

Build the Rest of Your Fundraising Story

The conflict is only the beginning of the story. From there, you start building the rest of your fundraising message.

Your ministry enters the story as the guide. You’re helping address this need, and you have a plan for what can be done about it. Then you give the donor a clear call to action so they know exactly what role you’re asking them to play.

Finally, you show them the resolution. What becomes possible when they say yes? What changes because people decide to partner with this ministry?

When those pieces are working together, your donor can see the whole story. They understand the need you’re addressing, how your ministry is responding, and where they fit into what God is doing.

And that’s really important because your donor shouldn’t walk away simply thinking, Wow, they’re doing some great work.

You want them to understand, There’s a place for me in this.

That’s what moves your fundraising message from simply giving people information about your ministry to actually inviting them to participate.

Use the Same Story Everywhere

Here’s where this gets really practical.

Once you’ve developed this story structure for your ministry, you don’t need to reinvent your fundraising message every time you communicate with donors.

You also don’t need to memorize a script and repeat the exact same words everywhere you go. Think of your fundraising message as an outline that keeps you focused on the same core story.

When you’re standing in front of a church, you can use it. When someone asks about your ministry over coffee, you can use it. When you’re writing a newsletter, preparing a presentation, or creating social media content, you’re pulling from the same structure.

The wording and the amount of detail will change depending on where you’re using it, but the core message stays consistent.

And that consistency matters.

Over time, your donors begin to understand very clearly what your ministry is about, why the work matters, and the role they can play in it.

Your Fundraising Message Can Make Fundraising Simpler

Fundraising can already feel like an extra job you never asked for. You’re leading a ministry, serving people, solving problems, managing everything that comes with the work God has called you to do—and somehow you’re also supposed to constantly figure out what to say to donors.

That’s exhausting.

A clear, story-driven fundraising message gives you something solid to come back to. Instead of staring at every newsletter or walking into every donor conversation wondering, What am I supposed to say this time?, you already know the story you’re inviting people into.

And once you build that foundation, you can use it for years. Unless your ministry fundamentally changes, the core story stays the same.

This is exactly what I love helping ministry leaders build through coaching. We can work together to identify the central conflict your ministry exists to address, clarify who you’re talking to, and develop a fundraising message that helps donors quickly understand why your work matters and how they can be part of it.

If fundraising has felt awkward, heavy, or confusing, you don’t have to keep guessing your way through it.

Go to irisstorytelling.com/coaching to learn more about coaching and book a session. I’d love to help you build a fundraising message that makes communicating with donors simpler, clearer, and more effective.

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