Why is storytelling important for charities?

Impactful storytelling can significantly boost your results when fundraising for the causes you care most about. Whether it’s for a social media fundraising campaign (on Facebook or TikTok, for example) or a more traditional fundraising event, telling real stories of real impact shows how your favorite charity makes a difference. It also helps connect potential donors to feel a personal connection to your cause.

Storytelling for fundraising

Essential storytelling strategies

Share authentic stories

One of the most important parts of storytelling for nonprofits, like St. Jude, is using real stories about real people.

We want to ensure we're being transparent and authentic. People should be confident their contributions are supporting a cause they're connected to.
These real stories help readers see themselves in the circumstances of others and develop a shared experience.

Read St. Jude Patient Stories

Engage with heartfelt narratives

A key element in nonprofit storytelling is striking an emotional chord with your audience. When fundraising for organizations such as St. Jude, consider these approaches:

Celebrate resilience and progress: Discover the impactful initiatives of St. Jude and join us in celebrating our progress and the milestones of patients and their families.
Share personal journeys: Have you been touched by the cause? Sharing your personal journey can deepen the connection by linking your narrative to the mission you’re supporting.
Empathize and connect: Step into the shoes of your readers. Reflect on the emotions that stir you the most. Let these feelings guide you in crafting genuine emotional connections with others, shaping your message to resonate on a personal level.

Embrace visual storytelling

Incorporating visual elements like photos and videos are a great way to tell a compelling story.

See Our YouTube Channel

Inspire action

To improve your fundraising, try adding an ask or call to action (CTA) in your message. This can inspire people to take action and know they can make a difference. Keep your request simple and direct, make sure it’s something your audience can actually do, and guide them clearly on how to help. Here are some simple asks you could use when fundraising for St. Jude:

Your support ensures that families never receive a bill from St. Jude for treatment, travel, housing or food — so they can focus on helping their child live.
Join the cause and help St. Jude give every child with cancer a chance.
St. Jude won't stop until no child dies from cancer. Join us, and make a donation.

Online campaigns should include a link to a donation form.

Why fundraise for St. Jude?

Families never receive a bill for treatment, travel, housing or food — so they can focus on helping their child live.

When St. Jude opened in 1962, childhood cancer was considered incurable. Since then, St. Jude has helped push the overall survival rate from 20% to more than 80%, and we won't stop until no child dies from cancer.

Every child deserves a chance to live their best life and celebrate every moment. When you support St. Jude, you help give kids with cancer around the world that chance. Together, we can save more lives.