[free download with interview questions and email template]

The research is clear: a story about a real person generates more than double (!!!) the donations of statistics and facts alone.

In this post: get a solid story collecting strategy for your nonprofit, including interview questions and an email template.

Be sure to download the pdf at the end for complete resources!

Why collect stories?

Storytelling inspires potential donors and volunteers to get involved - and keeps current followers engaged. It also allows you to share your vision in positive, hope-filled ways that rise above the noise of 24/7 digital culture. 

To tell good stories, you need to regularly interview donors, volunteers, and clients about their experiences with your nonprofit. 

These interviews become more than a tool for fundraising:

• They ensure that everyone impacted by your work feels valued and heard. 

• They allow you to respond proactively to problems you discover during interviews. 

• They provide an amazing resource for online content. As you become more connected to the people supporting your work, you'll have a better sense of the topics and resources they're looking for online. No more wracking your brain for blog topics!

The plan

• Decide on a strategy for collecting stories: who is responsible for interviewing whom? how often? who's going to transform the raw interviews into stories?

  • I suggest that everyone on staff be responsible for having 1 conversation a month. Program staff can interview clients and volunteers they interact with. Leaders and administrators can interview donors.

    
    
    

• Create a spreadsheet and database to keep track of interviews. These interviews can be used to write stories featured in email, blog, and social media posts, as well as fundraising materials. They are also an invaluable resource when preparing for speaking events and advocacy meetings with political leaders.

  
  
  

• Plan for image-collecting. Will the interviewer photograph the subject? (Be sure to give advance notice of this!) Will you ask interview subjects to email you photos of themselves? Will a staff photographer follow up for a photo?

  
  
  

• Develop a process for sharing stories among staff to celebrate wins and problem-solve issues that have been brought to your attention during interviews.

  
  
  

• Determine who is responsible for turning interview notes and recordings into compelling stories. A professional copywriter can prove invaluable at this point.

The Conversation

• Consider using a videoconferencing app (such as Zoom) if meeting in person isn't possible. Being able to see your interviewee's face will enhance your connection and give you a better sense of the emotion behind the stories than you can get from a phone call. 

• Record the conversation if possible. Do this with permission only. The recording allows you to stay focused on the person in front of you rather than trying to write or type everything you want to remember. 

• Come prepared with a few questions you want to cover, and then listen, stay curious, and ask follow-up questions. Be willing to let the conversation go in unexpected directions. 

• Respect the interviewee's time. Let them know before you meet how much time you're asking for and then stick to it! If you suspect the interviewee is open to talking more, you can ask a question at the end that gives him or her the opportunity to keep talking. "I know your time is valuable, and I want to respect it. Is there anything else, though, that you were hoping we’d talk about today?”

• Follow up within 24 hours with a thank you email or postcard. Make it personal, and reference something specific from the conversation that inspired or encouraged you. Ask any clarifying questions if needed.

• If you plan to post the donor's story on your blog, send them a courtesy email before it goes live. "We're excited to share your story on our blog on Tuesday, the 11th. Let me know what you think, and share it with friends and family! Thanks again for being part of the work of [Non-profit Name]."

  
  
  

The Questions: for donors

Print out these questions and highlight a few you want to cover during your interview. Use the others to help you keep the conversation rolling as needed. Enjoy getting to know a donor better!

Before you get started: Thank the donor for his/her time. Briefly review the purpose of the conversation; ask permission to record. Collect personal details such as name and how long he/she has donated, and start with a fun, informal question to help you both relax (e.g., "What subject should be taught in school but isn't?").

• How did you learn about our work?

• In your own words, what is the problem we are seeking to address and how do we do it?

• What made you want to give to [Non-Profit Name]?

• How do you give (e.g., Online, through the mail, or direct donation)? Is giving easy? What would make it easier?

• What inspires you about the work that we do and gives you hope?

• How does donating to [Non-Profit Name] make you feel?

• Is it clear to you how we put your donation to work? What would make it more clear? 

• What is it about our website/emails that caused you to take action?

• What would you say to someone who is considering giving to [Non- Profit Name]?

• What have you learned about [the Cause] since partnering with us?

• What do you want others to know about [the Cause]?

• What specific difference does [Non-Profit Name] make in your community?

• What kinds of communication from [Non-Profit Name] are the most engaging? Can you think of a social media post or newsletter/email link that caused you to click through to read the whole post? 

• What questions do you have about the work we do? 

• Do you have any fundraising ideas for us or connections we should pursue?

  
  
  

The Questions: for volunteers

Print out these questions and highlight a few you want to cover during your interview. Use the others to help you keep the conversation rolling as needed. Enjoy getting to know a volunteer better!

Before you get started: Thank the volunteer for his or her time. Briefly explain the purpose of the conversation; ask permission to record. Collect personal details such as name and how long he/she has volunteered, and consider starting with a fun, informal question to help you both relax (e.g., "What subject should be taught in school but isn't?").

• How did you learn about [Non-Profit Name]'s work?

• Why is our cause important to you?

• Why did you decide to volunteer?

• What was the process of becoming a volunteer like? Was the training sufficient? Was communication clear?

• How does being part of [Non-Profit Name] enrich your life?

• Has your volunteer work led to any meaningful relationships? ("Tell me more about that....")

• How has your life changed because of your volunteer work with [Non-Profit Name]?

• What’s your favorite part about volunteering for [Non-Profit Name]?

• What kinds of content from our organization are the most engaging? Can you think of a social media post or newsletter link that caused you to click through to read the whole post?

• What questions do you have about our work? What kind of training or support would be helpful to you as a volunteer?

• Do you have ideas about how to recruit more volunteers?

Want questions for clients + an email template for asking donors for an interview? Download the complete pdf version of my Story-Collecting Guide for Nonprofits!