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Posted in Special Focus General Fundraising Communications

Why fundraisers shouldn’t be storytellers

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Jenny Ramage speaks to Stroke Association, Age UK, Cystic Fibrosis Trust and others, and learns why fundraisers shouldn’t try to be the voice of beneficiaries
In the fundraising world, great emphasis is placed on storytelling. It’s true that telling a powerful, emotionally resonant story is the best way to connect supporters with a cause. It’s also true that in finding those stories, charities should look to their beneficiaries. As Jim Swindells, director of fundraising at Stroke Association says, “it’s the real-life experiences of your beneficiaries that are going to really connect with supporters and make them realise that their money is being well spent in supporting the charity.” more