A person. A problem. A way I can help.

What motivates donors?

Humans are wired to respond to story.

Okay. It is true that the occassional banker, computer analyst or attorney needs numbers to make their juices flow, but if you want to move MOST people to action, tell a good story.

What does that mean - a good story?

A motivating story has three parts:

1. The power of one: tell us about one child, one animal, one river. Talk about one person, one puppy, one pelican, and compassion kicks in. We feel capable to help that one. "I can provide a coat for that little boy." "I can wash that pelican." "I can feed that pup."

But faced with the fact that 2,913 kids need my help and our passion wanes. "It's too much. I can't help that many?" Suddenly, it's no longer personal.

2. Present a problem. If your nonprofit has already solved the problem, then donors, volunteers and advocates aren't needed. But show that one starving puppy, one homeless child, and we care. We want to help.

Which brings us to:

3. A way to help: Tell us what our dollars can do. Tell us what to give: time, advocacy, income. You've moved our hearts. Give us an action to take: a way to donate, a survey to take, a number to call, a place to sign up.

We're in this together, now.

We're partners.

And it all started with a story.