Before you can get a prospective donor to invest in your cause, you need them to invest in your story. And in healthcare, there’s no more powerful story to tell than those of your patients. 

When you lead with patient stories, you put names and faces to diseases. You personalize your best outcomes. You allow grateful families to share their experiences. You create camaraderie among those who have “been there.” 

And you raise money. Because people can connect their gifts to lives touched by that generosity.

When we introduced a little boy named Beau to the Nationwide Children’s Hospital audience – via TV, print, outdoor and digital channels – he was undergoing treatment for leukemia. His story touched hearts. And the simple imagery we used was as compelling as the story. Months and even years later, followers on social media wanted to know, “How is Beau today?” They were engaged on a personal level. As a result, concerned donors helped raise over $2 million during the hospital’s annual holiday giving campaign. 

Prior to that campaign, when we paired patient stories with quotes from community leaders expressing why they donated to a capital campaign, a $250-million fundraising goal was exceeded by more than $50 million.

But remember, there is no replacement for authenticity. When the story is genuine, patients become people. And viewers become donors.

This, however, is not so easy to pull off. Each element of your campaign must be not only rooted in reality, but also well crafted. That begins with in-depth interviews. Gripping photography. Beautiful storytelling. And it shouldn’t come to an end without updates. Don’t leave your newly engaged audience hanging – they want to know every positive outcome. Which is good since that next capital campaign is right around the corner.

To find out more about how stories well told can help build your donor base, contact tim@cpvinc.com.