One More Rhema: A Guide to Winning Funders’ Hearts & Minds through Fundraising Storytelling

By Pawlehouse Team

Hollywood crafts captivating stories using a proven, time-tested formula. Non-profits can use the same to create a compelling fundraising story. To do so, one needs to understand one of the most important storytelling elements in the formula, the Narrative Arc. This is a storytelling structure that outlines the progression of a story from beginning to end, guiding the audience through key stages of the plot. A great narrative arc is one that provokes a set of emotional responses from the audience, setting them onto the right emotional journey with an emotional pay off at the end of the story. This, really is part of the magic that makes you enjoy your favourite telenovela, blockbuster movie or that addictive novel. Let’s now unpack all of these in the simplest and practical of ways possible.

Typically, a Narrative Arc consists of the following features:

Introduction: Set the stage and introduce the main characters (those targeted by your organization’s work) or issues.

Rising Action: Present the challenges or conflicts faced by the characters or organization.

Climax: Highlight the turning point or the most intense part of the story.

Falling Action: Show the resolution or the efforts to overcome the challenges.

Resolution: Conclude with the outcome and a call to action.

In the realm of fundraising, crafting a compelling narrative arc is essential for capturing the hearts and minds of potential funding audience. A well-structured story can transform abstract concepts into relatable and urgent calls to action. We shall now introduce the “One More Rhema” storytelling framework; outlining how to create a powerful narrative arc in fundraising, complete with practical examples to guide your efforts.

1. Introduction: Set the Scene (Meet Rhema)

Start by introducing the characters and setting the context. This helps donors understand who is affected and why the issue is important.

Example: Imagine a nonprofit dedicated to providing clean drinking water in rural communities. Begin with a story about a young girl named Rhema living in a remote village. Describe her daily struggle to fetch water from a contaminated source, highlighting the health risks and the time lost that could be spent on education.

Opening Line: "Every morning, Rhema wakes up before dawn to walk miles through rugged terrain in search of clean water. Her journey is not just a daily chore but a barrier to her education and future."

2. Rising Action: Present the Conflict (Empathize with Rhema)

Describe the challenges and obstacles faced by the characters or the organization. This phase should build empathy and convey the urgency of the problem.

Example: Detail the health issues faced by Rhema and her community due to contaminated water. Share statistics or personal anecdotes about the prevalence of waterborne diseases and their impact on the community's well-being.

Middle Section: "The water Rhema collects is often filled with Coliform bacteria, leading to frequent illnesses in her village. Children like Rhema miss school due to illness, and families struggle to keep up with medical expenses."

3. Climax: Highlight the Turning Point (Solve with  Rhema)

This is the moment of greatest tension or the pivotal event where a change begins to occur. It should be impactful and clearly demonstrate the potential for transformation.

Example: Introduce a breakthrough, such as the organization’s initiative to build a new well in Rhema’s village. Describe the excitement and hope this development brings to the community.

Climax Section: "Thanks to the generous support of donors, our team arrives in Rhema’s village to install a clean water well. The entire community gathers to celebrate as they witness the first flow of fresh, clean water. For Rhema, this moment represents a new beginning." Remember to utilize thoughtful visuals, including short form video and photos.

4. Falling Action: Show the Impact (Celebrate with Rhema)

Illustrate the changes and improvements resulting from the intervention. This part should convey the positive outcomes and reinforce the effectiveness of donor contributions.

Example: Describe the immediate benefits of the new well, such as improved health, increased school attendance, and a more hopeful outlook for the community.

Falling Action: "With the new well, Rhema no longer faces the risk of waterborne diseases. Her school attendance improves, and she dreams of becoming a teacher. The community thrives with better health and new opportunities."

5. Resolution: Conclude with a Call to Action (One More Rhema)

Wrap up the story with a clear, compelling call to action. Encourage donors to continue supporting the cause and make a difference in the lives of others.

Example: End by inviting donors to help fund future projects or contribute to ongoing initiatives. Emphasize how their support can replicate the success seen in Rhema’s village.

Closing Line: "Rhema’s story is just one example of how your support can transform lives. Join us in bringing clean water to more communities in need. Donate today and help us create lasting change for one more Rhema."

In conclusion, crafting a compelling narrative arc involves more than just sharing a story; it requires a strategic approach to build emotional connections and inspire action. By following the structure of introduction, rising action, climax, falling action, and resolution, you can create powerful fundraising narratives that resonate with donors and drive meaningful support. We hope that this guide is simplified and practical enough to guide your storytelling efforts for a lasting impact in your fundraising campaigns.

The Pawlehouse Company is a fully integrated media & communications collective, deploying powerful storytelling to shift mindsets and inspire action for lasting change. We focus on three core areas: Strategic Communications, Media and Youth Engagement.