5 story ideas to spark creativity for your next fundraising appeal

As we step into a new year, nonprofits now have a fresh opportunity to craft more compelling stories that resonate with donors and inspire meaningful action in their next fundraising appeal.

With the busy year-end season behind us—and inboxes finally a bit less cluttered—now is the perfect time to reflect on the stories that connected most with donors last year and explore fresh approaches to engage supporters in 2025.

To help you start the year strong, we’re sharing five types of stories that can serve as a solid foundation for your upcoming campaigns. These frameworks can help your team create thoughtful, emotionally engaging fundraising appeals that stand out across all communication channels and garner your audience's support.

1. Transformations and triumphs

Impact stories are one of the most reliable and effective storytelling methods nonprofits use—and for good reason. These stories demonstrate the tangible results of your mission and the role donor support plays in driving change. However, just because impact stories are common doesn’t mean they need to feel stale or predictable. There are plenty of ways to keep them fresh, engaging, and deeply meaningful: 

• Focus on specific, unique details that make your story stand out. Instead of broad generalizations, zoom in on the details that make the story personal or memorable. For example, describe the color of a child’s backpack as they walk into their first day of school after receiving support or the nervous smile of someone starting a new job.
• Highlight unexpected challenges or twists to add authenticity and depth. Real-life stories often include hurdles, and sharing these moments can make your narrative more compelling—and more human.
• Include setbacks or obstacles to overcome. Setbacks are a part of every success story, and sharing them makes the journey more relatable. These challenges humanize the story, showing that growth is not always a straight path but one that helps you learn and grow.
• Frame the transformation as part of a larger, ongoing narrative. Emphasize that the “after” is just one step toward continued progress. This perspective reminds donors that their support is part of a continuous effort, encouraging ongoing engagement.

Covenant House, a nonprofit that provides shelter for homeless youth, excels at crafting transformational impact stories. One standout example is the story of Derrick Cooney, a resident who transitioned from homelessness to stable housing and ultimately became employed as a property manager and security officer at Linden Commons. 

This story explores Derrick's gratitude toward Covenant House and how he now reflects that compassion in his new community. By weaving personal growth, tangible outcomes, and heartfelt emotions, Covenant House shows the real, lasting impact of its work.

2. Unsung heroes

One of the most powerful ways to inspire donors is to spotlight the people who selflessly make your mission possible. People naturally want to support other good people, so highlighting how real individuals—whether volunteers, donors, or staff—are making a difference creates a ripple effect of inspiration.

Your spotlight can be short and impactful, focusing on a single moment of action, or it can dive deeper, sharing motivations, challenges, personal stories, and quotes. Either way, showcasing these unsung heroes not only builds an emotional connection but also demonstrates the tangible ways your organization is driving change. Their joy, commitment, and impact often become contagious—especially when shared on social media.

A great example is the Gift of Life Marrow Registry, an organization that consistently celebrates donors who help save lives through blood and marrow donations. By celebrating these heroes, it emphasized the critical role donors play and inspired others to join the cause.

3. The domino effect

While some donors give as a way to support a cause they care about, others are inspired when they know exactly how their gift makes a difference. In your fundraising appeal, use a visual aid, like impact levels, to demonstrate how a specific donation amount directly supports your mission. For example, $25 will provide 10 lunches to children in lower-income communities. Or, consider showing the domino effect of one donation, such as $25 providing a school lunch, which helps a child stay focused in class, leading to better learning outcomes and improved opportunities for their future.

When taking this approach, highlight specific initiatives and projects donors can support. Emphasizing how consistent contributions create scalable, long-term change is also a great opportunity to encourage recurring donations.

All Hands and Hearts is a disaster relief charity that raises funds year-round to respond whenever disaster strikes. In their year-end messaging, they use visuals to show the individual and collective impact of each donation as it prepares for the year ahead. This approach not only builds confidence in its mission but also demonstrates the power of donor support in driving meaningful change.

4. The urgent need narrative

Not every story has a positive outlook. Sometimes, the most compelling narratives present the harsh realities your nonprofit is striving to change. By sharing the current challenges and inviting supporters to help address them, you create an opportunity for donors to become active participants in your mission. This approach not only inspires action but can also turn one-time donors into long-term supporters, as they feel invested in helping solve ongoing issues.

In your fundraising appeal, craft a compelling narrative that highlights an urgent need. Here are our recommendations:

• Start with the urgent need: Clearly outline the pressing challenge your organization is addressing and why it matters.
• Connect to the bigger picture: Link the immediate issue to your organization’s broader, long-term mission to show the impact of their support.
• Create a sense of urgency: Set a specific timeline or goal to encourage donors to act promptly while avoiding alarmist language.
• Engage donors with updates: Keep supporters informed about progress and new developments, reinforcing their role in making a difference.
• Foster shared responsibility: Show donors how their contributions are part of a collective effort to create meaningful change.

A great example of this approach comes from The Adventure Project’s Labor Day campaign, which aimed to raise funds to provide essential services to 500 pregnant mothers and their babies living in poverty. The campaign effectively created urgency in two ways:

1. It educated donors about the harsh realities and risks faced by vulnerable mothers without access to critical resources.
2. It announced a donation match when the campaign reached a certain point, encouraging donors to act quickly to maximize their impact.

5. Key partnerships

Highlighting and involving key partnerships in your fundraising campaign is a powerful way to elevate your narrative. This collaboration showcases your willingness to show up as a community to address important issues. By working together, you not only strengthen your mission but also encourage others to join in and support a cause greater than themselves.

There are countless creative ways to integrate partnerships into your campaign:

• Donation matching: Partner with a corporation to match donations up to a certain amount, doubling the impact and creating urgency for individual contributions.
• Boosting awareness: Work with your partner to direct marketing efforts toward your joint campaign, increasing visibility and engagement.
• Building traditions: Collaborate with a partner to create a seasonal tradition that grows year after year, becoming a campaign that supporters look forward to and want to participate in because of its proven impact.

Take, for example, Children’s Miracle Network Hospitals, which has numerous partnerships nationwide that go beyond increasing visibility or collecting donations. Every holiday season, a local ACE Hardware branch partners with CMN Hospitals to create a stunning holiday lights display near the hospital. This tradition brings joy to children who can’t go home for the holidays, showcasing the power of partnerships to create meaningful moments and inspire support.

ACE Hardware teams up with CMN Hospitals to light up the area with a beautiful holiday display, bringing joy to patients and families.

Your next fundraising appeal deserves authenticity

These five compelling story ideas are just the beginning of how you can make your next fundraising campaign stand out. No matter the story type, the key is to share real, heartfelt narratives that create an authentic emotional connection and inspire action. Authenticity should shine through every aspect of your campaign—from the words you choose to the images you share—ensuring your appeal feels genuine and trustworthy.

With a thoughtful, resonant fundraising appeal, you can kick off the new year strong, supported by both longtime advocates and new donors who are excited to help you carry your mission forward.

Need help crafting a compelling message that truly connects with your supporters? Let NTB Content help you on your next fundraising appeal.