I was talking today with my friend and client Cynda Heward of the Saint Mary’s Hospital Foundation in Montreal. She was telling me about the Foundation’s new web site that is being developed.
She used an interesting term that we should all embrace: a “story platform.” This means that you tell a story right at the beginning of your web site. Remember that “narrative” or “story-telling” is by far the most effective way of communicating an idea or concept.
Just about the most important thing you can do on your home page is to launch a heartfelt story about someone who was helped by your organization. And we all know that one story is more effective than three, right?
Most nonprofits want to crowd 5 pictures where only one would be much more effective. And many folks seem to think that instead of “less is more,” they believe “more is more.”
Are you telling stories everywhere you can? Try the “story platform” for your annual report, your brochures, your handouts, your powerpoint presentations, and most of all – your fundraising solicition letters and grant proposals.
Stories are stickier than statistics. They are more compelling than facts. And people can remember them a lot better.
Best of all, stories carry emotion. And we all know that people give out of emotion. So if your web page looks like a static brochure on information overload, I’d recommend going back to the drawing board and starting with a story.
