A few years ago, I was asked by a charity to tell my story of why I supported them. After a career of asking other people to share their story, it was surprisingly hard to be front and centre, even though I am passionate about the cause. In that moment, I understood why so many people are reluctant to participate in talking about what means the most to them personally.

Here’s the thing - social media is great but it is a hungry monster. Stories are more important than ever for talking about the impact of our work. But, often, clients and donors are reluctant to share their own stories. Here are a few ways to help you encourage folks to talk about why your organization matters to them.

Ask about family

People are often unwilling to put the spotlight on themselves. But usually, people are very happy to talk about their kids or parents. In approaching a donor or participant, instead of asking them to talk about their story ask them to talk about why your organization matters to their family. That slight change in emphasis can be a difference between a “no” and a “yes.”

Talk about impact

Many people are grateful for the work of your charity and want you to help even more people. While some may not be comfortable talking about themselves, if you ask them for help to spread the word about your charity’s good work, they may be willing to get out of their comfort zone.

Report back

Once you have connected with someone to tell their own story, it is important that you follow-up and let them know the impact of their story. For example, if that story was read by 947 people, let your donor know. If the eBlast featuring a client raised $20,000 - let them know that. Once you have asked them for help, you need to let them know that their generous willingness to share about themselves had a positive benefit.

When you ask people to share something about themselves, you need to think about this request from their perspective. By taking that broader point of view, you will increase your chances of having clients or donors agree to talk publicly about your work.

Ann Rosenfield contributed to a featured story for Rainbow Railroad where she serves as Board Vice-Chair.