Non-profit leaders depending on donations to fund their work need to become more skilled at telling their story—the stories of the people they are helping. That is my conclusion after about……oh, 5 seconds of thought on the subject. It came to my mind because I’ve given to a number of ministries and efforts over the years, and never heard much from them afterward.

Oh, I got put on their mailing list and got an occasional newsletter or magazine, and that’s fine. But you see, I really would like to be involved. I’d really like to be on the front line engaging the people who are being helped. But time, and geography, and commitments, and age, and generation gap, and………….well, you know…..all those things tend to keep me from many of the front lines. But that doesn’t mean I am not interested. I am!!!!

I could be all wet here, so don’t take this idea to the bank. But consider whether it might be right. If you lead a non-profit that’s making a difference in the world, you need to capture the stories and tell them often.

Capturing means get the story in video and print, then put it in a format that you can distribute it. Don’t just format it once. Tell the same story from several different points of view. Hire four writers to take the take and write their stories. Hire four video producers to write and edit the story the way they think it needs to be presented. You might be amazed what will come from that one story.

Hey, even Jesus needed His story told from four points of view. Why would you think it is enough to tell your story from one perspective?

Often means don’t just put it out there and be done, distribute it in video, then on You Tube, then in print through a fund raising letter, then in your magazine or newsletter.

If you had a good story of one person you had helped, but you had it on video or in print written four different ways, and then you could distribute it on You Tube, and in your newsletter, and in your fund raising letter, and in your blog, and on your podcast. Well…….I’m sure that somebody who got better grades than my “D” in statistics could figure it out, but I think that the equation I produced above yields 20 different “story products.”

Unfortunately, many leaders / speakers / teachers think “Well, I told them that last time, so I can’t tell them again. I’ve got to say something new.” No. Not so much. Tell them the same story over and over, only from a slightly different perspective.

I’m reminded of the old preacher who preached the same sermon three Sundays in a row. Finally, exasperated the deacons approached him and said “Preacher, you’ve said the same thing three Sundays in a row. We’d like something different next week.” To which the Parson replied, “When you start doing what I’ve been preaching, we’ll switch to the next sermon. But for now, we’re going to keep preachin’ this one until you get it.”

I like that.

I want to give. I really do. But, first I want to see the difference you are making. And since I can’t be there live and in person, you’ve got to tell me the story.