What’s in my Mailbox | Extraordinary storytelling

September 17, 2014

WhatsinmymailboxHow are small nonprofit organizations using the power of direct mail to love their donors? Join us every Wednesday for What’s in my Mailbox.


Storytelling is the single most powerful way to connect people to your mission.

Whether yours is a human services agency, an arts organization, an educational organization, an advocacy organization, or an environmental organization, we all have stories worth sharing.

Storytelling invites us into an imaginary world. They seduce us. Stories invite us to step into one or more of the characters. We think (and feel) in terms of our stories.

This direct mail piece, from Merchants Quay Ireland, does a masterful job sharing the emotional story of James, a former heroin addict. From the outer envelope, featuring a photograph of James, to the insert replicating James handwritten letter, to the two page letter documenting James’ path, this package tells a gut-wrenching tale.

And it isn’t just the storytelling that makes the piece so compelling. Note how you, the reader – the donor – are in the picture throughout this letter: “It is those among us, like James, who are touched by your kindness.”  Click to read.

Special thanks to Lisa Sargent and Denisa Casement for sharing.

MerchantsQuayFront

MerchantsQuayBackMerchantsQuayLetterMerchantsQuayEnvelope

Additional Storytelling Resources

Nonprofit storytelling and you | 8 tips
Three Fundraising Lessons from HONY
Here’s an interview I did on the topic of storytelling:  listen in…
The Real Secret for Fundraising Success | It’s All About The Story
Nonprofit Storytelling in Video | Three Unbreakable Rules
And, one of my favorites:  Donor Newsletter Brings in $2 Million | The Power of Storytelling

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