Activate Your Storytelling Potential
- Michael Beall
- Apr 1
- 3 min read
Q:
Is health care philanthropy storytelling different than marketing storytelling?
A:
Take a minute to think about this question because it is an important point of diversion. If you believe there isn’t much of a difference, outside of telling donor stories, then your solution might be as simple as building a stronger relationship with marketing and distributing their stories directly to donors. For those of you who aren’t sure, here is a case for why I believe there is a difference—and it matters.
In a typical care story, the narrative is often the same. Patient experiences a health crisis, patient seeks solutions, care team exhibits excellence, innovation, compassion and ends up producing a positive outcome. The story takes place in the hospital. The hero of the story is the medical team. The patient is grateful. There might be a lazy, general nod to how philanthropy played a small role—and that’s a wrap.
If this is the story being told by your Foundation—it is time to ask yourself why. And how might the story be told differently?
Standalone care stories provide an inside look into everyday life and can encourage donors to make the leap from investing financially to making a real difference. But why are we asking them to make that leap? Are we missing an opportunity to help them experience the full story—the generosity and passion of donors like themselves creating real impact?
One thing that sets philanthropy storytelling apart is the hero or main character. The hero does not need to be the doctor or nurse—it can also be the patient or donor, which makes the journey very different. It can take place outside the hospital walls and involve gratitude-in-action, altruism or philanthropy. The health journey is not the focus or point to the story. It is only a small chapter in the entire book.
Consider this:
Eight years ago the Smith family experienced a tragic loss. From that day forward they invested in mental health. Early on, little was understood about where their gift might be best utilized—where it would make the greatest impact. But they believed. They partnered with doctors and nurses, looked at innovative programs around the country and doubled-down on their gift each year. Their commitment resulted in the creation of a new mental health facility and wrap-around programs to diagnose and support patients in and out of the hospital. Yesterday, the 3,000th patient, a young mother by the name of Sarah, began her program and is back with her family...
Sure, crafting stories like this may take a little effort, but your portfolio is filled with donors who have made a difference. Let’s focus less on their gift amount and more on their commitment, cause and milestones—keeping them the hero of the story. Going back in history is one way to tell a philanthropy story—looking to the future is another. Again, consider this:
As patients, many enter into a new world—navigating financial, geographic and language barriers alone. New clinical words, inconclusive diagnoses and treatment options. That was the life of the Ruiz family. “Like anyone, the health of our children means everything. We were alone until an angel found us. Nurse Jones showed us dignity, advocated for us at every level of the system. We’re going to fight for her like she did for us. We’re going to tell our story until enough people listen.” The Ruiz family is part of a grateful patient group supporting the fundraising campaign to bring new clinics to the most underserved neighborhoods in our city. Their story has inspired hospital leadership and philanthropists to pursue the most ambitious investment in our lifetime…
The main character of this story is the Ruiz family. And their journey is about how gratitude created a ripple-effect that will help change the future. You will notice there was no clinical details around their children, and no quote from Nurse Jones or hospital leadership.
Philanthropy storytelling is not easy. It takes real effort to research and patience to develop, sometimes even taking years. It doesn’t just follow the health journey but something much more. Finding the link between the past and the future, rethinking our hero or main character, creating chapters to the story and demonstrating the power of philanthropy, however, will inspire your donors to make a lasting impact.
About the Author: Michael Beall is a Principal Consultant and Communications Practice Leader with Accordant. You can reach him at Mike@AccordantHealth.com and connect with him on LinkedIn.
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