An animal shelter wants to raise money to continue their work in the community. Here’s a draft paragraph for an email they want to send out:

At our animal shelter, every day we rescue, care for, and find loving homes for animals in need. But we can’t do it alone. Your donation can provide essential medical care, food, and a safe place for animals to heal and thrive while they wait for their forever families. Every dollar makes a difference in saving a life. Will you help give these animals a second chance? Donate today and be a part of their journey to a better future.

Sounds good, right? States what they do and directly asks for money. A lot of people may even be inspired to support the shelter or have a slight tug in their heart. But imagine if the animal shelter sent an email like this…

Bella, a scrappy little terrier, was found wandering the streets, malnourished and scared. When she arrived at the local animal shelter, she had patches of fur missing and an injured leg. The shelter staff saw the spark in her eyes despite her tough exterior, and they got to work.

Thanks to your generous donation, the shelter had the resources to give Bella the care she desperately needed. You paid for her veterinary treatment, including medication for her leg and nutritious meals to help her regain strength. The staff even used a portion to fix up her cozy kennel, making it a warm and welcoming space.

Within weeks, Bella transformed. She was healthier, her fur grew back, and she began wagging her tail at every visitor. Her playful spirit returned, and soon a loving family came to the shelter looking for a companion. They fell in love with Bella instantly.

You didn’t just provide medical care; you gave Bella a new life. Now she spends her days curled up on the couch in her forever home, a happy ending made possible by your generosity.

Would you rather give an animal shelter resources OR give dogs like Bella a new life? Which perspective holds more space in your mind?

Stories are powerful. For centuries, stories have been the means by which information is passed from one generation to another. Children love a good bedtime story. Adults enjoy a movie or TV show with a riveting story. Stories get to the heart of the matter and make people think.

Next time you’re sitting down to write a fundraising email, letter, or create graphics for your website, consider finding the story and simply telling it.