Ever since humans first gathered together under a tree, we’ve told stories to one another. Stories that move us, scare us, illuminate our minds and inspire us to see the world anew. So why, when it comes to moving and inspiring people to give to a charitable cause, do so many in our industry resist the power of the story?

Giving is an emotional response. A visceral reaction to the drama we’ve been presented with. Someone doesn’t give £10 to help an emaciated donkey because the charity has a particular strategic objective. They give because they feel anguish in their gut, injustice in their heart, and the glorious possibility of redemption. Which is pretty much the DNA of every movie made and every novel written.

Giving is emotional and people can be inspired through stories, so the art of storytelling is an essential craft for fundraisers to master. Matt Finlayson at Campfire Marketing shares his reasons why humans just can’t do without stories…


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