Who is this for?
Introduce the person, family, group, community or mission behind the fundraiser.
M-Changa Fundraising Storytelling Guide
Tell your fundraiser story in a way people can understand and care about.
A strong story does not need to be dramatic. It needs to be clear, human and specific enough for people to understand what is happening, why help is needed, and what their support can change.
Clarity before emotion
Help people understand the situation first
People are more likely to support when they can quickly understand who needs help, what happened or what you are trying to achieve, why support is needed and what happens next.
Clarity builds trust. Humanity gives people a reason to care.
Start here1 2 3 4 5
Every fundraiser story should answer five questions
What is happening?
Explain the situation, challenge or goal in simple language.
Why is support needed?
Make the gap clear without exaggerating it.
What will the money help cover?
Show what contributions will make possible.
What happens next?
Give people a sense of the next step and what their support is moving toward.
1
Start with the person, mission or purpose
Do not make the amount the first thing people meet. Give them the human, community or mission context first, then introduce the fundraising goal.
LESS USEFUL
“We are fundraising KES 500,000 and request your support.”
BETTER
“Amina has been undergoing treatment for the past three months. Her next stage of care requires tests, medication and specialist review.”
2
Explain the need clearly
Replace vague urgency with useful specifics. Explain what is needed now, what the money will help cover, and what the next step looks like.
VAGUE
“We urgently need your support.”
CLEARER
“The family needs KES 180,000 for the next stage of treatment, including tests, medication and hospital fees.”
3
Show what support can change
A good story does not stop at the problem. Help people see what their contribution can make possible.
- Medical: the next treatment, review or stage of recovery
- Education: another term in school, learning materials or institutional support
- Organizations: a programme milestone or continued mission work
- Faith communities: progress toward a shared purpose
- Funeral support: helping the family meet immediate responsibilities with dignity
Do not only ask for money. Show the outcome people are helping move toward.
4
Use enough detail, not every detail
Give people enough context to understand the need without sharing information that does not need to be public.
Include
- Relevant background and context
- What the fundraiser is for
- What has already happened
- What still needs to happen
- What the money will help cover
- What happens next
Leave out
- Private medical details that are not necessary
- Sensitive family disputes or personal conflict
- Private documents or records
- ID numbers, bank details or sensitive financial information
- Anything shared without permission
- Details that reduce dignity without helping people understand the need
5
Let images help tell the story
A good image can make the story easier to understand before someone reads a single paragraph. Use images that add context, humanity or progress — and only use images you own or have permission to use.
Relevant, current images
Show the person, mission, place, object or progress behind the fundraiser in a natural and respectful way.
Use images you have the right to use
Use your own images, or images shared with clear permission. Do not use someone else’s photo from social media, Google or another source unless you have the right to use it.
Dignity, privacy and care
Be especially careful with children and sensitive situations. Get clear permission before sharing someone’s image, and avoid exposing private documents, unnecessary details or anything that compromises dignity.
Let the visual story move too
When circumstances change, update the image where useful so supporters can see progress rather than meeting the same old picture every time.
6
Write like a person, not a proposal
Formal appeal language can make a real situation feel distant. Use plain language that sounds like the organizer, family or community behind the fundraiser.
FORMAL
“We hereby appeal to all well-wishers to support this noble cause.”
MORE HUMAN
“We are asking friends, family and anyone able to help us get through the next stage.”
7
Make the ask specific
When the story ends, the reader should know what they can do next: donate, share, introduce, join recurring support or help in another concrete way.
The story should not finish in a fog. Give people a clear next step.
8
Update the story as things change
A fundraiser story does not have to remain frozen from launch to close. Update it when treatment changes, milestones are reached, costs are covered, a new phase begins, a target changes or the campaign closes.
The original story explains why support is needed. Updates show what that support is doing.
9
Different causes need different storytelling
Keep the structure consistent, but let the emphasis fit the cause.
Person + treatment + next step
Keep the person at the centre, explain the care needed and make the next stage clear.
Family + responsibilities + dignity
Keep the tone respectful and focus on how the community can stand with the family.
Learner or institution + barrier + opportunity
Show what is standing in the way and what support can unlock.
Shared purpose + community effort
Explain the collective goal and how people can participate together.
Mission + work + impact + what comes next
Connect supporters to the continuing work, not only the immediate target.
A simple structure1 2 3 4 5
A simple way to build the story
You do not need a complicated formula. This structure is enough for most fundraisers.
What is happening?
Give the situation.
Why does it matter?
Make the human or mission impact clear.
What is needed?
State the goal and purpose.
What will support make possible?
Show the outcome.
What can the reader do?
End with a clear ask.
Use this as a starting point
A simple fundraiser story template
Make it your own. The point is to give your story enough structure without making every fundraiser sound the same.
Bonus: fundraiser poster
Let the poster carry the story further
The poster should not try to tell the whole story. Its job is to make the fundraiser easy to notice, understand and act on.
Use the fundraiser title, one strong relevant image, the key fundraising detail, and a clear route to contribute or learn more. The full story lives on the fundraiser page.
The poster earns the next click, scan, share or conversation.
Keep it grounded
What to avoid
×Exaggerating hardship to attract attention
×Using vague goals that leave people guessing
×Burying the actual need under a long introduction
×Writing only about money and not what support changes
×Using formal language that does not sound human
×Sharing private details unnecessarily
×Leaving an old story untouched when circumstances have changed
Keep building
Use this guide as part of your fundraising system
One last thought
A good fundraiser story does not need to make people feel sorry for you. It should help them understand why their support matters.
Be clear. Be human. Be specific. Give people a meaningful way to help.