99. Intentional Storytelling: Empowering Patients, Inspiring Donors
About this episode
Have you ever listened to a patient’s story that stopped you in your tracks? Maybe it was a survivor’s heartfelt thank-you or a parent’s tearful gratitude after their child’s life was saved. In those moments, I’m reminded that stories don’t just inspire donors—they transform entire communities. They’re the heartbeat of our missions, and when shared with care, they can raise critical funds and deepen trust in ways that statistics and annual reports never could. But as major gift officers, development directors, executive directors, and board members, we know inviting these stories is both powerful and delicate.
In this episode, I share how we can invite grateful patients and families to share their stories in ways that are safe, authentic, and mission-driven. By the end of this post, you’ll walk away with practical steps and renewed confidence to make storytelling your organization’s superpower.
The Heartbeat of Fundraising: Why Stories Matter
Years ago, I worked with a hospital foundation that had all the right ingredients: a compelling case for support, a strong board, and a list of grateful patients. Yet, their fundraising events felt flat. That changed the night Lisa, a former patient, stood up to share her journey. She spoke not just of her diagnosis, but of the care and compassion she received. By the end, there wasn’t a dry eye in the room—and donations doubled that night. That’s the power of a grateful patient’s story. It’s not just about the facts; it’s about the feelings. These stories connect people to our mission in ways spreadsheets never could.
And it’s not just anecdotal. Studies show that 88% of large gifts to healthcare organizations come from grateful patients and families—nearly nine out of ten major gifts are inspired by those who’ve experienced your mission firsthand1. But here’s the challenge: how do we invite those stories while honoring privacy and emotional well-being?
Inviting Stories with Intention and Care
The process starts with gratitude. Reach out to patients and families who have already expressed thanks—through handwritten notes, survey responses, or heartfelt emails. These are the folks already telling you, “I want to give back.” But always, always ask for permission before sharing any story. Frame the invitation as an opportunity, not an obligation. For example, “We were so moved by your kind words. Would you be open to sharing your experience with others, so we can help even more families?”
Timing matters. Schedule interviews when the patient or family feels ready—often after they’ve returned home and had time to reflect. Healing takes time, and so does storytelling. Not everyone wants to stand on a stage or be featured in a glossy brochure. Offer a menu of storytelling options: written testimonials, video interviews, small group discussions, or anonymous submissions. Empower patients and families to choose how, when, and with whom they share their story.
Imagine being asked to share one of the most vulnerable moments of your life. Support and preparation are key. Provide a storytelling guide or toolkit, assign a staff liaison for emotional support, and always be transparent about how stories will be used. Obtain written consent for each use case, and respect boundaries—some families may want to share only within a closed group or at a private event, and that’s okay.
Recognize storytellers as mission partners, not just fundraising assets. Keep them informed about the impact of their story, send thank-you notes, and invite them to future events. When you treat storytellers as partners, they often become your most passionate ambassadors—and sometimes, your most generous donors.
Bringing It All Together
Authentic patient and family stories are among the most valuable assets we have. When we invite people to share from a place of respect and partnership, the results are extraordinary—not just for fundraising, but for the entire culture of our organizations. As you move forward, look for those moments of gratitude, invite stories with care and intention, protect privacy, and celebrate storytellers as partners in your mission.
What’s one thing you could do this week to make your storytelling process more patient-centered? Maybe it’s reviewing your consent forms, reaching out to a grateful family, or exploring a new tech platform. I’d love to hear your thoughts—leave a comment below and share this post with colleagues who might benefit. Together, let’s transform our fundraising and our communities, one story at a time.
With boundless gratitude,
Tammy Zonker
Major Gift Expert & Keynote Speaker
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