(This is the fourth in a series of six posts on how to create a garden of stories your organization can harvest for appeals, newsletters, gratitude reports, social media posts and more. You can read refer to my main blog page for the other posts!)

Lets get this garden growing! 
 
By now, you’ve sowed some good story seeds. It’s time to nurture (fertilize, water, weed) those seeds into some really good, solid, emotional stories.
 
This is the time for you to set up some in depth discovery chats, or interviews. Having one-on-one conversations will help you broaden your story details and gather some more emotional, feeling language for the story you want to tell. 
 
You may also discover some additional perspectives after speaking with your story subject. 
 
I love conducting interviews – and I almost always get wonderful storytelling content from them. But it wasn’t always that way! I used to dread interviews, I’d struggle to get people to share the ‘right’ content, and I’d end the call feeling frustrated. 
 
There is an art to conducting an effective interview. There are ways to set yourself (and your storyteller) up for success. There are questions you can ask that will help you gather the best content for a compelling, effective fundraising piece.
 
A great interview comes from trust and rapport.
 
It helps if you set things up for success from the start. Call it a chat or a conversation instead of an interview, which can help make the person feel more comfortable. Be clear how long the call will be, but leave extra time just in case the conversation is flowing. 
 
I like to schedule a Zoom call, so I can see the person, but can also record it and focus on what they’re saying. (Make sure you ask for permission before recording, and also assure them that you’ll give them full approval of anything you write before it gets used.) 
 
I don’t recommend written answers to questions if you can avoid it. People tend to edit themselves (to sound more formal) when they write, whereas they tend to be a bit more open and emotive when they speak. 
 
I try to look for moments of connection, where I can relate to and establish rapport with the person I’m talking to. 
 
Ask questions about feelings
 
You can get specific facts in program write-ups or follow up emails if you need to. Use your interview time wisely and ask questions that dig into feelings. 
 
Here are some questions you can ask to prompt feelings-based responses:  
 
“How did it make you feel when…”
“What makes you feel grateful about…”
“What makes you angry… “
“What keeps you up at night…”
“What brings you joy…”
 
Ask questions about impact
 
Donors give to have an impact - they want to know their gift is going to DO something tangible or have a meaningful impact. Spend time in your interviews digging out impactful moments and stories you can share. 
 
Here are some questions that help discover impact:
 
“What do you need to do your very best work?” (staff/volunteer)
“How does [charity] directly impact your life?” (client/donor)
“What would you say to a donor who gives $25 or $50 to show the impact they have on your life / your work?”
“Can you share a recent story, or one that sticks with you?”
“Who or what has most impacted you…”
 
Ask questions about meaning and motivation
 
Everyone acts from their own place of meaning and motivation. 
 
What does the act of giving mean to your donors? What does working or volunteering mean to your staff? What does your support mean to your beneficiaries? 
 
Why was your nonprofit organization founded so many years ago? What’s the story there? 
 
Meaning matters. Here are some questions you can ask to discover more about motivation and meaning: 
 
“What first inspired you to give?”
“What inspires you about working/volunteering here?”
“What keeps you giving year after year?”
“What does giving/volunteering mean to you?”
“What do you value?”
 
#1 Top Tip: LISTEN! (with your heart wide open)
 
This is so important!
 
Listen. Listen. Listen. 
 
Allow for pauses, give space for the person to think or add more to the conversation. It’s okay to feel nervous with silence… just take a deep breath and count to five!
 
I can’t tell you the number of times I’ve read an interview transcript or listened to an interview where the interviewer talks more than the person being interviewed. 
 
Try to stay calm and remember that your job is to make the person feel at ease, and to listen to their story. Feel free to chime in and empathize or relate to parts of their story if it seems natural, but otherwise try to just listen. 
 
Keep your heart open to moments of connection, where you feel drawn to their story. If you feel drawn to it, chances are your donors and other people will too!
 
The best question for last
 
“Is there anything else you’d like to tell me?” 
“Is there anything you thought I should have asked?”
 
It seems so simple, and yet you’d be surprised what you can hear after asking this last question. I recommend leaving extra time at the end of your interview just in case! 
 
I’ve had people share all kinds of great, emotionally compelling stuff after being asked this question. Sometimes the entire content for a fundraising appeal comes from this answer!
 
I think it’s because the person feels relaxed knowing the interview is almost over and they share more than they did at the beginning. Perhaps there’s a little more trust and they feel safer opening up. 
 
What about Weeding?
 
Some interviews just don’t work out. 
 
Some stories are not ready to be told.
 
Not every interview results in a deep meaningful connection. Not everyone is comfortable - or ready - to share or express their feelings. 
 
Don’t push it. It is OK! Keep talking to people. 
 
Weeding is an important part of story gardening. It creates space for growth. Don’t give up!
 
If you try some of these interview tips out please let me know how it goes. You can also feel free to share any top tips of your own or ask about any specific challenges you may have encountered in the past. 
 
Stay tuned for the next post in the series, all about how to Harvest your stories to use in appeals, newsletters, gratitude reports and more!
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Nurture will be the third module in the five step StoryGardening process I’m creating. If you’d like to learn more – you can let me know here or click the button below!