Guest Column
The Story That Moves Us
Why Hope Belongs at the Heart of Fundraising
You’re scrolling through your phone on a Friday evening. All you see as you swipe from one reel to the next are stories about species vanishing, oceans rising, people suffering. Feeling overwhelmed, you put your phone away and watch a sitcom on TV. How would you have felt if, instead, while scrolling, you’d watched an inspiring video on a small seaside community practising sustainable fishing practices to protect their coastline?
It’s very easy to switch off mentally and emotionally when all the media we consume pushes narratives of fear, danger, and urgency. Things change when messages embody an element of hope: ‘Yes, the road is hard, but together, we can make it’. This is the heart of hope-based communication: a strategic approach that acknowledges the challenges we face, but also focuses on the progress being made.
Hope-based narratives do not ignore injustice or sugarcoat reality; they present harsh realities more humanely. Instead of inadvertently fueling apathy in people, such narratives are directed toward agency and change. As Simon Sinek says, ‘People don’t buy what you do; they buy why you do it.’
Why It’s Essential for Nonprofits
In a world where we are bombarded with information from all sides, it’s easy to resort to fear-driven narratives to get noticed. As the missions of nonprofits are often time-sensitive, the pressure is high, and time is limited. However, selling suffering, guilt, and dystopian projections of the future often leaves people feeling helpless. Thus, for nonprofits, embracing hope-based narratives can help to keep the spirit of their mission alive.
Watch Earth Hour campaign video
The US marriage equality campaign in the early 2000s reframed its message using Christian values of love and non-judgment. By sharing stories of faith leaders who supported same-sex marriage as an act of compassion, the campaign helped shift conflicted religious voters toward acceptance.
Hope-based communication goes beyond simply reframing crises — it is about spotting the silver lining. While LGBTQIA+ rights still have a long way to go in India, the launch of the country’s first dedicated LGBTQIA+ philanthropy fund is something to celebrate. PARI features inspiring stories from rural India, rather than just discussing the problems they face. By focusing on milestones, we remind people that change not only needs to happen — it is happening!
Fear can trigger short-term giving, but it rarely builds lasting relationships. Hope, on the other hand, offers a sense of belonging.
Charity: water executes this masterfully. They took donor engagement to the next level by showing where donations go. The Journey of Your Donation features real communities, names, and people, and it makes donors feel like they are part of a meaningful movement, not just a transaction.
How to Craft a Hope-Based Narrative
- Leading with your vision, not your villains. Instead of starting with what’s wrong, start with what you’re working towards. For example, say, ‘We’re working toward a future where no child goes to bed hungry,’ not just ‘Millions are starving.’
- Placing people as protagonists. Instead of framing people as passive victims, show them as changemakers. Tell their stories of leadership and resilience. People connect more with people than with problems.
- Celebrate progress, however small. Highlighting progress over pessimism keeps hope alive. Show the wins, milestones, and breakthroughs.
- Offer meaningful ways to engage. Hope without action can sometimes feel empty. Always connect your message to a tangible solution — whether it’s donating, volunteering, or simply learning more. Instead of saying ‘The world is broken,’ say ‘Here’s how you can help rebuild it.’
- Use language that opens doors. Choose words that spark hope, not fear. Words like ‘together’, ‘future’, ‘can’, ‘transform’, and ‘build’ are subtle but powerful tools of hope.
Learn more: https://www.hope-based.com
Telling the Story of Civil Society is another comprehensive resource for hope-based communications.
Final Thought: Hope is a Strategy
Hope-based narratives are a breath of fresh air in a world drowning in conflicts and crisis narratives. It cuts through the noise, sticks in hearts, and, most importantly, mobilises. Instead of reaffirming the problems people already know of, it shows them a way forward.
Next time you create a message, ask yourself: What future am I painting here? Is it one people want to belong to, or run away from? Hope creates a sense of belonging, and we need it now more than ever.
Are you a comms pro-or just someone who loves talking about hopeful storytelling?
Acknowledgment
A big shoutout to Thomas Coombes for giving shape to the world of hope-based communications and opening doors to impactful messaging possibilities.
Copyright © 2024 India Leaders For Social Sector