Fundraising is about people and feelings

With all the digital tools and widgets, it's easy to forget everything you know about fundraising. The truth is, people won't give to your organisation because you have a really cool and interactive website. Or because you have a huge donate button on every page.

They give because you make them feel something – sad, angry, frightened, guilty, obligated – or because they want to be part of a group ... to look good among their peers ... or for religious reasons, because they believe it is the right thing to do.

How you achieve this is often by telling a story about someone in need, or about a hero in your organisation who has done something inspiring.

People will tell you that the Internet is not a reading medium - and this is true. Stories you write for your website or e-appeal should always be succinct. But if your stories are interesting and involving, people will read them.