Visit my show at the PSCCU Credit Union, Vashon, Washington May, June 2024 

Story Pros: Vanessa Chase Lockshin–The storytelling nonprofit



Vanessa Chase Lockshin is an international non-profit consultant, thought leader, trainer, and speaker. She’s part of the next generation of professionals bringing change to the non-profit sector and challenging conventions. Vanessa is President of The Storytelling Non-Profit, and author of The Storytelling Non-Profit: A practical guide to telling stories that raise money and awareness. To date, Vanessa has helped non-profits raise over $10 million. She is also a board member at WAVAW Rape Crisis Centre.



Highlights from the Show

  • The importance of relationship in long term donor relationship.
  • Why story is a critical part of the nonprofit toolset – to bring communications alive.
  • Using data without data dumping.
  • Looking for different stories: stories of impact; stories of donors.
  • Stories can communicate values and beliefs — we provide social proof to others like them.
  • The difference between testimonials from donors and stories?
  • Clarifying the basic emotion we want people to feel, Why inspiration works more than pity.
  • Making sure that we keep the dignity and respect in a story that we are telling for someone else.
  • The importance of conveying urgency or readiness for action,  be able to answer the question, “Why give now?”
  • Know why the community needs a program–and then build around that in sharing why we need it now.
  • Create a culture of storytelling and create a team effort.
  • Considering the double edges of social media.
  • The role of videos.
  • How to leverage your content.
  • Why conflict is needed in a story.
  • The real hero of a fundraising story is the donor.
  • How to build empathy with the clients.

Hear the interview with Vanessa:

Click here to go to the full interview on iTunes (#80)

Click here to listen to episode 78 in iTunes

And if you like the show, please subscribe in iTunes and leave a rating or review!


And please leave a rating and review!

The Show Notes

Learn more about Vanessa’s work at


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