Successful Fundraising Appeals Start with Stories: Top Interviewing Tips
10 Things You Need to Know About Conducting Interviews for Fundraising Appeals
How do you move someone to give through a story? Start by conducting better interviews.
In our latest session of the 10 Things series, we were joined by seasoned nonprofit storyteller and copywriter Rachel Zant to unpack the art and strategy behind fundraising interviews. With over 25 years in the nonprofit sector and more than 100 interviews conducted, Rachel introduced us to her signature approach: Storygardening.
If your fundraising depends on authentic storytelling—and let’s face it, it does—this session offered a practical and heartfelt roadmap to go beyond the surface and gather stories that spark emotion, connection, and action.
Here are the top 10 tips, highlights from our audience Q&A, and helpful resources to dive deeper.
Top Takeaways
1. Connection is a Choice—and It Starts With You
Before you hit record, remember this: showing up authentically matters. Rachel opened by emphasizing that interviews aren’t just about gathering facts—they’re about forming a connection. Vulnerability, presence, and intentionality are key ingredients.
“Authenticity is a collection of choices that we make every day.” — Brené Brown
2. Tell Your Story from Multiple Perspectives
Who’s usually telling your story? Likely the ED or CEO. But what if you highlighted a volunteer, a program staff member, or even a piece of equipment? Rachel encourages organizations to expand their narrative view. Think: patient, nurse, donor, technician—every angle adds richness.
3. Clarify the Purpose of Your Appeal
Are you reporting back, thanking, or making an ask? Choose one and let that guide your story selection. Don’t try to squeeze in all three—it muddies your message and weakens your ask.
4. A Great Interview Starts Before It Begins
From clarity on logistics to how you position the conversation, prep matters. Rachel books interviews for 30 minutes, never calls them “interviews,” and always sets a relaxed tone.
Tips:
Call it a “chat” or “conversation.”
Record the conversation so you can stay present.
Block time before and after to transition in and out.
5. Ask Questions That Unearth Emotion
Facts can be found elsewhere. Your job in an interview is to get to the feelings. Some of Rachel’s favourite questions:
How did that make you feel?
What keeps you up at night?
What would happen if this organization didn’t exist?
What would you say to someone who gave $25?
Don’t forget the goldmine question at the end:
“Is there anything else you want to share that I didn’t ask about?”
6. Let Silence Do the Work
Some of the most powerful moments happen in silence. Rachel reminded us: resist the urge to fill pauses. Let your interviewee think, feel, and go deeper.
7. Get Comfortable With Feelings—Including Your Own
If you’re uncomfortable with emotion, your interviewees will be too. Use tools like a feelings wheel to grow your emotional literacy and improve your ability to hold space for others.
8. Harvest Stories Effectively
Once you’ve collected a story, how do you turn it into a compelling appeal? Rachel walked through examples:
A program manager’s story transformed into a powerful “lift note.”
A volunteer’s chat became the heart of a Thanksgiving appeal.
A gratitude report featured a donor who shared a simple handwritten note—full of heart and connection.
The key: Let people’s voices shine, and bring your donor into the conversation.
9. Use Story Seeds from Unexpected Places
Don’t wait for big interviews. Rachel collects “story seeds” from social media comments, donor reply forms, emails, even ornament submissions. These small insights are perfect for newsletters, email snippets, and future cultivation.
10. Get Creative—Especially When Stories Are Sensitive
Change names. Write composite stories. Imagine a scene based on known details. Feature an inanimate object as the storyteller (yes, really—a Band-Aid in one campaign!). Creativity can be ethical, powerful, and compelling.
Your Questions, Answered
Q: How do you approach interviews when the story may be emotionally difficult?
Rachel emphasized the importance of giving people full control and not rushing. Framing it as a low-pressure chat and explaining the potential impact of their story often helps. Always let them know they can review or change anything they share.
Q: Can anonymous or composite stories be effective?
Yes. Rachel has used both. Being upfront about name changes or fictionalized composites is key. These stories can still convey deep truths and inspire giving.
Q: Should we bring in an external person to conduct interviews?
If the writer is the one doing the interview, they’ll capture voice and emotion better. Rachel often conducts interviews herself as part of her writing process and finds it more effective than using pre-written answers or scripts.
Q: What if we’re a small organization without many stories yet?
Start where you are. Rachel recommends beginning with the people already in your circle—staff, volunteers, early supporters—and simply talking to them. Stories will emerge. The more you ask, the more stories you’ll have.
Q: How do we choose which stories to use?
Look for transformation. Has someone experienced change because of your organization? Bonus if you emotionally connect to their journey—that likely means donors will too.
“
Trust is built in small moments. It’s the moment you choose to connect—or not. To be real—or stay guarded. Every story you collect is a chance to deepen that trust.”
Recommended Resources
Empathetic Interviews Guide (Rachel’s free download): Available here
Feelings Wheel: Atlas of Emotions
Storygardening Blog Series: penwithapurpose.ca/blog
Want to Rewatch This Session?
The full recording is available inside the Membership, alongside dozens of expert-led sessions on nonprofit storytelling, fundraising, and more.
Looking for more? Explore all our past sessions from the 10 Things series:
