When not at the computer or tending to life’s details, I am an amateur runner. I didn’t start running until I was pushing my 40^th birthday, but I’m still at it almost a decade later. My secret to continued success is using a slew of motivators to get myself out there each scheduled day. One motivator that started early, gained traction and continues is the discovery that streets are bountiful with lost and discarded coins. And, I am (very) willing to stop my runs to pick them up.

I threw the first road coins in my purse and thought little of it. Then the day came when I realized I was finding a “real” amount of money. I’m not talking a dollar or two; I’m talking, over time, double digits. Once that happened, the idea of keeping it seemed wrong. I wanted to do better with it. And, it only took a quick glance through a day’s stack of mail to influence my decision.

In that stack of mail was the newsletter from the local food bank. It turns out that mailing was (and continues to be) an example of the very points made in the article, “How to Tell Your Story Effectively on Your Nonprofit’s Blog.” If you want to know what inspires the everyday person to contribute to your cause, take notice of these pointers. Make sure they are found in your organization’s favorite forms of communication:

Let your readers connect with you. Let the public see who you are. Include pictures of staff with profile information to show there are real people behind the scenes. Highlight recent community events. Describe in relatable terms the work your organization does. Allow your readership to make the connections between what your organization does and why it matters on a personal level.

While the food bank in my area serves a very large population area, I saw in that aforementioned newsletter blurbs that connected their efforts to my very community. That spoke to me. That kind of personalization will speak to your potential supporters, too.

Inspire your readership by highlighting specific success. Whether real or perceived, the number one priority for most nonprofits is raising funds. To inspire giving, make sure your communication from your organization specifies not only how much money is raised at an event or over a period of time, but also specifically state what happened with the money. Address such topics as explaining what the money supported, how many people were impacted by the efforts and the measurable outcomes that indicate success. Highlight the difference made by this use of funds. Make the stories personal.

This concept resonated with me during that read through the food bank newsletter. I remember reading how many children who would otherwise not have lunch at school do because of donations to the organization. I read the specifics about how the program works. I read about the communities that benefit from the program. I paid attention to the number of children – a number much higher than I would have guessed — in my own community who benefit. I was reminded that these children are able to pay attention and have a better chance of success in school thanks to having access to this nutrition. I read and realized many of these children are in the same school if not on the same school bus as my own. I pictured my own children at school with their lunch boxes realizing others don’t have one to take with them. It wasn’t happening “somewhere.” It was right here. That article made the need hit close to home.

Include the numbers. Be very specific with the organization’s need and how a person’s contribution makes a difference. Break down how many total volunteer hours were logged into at least a few individual, attainable examples. The overall total is definitely worth the report, but a snapshot highlighting, “Each of these volunteers gave 3 hours of their Saturday to complete this project,” helps one see how a specific contribution can make a difference. Don’t forget to include a picture of the project in progress or of the group participating that day.

In my personal opinion, that breakdown of relatable figures is the genius of our food bank newsletter. For instance, it explains – to the penny – how a monetary contribution is utilized to obtain food. Ours, like many, has access to buying food pennies on the dollar. So, the newsletter stated not only the breakdown of meals per dollar but also how many families benefit from the distribution. The outline of simple math told a very impactful story. And, suddenly, my road pennies multiplied in their spending ability.

The communication from our food bank to inspire giving and service was, and is, well designed based on this article’s principles. From the singular newsletter: I learned about the larger community need; stories were told about those in my immediate community who need and benefit from services, and the numbers were broken down into understandable, relatable terms. The newsletter continues along these same lines. Almost a decade later, the food bank still receives my found money which translates into about 2,834 meals for my community. I know that because of what the organization communicates.

The creators of that snail mail newsletter from the food bank were wise to include each of the above aspects to develop an entire picture of their organization’s mission. Your online blog roll does not need every, single angle with every entry, but the blog as a whole should cover these principles. Create a story to which others can relate, and inspiration to give time and money to your organization are certain to follow!

“How to Tell Your Story Effectively on Your Nonprofit’s Blog.” Social Solutions. Social Solutions. 2016. Web. (12 June 2016)

Nancy Stoker is a Senior Client Services Representative and Research Associate with ExecSearches.com. ExecSearches provides various recruitment and executive search services for nonprofits including its nonprofit job board.