Standout Stories for Distracted Donors

In this episode of The First Day from The Fund Raising School, host Bill Stanczykiewicz, Ed.D., sits down with Nicholas Kristock, Executive Director of Fleece & Thank You, to talk about how storytelling isn’t just an art, it’s a survival skill for nonprofits in the age of distraction. Nicholas shares how his blanket-making nonprofit went from a heartfelt request by his twin sister into a statewide movement that delivers 30,000 personalized blankets each year to pediatric patients in Michigan. But these aren’t your grandma’s quilts; each one includes a video message from the blanket maker to the child, creating a full-circle moment of warmth, gratitude, and healing.

Nicholas dives deep into the neuroscience of donor engagement and explains why breaking the script is essential if you want your message to actually make it past someone’s mental gatekeeper. Forget “Your donation helped buy 2,847 books,” we’re talking vivid, goosebump-inducing stories like a child giggling through Charlotte’s Web for the very first time. The key, he says, is connecting the gift not just to impact, but to outcomes. It’s not just about giving Miguel spaghetti, it’s about how that meal helped his mother overcome her pride and feed her family. Now that’s how you make a donor feel like a superhero.

At Fleece & Thank You, personalization is baked into the DNA, not just for recipients, but for donors too. With only four full-time staff, they’ve built a tech-savvy storytelling engine that responds to donor behavior with laser precision. Whether through text, email, or an old-fashioned phone call, Nicholas emphasizes knocking on every door until you find the one your donor opens. Enter: the “Donor SWAT Outreach Team,” a genius low-cost, high-impact engagement strategy that enlists board members and volunteers to deliver heartfelt thank-you calls and share fresh weekly stories. It’s board engagement, donor retention, and warm fuzzies, all rolled into one.

So what’s the result of this storytelling symphony? Fleece & Thank You has more than tripled its revenue since 2020 without significantly expanding its staff. The secret sauce: a donor journey mapped like a Plinko board, where every click, gift, and volunteer hour triggers a personalized path. Nicholas leaves us with two takeaways: build your donor SWAT team and dig deep for your true outcomes. Because sometimes, it’s not just about a blanket, it’s about giving hope to a child on the starting line of a race they never signed up for. And that, friends, is a story worth telling.