Storytelling Masterclass for Fundraising Copywriters, Marketers and Leaders (26-Jun-25)

Direct Mail
26 June 2025
10:00AM to 04:30PM

Individual Prices

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Package Type Available To Price
Individual Member Fee All Days Individual Members £343
Non-Individual Member Fee All Days Non Individual Members £413

Storytelling has a vital role to play in almost all types of fundraising content: letters, emails, social media, case studies, newsletters and trust applications.

Standard Content

This practical and applied ‘live’ online course explains the origins of storytelling, why it is so deeply ingrained into our psyche, and what makes stories so powerful and persuasive. You’ll explore the core components, narrative structures, central characters and techniques used within storytelling. And you’ll learn from around 100 real-life examples of storytelling deployed by an array of Not-for-Profit organisations.

In just one fascinating and inspiring day, you’ll see how it is possible to build seven highly effective storytelling techniques into a story with fewer than 100 words. You’ll leave the course having gained a wealth of insights, ideas and tips for storytelling that can be applied immediately in the workplace to make your fundraising communications more engaging, persuasive and productive. And because storytelling is such a versatile tool, you’ll see how you can apply all you’ve learned to encourage positive changes in people’s attitudes and behaviours.

Who should attend?

The course will be ideal for any fundraising, marketing, or donor engagement professional who is responsible for garnering support, donations or cooperation. It would also be highly beneficial to departmental leaders, marketers and copywriters.

In just one inspiring and informative day you will learn:
  • What is it that makes a story a story?
  • How stories have been used historically to engage, educate and persuade
  • Why is storytelling such a powerful and persuasive method of communication?
  • Why storytelling often works better than conventional copy structure
  • How storytelling wins hearts as well as minds
  • How to plan and plot your story so it becomes engaging, persuasive and memorable
  • Four basic elements no campaign story can succeed without
  • The important role of the three C’s in storytelling
  • The narrative arc: seven steps that complete the narrative structure
  • The role of the central character and how to choose the right one
The role of storytelling in brand marketing communication
  • When is storytelling a great way to promote your brand and purpose?
  • What is a ‘Brand Story’ and how do you create a good one?
  • How ‘shared beliefs’ build strong brand affiliation
  • What is an ‘Organising idea’ and why is it the heart of brand value?
  • Does your story always have to be about you?
Expert storytelling tips that improve outcomes and results
  • Why emotional drivers are so motivating and how to apply them
  • How to apply internal representation to draw your audience in
  • Expert narrative techniques that bring your story and characters to life
  • Where to find good stories to tell
  • How to begin and end your stories
Exploring real stories from an array of recognised charities

100 real-life storytelling examples to learn from

About your trainer

Paul Chuter F IDM

Paul is one of the UK’s leading communications practitioners. Since 1991, he has provided communications advice and copywriting to leading international business enterprises, not-for-profit organisations, government agencies, professional bodies and academic institutions. Paul has successfully trained staff from more than 300 UK charity sector organisations in effective copywriting techniques. His training is very ‘real-world’ and combines attitudinal approaches, practical techniques and best-practice methodologies that can be applied immediately in the workplace to achieve impressive results.

The live virtual training experience

The Chartered Institute of Fundraising's live virtual training is delivered by trainers who are leading experts in their chosen discipline. Each virtual course has been especially designed to deliver a rich virtual learning experience. Your course will feature:

Technology requirements

The course is being delivered via the online platform zoom. To enable you to interact with your tutor and your class you will need to have access to a microphone (or access to a landline phone) and ideally have a working video link via a camera. To test compatibility with your system, you can join a test meeting via this link https://zoom.us/test

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