We use them to understand our world.
But do the same stories work in any time? For any person? No.
You need to understand your SMIT story – ‘Single Most Important Thing’ – at this moment in time.
And that SMIT will change, depending on the environment in which you’re operating.
You need to know your audience. Today. The story you told last year may not work as well this year.
- The story must be relevant to the donor – which will depend on what is top of mind for them.
- And the need to give the story a happy ending must feel urgent.