Our brains are hard-wired for stories. Our most popular leisure activities involve story telling. From reading a book, listening to music, or seeing a movie, we love a good story. Our brains learn best though stories and context. The best way to teach these complex concepts is by telling stories about real people.
Stories simplify complex concepts, and give much needed context to confusing ideas.
Most planned giving officers would improve their publications and marketing pieces by integrating good storytelling. If you don't have any good stories, borrow a good story from a colleague. Keep a file of good stories for future publications, your website, and public speaking engagements. Stories make conceptual ideas real, they remind us of our common bonds, and they inspire us. If you are not using stories in your marketing efforts, start doing so now.