Storytelling is one of the most powerful tools you can harness during your crowdfunding campaign.

There’s nothing quite like it when it comes to getting investors and future customers on board, connecting with them through compelling and captivating stories about your brand and what you hope to one day achieve.

Why Is Storytelling So Important?

  • Helps people relate to you and connect on a more emotional level
  • Taps into the values and passions of your crowd
  • Allows people to visualise your journey as a business
  • Illustrates the vision you hope to achieve in more detail
  • Makes you appear more genuine and human

Understanding the Types of Stories Audiences Love

Telling your story in the right way is an art. And when you want people to back your concept, there are a few proven ways to make your story resonate with your audience. Below are a few archetypal story techniques that might help your Kickstarter.

Personal Stories

People need to trust you before they back you. They also need to understand that they’re dealing with a genuine human who is committed to specific values and goals. Without this, it can be incredibly hard for people to part with their money and actually invest in you emotionally.

By making your story personal, you can overcome this trust barrier and connect with people on a human level. Conveying who you are as a person with real character traits and flaws will give people a better understanding of who they’re dealing with and the risk they’re taking when they invest.

This can involve sharing with people the major drivers behind your motivation to build your business or project. Knowing that you’re in it for more than just the money will allow people to believe in what you’re doing.

Overcoming Adversity

Everyone loves a story of overcoming adversity. Whether the monster in your tale is an actual person or just a difficult circumstance, we all love to see characters fight against hardship and evil forces to eventually come outstanding.

You might not be comfortable portraying yourself as a hero in your own story, but this can be an indelible powerful tool in getting people to back you. Alternatively, you can create the sense that your project or even the investor or customer is the hero who is battling adversity.

Or perhaps you can combine everything and describe your project and all the people behind it as the hero who is taking on an industry or sector that ultimately evil or corrupt.

Fear vs Happiness

Two of the most powerful emotions to leverage during speeches, talks, crowdfunding videos and pitches are feelings of happiness and fear.

While happiness can inspire someone to feel good about your project and the chance of doing good through backing you, fear can be used to motivate people to get involved before it’s too late and they miss out.

One of these things might be more suited to your brand and personality, but understanding the role that emotions like these have in your storytelling is important.


Obviously, you don’t want to leverage the tragedy theme as a motivator unless there is actually a real tragedy to convey, to avoid the risk of losing integrity.

However, if you’re launching a project that aims to improve society or support damaged communities after a natural disaster, for example, tapping into genuine tragedy can be a key motivator that gets people on board.

Real-life stories from the people you are trying to support or case studies about how businesses or communities have suffered can help people to realise your project can help to alleviate some of the suffering and damage caused by a tragedy.

How to Tell Your Story

You might have a lot to say, so keeping things logical and concise can help you to make your crowdfunding story more compelling and digestible. Here are some basic best practices you can try to follow.

  1. Start with a personal introduction
  2. Explore the challenge and adversity you face
  3. Offer your solution and the potential benefits your project will have
  4. Provide specific examples to improve the emotional connection
  5. Keep your story short and concise
  6. End with a call-to-action

Always End with a Call to Action

Your story should end with a call to action so that you can actually achieve a tangible goal. This could simply be for people to invest or for them to subscribe to your social channels and share your content with as many people as possible.

Whatever it is, your narrative should conclude with you requesting that people do something that can contribute to the progression of your story.

Inspiring Crowdfunding Videos in London

If you’re looking to tell your story through inspiring crowdfunding videos in London, get in touch with us at Wow Your Crowd and we’ll be happy to explore your own narrative and how we might be able to present this to your crowd to create stronger connections with your audience and drive support.