Top tips for interviews that get to the Feelings

“But how do I find emotional stories to write about?” 

I get this question a lot. And the answer is simple, but not easy. 

You have to talk to people. Talk to your donors, your staff, your volunteers, your recipients. 

Not only that… you need to ask the right questions.

The best, most emotionally compelling fundraising appeal letters I write almost always start with an interview. And there is an art, and a science, to conducting a good interview. 

First of all, don’t call it an interview. Call it a chat, or a conversation. That’s the first step in setting your interview up for success. You’ll put the person you’re speaking to a little more at ease.

Next tip? Listen up, because this is my #1 tip. 

Keep your mouth shut. And your heart open!

I can’t tell you the number of times I have received an interview transcript or interview recording and I hear the person conducting the interview speak WAY more than the person who is being interviewed!

Ask questions that focus on feelings rather than facts. 

You can get facts in program write-ups or follow up emails if you need to. Use your interview time wisely and ask questions that dig into feelings. 

A few examples:

• “How did it make you feel when…”

• “What makes you feel grateful about…”

• “What makes you angry…”

• “What keeps you up at night?”

• “What brings you joy…”

• “What inspires you about the work that you do?”

Ask questions about impact.

• “How do our donors directly impact the work you do each day?”

• “How does XYZ organization directly impact your life?”

• “What would you say to a donor who gives $25, $50 or $100 to show the impact they have on your life/your work?”

The best question for last?

“Is there anything else you’d like to tell me?”

“Is there anything else I should have asked you?”

You’d be surprised what you can hear after asking this last question. I recommend leaving extra time at the end of your interview just in case! I’ve had people cry, and share all kinds of great, emotionally compelling stuff right at the end of an interview. I think it’s because they feel relaxed knowing the interview is almost over and they share more than they did at the beginning. Perhaps there’s a little more trust and they feel safer opening up.