New Episode: The Five I’s of Storytelling with VRHF’s Hillary Webb
People relate to people, not institutions. That’s why Hillary Webb, the Valley Regional Hospital Foundation’s Fund Development Manager, thinks of fundraisers as not just facilitators of funds but as stewards of stories. In this episode, Hillary shares her helpful and actionable framework “The Five I’s of Storytelling,” advice for sharing sensitive or negative stories, and why she doesn’t see charitable organizations as competitors.
Listen now, or read on for a few highlights.
The Framework of the Five I’s
Hillary introduces listeners to her unique framework for storytelling—the Five I’s: Interest, Intent, Integrity, Integration, and Impact. This approach helps fundraisers be more intentional about who they’re talking to, what emotions they want to evoke, what goals they want the story to achieve, tell stories ethically, and share stories across channels to maximize their impact. Hillary says, “ if you focus on those and solely those, you really can’t do any wrong no matter what story it is you’re telling.”
Narratives That Are Negative or Sensitive
While it makes sense to look for positive stories, Hillary says there’s power in all kinds of stories. She shares a case where someone had to spend hours in tattered ER waiting room chairs and made a donation to replace them. When it comes to healthcare stories in particular, she acknowledges that it's important to approach them with empathy and care, ensuring respect and dignity for the people involved.
Hillary provides insights on how fundraisers can tactfully present these stories, still capturing the audience’s empathy without overstepping personal boundaries or sensationalizing the experiences.
A Different Perspective on Competition
Hillary says she doesn’t see charitable organizations as competitors. Instead, she views them as allies in a broader mission to serve communities and foster generosity. This perspective encourages collaboration and knowledge sharing, which can amplify the impact each organization makes. Hillary argues that when fundraisers focus on shared goals rather than competition, they also inspire donors to support multiple causes, ultimately benefiting the community as a whole.
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