Two ways to tell a story

Macmillan Cancer Support’s fundraising appeals depend on gathering the experiences of case studies and presenting them in engaging ways to the donor. Choosing how you tell their stories and hitting the right tone for the audience is essential. For the following appeals we tested two narrative approaches both using the same story, Andy’s story. One approach was the warm and reliable presentation Macmillan’s donors are used to - telling Andy's story in an upbeat and positive way. The second approach is harder. Starting the story when Andy felt overwhelmed by his Cancer diagnosis and how meeting his Macmillan nurse helped him see though the mist. I prefer the second, more dramatic version though the first performed marginally better.