Why Your Nonprofit Needs To Pay Attention To Blockbuster Movies Like The Avengers, Harry Potter, The Lion King, and Star Wars

If you lead a nonprofit ministry, you know all to well that standing out and capturing the attention of potential donors can be challenging.

One of the most effective ways to engage donors and encourage them to support your cause is by telling a compelling story. The StoryBrand framework, developed by Donald Miller, is a powerful tool that can help you craft your nonprofit’s narrative in a way that resonates deeply with your audience.

Today, I want to guide you through the StoryBrand framework and show you how it can be applied using examples from blockbuster movies we all know and love.  There's a reason why they have been seen and loved by millions of people, and you can use the same principles their directors used to find and nurture raving fans for your organization's mission.

If you want to engage the perfect audience successfully, you need a clear understanding of how to use this framework to attract and cultivate donor supporters for your nonprofit. 

Understanding the StoryBrand Framework

The StoryBrand framework is built on the idea that every great story follows a similar structure. This structure can be broken down into seven key elements: Character, Problem, Guide, Plan, Call to Action, Success, and Failure.

By using these elements, you can create a narrative that positions your potential donors as the heroes of the story, with your nonprofit organization acting as their guide.

This approach not only clarifies your message but also creates an emotional connection with your audience, making them more likely to support your cause. 

1. Character

In the StoryBrand framework, the character is the hero of the story. In the context of your nonprofit, the character is your potential donor. It’s important to remember that donors want to see themselves as part of the solution. They want to feel like their contributions are making a real difference.

By positioning the donor as the hero, you are giving them a sense of purpose and agency. To effectively position the donor as the hero, you need to understand their motivations, desires, and concerns.

What drives them to support a cause?

What do they hope to achieve through their donations?

You can create a narrative that speaks directly to their aspirations and values by answering these specific questions. 

For example, if your nonprofit works in education, your donors might be motivated by a desire to provide children with better opportunities. By highlighting stories of individual children who have benefited from your programs, you can show donors the direct impact of their support. This makes them feel like they are part of the child's success story. 

2. Problem

Every hero needs a problem to solve.

In the StoryBrand framework, the problem is the challenge or issue that needs addressing. For your nonprofit, this is the cause or issue that your organization is working to solve.

It’s important to clearly define the problem in a way that is relatable and urgent. Donors need to understand why this issue matters and why it needs their support. 

When defining the problem, it’s helpful to break it down into three levels:

• external problem
• internal problem, and
• philosophical problem

The external problem is the tangible issue that your organization is addressing (e.g., hunger, homelessness, disease).

The internal problem is the emotional or psychological impact of the external problem on the people affected (e.g., fear, hopelessness, despair).

The philosophical problem is the larger, overarching issue that speaks to the donor’s sense of justice and morality (e.g., everyone deserves access to clean water, no child should go hungry). 

For instance, if your nonprofit focuses on providing clean water, the external problem is the lack of access to clean water. The internal problem might be the fear and anxiety that families feel about their health and safety. The philosophical problem could be the belief that access to clean water is a basic human right.

You can see that by addressing all three levels of the problem, you can create a more compelling and urgent narrative. 

3. The Guide

In every great story, the hero is guided by a mentor or advisor who helps them navigate their journey.

In the StoryBrand framework, your nonprofit organization is the guide. Your role is to provide the donor with the support, resources, and guidance they need to make a difference.

By positioning your organization as the guide, you are demonstrating your expertise and commitment to solving the problem. 

To effectively position your nonprofit as the guide, you need to establish credibility with your audience. This can be done by showcasing your organization’s achievements, sharing success stories, and highlighting the qualifications and experience of your team.

It’s also important to show empathy and understanding. Donors need to know that you genuinely care about the cause and the people you are helping. 

For example, if your nonprofit works in disaster relief, you can share stories of past successes where your organization provided critical support to affected communities. Highlight the expertise of your team members and their dedication to the cause.

By doing so, you build trust with your donors and show them that their contributions are in capable hands. 

4. Plan

The plan is the strategy or steps that your nonprofit offers to solve the problem.

This is where you outline your programs and interventions in a clear and concise manner. Donors need to understand how their contributions will be used and what impact they will have. By providing a clear plan, you are giving donors the confidence that their support will make a real difference. 

When outlining your plan, it’s important to be specific and transparent. Provide details about your programs, including how they work, who they help, and what outcomes you expect to achieve. Use data and evidence to support your claims and show the effectiveness of your interventions. This will help build trust and credibility with your audience. 

For example, if your nonprofit focuses on education, you can outline your plan to provide scholarships to underprivileged students. Explain how the scholarship program works, how students are selected, and what impact the scholarships have on their education and future opportunities. Use data to show the success rates of past scholarship recipients and the positive outcomes they have achieved. 

5. Call to Action

The call to action is the specific action you want the donor to take.

This could be making a donation, signing up for a newsletter, volunteering, or advocating for your cause. The call to action should be clear, direct, and compelling. Donors need to know exactly what you want them to do and why it matters. 

To create an effective call to action, use strong, action-oriented language that inspires urgency and motivation. Make it easy for donors to take action by providing clear instructions and removing any barriers or obstacles. It’s also helpful to create a sense of urgency by highlighting the immediate need for support and the potential impact of their contributions. 

For instance, if your nonprofit is running a fundraising campaign, your call to action could be: "Donate now to provide clean water to families in need. Every dollar counts and can make a life-saving difference."

Provide donors with a simple and secure way to make their contributions and highlight the immediate impact of their support. 

6. Success

Success is the positive outcome if the donor supports your cause.

This is where you showcase the impact of donor support and the difference it makes in the lives of the people you help. By highlighting success stories and positive outcomes, you are reinforcing the value of donor contributions and encouraging continued support. 

When showcasing success, use real-life examples and testimonials to illustrate the impact of your work. Share stories of individuals or communities who have benefited from your programs and interventions. Use data and evidence to support your claims and show the tangible results of donor support. This will help build trust and credibility with your audience. 

For example, if your nonprofit focuses on healthcare, you can share stories of patients who have received life-saving treatments thanks to donor support. Highlight the improvements in their health and quality of life, and use data to show the overall impact of your healthcare programs.

By doing so, you demonstrate the value of donor contributions and encourage continued support. 

7. Failure

Failure is the negative outcome if the donor does nothing.

This is where you illustrate the consequences of inaction and the urgency of the problem. By highlighting the potential negative outcomes, you are creating a sense of urgency and motivating donors to take action. 

When illustrating failure, be honest and transparent about the challenges and risks associated with the problem. Use real-life examples and data to show the potential impact of inaction. It’s important to strike a balance between highlighting the urgency of the problem and maintaining a positive, hopeful tone.

Donors need to understand the seriousness of the issue, but they also need to feel empowered and motivated to make a difference. 

For instance, if your nonprofit focuses on environmental conservation, you can illustrate the potential consequences of inaction, such as the loss of endangered species or the destruction of natural habitats. Use data and real-life examples to show the urgency of the problem and the potential negative outcomes if nothing is done.

By doing so, you create a sense of urgency and motivate donors to take action. 

StoryBrand Framework Found In Blockbuster Movies

To better understand how the StoryBrand framework works, let’s look at how these elements appear in some blockbuster movies. By analyzing the elements used in each of these movies, you can see how the same fundamental narrative framework that StoryBrand is built on creates compelling and engaging narratives that resonate with audiences. 

1. Star Wars: A New Hope

• Character: Luke Skywalker (think of him as your potential donor)
• Problem: The Empire's tyranny (the issue your nonprofit addresses)
• Guide: Obi-Wan Kenobi (your nonprofit organization)
• Plan: Learn the ways of the Force and join the Rebel Alliance (your nonprofit's programs and solutions)
• Call to Action: Rescue Princess Leia and destroy the Death Star (donate or support your cause)
• Success: The Death Star is destroyed, and the Rebels win a significant victory (positive impact of the donor's support)
• Failure: The Empire continues its reign of terror (negative consequences if the donor does nothing)

In "Star Wars: A New Hope," Luke Skywalker is the hero who wants to make a difference in the galaxy.

The problem is the tyranny of the Empire, which is oppressing and terrorizing people.

Obi-Wan Kenobi acts as the guide, providing Luke with the knowledge and training he needs to become a Jedi.

The plan involves learning the ways of the Force and joining the Rebel Alliance to fight against the Empire.

The call to action is clear: rescue Princess Leia and destroy the Death Star.

If Luke succeeds, the Death Star is destroyed, and the Rebels win a significant victory.

If he fails, the Empire continues its reign of terror. 

By applying this structure to your nonprofit, you can create a narrative that positions the donor as the hero who can make a real difference. The problem is the issue your organization is addressing, and your nonprofit acts as the guide, providing the donor with the tools and support they need to help solve the problem. The plan outlines your programs and interventions, and the call to action encourages the donor to take action and support your cause. Success highlights the positive impact of donor support, while failure illustrates the consequences of inaction. 

2. The Lion King

• Character: Simba (your potential donor)
• Problem: Scar's usurpation of the throne (the issue your nonprofit addresses)
• Guide: Rafiki (your nonprofit organization)
• Plan: Return to Pride Rock and reclaim his rightful place (your nonprofit's programs and solutions)
• Call to Action: Confront Scar (donate or support your cause)
• Success: Simba becomes king and restores peace (positive impact of the donor's support)
• Failure: Scar continues to ruin the kingdom (negative consequences if the donor does nothing)

In "The Lion King," Simba is the hero who must overcome his fears and take his rightful place as king.

The problem is Scar's usurpation of the throne, which has led to the decline of the kingdom.

Rafiki acts as the guide, helping Simba realize his true potential and encouraging him to return to Pride Rock.

The plan involves Simba confronting Scar and reclaiming his rightful place as king.

The call to action is clear: confront Scar and restore peace to the kingdom.

If Simba succeeds, he becomes king and restores peace.

If he fails, Scar continues to ruin the kingdom. 

By applying the StoryBrand SB7 structure to your nonprofit's messaging, you can create a strong and compelling storyline that positions the donor as the hero who can help restore peace and justice. Again, the problem is the issue your organization is addressing, and your nonprofit acts as the guide, providing the donor with the support and encouragement they need to take action. The plan outlines your programs and interventions, and the call to action encourages the donor to confront the issue and support your cause. Success highlights the positive impact of donor support, while failure illustrates the consequences of inaction. 

3. The Matrix

• Character: Neo (your potential donor)
• Problem: Humanity's enslavement by the Matrix (the issue your nonprofit addresses)
• Guide: Morpheus (your nonprofit organization)
• Plan: Learn the truth about the Matrix and fight the agents (your nonprofit's programs and solutions)
• Call to Action: Accept his role as "The One" (donate or support your cause)
• Success: Neo realizes his powers and begins to free humanity (positive impact of the donor's support)
• Failure: Humanity remains enslaved (negative consequences if the donor does nothing)

In "The Matrix," Neo is the hero who must learn the truth about the Matrix and fight against the agents who control it.

The problem is humanity's enslavement by the Matrix, which keeps people trapped in a false reality.

Morpheus acts as the guide, helping Neo understand the truth and training him to fight the agents.

The plan involves Neo learning the truth about the Matrix and using his powers to free humanity.

The call to action is clear: accept his role as "The One" and fight against the agents.

If Neo succeeds, he realizes his powers and begins to free humanity.

If he fails, humanity remains enslaved. 

Are you starting to see a pattern in all of these Blockbuster movies?  There's a reason why when director keep it simple and stick to the proven storytelling framework, audiences resonate with it.

4. Harry Potter and the Sorcerer's Stone

• Character: Harry Potter (your potential donor)
• Problem: Voldemort's return to power (the issue your nonprofit addresses)
• Guide: Dumbledore (your nonprofit organization)
• Plan: Learn magic and find the Sorcerer's Stone (your nonprofit's programs and solutions)
• Call to Action: Protect the Stone from Voldemort (donate or support your cause)
• Success: Harry prevents Voldemort from regaining power (positive impact of the donor's support)
• Failure: Voldemort returns to power (negative consequences if the donor does nothing)

In "Harry Potter and the Sorcerer's Stone," Harry Potter is the hero who must prevent Voldemort from regaining power.

The problem is Voldemort's return to power, which threatens the safety and well-being of the wizarding world.

Dumbledore acts as the guide, providing Harry with the knowledge and support he needs to find the Sorcerer's Stone.

The plan involves Harry learning magic and finding the Stone before Voldemort can get to it.

The call to action is clear: protect the Stone from Voldemort.

If Harry succeeds, he prevents Voldemort from regaining power.

If he fails, Voldemort returns to power. 

5. The Avengers

• Character: The Avengers team (your potential donor)
• Problem: Loki's invasion of Earth (the issue your nonprofit addresses)
• Guide: Nick Fury (your nonprofit organization)
• Plan: Assemble and defend the Earth (your nonprofit's programs and solutions)
• Call to Action: Stop Loki and the Chitauri army (donate or support your cause)
• Success: Loki is defeated, and the world is saved (positive impact of the donor's support)
• Failure: Earth is conquered by Loki (negative consequences if the donor does nothing)

In "The Avengers," the Avengers team is the hero who must come together to stop Loki's invasion of Earth.

The problem is Loki's invasion, which threatens the safety and well-being of the planet.

Nick Fury acts as the guide, assembling the team and providing them with the resources and support they need to defend the Earth.

The plan involves the Avengers working together to stop Loki and the Chitauri army.

The call to action is clear: stop Loki and save the world.

If the Avengers succeed, Loki is defeated, and the world is saved.

If they fail, Earth is conquered by Loki. 

The difficulty I see with clients over and over is that there is a huge mental hurdle to creating a narrative that positions the donor as the heroe vs. the organization.  Many organizations what to be the one positioned as saving the world. BUT, if you focus on making the marketing positioning about the donor as the hero, then the problem is the issue your organization is addressing, and your nonprofit acts as the guide.  Your organization shines because you are providing the donor with the resources and support they need to take action. The plan outlines your programs and interventions that help conquer the problem, and the call to action encourages the donor to join the team and support your cause -- which let's them take claim to helping to solve the problem.  They are a central part of the solution, not just your organization.  Not just your CEO.  Not just your staff.  

Connecting StoryBrand to Your Nonprofit

Remember, to attract and engage donors, frame your nonprofit’s story using these elements: 

1. Character: Position the donor as the hero. Show them they have the power to make a difference.
2. Problem: Clearly define the challenges your organization is addressing. Make it relatable and urgent.
3. Guide: Position your nonprofit as the guide. Show your expertise and commitment to solving the problem.
4. Plan: Outline your programs and interventions. Make it clear how the donor's support will be used.
5. Call to Action: Encourage donations or other forms of support. Be specific about what you need from the donor.
6. Success: Showcase the positive impact of donor support. Use stories and testimonials to illustrate success.
7. Failure: Illustrate the consequences of inaction. Make it clear what’s at stake if the donor does not help.

Hopefully, you are convinced now that your nonprofit’s narrative can be supercharged with these basic StoryBrand SB7 elements in your marketing communications: website, emails, videos, brochures, etc.

You create a compelling story that effectively draws in donors consistently, much like the timeless stories of these blockbuster movies. Using StoryBrand for nonprofits not only clarifies your message but also emotionally connects with your audience, inspiring them to take action. 

If you need help utilizing the StoryBrand framework to effectively cultivate donor supporters, fostering deeper engagement and active participation toward meaningful change together, let's talk!