WildStory Quick Tip: Connect with your zoo’s members by making them the hero in your copy

In every great story, there’s a hero and in nonprofit marketing, that hero isn’t your zoo or aquarium, it’s your supporters.

The key is understanding that they don’t want to read a story where you (your organization) are the hero. They want to be the hero of the story.

What people really care about, and what will hold their attention in your copy, is telling them how they fit into your story.

Too often, nonprofits tell stories where the organization is the hero, focusing on what the organization has achieved:

• “We released the 1,000th endangered frog back into the wild from our breeding program.”

• ”We created a new 5-acre exhibit for our elephants.”

While true and important, you will lose your members’ and donors’ attention with this language.

And when your supporters don’t feel like you’re speaking to them, they don’t feel like they are part of your story and they tune out, thinking “Why should I care?”.

The Shift: Make Your Members and Donors the Hero

When you speak to your audience as the protagonist of your story, their emotional needs are met and they connect with your copy. They’ll keep reading and will likely join your email list or donate to your cause.

The secret to building relationships that last is to flip the narrative — show them that their generosity is what makes your success possible. Use language like “you made this possible” instead of “our team accomplished this.”

Use language that emphasizes their role in your success:

• “Your generosity helped our team release our 1,000th frog back into the wild through our breeding program.”

• “Because of you, our elephants now have a wonderful 5-acre exhibit where they can move freely, helping to keep their feet and joints healthy.”

People who donate to zoos, aquariums, and other wildlife causes are passionate about being a part of something bigger. They want to know how they are making a difference.

When members and donors see themselves as the ones creating change, they feel emotionally invested in your zoo or aquarium’s mission and become loyal supporters who give again and again.

So, the next time you write an update to your audience, try replacing "we" with "you."

It’s a small edit that instantly builds connection and turns a report into a relationship.

Want more story-driven ways to deepen donor trust? Explore WildStory Field Notes for weekly quick tips and blog posts that help wildlife nonprofits grow through authentic, donor-centered storytelling.