All good stories need to revolve around a rebbe, a hero, a figure who everyone can relate to. This quickly helps people be drawn to your speech and your cause. To tell a compelling content marketing story, your potential donor or person that your organization serves must be the hero.

And what defines a hero? The hero of the story is the one who is transformed as the story progresses, from an ordinary person into someone extraordinary

In other words …


Your goal should be that your donor is always a hero. And so, you need to highlight in your literature, ads and more the following points: 

What transformation are you looking for your recipients to experience?

What will this person physically look like after attending your events? 

What will he/she be able to do that she can’t do now?

Will he/she acquire something he/she doesn’t currently have?

How will his/her beliefs change?

What new abilities/understandings/connections or relationships will he/she have?


All good marketing stories need the truth. “[19th century copywriter] John Powers had given us all we’ve ever really needed to know. Be interesting. Tell the truth. And if you can’t tell the truth, change what you’re doing so you can. In other words, live the truth.” – Winning the Story Wars by Jonah Sachs.

It takes courage, and finding that courage can be something of a hero’s journey of its own. But the more honest you can be about your business, about who you serve and the problems that you solve, the more loyalty you will find.

If you have testimony from someone who benefited from your organization or went on a trip that you led to Israel that forever changed their life – it’s this hero/story that you want to share with future participants/donors. Every story needs a spark of something remarkable and in the world we live in today, honesty is one of the best marketing tools that you can display to highlight your organization. 

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