Whoever Tells the Best Story Wins: Graeme Watt on Strategic Storytelling for Fundraising Success

In this episode of All About Capital Campaigns, Andrea Kihlstedt sits down with Graeme Watt, co-owner of Anthem Creative, to explore how nonprofit leaders can sharpen their storytelling to strengthen donor engagement and drive campaign results.

Graeme shares his journey from founding a grassroots youth nonprofit in his living room to leading large-scale digital storytelling efforts with organizations like World Vision. His experience on both sides of the nonprofit spectrum (nimble startup and global giant) gives him a rare lens into what makes storytelling resonate across channels and audiences.

The episode introduces the concept of “anthem stories”: compelling narratives that distill the essence of a nonprofit’s mission, vision, and values through the lived experience of a single person or community. Graeme breaks down how these stories can move beyond abstract mission statements to become powerful tools for donor acquisition, cultivation, and stewardship.

Key Highlights Include:

• Why the phrase “whoever tells the best story wins” matters more than ever in a competitive fundraising environment
• The difference between mission statements that glaze over eyes and stories that make people lean in
• How to identify your organization’s anthem stories, and why you should train your entire team to do the same
• Strategies for building a story identification system that draws on frontline staff without overwhelming them
• How stories can be used face-to-face by gift officers and board members, or repurposed into long-form content for donor events

Why the best campaigns don’t just raise money for buildings or equipment—they tell deeper stories about impact and transformation

What AI may mean for nonprofit storytelling, and why human emotion, authenticity, and connection remain irreplaceable

Graeme also discusses how capital campaigns present a unique opportunity to wrap bold, inspiring stories around organizational moments. Whether you're raising funds for a new facility, celebrating an anniversary, or preparing for a major initiative, understanding and communicating the "bigger story" behind your campaign can make all the difference.

He and Andrea examine practical examples, including how a $600,000 septic system became part of a $2.8 million storytelling-driven campaign, and reflect on the common hesitation nonprofits feel about telling their own stories. They explore why even experienced fundraising professionals can find it challenging to gather and share stories, and how to shift that mindset by embedding storytelling into organizational culture.

To wrap up, Graeme offers two key takeaways:

1. Create a story identification strategy that equips your team to recognize and collect meaningful stories.
2. Be bold. Don't settle for safe, forgettable content. Take creative risks that cut through the noise and connect with the right donors.

Whether you're deep into a campaign or just starting to explore how storytelling fits into your fundraising strategy, this episode offers thoughtful insight, practical steps, and inspiring encouragement to help you turn your stories into tools for impact.

For more about Graeme’s work, visit AnthemCreative.ca.

To access free resources on capital campaigns, including guides and tools mentioned in the episode, visit capitalcampaignpro.com/resources.