Every year during March Madness, millions of people fill out brackets, pick their teams, and follow college basketball with an intensity that surprises even the most casual fans. But it’s not just about the sport—it’s about the stories. The teams no one expected to win. The players with something to prove. The buzzer beaters. The comebacks. The Cinderella stories.
Nonprofits, in many ways, are the ultimate underdogs. While the spotlight often goes to large, well-funded organizations or major national causes, countless smaller nonprofits are making a huge impact with limited resources and relentless dedication. These are the stories that can—and should—capture the hearts of supporters.
By positioning your organization as a determined underdog with heart and hustle, you can draw people into your mission and inspire them to take action. Here’s how to craft your nonprofit’s Cinderella story and use it to engage donors, volunteers, and your broader community.
Start with the Struggle
Every great Cinderella story begins with a challenge. Whether it’s a low-seeded basketball team entering the tournament with little fanfare or a grassroots nonprofit launching in someone’s garage, the journey starts with adversity. Your story should do the same.
Help your audience understand the obstacles you’ve faced—limited funding, minimal staff, community skepticism, or any other uphill battles you’ve encountered. Being honest about the challenges makes your victories more compelling and your mission more relatable.
Example:
“When we first started, we had no office space, no paid staff, and just a handful of volunteers. But we had one thing that kept us going: a deep belief that every child deserves access to after-school programs.”
Highlight the Heart
What makes people fall in love with underdog teams during March Madness isn’t just their winning streaks—it’s their heart. Their passion. Their refusal to give up.
Your nonprofit’s story should spotlight the people who embody your mission. This could be your founder, a volunteer, a board member, or someone you’ve served. When you showcase the human side of your work, it’s easier for potential supporters to connect emotionally and invest in your success.
Example:
“Lisa, one of our first program participants, now volunteers every weekend. She’s not just a success story—she’s our reminder that the work matters.”
Define the Stakes
Cinderella stories matter because there’s something at stake. Every game in the tournament could be the last, and every win means moving one step closer to something big. Nonprofits can learn from this sense of urgency and clear stakes.
Communicate what’s on the line. What happens if your organization doesn’t meet its fundraising goal? Who will be affected if a program can’t continue? When you define the stakes clearly, you motivate people to get involved now—not later.
Example:
“If we can raise $15,000 before June, we’ll be able to keep our community garden open all summer. Without it, dozens of families will lose access to fresh produce.”
Show the Growth
Cinderella teams grow throughout the tournament. Each win builds momentum. Your nonprofit’s journey is no different. Your story should reflect progress—how you’ve evolved, what you’ve learned, and how small wins led to bigger impact.
Take time to reflect on the turning points in your journey. Whether it was a key grant, a partnership, or a breakthrough with a client, these milestones help paint a picture of growth and perseverance.
Example:
“In year one, we served 25 meals a week. Last year, we delivered over 5,000 meals to seniors in our community. Each milestone has brought us closer to our vision of eliminating food insecurity in our region.”
Invite People to Join the Team
Cinderella stories don’t just inspire people—they mobilize them. Fans become emotionally invested. They cheer louder. They show up. That’s the same kind of energy you want to cultivate with your supporters.
Frame your story so that donors, volunteers, and community members feel like part of the team. Make it clear that their support has already helped you come this far—and that their continued involvement can carry you to the next level.
Example:
“We wouldn’t be here without our community. Every donation, every hour volunteered, and every shared post has helped us get to where we are today.”
Make the Underdog Your Superpower
Your nonprofit might not have the biggest budget or the most name recognition, but that’s not a disadvantage—it’s a strength. People love to root for the unexpected winner, the one with heart, grit, and a mission worth fighting for.
By telling your story in a way that’s authentic, compelling, and focused on your journey, you can draw people into your mission and inspire long-term engagement. March Madness reminds us that people crave hope, surprises, and victories against the odds. Your nonprofit already embodies all of that. It’s time to tell your Cinderella story—and invite the world to root for you.
Looking for help crafting your nonprofit’s story to engage donors and build momentum? The Nonprofit Imagineers can help. Reach out today and let’s bring your story to life.
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