HELP TELLING STORIES
Effective stories start with a personal connection, build with details that illustrate the theme, hit you with an “a-ha” moment, re-visit the personal connection, position the reader as the hero (not Cat Town!), and make a call-to-action.
Example:
I got to brush Butterfly today! She arrived at Cat Town totally scared and covered in painful mats, but has been making more progress because so many volunteers like me want to help her. We follow a special plan that Cat Town’s staff wrote up, and just the other day, Butterfly let a guest she’d never met before touch her tummy. I’m SO proud of her. Cat Town really knows cats, which is why when they saw a scared, hissy cat with bad teeth, they knew part of her fear came from her pain, part of it came from feeling scared in her shelter cage, and part of it came from needing to work on her trust. They’re the only group in our community doing work like this for shelter cats like her. As a volunteer, I get to be part of the magic that helps Butterfly feel safe. That’s all because people like you who care about cats donate to get her medical care and all the time she needs to learn to trust. I’m asking for you to consider donating to Cat Town to help even more cats like Butterfly. Will you join me in helping her, and others, get adopted this year?
If you're feeling stuck, use a writing prompt to jump start your story telling:
When did Cat Town's mission really hit home for you?
What's a transformation you saw that stuck with you?
Is there a medical case cat whose story touched your heart?
How has the Forgotten Kitten Project changed your mind about under-socialized cats?
Who was a cat you doubted could get adopted, but later surprised you by going home?
What's a stigma you have helped break about vulnerable cats (FIV, black cats, sick cats, etc) and how did you change that person’s mind?
What first inspired you to donate to Cat Town?
Why do you want to keep volunteering?
How is your life better because of your volunteer work?
Make AN EASY Ask
Create an easy-to-fill “donor-shaped hole” in your message. Anyone reading what you write should be able to say, “I can help with that!!” Ask first for donations (“Will you give $10 to purchase special treats that help kittens learn to be brave?”), then ask your donors if they’ll help share your message to help you reach your goal.
Here are more examples to help you get started:
Example 1: A Cat Story
Dear FIRST NAME,
Fluffy was so shut down after being surrendered at the shelter that no one could picture bringing her home. But when Cat Town took her in, and I sat with her in her Studio, I saw a totally different cat. Fluffy climbed straight into my lap and started purring.
She had been afraid at the shelter, and had a mouth full of painful teeth, but taking her out of her cage helped her feel safe again, and getting her rotten teeth removed helped her remember what it felt like to live without pain. Cat Town gave Fluffy the confidence she needed to relax and be herself. Now everyone she meets sees how sweet she is. I know she’ll get adopted soon. She’s irresistible.
There are so many more cats like Fluffy waiting for a chance to prove they’re adoptable. In 2024, 41% of cats Cat Town took in from Oakland’s city shelter required veterinary care over and above routine shelter treatments. I want them all to feel safe and comfortable. That’s why I want to help Cat Town raise more funds to help these cats.
It means enough to me that I’m asking you for a big favor: will you consider making a donation right now to support the rescue work I love? <LINK TO YOUR CAMPAIGN>
Thank you!
YOUR NAME
Example 2: A Volunteer Story
Dear FIRST NAME,
You might be surprised to hear it, but even though I started volunteering at Cat Town because I wanted to help more cats, I feel like my own life is more joyful. I used to end my days exhausted and never thought I could find time to do more. But when I saw Fluffy on Cat Town’s Instagram, I knew I wanted to help cats like her. I got special training, and I carved out three hours every week to help guests meet more cats like her. Now, I can’t imagine going back to my life before becoming a volunteer for Cat Town.
Now I watch less TV. I’m not on social media as much as I used to be. Instead, I’m connecting with new friends and helping scared cats feel safe. It helps with my stress. It makes me feel happy, and connected with my community.
Cat Town pulls scared cats from the shelter every week, and they depend on donations to support these scared animals — especially during the summer when the shelter gets so very crowded. They've supported a 241% surge in medical cases since 2020, because those were the cats who needed them.
You can help me save lives by donating to my campaign. <LINK TO YOUR CAMPAIGN>
All my love,
YOUR NAME
PS - Last year, I volunteered every week. That’s 156 hours. This year, I’m hoping to raise $5 for every hour I plan to give. I hope you’ll support my campaign to help me reach my goal!
Example 3: A Donor Story
Dear FIRST NAME,
This year has been rough for many of us, but it’s taught me this: when you go through tough times, you lean on your community — your friends, family, and neighbors.
The cats who get help from Cat Town are often overlooked by our community. They’re usually sick, or scared, or old. In a shelter cage, they freeze up and hide, or lash out trying to protect themselves. But they’re our responsibility, and they don’t deserve to be forgotten. I want to create a community we can be proud of by shaping it with an open heart.
I’m not only donating my own money to help these cats, I’m fundraising for Cat Town. Cat Town makes my community a better place to live, and I want to help Oakland shine. Every time Cat Town pulls a vulnerable cat from the shelter, we rise up together. Every time, we make sure animals have a voice, and that they have a chance at making someone’s life better through their love.
I’m writing to you because you’re an important part of my community, and this is a cause I’m passionate about. Today, I hope you’ll make Oakland a place we can both be proud to call our home by donating to Cat Town.
With gratitude,
YOUR NAME
PS - The cost of providing this lifesaving care keeps rising, with some procedures costing 50% more than they would have just two years ago. I hope you can help me support this cause, because it means so much to me!