The story you tell about your project will be the center of the asks you make of your community. Whether or not they donate to your project will hinge on whether or not they are convinced by your story. You’ll tell a version of that story in person, over the phone, in emails, and on social media. Needless to say, it’s important that you nail this portion of your campaign. In this chapter, we’ll go over how to identify your audience and how to craft a compelling story.