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The Power of Storytelling in NGO Fundraising Fundraising is an essential part of any NGO’s work towards a social cause, for that in this utilitarian world money is what pays for the efforts and materials needed to get work done. A fundraising campaign will not gain traction unless people are made aware of its cause and impact. A narrative discourse is needed to be disseminated to not only make the masses aware about a movement but to also convince them to take part in it. Targetting the Right Audience One of the ways storytelling is utilised is by making a fictitious narrative that features a “call-to-action” towards a cause, a narrative which would resonate with an audience’s morals and emotions to compel them towards monetary donation. The animal welfare organisation PETA is famous for this creative and captivating campaigns that especially cater towards the morals of vegans and pacifists, and feature witty and persuasive metaphors in their media. Establishing a niche may help garner