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📍What we're talking about this issue: 
Do you always need unresolved stories and "sad" photos in appeals?

Photo by Kazuo ota on Unsplash

Dear defender of good,

Most of you know that as a fundraising copywriter, I’m a big fan of unresolved stories and photos that show need in appeals. We touched on this in “Editing Session.” That hasn’t changed. However, I also write stories that end well in appeals. Told right, resolved stories perform well, too – they just don’t end completely.  
 
So if you’re worried you need perpetually sad photos and big-drama cliffhangers always, but your mission or your stories don’t support that, this Loyalty Letter widens the frame...
 
*** Before you dive in: I’m part of this week’s free Fundraising Kickstart series with Moceanic. If you’re in the mood for a short, practical watch, I’m on one of the videos – and there’s a handy downloadable: The Fundraiser’s Thank You Letter Toolkit. (Time’s running out to sign up but you can still catch all the videos, plus get the downloadable here.)

What If Your Story Doesn’t Fit “Best Practice”?
The case for imperfect stories (+ 2 framing shifts)
 

✍️ By Lisa Sargent
February 2026

Recently the executive director of an acclaimed local orchestra emailed to ask me: “What kind of sad pictures go with orchestra concerts? And how does an arts organization like ours present an unresolved story?”

Advice often splits fundraising stories into two concrete camps: resolved and unresolved.

In the real world though, most stories need to live somewhere in between.

So it might help you to think in terms of imperfect stories – stories that might resolve on the surface but still carry an open loop. That can be a real sweet spot.

Here are two small-but-significant story framing shifts I come back to:

Shift 1: Start with the story first, not whether it completes or not. 

What story does your story need to tell?  Get to the heart of what you do and who you are. Yes, testing from the Netherlands to the US supports an unresolved story (the kind without the happy ending). But while it may be called best practice, it’s never cast in stone. 

I’ll give you an example.

An organization I work with helps children facing cancer and other daunting diagnoses, like Type 1 diabetes and juvenile arthritis. If we dwelled only on the extreme negative in dense detail, emotional overwhelm would soon drive away supporters. (Animal rescue stories told this way can do the same.) Instead, stories are told by mom or dad, truthfully and with feeling, but always showing the inspiration, community, and positivity supporters bring to their lives through this nonprofit. There are even smiling photos.

In this type of story, a typical appeal will often turn straight down Boilerplate Boulevard at the end in order to show need:
 

“And right now there are 3.6 million other suffering kids just like Johnny who urgently need you...” 

We don’t do that, and I know you won’t either.

Instead we close with an update and ask from the family, that’s straight from the heart:
 

“Could you give to help the next family, or the next child like our Johnny...” 
 

You’ll also find an open loop in the update itself. With serious medical conditions, treatments like chemotherapy may be completed. But futures are rarely certain – so helping this same family across the years can also come into play. 

Now let’s think about an arts organization:

The concert was everything it should be – a packed house, strong playing, the thunder of a standing ovation. From the outside, everything resolves... 

But behind that one evening sits a season that isn’t fully funded, musicians who piece together incomes, keeping the lights and heat on for rehearsals, the risk of commissioning new pieces, and on it goes. Even in “resolved” stories, like that thunderous applause and packed venue, these are open loops that need the generosity of people who love music to help. 

Think about the content you have to work with, or that you can gather: what story does it need to tell? 

A story-first approach, and looking for the open loops, helps you see beyond resolved and unresolved.

Shift 2: Be clear about what needs funding (read as: have a strong, clear offer).  

A good offer keeps the tension alive. It names the need.

Let’s return to the orchestra. That might look like:

> adopting a favorite chair
> funding an orchestra section or instrument
> underwriting a day of rehearsals
> supporting a teaching artist
> commissioning a new work

And if you have education programs, remember: there’s a story behind every seat. 

Need to stay unrestricted? That’s fine too. You can come right out and say that once the core offer is met, donations go where the need is greatest – and there’s always a need. Note: Don’t use “core offer” in your appeal, that's insider jargon. Instead use the name of what supporters will fund. (More from me here on the critical pieces of offer, audience, and format.)

One last thought: if you’re struggling with content for stories, a strong offer can frame the entire appeal. (The Steel Yard Fund a Day appeal on SOFII is still a masterclass, with forever hat tip to Tom Ahern.)
 

What about photos? Do they always need to be “sad” in appeals?

Short answer: no. You don’t always need visibly distressed photos to signal need. Including in the arts and education, images that show participation, care, or concentration can do the job beautifully. 

A musician mid-rehearsal. A teacher working with a student. A behind-the-scenes moment that puts the reader at the heart of the work.

What matters is that the image aligns with your story and offer. Even if the story resolves on the surface, like my example at the start, the photo will carry forward motion. It can show what’s being sustained, not just what’s at risk – and when you show passion, dedication, and emotion, your supporters will connect with those qualities and values, taking your appeal to a deeper level.

And if all else fails, remember: Plenty of appeals succeed without photos.

Here’s the thing.

Your fundraising – arts or otherwise – will never be a series of tidy endings or permanent emergencies. It’s ongoing care. Maintenance. Community. Gratitude. The work continues, and fundraising can reflect that without losing momentum.

So if your stories don’t fit neatly into “resolved” or “unresolved,” you’re in good company:

Look for the open loop. Trust the story. Build the offer. Be clear about what comes next. And know that your supporters don’t necessarily need tragedy to understand why their generosity matters.

Thank you so much for reading today, and for being a Loyalty Letter subscriber. Ask questions anytime... I'm here. :)

Until next time, write with great heart!

PS. That link again if you need it for Moceanic's Fundraising Kickstart is: https://oz312.isrefer.com/go/kickstart/ls/ I’m one of the guest speakers, and there’s a free, downloadable thank-you toolkit included.

I should mention that I’m an affiliate for the membership courses. If anyone does decide to join through my link, my dream is to put proceeds toward a scholarship for a Moceanic membership. Just wanted to be transparent – and say I genuinely think the free series alone is well worth your time. Thank you so much. 🙏
 

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