Our donors won’t open up to us just because we’ll listen. They have to think that we’re worth talking to. Once you’ve become a trusted adviser, the stories you tell have the potential to be powerful stories. If you’re not a trusted adviser, they’re just stories. Clark goes over key components of a great story. Stories are what spread. Tell great stories that your donors can grab onto and make their own. Tailor your stories to an audience of one based on the donor's listening preference.