Here’s a story. Stop me if you’ve heard it before.

An excerpt from our book, ‘Who Cares?’

Once there was a person. One day something bad happened to her. Or she was born somewhere where people are poorer than you or me. Anyway, her life was a struggle, and here she is saying so [insert quote].

Luckily a charity turned up and rescued her, and now she’s feeling better. The same charity (our charity, actually) has made things less bad for other people too.

But look – here’s another unfortunate person who still needs rescuing. If the charity had more money (your money) it could go on making things less bad for more people.

Wait. We must be able to do better than this, right? In this short excerpt from the book, Who Cares?, we look at four rules of great storytelling.