The Art of Storytelling for Non-Profits and Philanthropy

Storytelling is a powerful tool used by communicators to enhance meaning, engage an audience and facilitate learning.

It is no wonder then that many businesses invest in professional storytellers.

However, when it comes to nonprofits there are a few key differences.

As a nonprofit communicator, you are not only tasked with telling your own organization’s stories but also those of other people and causes, each with their own unique characters for whom the best way to tell their story is by being told through their personal voice.

In addition to these stories, you are also responsible for managing your organization’s reputation and the perceptions others have of it.

So how do you maximize an opportunity to tell these stories effectively?

And at what point in the storytelling process does communication become art?

Four key stages — Planning, Telling, Audience Engagement, and Follow-up:

1. Planning Stage

The real art in storytelling for nonprofits begins with planning.

In order to make sure you are telling the best stories in a way that is most meaningful and relevant to your audience, it is essential to have a sound understanding of who they are, how they might view your organization, and what makes them tick.

The first step in any successful nonprofit marketing plan is to discover your target audience.

The more you know about them, such as their age group, gender, and interests, the better you can tailor your stories to reach them.

Once you have a clear understanding of who they are it’s time to think about where your stories might best be told and in what context they will resonate most.

There are a number of methods available to assist with this including ‘story mapping‘ or simply grouping audience segments into logical themes.

For example, all aging stories will most likely resonate with older members of the community but some may have more interest in seeing your organization’s performance data while others may prefer case studies about local volunteers.

By understanding the needs and interests of your audience you’ll be in a better position to tell the best stories possible.

2. Telling Stage

The telling stage may seem quite an obvious one but in order to tell great stories, it is important to consider what medium will work best for your organization’s environment and resources.

By identifying which channels are available you can then decide on the most appropriate way to communicate your stories.

For example, if you have a large local community base that would welcome visits from your team it may make sense to hold monthly information sessions about new projects or opportunities for them to get involved.

However, if there is only one staff member capable of giving presentations and you are receiving a large number of requests, it may make more sense to design a PowerPoint presentation or short video explaining the same information.

Also consider how your stories might be promoted or featured in other media such as newsletters, flyers, and social media posts.

And don’t forget that there’s no harm in getting creative with how you tell your stories, such as holding an event where audiences can participate in a project or activity.

This method is not only a great way to raise awareness of your organization’s projects and services but also offers you the chance to share your organization’s philosophy and core values with others.

Suggested Reading: How to design your content for a perfect webinar experience

3. Audience Engagement Stage

Once you’re prepared for audience engagement, the real art of storytelling for nonprofits begins.

When communicating with your audiences it is important to remember they are individuals with their own lives, priorities, and concerns.

Therefore, tailor each story to suit each audience by using a mix of facts and figures that are relevant to them as well as examples or stories that can help illustrate your cause or message.

But remember not to forget the bigger picture of your organization’s mission or goal.

And by always ending on a positive note, you’ll be in a better position to leave your audience feeling inspired and encouraged about your cause, which will benefit the organization as well as the people it serves.

You should also ask groups to participate in story ideation or brainstorming sessions which will allow you to listen and learn about the experiences and interests of your audience.

Also, never forget that storytelling is a two-way street so be sure to ask your audience for their feedback on how they’ve been engaged by your stories.

This may include asking them whether they thought it was presented in a clear and enjoyable manner, what parts of the story they most enjoyed or whether they have any suggestions for how you can improve it in the future.

4. Follow-up Stage

Once you’ve completed your storytelling session it’s important to follow up with a plan that allows you to track success as well as provide a sense of completion or satisfaction to your audience.

For example, you may wish to share the outcomes of your storytelling session with your entire organization or staff members in order to celebrate their achievements and successes.

Alternatively, if you’ve organized an event or activities for the purpose of sharing one or more stories with a larger group, it may be useful to conduct a survey following the event to gather feedback or to identify the impact that your stories have had on others.

Also, be sure to thank everyone who took part in your sessions as well as those who attended your event and give them a way to stay involved with your organization’s work.

And last but not least don’t forget to leave room for learning from your storytelling session as well, for example, by asking participants what they thought worked best about the session and why.

And finally, remember that these are just a few examples of how to improve your storytelling process for creating better stories in the future!

How storytelling for nonprofits can aid fund raising efforts

There are two ways in which it can aid fundraising efforts, both at the micro-level and ex-micro level.

Storytelling for nonprofits – The Micro Level:

This form of storytelling involves telling stories about individuals who have benefited from the services that your organization provides.

These stories can help trigger an emotional connection in the minds of your audience members which might encourage them to become more personally involved with your cause as well such as by becoming advocates or supporters for your work.

Storytelling for nonprofits – The Ex-Micro Level:

The ex-micro level of storytelling could involve telling stories about the organization’s work that have been transformed at a micro-level.

For example, you could tell stories about an individual or family who has benefited from your organization’s services and then document the impact of their experience in order to share it with others.

The more personalized these stories are, the more they will be able to raise awareness about the organization and its goals.

But whatever form of storytelling you decide to employ, just make sure that it’s relevant to your audience and will trigger an emotional response in them which can encourage them to get involved with your cause by contributing time, talent, or money.

Good luck!