Soapbox Engage Blog

From bedtime stories told by exhausted parents to enchanting tales crafted by famous writers, stories capture our imagination, help us better understand ideas, and even shape our opinions about the world. Stories are the reason we stay up late to finish a book or watch a movie.

The best communicator you know is probably an excellent storyteller, able to help you imagine what something looks, sounds, and even smells like, using only words. They help you feel as though you’ve been somewhere, even if you never left home.

There’s an old Hopi Native American proverb that says, “Those who tell stories rule the world.” You might not be interested in ruling the world, but you’re likely very interested in changing the world through the work of your organization or nonprofit!

Your organization likely creates powerful potential stories through your work in areas of transformation, hope, recovery, kindness, and many other beautiful things. Unfortunately, you might not have the time or resources to learn how to use these impactful stories to build that virtuous circle between storytelling and fundraising.

While storytelling does require time and energy, it is certainly a worthwhile investment for any organization, especially those who have volunteers, donors, and other supporters.

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Why storytelling is important for nonprofits

Stories are one of the most powerful tools that nonprofits can use to influence people’s emotions, behaviors, and opinions. Stories captivate us in a way very little else can. If used correctly, storytelling can make your communication more impactful, more engaging, and more productive for your organization.

Stories communicate your vision

Stories can help your organization contextualize your work so people better understand what you do and why. You can use stories to help people understand a specific problem and inspire them to take action.

Nonprofits can use stories to communicate how things are and how they want to transform the world. It helps bring a vision to life and creates context. Stories help your supporters understand why your work is important.

Stories make data memorable and relatable

Research shows that people are far more likely to remember (and share) stories than statistics. In one study, only 5% of listeners remembered statistics but 63% of listeners remembered and could retell the stories.

Nonprofits should track all kinds of data and metrics to demonstrate the need and their impact to donors and stakeholders. A story can help communicate that data in a clear, compelling memorable way that moves people to action.

For example, if your organization provides lunches to food-insecure children, telling people the statistics about how many children need your services might feel abstract and overwhelming to potential donors. Others might not understand (or care) how this issue impacts them personally.

Sharing a story about a specific student you serve will bring the statistics to life and help people relate to the issue on a personal level. Using stories and data together makes the issue personal and relatable.

Stories help people feel the weight of the problem, understand the context, and comprehend how the issue impacts the entire community.

Stories create connections and improve fundraising

Most nonprofits don’t want to change information, they work to change lives. Storytelling is uniquely valuable for fundraising because stories can express how and why life changes.

Stories can also forge a bond between people by creating empathy and commonality. What prompts you to root for an Olympic athlete you just learned about at the start of the television coverage? You connected with their story!

Data and statistics are valuable and important, but stories move people to action. Nonprofits who use information and stories together will have greater success in fundraising, gathering volunteers, and communicating their vision.

There is a lot of competition to gain and keep donors. One of the best ways to do it is by telling unique, compelling stories about your organization. This is true for all your fundraising efforts, from appeal letters and fundraising events to annual giving and grant proposals.

How to use nonprofit stories effectively

It’s worth investing time, energy, and resources to helping everyone in your organization become effective storytellers. Storytelling is both an art and a science. It takes practice to learn how to weave important information into a captivating story.

Include the necessary parts of a good story

Let’s go back to the basics for a moment. Every good story includes three sections.

• A beginning
• A middle
• An end or resolution

This is called the "narrative arc". Good stories also have a protagonist, someone the audience identifies with and follows through the story. You also need an antagonist--a villain, obstacle, or challenge that the protagonist must face or overcome.

Begin your story with the problem or challenge. Describe the obstacle or struggle in a way that draws listeners in and evokes emotions.

The turning point in the story is when there is an "aha moment" that leads to transformation or change.

Whether you’re telling a fairytale or a true account of the work your nonprofit does, every story should include these components, even if the story isn’t finished yet. When you practice telling or writing stories, take the time to identify the various parts of the story so you learn the basic pattern.

You don’t need a tidy ending, you need authenticity

Your story might not have a nice, tidy conclusion. That’s ok! Life rarely allows us to wrap things up neatly with a pretty bow on top. However, it’s important to communicate an outcome or how the problem is being addressed.

Your organization works in a complicated world, alleviating real struggles and working in messy situations. Don’t hide the difficulties and challenges you face. People don’t want (or need) easy endings; they want authenticity.

It’s more important to be authentic and tell true stories that resonate with your audience. These complicated stories help your listeners ask, "If I were in that situation, what would I do? How can I help write a beautiful ending?"

Make your storytelling personal

Help your audience identify their personal connection to the issue. Many organizations tell boring, unrelatable stories. Focus on real people with real struggles, then help your audience connect to those people. As the storyteller, your job is to reveal the connection between your audience and the people in your stories or help the audience make those connections on their own.

What action do you want your audience to take?

What is the one thing you want your audience to remember from your story? Write that down and look for places to insert memorable lines that help drive your point home.

Is there something specific you want the audience to do after hearing your story? Write it down and be as specific as possible.

Whether you are telling a story to a live audience or writing a story for your blog, a good story has a "call to action" that helps the listener or reader know how they can respond.

If you tell a good story, your audience will be eager to act.

Perhaps you’d like people to think differently about a particular part of town, contact their representatives about a specific law that is up for a vote, donate or volunteer with your organization, or any number of other actions.

Taking the time to write these specific goals will help you communicate more clearly with your audience.

Practice nonprofit storytelling

Everyone tells stories, but there is an art to effective storytelling that takes time and practice. The best stories take time to craft and it takes practice writing or saying stories in a clear and compelling manner.

Create a storytelling culture in your organization where everyone, from your newest volunteer to your most senior CEO practice telling stories. Everyone should begin thinking of themselves as storytellers, not just "volunteers" or "fundraisers" or "board members".

Set aside time on a regular basis to share stories within your organization. The more people hear and practice communicating stories, the better everyone will become at telling great stories. This is also an excellent way to gather stories that should be shared more broadly!

Now that you know the importance of telling good stories and the anatomy of a good story, are you ready to take your storytelling to the next level? Here are three more resources to get you started.

• 4 Skills Every Development Professional Must Have: Are you a fundraiser or development professional? Storytelling is a valuable skill to learn and hone. Learn how you can improve your storytelling and other important skills.
• 5 Marketing Strategies Every Nonprofit Should Implement: Storytelling is a powerful marketing tool for every nonprofit or business. Bolster your marketing with these five strategies that are easy and effective.
• Accept Donations Online: 8 Effective Tools for Nonprofits: Most nonprofits use storytelling to help them fundraise. Here are some online tools that will also improve your fundraising strategy and process.