What do you do if your non-profit's impact isn't effectively communicated through storytelling techniques?

1 Identify your purpose and audience

Before you craft your impact story, you need to have a clear idea of why you are telling it and who you are telling it to. What is the main message you want to convey? What is the goal you want to achieve? What is the problem you want to solve? How do you want your audience to feel, think, and act after hearing your story? These questions will help you define your purpose and guide your storytelling approach. You also need to know your audience well. What are their interests, needs, challenges, and values? How do they relate to your cause and your mission? How do they prefer to receive information and feedback? These questions will help you tailor your story to your audience and make it more relevant and engaging.

2 Use the classic story structure

A good impact story follows a simple but powerful structure: a beginning, a middle, and an end. The beginning sets the scene and introduces the main characters, the context, and the conflict. The middle shows the journey of the characters, the challenges they face, the actions they take, and the changes they experience. The end reveals the outcome, the resolution, and the lessons learned. This structure helps you create a clear and coherent narrative that captures the attention, the curiosity, and the empathy of your audience. It also helps you highlight the impact of your work, the value of your solution, and the difference you make.

3 Make it personal and emotional

One of the most effective ways to make your impact story stand out is to make it personal and emotional. Instead of using abstract data, facts, and figures, use concrete examples, anecdotes, and quotes. Instead of talking about general issues, problems, and solutions, focus on specific people, situations, and experiences. Instead of telling your audience what to feel, show them how you and your beneficiaries feel. Use sensory details, vivid descriptions, and expressive language to bring your story to life and appeal to the emotions of your audience. Emotions are powerful motivators that can influence attitudes, behaviors, and decisions. They can also create a lasting impression and a strong connection with your audience.

4 Include a call to action

A great impact story does not end with the end of the story. It ends with a call to action that invites your audience to take the next step, to get involved, to support your cause, or to share your story. A call to action is a clear and compelling statement that tells your audience what you want them to do, why you want them to do it, and how they can do it. It can be as simple as asking them to donate, volunteer, sign up, or follow you on social media. Or it can be more creative and interactive, such as asking them to join a challenge, take a pledge, or share their own story. A call to action is a way to turn your story into action, to mobilize your audience, and to amplify your impact.