3 Essential Steps for Non-Profits to Take Before Sharing Their Next Story: Make Sure You're Making an Impact!

Storytelling is an important part of any business. It's how we share our values with others and how we connect with them on a personal level. It’s how we make sense of the world around us and interpret events that happen in our lives. For non-profit organizations, storytelling is even more important because it helps us communicate our mission and purpose as well as establish ourselves as trusted sources of information for donors, volunteers, and other stakeholders.

Stories make a difference. They can inspire people to donate, buy, and even vote. Non-profit organizations are always looking for ways to tell stories that will build loyalty and increase engagement.

Who should tell the story? And what kind of story should you tell?

Non-profits are usually on a tight budget, so hiring professional writers or brand developers is often not an option. The good news is that storytelling doesn't require Pultizer-level advanced training or even the best public speaking experience. Most non-profits already have the people in place to create compelling stories; they just need to learn how to do it well.

If everyone in an organization knows how to tell stories effectively, it can lead to stronger relationships, better communication, and more creative problem-solving. Here are three elements your non-profit organization needs to master before telling its next story:

1. Name the Harm – Your organization exists to make a difference in the world. Usually, to reduce some kind of harm impacting a specific community. When communicating stories, it's important to name the harm. Organizations should communicate the harm caused and encourage people to think about how those actions have hurt and could potentially continue to hurt others. By doing this, the listener is more aware of the impact on their loved ones and neighbors.
2. Share the Impact – In addition to naming the harm, it's critical to share the impact of your work. While your community, client, or constituent is the hero of their own story. How did your organization support the hero through the work you do each day? Every hero has a sidekick to help them get the job done. Focusing on the hero of the story, their beloved clients, often increases the confidence of your team to be storytellers. And your listener understands that hope and action are possible. Now let’s guide them to meaningful action.?
3. The Echo – Finally, organizations must inform the listener what is next. What are the next steps they can take? What message do you want them to repeat in their spears of influence? Craft a message for them to echo out into the world. By sharing this message in every story, each listener becomes a storyteller. In our next article, we will share how you can practice this within your organization and emphasize the importance of creating stories that inspire others to act and create positive change.

Crafting a powerful story that speaks to the mission of your non-profit organization is no easy task. With the right amount of organization, creativity, and intention, your non-profit can create an engaging and impactful story that will spark interest and motivate people to get involved. By mastering the three key elements of storytelling mentioned above, your non-profit can create an effective story that will draw in and inspire a larger audience.