Tips to Enhance Your Nonprofit’s Storytelling

In today’s world, with the constant bombardment of news, notifications and endless ads, attention spans are undoubtedly limited. Through powerful storytelling, nonprofits can tug on their audience’s heartstrings and inspire them to make a difference. However, it’s imperative to communicate these narratives in genuine, engaging and clear ways.

Follow these tips to enhance your nonprofit storytelling practices.

1.     Develop Message and CTA

To craft your story, first decide what you are looking to communicate to your audience. Maybe you’re trying to garner support for a major event or want to illustrate how a particular program helped a person break barriers. Every nonprofit is trying to solve a certain issue; it’s important to demonstrate to your audience why your cause matters and how their help can make an impact. During this step, pull key details that describe the conflict and what resources you offer for people to overcome the challenges that come with it.

As part of your goals, be sure to consider how to adjust your message for different audiences to state your call to action. You may be looking for volunteers to donate their time, but you still need a hook for the media to write a story on your nonprofit. Regardless of who you’re trying to reach, don’t forget to tie your message back to your mission.  

2.     Storytelling Across Channels

No matter the content, your story should translate into different channels. In newsletters, you can spotlight a standout individual or statistics in a donor appeal. You can also feature these stories on your website to further boost visibility.

With its action-oriented nature, video is a medium that every nonprofit should be using. If your mission video needs a refresh, consider partnering with a creative agency with expertise in nonprofit video production. Posting videos on social media is another great way to boost impressions and engagements. Of course, be mindful of what format works best on each platform. Vertical content has proven to have 187% more viewers than horizontal content for at least half of videos. For graphics, add animated elements when applicable to make the content more entertaining for your audience.

3.     Utilize Public Relations

Storytelling is at the heart of nonprofit public relations[SH1] [DA2] . While it’s not a best practice to pitch every event your nonprofit is leading, it is critical to look out for any standout individuals or programs that tell a compelling story. Human interest stories – which use both facts and emotions – can help generate empathy and raise awareness of your cause. Reach out to staff to learn about day-to-day activities that have a positive impact on the people you serve and determine what stories have the strongest news hook. Although your pitch shouldn’t be long, be sure to include the major details. It is also helpful to have images available to accompany your pitch. After all, you want the reporter to be able to follow your story without any prior knowledge of your organization.

4.     Identify Spokespeople

Determine your spokesperson or various representatives who can shine a light on different aspects of your nonprofit’s story. For example, the CEO can speak to reporters at a Gala or groundbreaking event while a volunteer or program director can share details on a specific initiative.  

If you don’t already, make sure that you have media release forms for any representative to grant permission to be photographed. Further, if you work with minors, establish guidelines with your public relations and social media teams.

Nonprofits have the power to change people’s lives every day. By continually sharing meaningful stories, you can achieve the results you need to further advance your mission and make a greater impact.