Every day, we engage with countless stories. We become captivated by the characters, the problems they face, and their journeys to a solution. They allow us to see the world differently or imagine something new through shared experiences and truths. Stories can evoke emotional responses, building connections and giving us a sense of purpose. These are the types of stories that call readers to take action, inspiring them to make a difference in the world even in some small way – and learning how to tell a good story can increase awareness for nonprofits across the globe.
So, what makes a good story? How can you share experiences within your organization that showcase the impact your work has on the communities and causes you serve? Let’s demystify this process, and help you connect more with your donors by showcasing real stories with real heart.
It all starts with a hook
Imagine yourself at a gathering where the most animated individual reels you into their story with a sharp hook, grabbing your undivided attention straight away. In the digital age, your audience’s attention can shift quickly without something that draws them in, and you can capture that attention with a compelling hook – a sentence or two that creates a desire to learn more about what you are sharing. This is the initial impression that sets the tone for everything that follows. For example, in our Story of Impact featuring Kraków Food Bank, we grabbed attention with a single sentence: “I Can Choose What I Eat Again”, and then a few sentences that leave audiences wanting to know more of where this story goes and what our main character’s journey entails
Focus on the experience
Once you have the audience’s attention, it’s your responsibility to deliver a satisfying experience. One of the simplest methods for creating a good story is to use the Five W’s: who, what, when, where, and why. While the Five W’s can seem pretty basic, they serve as a foundational storytelling checklist. Every story is made of the following components:
- Character: Who is the main character of this story?
- Setting: Where does this story take place, be it time or location – or both!
- Plot: What are the pieces that make up this character’s journey?
- Conflict: What is the problem that this story works to resolve?
- Theme/Central Truth: What is the main takeaway from this story?
- Tone: What is the emotion you are hoping to convey through this story?
- Style: How is the story being told, through its voice, rhythm, and overall delivery?
Think about a great story you encountered recently; where did you see these elements? Each of these storytelling elements contribute to the overall impact and must be considered collectively when crafting a story.
Make people feel something
Once you’ve identified the building blocks of your story, it’s time to bring it to life. A good story isn’t just about informing someone, it’s about the artistry of making people feel something. As you tell a story, try to appeal to a listener’s senses – sight, sound, touch, taste and smell. Try to have your story include each element for a fully immersive experience.
Know your audience
When framing your story, ask yourself: What does my audience care about? Then deliver just that. Whether you’re talking to a donor, team member, or a potential partner, your story should resonate with their values and interests. Choose language and tone that align with their perspective. For example, you wouldn’t share a story about the greatest sports play at a book club; the audience likely won’t connect with it.
Create a clear journey
Have you ever watched a movie and wondered how it would end because the journey was too difficult to follow? That brings us to the next tip: create a story arc that naturally progresses and guides listeners from start to finish smoothly. Even the most compelling stories can fall flat without a clear structure. Structure is the scaffolding that holds your message together. When considering a story arc, try framing it as follows:
- Beginning: Present your hook, introduce your character, and establish the setting.
- Middle: Introduce the conflict or challenge that your character faces. It’s important to build tension here.
- End: Resolve the conflict and leave the audience with a theme or a central truth.
Make the call for action
Eventually, you’ll find yourself at the end of your story. And while the endings may seem less significant, they’re just as important as beginnings. This is where you leave your mark on an engaged audience. Whether it’s a call to donate, a shift in perspective, or a moment of shared humanity, your story should invite the audience to do something or feel something. Give them space to participate in the story you are telling.
Bringing it all together
There’s no doubt that you have stories to tell and there is no limit to the impact you are able to have when sharing what your organization has been able to bring to life through your efforts. As you consider the many stories you have to tell, remember: stories aren’t just reports or words, they are bridges. They connect people to purpose, emotions to action, and ideas to impact. Storytelling is a powerful tool; it moves an audience to take action, and every new action supports your mission as you continue to grow.
