Since the beginning of time we’ve used storytelling to convey our experiences. The buzz, now, in the 21st century is for nonprofit organizations to share impact stories often and through every mode of communication possible.
I, myself, teach people to create and share two-minute stories, six-word stories, and short, powerful mission moments. We’re all on such a race to talk about the people we serve that we’ve forgotten sharing a story is both an art and a science. And the timing of when you share it matters.
The result: A lot of, what I call, “reports” about people swirl around us every day. Few of what are referred to as stories actually compel me to take any action. And most often they simply don’t inspire me. My attention wanders and I wonder if the person talked about is more interesting than the words shared.
First: Let’s start with the timing: The “void of time” between gifts is the most important time to introduce me to the people you serve.
Your mail appeal or the golf outing or the email newsletter secured my first gift. Now don’t forget me!
Next: Share regular compelling updates about the person in the appeal. Cause me to feel pride that I gave in the first place. And certainly don’t expect me to give again without updating me on what you’ve done with my contribution.
Next: Keep me updated about what else you must do to continue your excellent work. You have a waiting list in a program. Tell me. If you have a funding gap in a program or overall at your organization. Tell me. But tie that information to one person’s story.
Lastly: Take time to craft your story. Make sure it’s not just a report. Based on hundreds, maybe thousands of hours spent coaching & teaching people how to share powerful, interesting, and emotionally connecting stories I’ve got a six-step process to follow that will cause your story to stand out from those ho hum people reports.
1. Identify one person.
2. Learn their first name & age and describe them carefully.
3. Write down the exact results that person experienced because of your organization.
4. Make a list of the transformations that same person has experienced due to those exact results.
5. Include words that cause you to feel something in your descriptions.
6. Fit the story into the template and practice sharing it, often.
It’s up to you to create a glimpse into your organization through the eyes of one person. It’s much easier to share how amazing your staff is and your programs are through someone else’s experience.
To inspire action YOU first have to feel passionate and inspired about the words you choose to allow me to connect to a real person.
Go forth and share powerful stories that cut through the noise and clutter.
Visit the Resources section for a free 2-page storytelling framework and other storytelling tools.
