Written by Laaiba Mahmood
Stories are all around us. Every person you cross paths with has their stories–what defines, inspires and shapes their realities. Nonprofits touch countless people, each with their own, individual stories. When organizations take the time to share stories of the real people they’re empowering, it inspires action.
Why storytelling matters for nonprofits
Storytelling creates an emotional connection.
Stories humanize causes and build empathy. Mountain Seed Foundation’s blog post about a four-year-old’s experience processing his mother’s passing in their junior art therapy group draws us in by creating an emotional connection. When it comes time to give to a cause like Mountain Seed Foundation, we know that we are giving to make an impact for real people, not for statistics.
Storytelling drives engagement.
We are 22 times more likely to recall a fact when it is delivered to us in the form of a story. Presenting the work of your nonprofit in the form of a story, then, creates an environment for strong engagement and support.
Storytelling inspires action.
When we empathize with people and recall facts through storytelling, we are inclined to take action, whether that be through sharing the story, donating or volunteering.
What makes a powerful story?
The building blocks of a powerful story are simple:
A relatable protagonist: someone who has benefitted from your organization’s work, a volunteer or a donor
A challenge: the problem your organization is addressing
The resolution: how your organization is part of the solution to the problem
A call to action: what comes next or how the audience can help
Case Study: Make-A-Wish Foundation
The Make-A-Wish Foundation is the perfect example of a nonprofit organization humanizing their mission through storytelling.
The protagonist of the story: Children with critical illnesses
The problem Make-A-Wish is addressing: Fostering strength, hope and transformation in a challenging time
How Make-A-Wish is part of solving the problem: Bringing communities together to make a child’s wish come true
What you, the audience, can do: Bring your community together, share stories, and fundraise, donate or volunteer
Through their partnership with ESPN, Make-A-Wish shares powerful stories of children with critical illnesses who get to meet their favorite athletes.
In one video, we meet Aiden Yang, a 14-year-old child with leukemia, who wishes to meet Justin Jefferson of the Minnesota Vikings. We learn about Aiden, his family and their experience with receiving Aiden’s diagnosis.
We see Aiden's perseverance through treatment and learning that he is cancer-free following a bone marrow transplant from his older brother.
Following the experience, Make-A-Wish creates the opportunity for Aiden to meet his favorite athlete and team, ushering in an era of hope and optimism. By seeing the profound impact Make-A-Wish creates in the lives of children like Aiden, we feel inspired to support the organization’s work.
Similarly, Mountain Seed Foundation’s blog post about a four-year-old in their junior art therapy group processing his thoughts and feelings surrounding his mother’s passing shows us the real difference supporting the organization has. When nonprofits make the effort to share stories, we make empathetic connections that incline us to support their mission in some way.
What to keep in mind when telling a story
At Docutribe, we believe in empowering people to share their own stories and practice this within our community. It’s always important to have consent when sharing a story about someone. Even better, it’s important to involve them in the process of sharing their story.
It’s important to remember that it’s the authenticity of a story that inspires people. Overpolishing a story will leave audiences wondering why they should care.
While citing data and experts can strengthen a story, it’s important to establish the context and emphasize the human connection of the story. At the end of the day, we are supporting humans–not numbers–and the human story is where we see the true impact of our work.
Conclusion
Storytelling is an integral tool for nonprofits to increase their impact and grow. Keeping your non-profit human-centered is vital to furthering your mission.
At Docutribe, we know that every person has a story to tell–and we believe in the transformative power of storytelling to create connection and facilitate change.
Our work supports storytelling through workshops, courses, supporting filmmakers and bringing communities together. Naturally, we find storytelling to be a powerful tool for nonprofits to spark conversations, connect with audiences and inspire action to further their mission. We’re proud to be at the forefront of uplifting stories that inspire empathy, build community and lead to action.
