Five Tips for Telling Great Stories
The most well-known corporations tell stories to reach customers. They understand that stories move people to action. Mission-driven organizations like yours can use the same strategy to build a brand, regardless of whether you are for-profit or nonprofit. In fact, you have a distinct advantage over most corporations. What is it? Access to amazing, true stories. Put your stories to work for you. Here are 5-tips to help you do it.
1. Find a story that grabs you.
Mission-driven organizations like yours are sitting on a goldmine of stories! Brainstorm with colleagues, volunteers, and clients to identify great stories, then choose one or two to develop. Focus on stories of empowerment and growth to communicate to your readers that your organization makes a difference. Other types of stories you could collect include
- Creation (founding) stories about why the founder started the nonprofit in the first place.
- Impact stories that show the change you bring to the world.
- People stories which include stories from the point of view of volunteers, employees, board members, etc.
- Value & ethics stories that demonstrate the core values that your nonprofit lives by.
- Your future stories that describe the world as you want it to be. What it would be like if you accomplished your mission.
2. Develop the narrative.
Interview the star of your story to gather sensory details and examples of his or her thoughts. These are the details that will both spellbind and make your story ring true with readers. (And truth counts because it’s all about building trust!) As you begin telling your story, be sure to focus on the individual. Stories about real, individual people carry more sway than the story of a large group. For example, the first-person story of Maya, an eight-year-old orphan, will be more moving to the reader than a more general description of the challenges faced by street children in a particular country or village.
Storytelling is a great marketing technique used to connect with your audience. We have put together two pages of tips, tools, and resources to help your nonprofit use storytelling to amp up its marketing and fundraising strategies. Download your free guide now.
3. Keep it simple.
You may be tempted to bolster your story with statistics, a list of accomplishments and awards, or an overview of your many programs and services. Don’t do this. It dilutes the power of your narrative. People are moved by stories, not facts. Save the details for a more appropriate outlet.
4. Connect with readers.
Use casual language to establish a friendly tone. Avoid industry jargon and insider language unless you are specifically targeting an audience “in the know.” Use first names and words like “I” and “you” to bring your reader into the story. Also, choose words that evoke sensory details—the rough scratch of a fabric, the bright or drab color of a wall, the mouth-watering aroma, or the stomach-turning stench. Make readers feel like you are speaking directly to them and that you understand them. Bring them into your story, and they will reward you with their trust.
5. Tell them what to do next.
You’ve written a masterful tale that grabbed your readers by the throat and won’t let go. You have their attention. So what do you want them to do? State the action you want your reader to take: apply for membership, attend a rally, volunteer, or donate. Be clear about what they should do next.
Well-told stories build brands and establish authority. You have an amazing story just begging to be told. So, tell it!
Need more in-depth advice or a step-by-step plan just for you? Let us help you tell your story. Contact Epstein Creative Group today.