The Power of Storytelling: Turning Impact into Engagement
Nonprofits are in the business of making lives better - and there’s no better way to show that than by telling the stories of the people, places, and communities you serve. But telling a great story isn’t just about tugging at heartstrings. It’s about showing what’s possible, making your work feel tangible, and inspiring your audience to take action.
We all know that data is important (and it is - we love a good dashboard). But it’s the stories that stick. Maya Angelou's famous quote comes to mind…
"People will forget what you said, people will forget what you did, but people will never forget how you made them feel."
Your community will remember the email that made them a little misty-eyed. The video that gave them chills. The Instagram post that made them want to donate on the spot. Those moments of connection—that’s the magic.
But magic doesn’t happen every day. So exactly how do you tell your stories in a way that’s not only compelling and memorable, but also ethical and effective? We’re glad you asked.
Start with the Transformation, Not the Tragedy
It’s tempting to lead with the most dramatic part of the story—the hardship, the struggle, the “before.” But if you’re not careful, that can bring your audience down when you’re trying to bring them up. You risk quickly veering into territory that some call “poverty porn,” and end up tokenizing the very people you’re trying to uplift. YIKES.
We’re not here for that.
Instead, touch on the challenge briefly to set the stage, but then shift focus to the transformation. It’s okay to acknowledge what someone was facing before your organization stepped in. But don’t dwell there. That’s not the story. The story is what happened because of your community’s support. The story is about resilience, dignity, hope, and possibility.
Frame the individual as the hero - not your organization. Your organization was the guide. The partner. The support system. They did the work. They took the step. They made the change.
Avoid Stereotypes and One-Dimensional Narratives
No one wants to feel like a case study or a marketing tool.
Be thoughtful about how you portray the people you serve. Are you giving them agency in their story? Did they give informed consent? Are you showing the complexity of their life - or just the part that supports your campaign?
Better yet: involve them in the storytelling process. Offer them the opportunity to tell their own story on video. Or ask how they want to be portrayed. At the very least, let them review photos, captions, and copy. If appropriate, pay them for their time and input. Center their humanity over your messaging needs.
Let Stories Do the Heavy Lifting
A well-told story can do more to explain your mission than an entire brochure. It builds emotional connection and reinforces the why behind your work.
Here’s how to harness that power:
Use first-person perspective when possible. Quotes, testimonials, or video snippets in someone’s own words are often more powerful than your polished marketing copy.
Tie stories to impact. Don’t just say “We served 500 families.” Introduce us to one of them. Then link that story to your broader outcomes.
Keep it simple and conversational. People want to feel like they’re hearing from a friend, not reading a grant report.
Bring in visuals. As the old adage goes - a picture is worth a thousand words! Bonus: pair your visuals with compelling background music that reflects the tone of the story to turns a good piece into a great one.
Consistency Builds Trust
Telling one great story is great. Telling one great story every month is better.
We recommend creating a content calendar that highlights a variety of voices across your programs, staff, volunteers, and supporters. Show impact across different communities. Share small wins, not just the big ones. And consider varying the format - maybe one month it’s a video, the next it’s a photo essay, then a quote graphic or podcast clip.
The key is to keep showing up with stories that are real, respectful, and representative of your impact. That’s what builds trust. And trust is what builds your donor base, your volunteer community, your partnerships - and ultimately, your brand.
Let Us Help You Share the Good
If you’re not sure where to start, or you want help building a strategy that elevates your storytelling in meaningful ways, we’re here for you. Reach out to us anytime for a consultation. We’ll help you build a plan that turns your impact into real engagement.
Because your work deserves to be seen. And the people you serve deserve to have their stories told with the respect and power they’ve earned.
