Getting the stories to tell stories worth telling

A picture tells a thousand words, but what are those words? What’s the story behind the picture? What’s the story behind this picture? Sure we can infer a few ideas, but what’s the REAL story.

Storytelling is probably the greatest communication tool every non-profit organization has at its disposal. A good story focuses on a real person who needs something your organization provides while also sharing relevant and meaningful measurements that relate closely to how you’re fulfilling your mission.

 Every good story happens in five parts—context, catalyst, complication, change and consequence. But how do you get what you need for each of those five parts? Ideally, you want to do so using basic interview skills.

How do you get the story?

It starts with a lead, maybe from a colleague or service provider staff who has a great idea for a wonderful story. (Some non-profits also invite people to share their stories through their website.) What you need to do now is navigate this idea from potential lead to story development.

Often, a lead is just that, an idea or possibility. First, determine what the story is about, what you will achieve by sharing this story, what programs, events, campaigns, services or other offerings you will be able to highlight in the story and what action you want your audience to take after reading the story.

Once you have answers that you can work with, it’s time to get the story. To help you get started, we’ve put together a few general questions that usually steer an interview conversation in the direction of getting you what you need to know. Every question isn’t relevant to every organization and this is just a starting point. The most important thing to remember is to steer clear of asking yes or no questions. Doing so invites the other person to simply give those one-word answers and leaves you no further ahead in truly understanding their story. Instead, always ask questions with open ended answers, questions that allow the other person to tell you their story in their own words. 

Sample questions to ask

1.     Tell me a little bit about yourself?

2.     How did you first hear about our organization?

3.     Why did you need our organization?

4.     What was your first experience with our organization? Please explain.

5.     Is there a particular memory or moment of your time with our organization that stands out for you? Why?

6.     What was the most surprising to you about our program/service/event?

7.     Is there an achievement or contribution to our organization that you are most proud of? Why?

8.     What are your plans for the future? (As it relates to your organization and/or the reason they came to you.)

9.     What would you say to others who ask about us? Why?

10.  If you could speak directly to donors, what would you say? Why?

11.  Is there anything else you’d like to add?

The first question is often a good way to open up the conversation because it gets the other person to comfortably talk about themselves while potentially also answering many of your future questions. The last question is especially important as it opens up the floor for any final thoughts. Often, the interview process gets the person to think about their story as it relates to your organization in ways they may never have before and it leads them to wanting to share answers to questions you hadn’t even thought of.

Finally, the why question at the end of so many of the questions is vital. The most helpful responses often come when you ask the other person to explain what they mean by their answers.

If you’d like to get away from writing your own organization’s stories, get in touch, we can help.