The 5C’s of Storytelling

Without question, storytelling is the most important way in which we all communicate. Every day when talking to friends, family and colleagues, we tell stories about what happened on the way to work, what we did over the weekend or the crazy thing our dog/kid/parent did last week. But when it comes to written communications, many businesses and non-profits alike forget to use this technique to get their message across.

Storytelling works great for non-profit organizations as it allows you to directly show the impact your organization has made on someone’s life.  A good story focuses on a real person who needed something that your organization provides while also sharing relevant and meaningful measurements that relate closely to how you’re fulfilling your mission. But great storytelling isn’t limited to strictly non-profit donor communication and fundraising efforts, it’s also a tool large and small businesses can use too. Writing persuasive sales and marketing copy, pitching a winning presentation or creating great customer experiences are all more effective when telling a customer’s or client’s story.

But there’s more to a good story than making sure you have a beginning, middle and end.

At its simplest, the sequence of events in a story happens in five parts. Every good story is told this way—children’s books, the novel you’re currently reading, the TV show you’re currently binge watching and yes, every single Disney movie you’ve ever seen.

1.     Context: The Backstory. Who are we talking about and why are we talking about them? This is the reader’s first introduction to your story’s main character. This person is the hero of the story. For non-profits, this person can be someone who came to your organization for help, a staff member or a volunteer—anyone whose story you’d like to tell.

2.     CATALYST: The Event. What happened in this person’s life before they first came to your organization? This is where we learn about what changed in their world and why they needed you.

3.     COMPLICATION: The Obstacle. This person is now faced with a problem and a choice. What did they do? Again, for non-profit organizations, this usually means they came to you for help.

4.     CHANGE: The Transformation. This person decides on a path and a plan to overcome the complication. What did your organization do to help them overcome the obstacle? (Hint: This is where non-profits prove how they are fulfilling their mission.)

5.     CONSEQUENCE: The Resolution. What happened in the end? How has this person’s life changed?

Remember, every story needs to tie back to your organization’s strategic why. WHY do you do what you do?

Following these 5Cs of storytelling will easily drive home your points, engage your readers and compel them to act.