The four key elements of an impactful story
We talk a lot about the importance of storytelling in non-profit communications. That’s because for non-profits, impact is everything and storytelling is at the heart of it all. It’s the best way to build the emotional connections donors need to trust that their money is being spent wisely.
And, the art of storytelling is fundamental to fundraising success because donors don’t always want to be asked for money; they want you to reach out between asks and be transparent about the great work you’re doing.
Crafting powerful narratives is more than just showcasing quick testimonial quotes or presenting data to emphasize your case; it’s about telling compelling stories of your organization, your clients, and your team. These impactful stories on a smaller scale have a greater effect than showcasing big numbers because donors have an easier time imagining smaller quantities over larger ones.
That means telling one person’s story to represent your bigger picture.
However, it’s important not to get lost in the weeds of that person’s story. Once you’ve taken the time to interview a storyteller, reflect on the story you want to tell, keep your organizational purpose in mind and tell a story that is both easy for the reader to follow, and achieves your end goals.
Before we go on, need help interviewing your storyteller? Get our FREE DOWNLOADABLE GUIDE here.
Here are the four key elements of an impactful story. It’s important to note that while the following suggests that the storyteller is a person who has been interviewed, stories about animals or even the environment are just as impactful and can be told using this outline.
Character and Context
This is the back story. Identifying the ‘main character’ of your story is the best place to start. Providing descriptors while maintaining confidentiality, when necessary (so yes, it is okay to use a pseudonym, your donors will understand), allows your readers to feel as though they truly know this person.
Conflict or Catalyst
What is this person struggling with? What happened in their life before they came to your organization? Letting your readers into their challenges builds a deeper connection.
Goal
What is this person working toward? This phase is the opportunity to show how your organization’s programs and services provide support as they work toward achieving their goal. Use this section to explain the programs or services the person benefited from. It’s what connects your mission to their success. And for your audience, it connects their dollars to the person’s success.
Change over time
How has your character’s life changed? Letting your readers see how your programs, services, and/or initiatives have led to positive outcomes in someone’s life is what fosters the connection you need to encourage subsequent gifts.
Want to see how we use storytelling to showcase impact for our clients? Check out any of the annual reports on our website.