The Non-Profit Narrative

1. Storytelling is Essential for Non-Profit Success

Storytelling is crucial to survival.

Changing the world. Non-profits exist to change the world, and storytelling is the most powerful tool to convey that mission. In an age of digital communication, organizations must learn to tell their stories well to compete with the noise and engage potential donors and volunteers.

Beyond the facts. Storytelling goes beyond simply presenting facts and figures. It connects with the audience on an emotional level, helping them understand the human impact of the organization's work. It provides context, meaning, and a sense of shared purpose.

Ritual of story. Storytelling is a ritual that we all participate in because we long to be known. It is a way of examining our lives and a means to human survival. If your organization is barely surviving, you've likely lost the ability to unearth or communicate your true story.

2. Craft a Concise and Compelling Narrative

Can you tell me what you do in one sentence?

Succinct communication. In the digital age, attention spans are short, and competition for attention is fierce. Non-profits must be able to communicate their mission in a concise and compelling way, ideally in a single sentence. This "elevator pitch" should capture the essence of the organization's work and its impact.

Facts are not enough. While facts are important for credibility, they are not enough to engage an audience. A compelling narrative weaves together facts with emotions, details, and personal stories to create a vivid and memorable experience.

Heart of the story. Don't shoot yourself in the foot right out of the gate. You're the expert on your story. As part of your audience, I trust that the information you're giving me is correct but I need more than facts to be engaged. Show me how you flourish, give me the details, fill in the blanks.

3. Define Your Setting, Protagonist, and Antagonist

Simply put, the setting of your story is the physical time and place where your organization finds its context.

Setting the stage. The setting provides context and expectation for the rest of the story. It's the physical location of the drama, not necessarily the organization's headquarters.

Hero's journey. The protagonist is the hero or heroine of the story, the character the audience is rooting for. In a non-profit, this can be the organization itself, its staff, or the people it serves. Remember that your non-profit is a multi-protagonist story and you’ll have some serious brand equity to push forward and dig deeper.

Villain of the story. The antagonist is the problem or challenge the organization is fighting against. This could be anything from poverty and disease to injustice and environmental degradation. The better that you can nuance and delineate your protagonist and your antagonist, the better your story is going to be.

4. The "Why" is More Important Than the "What"

You can tell me What you do, but I need to know Why.

Inspiration is contagious. Communicating the "why" behind your organization's work is more important than simply stating what you do. The "why" is the organization's purpose, its reason for existing. It's what inspires people to get involved and support the cause.

Catalyzing action. Communicate What your mission is and you can have an audience. Communicate your Why and you’ll have collaborators. If you can communicate your Why you can catalyze a lot of people toward action. Tell coworkers and watch their inspiration, tell your donors and watch them roll up their sleeves and open their wallets.

Simon Sinek's influence. Simon Sinek, author of Start with Why, has been featured on TED. I’d really encourage you to check out his resources; his book is incredible. Simon talks about many organizations that we all know and love. The thing is, once we know their Why, it’s easy to see how it frames their world.

5. Structure Your Year Like a Three-Act Story

We start with your Inciting Incident and then move through Act One into Act Two.

Story arc. Structure your fundraising campaigns and events throughout the year like a three-act story. This creates a sense of momentum and builds tension, leading to a climax in the fourth quarter when most giving occurs.

Act One: Inciting Incident. In January, state your "why" and educate your audience. This sets the stage for the rest of the year. What if you spent January and February simply educating your audience? We know from most giving records that giving is usually down in those months. Why fight it and try to come up with the “next big thing”?

Act Two: Building Tension. February to August, run campaigns and events that build on the "why" and show progress toward your goals. Your Act Two Climax could be your big summer event - the beginning of camp, the food drive or an education summit.

Act Three: Climax. October to December, launch a full-court press to achieve your fundraising goals. This is the time to pull out all the stops and engage your audience with compelling stories and opportunities to give. This is the full court press, pull out all the stops! Retell your story up to this date, help involve your newly acquired audience.

6. Respect Your Audience and Build Trust

If a story is not about the hearer he will not listen.

People alchemy. Avoid "people alchemy" that obsesses over demographic message tweaking instead of focusing on what really matters... telling a great story. Let’s tell the BEST story we possibly can. It’s important to be strategic with your message but it’s also ABSOLUTELY CRUCIAL that your message is worth talking about.

Know your audience. Understand your audience's needs, interests, and motivations. Tailor your message to resonate with them and show them how they can make a difference. What we know MOST about your supporters and your audience is that they love you. Why? Because they are still hanging in there. They are with you in the good and the bad.

Transparency is key. Be transparent about your organization's finances, programs, and impact. This builds trust and credibility with your audience. In the USA, Charity Navigator and EFCA monitor non-profits to make sure that they are fiscally responsible. But what if you went even further in your transparency with your audience? What if you talked about the good times AND the bad?

7. Leverage Multiple Channels to Tell Your Story

You will be communicating through some channels probably every month, or week, or day.

Multi-channel approach. Use a variety of channels to tell your story, including your website, social media, email, and traditional media. This allows you to reach a wider audience and engage them in different ways.

Channel culture. Digital communication is its own animal and each “sandbox” or digital space like Facebook, Twitter, YouTube, has tools to connect your organization to great people. Please understand the type of person connected to your organization in each channel. They can differ widely depending on the rate of growth in each channel.

Editorial calendar. Use an editorial calendar to plan your content and ensure a consistent flow of information across all channels. Use your editorial calendar to schedule your Facebook updates, Twitter posts, YouTube releases, blog posts and email newsletters. Maybe spend a month on Facebook talking about X, while on Twitter you’ll be focusing more on Y.

8. Transparency and Authenticity are Key

Your audience wants to hear a story that is consistently true and authentic.

Authenticity reigns. Be authentic in your storytelling. Share both the successes and the challenges your organization faces. This shows your humanity and builds trust with your audience.

Domino's Pizza example. Remember the story of Domino’s Pizza and how they fearlessly adjusted their company in broad daylight? They told the story of their need to change, and then they made the changes. This is powerful because it is authentic.

Share the bad with the good. It’s so important in your organization to share the bad with the good. This is part of the task of telling a story that is true. Authenticity reigns. Conversely, please don’t tell the same consistent story of doom and gloom.

9. Build a Continuum of Communication

It’s important to build a continuum of communication (or “a pathway of engagement.")

Pathway of engagement. Create a pathway of engagement that moves people from being observers to participants to owners of your cause. This involves providing different levels of involvement and opportunities for people to connect with your organization.

Volunteers are storytellers. Your volunteers are your storytelling army. They immediately talk about the experience. Is your volunteer department set up so that volunteers can get connected to where you are online? If they are spending time with your organization than they want to talk about it afterward.

Monthly recurring donors. As you’re thinking through your organization’s plan for world domination please also define the holy grail of donors - the Monthly Recurring Donor. You know them. They pay online as a recurring donation and they “set it and forget it.” This is the group that is really making a difference for your organization.

10. Empower Your Audience to Tell Your Story

Make sure They Have the Tools to Now Tell Their Friends.

Amplify your message. Empower your audience to tell your story by providing them with the tools and resources they need to share your message with their networks.

Suggestions:

• Create a page that has banners and widgets to convey your campaign on their website/blog, Facebook timeline. This includes videos and blog posts - make sure they are sharable.
• Release some photos of action happening around this campaign (or video) for your audience to blog and share.
• Ask your audience to send you any videos they may have made while helping you accomplish your campaign.

They are getting co-opted. In your organization you have the opportunity to ride the wave of your own story arc. Are you setting up entry-points for your audience to “get drawn in” to your story, even when the tension drops? What will be the big pay off for your audience? Is it an emotional response?

Last updated: February 28, 2025