Digital Storytelling for Nonprofits: 6 Tips for Creating Stories with Impact
Storytelling is one of humanity’s oldest communication tools. We’re genetically primed to share, learn from, and connect through stories.
This is one of the many reasons I’m a firm believer that a nonprofit’s story is its greatest marketing asset.
We humans may no longer spend our nights sharing stories around a campfire with other members of our tribes, but the impact that stories have in shaping our beliefs and their ability to connect us with one another hasn’t changed.
Today, our collective storytelling most often takes place in digital spaces. Which means marketers and nonprofit leaders need to find ways to tell their stories in ways that fit within each marketing channel. How? Let’s dive in.
How to Use Digital Storytelling to Inspire Hearts (and Wallets)
Digital storytelling is the process of crafting meaningful stories and molding those stories to work within the digital spaces where your audiences spend their time. The good news is this process doesn’t have to be complex. Here are six tips for creating impactful stories for your nonprofit.
1. Make Your Audience the Hero
Make your community and donors the heroes of the story. Whether it’s a testimonial from a donor who felt deeply connected to your cause or a story of someone whose life was changed because of your work, the trick is to center the people who support you.
What does that look like? You can tell stories about how donations to your organization make a difference in your community. For instance, a nonprofit that provides early childhood education to families unable to afford childcare could share a video story spotlighting a mother who’s watched her daughter thrive in school. Your video would shine a light on the impact that a donation to your organization makes in the lives of those you serve.
By making your community - the mother and child - the focus of your story and highlighting your donors, you’ve created a story with impact that demonstrates the vitalness of your organizations and services.
2. Authenticity is Everything
People buy from people. And people donate to people. Which is why your stories should highlight the people within your organization and those you serve as their real, authentic selves.
Stories, especially those intended for social media, should not be polished and perfect. Show your community as it is—what things look like behind the scenes, the on-the-ground volunteers out in your community, the faces of the people you serve, and the hustle and bustle of your nonprofit engine in motion.
Authenticity is critical to earning and maintaining trust; a necessary element in your pursuit of new donors and increased donation amounts.
3. Keep Your Stories Short, Snappy, and Shareable
Give your audience short, enjoyable, and shareable content. This is where social media videos become your best friends.
Ideas include a 60-second video highlighting a day in the life of one of your volunteers as they serve your community. A bite-sized infographic showing donors how their donations make a real impact. A series of Instagram stories highlighting the success of a program.
If it’s easy to consume and easy to share, the more likely story will stop your followers from scrolling past your post.
4. Data + Emotion = Magic
If you’re already armed with data that demonstrates how effective your programs are—numbers of meals served, hours volunteered, dollars raised, and more—then you’re off to a great storytelling start.
Next, pair that data with the human stories that those numbers represent. For every 500 meals served, there’s a family who didn’t go to bed hungry. For every 100 volunteers, there’s a person who gave up their weekend to help build homes for families.
When you blend hard numbers with soft, human stories, you engage both sides of the brain. That’s when magic happens.
5. Invite Participation in the Story
Want people to feel really connected? Let them co-create the narrative.
For instance, invite your community to send in video clips or photos of their connection to your organization. Even better yet, talk with your community members and grab ‘person on the street’ mini interviews with video to capture their experiences.
You’ll build engagement and give your supporters ownership of the mission. It’s not just your nonprofit’s story anymore—it’s their, too.
6. Get Personal
Gone are the days of blanket appeal letters and generalized ‘donor asks.’ Today, personalized asks that connect your donors’ desires with the needs of your organization is quite literally where the money is.
What does this look like? The easiest place to start is audience segmentation and personalized story content.
For major donors, create a video just for them that highlights their specific contributions. For long-time supporters, share a behind-the-scenes look at what’s coming up next, just for them.
A little personal touch goes a long way in building loyalty and making people feel like they’re truly part of the team.
The Hardest Part of Digital Storytelling is Getting Started
Strategic, thoughtful storytelling that demonstrates your organization’s impact is more important than ever, And – good news — telling a powerful story doesn’t require a Hollywood film budget. What you need is heart, clarity, and a genuine desire to connect.
Lean into your organization’s unique story in your marketing strategy and watch your community engagement grow.
About The Author
Beth Meiklejohn, Owner of TwoRoads Strategy, is an experienced marketing consultant, content strategist, and content writer who has represented smart, savvy organizations across a wide array of industries for over 15 years.
She’s supported organizations of all sizes, including nonprofits, small and mid-sized businesses, multinational corporations, and individual influencers at all levels, helping them develop marketing strategies, craft content, and share their story.