From the dawn of time, the ancient art of storytelling has been a critical piece of the human experience. History itself is a collection of stories shared with others, and the artful storyteller can educate, entertain, or inspire. 

Anytime a donor has made a gift, an individual has joined a board, or a community has rallied behind a cause, it has come out of a well-told story. Too often, though, nonprofit leaders either don’t have the time to craft the compelling narrative or they just don’t understand the importance of having a strategy around the organization’s story.

What can storytelling do for small nonprofits?

• Connect to emotions: People don’t support causes they don’t “feel” are important.  
• Raise awareness: Stories educate the public about the problems nonprofits are working to solve and the clients whom they serve.
• Inspire action: A well-told story can motivate people to volunteer, donate, advocate, or otherwise support a nonprofit.

If you are working within a small nonprofit, embracing the art of storytelling can make a significant difference when it comes to raising more money, recruiting new board or staff members, gaining greater community support, and better serving your constituents.

If you need inspiration on what makes a powerful story, think back to the tales from your childhood that continue to be part of your own personal narrative today. They most likely had characters you cared about, a plot that made you want to turn the page to see what came next, and an ending that made you gasp, smile, cry, or want to throw the book across the room. These stories inspired emotional responses, and that’s what you want to do with your nonprofit’s storytelling.

Here are a few more tips to help you craft impactful narratives:

• Focus: Choose a specific story that you want to tell or point you want to make and don’t try to cram too much information into it.
• Draw pictures with your words: Use descriptive language to bring your story to life. Your audience should be able to “see” the images your words are painting.
• Get real: Put a face on your nonprofit. Use real examples of the client you helped to find affordable housing or the child who learned to read because of your afterschool program. Be careful, though. Always protect the person’s privacy and confidentiality. Never provide so much personal detail that you put someone at risk or embarrass them.
• Show and tell: In addition to choosing the right words, photos, videos, and other visuals can help to make your story more engaging. Again, protect people’s safety and privacy, and always get permission before sharing a photo of a client or colleague.

With the ever-expanding universe of social media, it is possible to disseminate stories about your organization around the globe in a blink of an eye. There’s also blog posts, public presentations, news media, printed materials, videos, and more. And don’t forget word-of-mouth. Make sure your board, volunteers, staff, and other advocates have talking points so that they can share the story of your nonprofit far and wide.

Storytelling is a powerful tool that small nonprofits can use to make a difference in the world. By telling their stories, nonprofits can connect with people on an emotional level, raise awareness of important issues, and inspire people to take action.