Are your nonprofit’s stories all starting to sound the same? Have you been telling different versions of the same story over and over again?
Stories are central to compelling nonprofit communications; they help audiences connect emotionally, understand your work and why it matters, and see your impact in action. When you develop and share a well-rounded, strategically selected mix of stories, you’ll build trust and paint a complete picture of your mission and approach. So, how balanced is your nonprofit’s storytelling?
Risks of one-note nonprofit storytelling
It’s not unusual for nonprofit organizations to lean heavily on a single story type, such as a specific program and its participants. This can happen for several reasons, from the popularity of a program (whether within or outside the organization) to the willingness of certain individuals to participate, to internal demands to highlight specific aspects of your organization’s work.
Repeatedly telling similar stories, however, may flatten your nonprofit’s narrative. Overusing one type of story can create a very narrow picture of your organization, making it seem less nuanced or less effective than it is. It can even risk coming across as emotionally manipulative. Fortunately for nonprofit organizations, there are many potential opportunities to expand your narrative approach.
What balanced nonprofit storytelling looks like
Your storytelling should harmonize multiple voices and perspectives. Consider the range of story types available to you as a nonprofit organization, and what they might offer:
- Beneficiary stories are essential, but don’t stop here.
- Staff or volunteer stories can highlight your organization’s values and commitment.
- Behind-the-scenes or process stories can shed light on how change happens.
- Partner or funder perspectives can showcase your credibility, community, and collaboration.
- Data-driven or milestone stories can convey progress and results.
Putting strategic storytelling into practice
How can you develop the right story mix? Lean on existing strategies, tying your storytelling to your organizational goals and audience needs. Remember that creativity thrives within structure, and build a storytelling plan that communicates your nonprofit’s complete brand narrative. Your storytelling will be more effective, practical, and useful when it’s done with structure and intention.
For nonprofit communicators, story planning is a chance to apply your strategic insight rather than simply acting as a story order taker.
How balanced is your nonprofit’s storytelling? Reflection questions
Do you want to ensure your nonprofit’s storytelling is strategic and balanced? Use the following five questions to review your current approach and identify patterns, gaps, and opportunities to strengthen your narrative.
Consider:
1. Are you sharing a balanced mix of story types?
Which types of stories (e.g., impact, behind the scenes, milestone) are most and least represented in your recent content? What perspectives might be missing?
2. How do your stories make audiences feel — and is that emotional impact intentional?
Reflect on the emotions your stories evoke. Are you creating a thoughtful balance of urgency, challenge, hope, and inspiration? Are you leaning too heavily in one direction?
3. What understanding or knowledge do your stories help to build?
If someone new encountered your latest stories, what would they learn about your organization’s issue or cause, work and approach, and impact?
4. How well do your stories convey your nonprofit’s aspirations and key messages?
Are your stories clearly aligned with your nonprofit’s priorities and desired positioning, or are they drifting off-message?
5. Do your stories represent your full community of contributors?
Beyond beneficiaries, are you highlighting staff, volunteers, partners, donors, or other stakeholders who play a role in pursuing your mission?
Next steps for balanced storytelling
After answering these reflection questions, what did you learn about your nonprofit’s storytelling mix? Take your answers and challenge yourself and your team to feature new voices and explore different story angles.
For more on building your storytelling around a broader narrative structure, read: Communicating your nonprofit’s brand narrative through storytelling. In this article, I’ve included a framework to follow and simple, specific suggestions to help you round out your story mix.
By featuring a wider range of stories, your organization can move from a single note to a balanced approach that builds deeper trust, reveals the true scope of your impact, and invites your audiences to understand and engage more fully with your mission.
Marlene Oliveira is a communications advisor and copywriter who helps nonprofit organizations connect their strategy with clear messaging and engaging content. She has been working in the nonprofit sector since 1999, with roles at both grassroots and senior communications management levels, and since 2008, has been running her consultancy, moflow.
Today, Marlene partners with nonprofits to perform communications audits, develop brand messaging, and produce website and storytelling content that actively advances their missions. Her approach is consistently strategy-first: she leverages the knowledge, experience, and expertise her clients already have to bring clarity, alignment, and flow to their communications.
The views expressed in this article are the author’s alone and do not necessarily represent those of CharityVillage.com or any other individual or entity with whom the authors or website may be affiliated. CharityVillage.com is not liable for any content that may be considered offensive, inappropriate, defamatory, or inaccurate or in breach of third-party rights of privacy, copyright, or trademark.
