Characters and subplots within your organization make for great storytelling
Photo by chessbored 7108
Nonprofits have such a great advantage in storytelling—I just wish more would take advantage of it. Everyone in the marketing world is talking about storytelling these days, not because it’s necessarily a new idea, but because when done right it can be a massive differentiator in a media world increasingly dominated by pointless bluster and AI slop. Nonprofits have always relied on storytelling to get their messages out, largely because they can’t afford massive advertising campaigns that emphasize branding. Which is fine, because their work naturally lends toward great stories. But there is one aspect of storytelling that I wish more nonprofits used: character-driven story arcs.
Let me explain: In any good movie or novel that you can think of, there is always one big story that drives the action: the Death Star must be destroyed, the family needs to escape Nazi Germany, the wagon train needs to get from Texas to Montana, etc. But that larger story is composed of lots of smaller stories about individual characters who might be seeking redemption or love or revenge. And these smaller stories are what give the larger story its interest and momentum.
Long ago, when I was the editor of a community newspaper in Southern California, I had an epiphany about the work my team was doing. Sure, we were covering the news, but we were also telling an ongoing story, replete with characters and subplots. There was that one city council member who was always saying crazy things. There was the guy who filed all the lawsuits. There was the woman who won all the volleyball tournaments. There was the controversial city manager who was constantly beset by local opponents. And so on and so on.
What I realized that it was exactly these arcs that kept people coming back to the newspaper. Sure, readers wanted news, but they also wanted to know the latest development in these ongoing stories.
Nonprofit storytelling can work this same way, and it can lead to a much richer connection to your audience.
Beyond the executive director
A lot of nonprofits already sense the power of incorporating real people, but don’t go far enough. A typical first step is to personalize fundraising emails. Instead of the FROM: line being [insert org name here], it’s now a person with a title. Perhaps their signature and photo is at the bottom of the email, too. Typically, that email will be from the executive director or CEO. Which makes sense, as that person is the lead representative of the organization. And as the storytelling gets built out, it is usually this person who takes the lead. Unfortunately, this is where a lot of organizations stop, and what the audience gets is a series of infrequent announcements.
My big pet peeve is when organizations use staff names at the bottom of emails, but I don’t really ever learn anything about them. They just appear there to ask me for money, and then they’re gone forever.
Your people are your story
Just like a novel or a community newspaper, your organization has all kinds of ongoing stories to tell, any of which may be the key to engaging new and larger audiences. And your staff members are carrying those stories. There’s the program leader who is just getting a new project started. There’s also the outreach manager who is working with non-English-speaking communities involved. Or the scientist who is leading new research. How about the volunteer program, and all those people? Through videos, articles, photos, and podcasts, you can illuminate all of these story arcs, enriching your communications tremendously.
A few tips:
Keep coming back. Don’t just highlight a staff member doing something cool, and then forget them forever. Keep coming back with further updates. Let your audience know how things are going.
Give the whole arc. It’s not just about the launch of a program and then the big announcement at the end. All the good stuff is in between–the hard work, the lessons, the initial failures that lead to success, etc.
Get personal, when you’re able. Your supporters will feel more connected to your programs, if they can empathize with your people. So don’t be afraid to let your staff talk about why they do this work and what inspires them. Their disappointments and concerns can also be quite powerful, as well.
Not everyone wants to be on TV. As a communications person, you’re going to get pushback from some of your colleagues who don’t see doing short-form video, blog posts, or photos as part of their job. And they’ll bristle at the idea of doing this extra work. But you didn’t think your job in communications was just external, did you? It’s your responsibility to nurture those colleagues who are uncomfortable with talking about their work. Don’t force it, but do what you can.
No news is also news. As a marketing/communications pro, you’ve got a lot of mouths to feed: email, multiple social media platforms, fundraising, etc. So not every piece of your content has to be groundbreaking. I can’t tell you how many great videos just begin with “Here we are …” and then you just wing it for 20 seconds.
Don’t forget the executive director. Your leadership definitely has a role in your communications, so don’t forget them. But understand that your CEO isn’t always the right person to carry a particular message.