Define your objectives clearly
Before you start creating your stories, be clear about the objectives you want to achieve: raising awareness, mobilizing volunteers, generating donations, forging relationships with your community, and so on. This will help bring focus to your stories, choose the right channels and measure your impact.
Identify your different stories
Make an inventory of the stories that are most representative of your organization. What are the defining moments, the inspiring stories and the concrete changes you can highlight? For example, the story of a beneficiary who overcame a challenge thanks to your support, the commitment of a dedicated volunteer or the impact of one of your organization's flagship projects. Select the stories that best illustrate your mission and raison d'être.
Anchor your stories in current events
Keep abreast of current events and trends that may be relevant to your cause so that you can incorporate references into your stories. This will help you stay relevant and grab your audience's attention.
The hero model: your precious ally
The hero model is a tried and tested narrative scheme for creating engaging stories. The principle is simple: your story features a main character (usually a member, donor or volunteer) who faces a challenge and, thanks to your organization's intervention, is able to overcome it successfully.
Adopt this three-act structure (introduction, challenge, outcome) to bring your stories to life in a captivating way.
Involve your stakeholders and give them a voice
Give your members, donors, volunteers and team a voice. Give them the opportunity to express their views, experience, motivations and the changes they've seen thanks to your organization. This will add credibility and emotion to your stories.
Invite them to share their own experiences and interact with your publications. This will reinforce the feeling of belonging and commitment.
Adapt your stories to each communication channel
Depending on the channel you use (website, social networks, donation campaign, newsletter, etc.), adjust the form and tone of your stories to ensure they are optimal. For example, stories shared on social networks will be more concise and punchy than those detailed on your website. On Instagram, opt for visual formats such as Reels or stories.
Make the most of new narrative formats
Go beyond the traditional long text format and experiment with new approaches with short videos, audio clips, comic strips or interactive games. These innovative formats will captivate your audience even more, especially the younger generations.
Assess the impact of your stories
Set up ways to measure the impact of your stories (number of shares, comments, donations, new subscriptions, etc.). This will help you identify those that perform best with your audience, enabling you to refine your content strategy over time.
Conclusion
Storytelling is a powerful way that enables NPOs to stand out and mobilize their stakeholders around their cause. This strategy is an ongoing process, but with time and a little effort, you'll be able to develop a storytelling culture within your organization that will become a powerful communication and engagement tool.
Need a helping hand to set up a content strategy? Our team is here to help!
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CAROLYNE LORDDirector, Strategy
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