Five Ways to Sharpen Your Storytelling via PRObono Australia

Five Ways to Sharpen Your Storytelling

PROBonoAustralia: 7.12.2018 by Nicole Richards

Storytelling is more critical than ever for not for profits. In a world of information overload, the stories that capture and showcase your organisation’s impact in a compelling way are key to strengthening connections with your supporters, writes Nicole Richards.

Storytelling is the glue that binds us as a species. For millennia, stories have helped us learn from others, make sense of the world and express our shared humanity. Stories have the capacity to influence beliefs and behaviour.

As a not-for-profit or for-purpose organisation, stories are the threads that connect your supporters to your cause and your organisation in a meaningful way. Your stories are your frontline communication because they help existing and would-be donors see that they’re making a difference by supporting the work your organisation is doing.

It’s been said that we now live in the age of the attention economy. The increasingly difficult task of attracting and holding people’s attention means there’s more pressure on your stories to hit their target faster and more effectively.

Here are five ways to sharpen your storytelling.

1. Start with why

Before you get started, step away from the keyboard or the video camera and ask yourself why are you telling this story? What is it that you need this story to do?

2. Know your audience

Presuming that your audience is deeply committed to your cause area or that they understand as much about the cause as you do is a common pitfall of not-for-profit storytelling.

Always bear in mind that you are not your audience.

3. Think about structure

Because you’ve already contemplated your story’s purpose and its intended audience, you’re already in a stronger position when thinking about the most effective structure for the story. Stories are more than a recitation of facts. 

Stories take us on a journey.

4. Find the human connection

When you’re telling stories in the social sector, this is the big one. This is where you’re really looking for the hooks and angles that will have the most impact with your audience.

The golden rule: “show, don’t tell” is your key to success.

5. Review. Refine. Repeat.

The only way to get better at telling stories is to tell more of them. Keep learning from each storytelling experience and stay open-minded.

Don’t be afraid of feedback, invite it.  READ MORE >>