Stories that Move: Inspiring Action Through Narrative
A woman in Chula Vista was secretly taught to drive by her father who used books and blocks to prop her up, even though it was illegal for women to drive at the time.
A nearly 100-year-old born-and-raised Hollywood man, now blind, but could still smell the orange grove trees that lined Hollywood, recall the knife-sharpener who would come by horse-drawn carriage, and the freedom he felt walking by foot from Hollywood to the foothills of Griffith Park.
A young person, who was no stranger to juvenile hall, was arrested for grand theft auto and placed in “big people’s jail” because they had just turned 18.
A San Fernando Valley soccer mom, living “the perfect” south of Ventura life text messages her adult child to let him know she is safe but unreachable as she is finally freeing herself from years of domestic violence.
A former teacher turned Target store manager applied for a government secretary position, received a call back regarding her application to the FBI, and became the 47th Black woman to become an agent.
These are just a handful of the stories shared with me during my decades of listening to and capturing stories. As we know, storytelling comes in many forms and formats: tall tales, fables, folklores, legends, photographs, illustrations, Facebook Posts, Instagram reels, and narratives. But why is storytelling important to nonprofits, foundations, and companies?
For one, it humanizes an organization, company, program, service, product or offering creating an emotional tie between the reader and the storyteller. When you think of how stories were shared with you as a child, how did it make you feel? Hopeful, scared, happy, comforted?
In most cases, regardless of how it made you feel emotionally, chances are it connected you to the storyteller. That connection is what we’re striving for when we storytell for nonprofits and companies.
Stories are also a simple and powerful way to demonstrate impact. For example, instead of describing an organization’s mission, company vision, program, service or product, sharing how a person has personally benefited from it can illustrate its tangible importance.
Storytelling also fosters trust and authenticity. In an age where consumers and donors are increasingly skeptical, transparent and genuine stories can set an organization apart. Real-life testimonials and behind-the-scenes glimpses help build a trustworthy image, encouraging more profound engagement and loyalty.
Storytelling can also drive action. Whether it inspires donations, encourages volunteer sign-ups, or boosts product sales, a well-told story can move people from awareness to action. By tapping into emotions, stories can create a sense of urgency and personal relevance, prompting audiences to take the next step.
Finally, storytelling enhances brand identity. Consistent and compelling stories help to establish and reinforce the core values and mission of an organization. A powerful story silences the noise consumers and donors are bombarded with and makes a brand stand out and become memorable.
We encourage all of our clients to leverage the power of storytelling to connect with their audiences on a deeper level and inspire meaningful engagement.
What’s your story?
