Your guide to using storytelling in social impact communications

For those of us working in nonprofits, foundations, social impact consulting, or advocacy and policy work, it’s easy to gravitate towards using data and statistics, or simply talking about the work your organization does.

Maybe because we see our peers doing that, or it’s how we’ve always done it. Or maybe because storytelling feels too personal, too “out there,” and sticking to the hard facts feels more safe or professional, somehow.

In this episode, we’re going to explore the why, when, and where of using storytelling in your social impact communications so you can leverage this tool to drive your mission forward. Because according to cognitive psychologist Jerome Bruner, “People remember stories 22 times better than facts alone.” Storytelling truly is the most powerful tool in our toolbox. 

Highlights from the podcast episode: 

WHY storytelling is important 

I want you to think about the last big advocacy event or fundraiser that you attended. Do you remember all the facts and figures that were presented, or even more than a few? Probably not, but I would guess you remember at least one story. 

Dan & Chip Heath did an experiment at Stanford, where students were asked to prepare a one minute speech about crime. On average, the students used almost 3 statistics in their 1 minute speech, but only 1 in 10 students told a story. Just 10 minutes later, 5% of people remembered the statistics that were shared, but 63% of attendees remembered the stories. I want you to think about a piece of comms you’re working on right now – maybe it’s an annual report for your nonprofit, or a white paper for your consulting firm, or a speech about your grantee partners at your upcoming foundation event. What’s the ratio of data and statistics vs. storytelling? 

Earlier this year, I went to Japan because it’s my favorite place. I think this was my fourth time there. But this time I went to Okinawa, and visited the Peace Memorial and the museum that talks about the battle there during World War II. I’m not confident in my memory of the facts and figures and the specific details, but what I will never forget is the room where we could listen to eyewitness testimony and audio stories that were recorded from survivors, all with a throughline and a message to work for peace. That sticks with you. 

HOW storytelling helps drive your mission forward

It is our stories that attract others to us, as they see themselves reflected in your journey and buy into your shared vision. Stories are a deep catalyst for change because they’re a portal to connection. In the case I shared, they helped a future generation learn the lessons from the past but in many of your cases, the stories you share are going to help your audience imagine a future they can’t yet see. Stories also break the illusion that we are separate, when in reality we are all interconnected, even though time and space.   

So when we share stories, whether it’s 1:1 in person with a family member of a person served at our organization, or at the podium in front of a group  of elected officials, or in a written case for support with a funder – it’s not just about us or even our organization.  It reinforces the audience member’s worldview about the kind of person they want to be and the kind of world they want to live in.  

But going even deeper – why is that? Why is it programmed into us to be wired for story? 

Storytelling is actually a survival skill. Humans don’t have as many physical evolutionary advantages as other predators, like tigers or bears or lions. But we have adapted storytelling as a specific opportunity to solve problems and create a better world for ourselves. It’s in our physiology and our human makeup to be wired to empathize and be persuaded by stories. It’s ancient – cavemen told stories. Before annual reports and memos and funnels and email sequences and website and podcasts, stories has always been how we’ve passed on information from one person to another, one generation to another. I have found that – as long as we’ve done our research and we’re working with the right community – it’s rarely the case that we’re asking for too much of something, or that the potential supporter didn’t have enough bandwidth to get involved …. It’s that we haven’t told the right stories enough times – those stories share the message behind what you’re providing or selling. The why behind it. Because the outcome of telling your story is trust. 

WHEN to use storytelling as an advocacy tool

Storytelling is especially powerful when working on issues shrouded in stigma. 

In those cases, storytelling and communication in general is actually part of the mission. Marketing can change hearts and minds to get people into a place where they’re willing to listen, then willing to get into action. I know this from working on addiction treatment for pregnant women and Moms.  But one of the examples we can look back at in recent history and demonstrably see how storytelling changed the tide of this issue – is when the abortion ban was overturned in Ireland, in 2018. Stories turned the tide of public opinion. People came out in overwhelming numbers to vote on the repeal of the abortion ban in Ireland. After the vote, 39% of the people who were polled about what changed their minds to Yes on Overturning the Ban, pointed to a conversation with family or friends where they learned more about their lived experience and their story. And this wasn’t happenstance or by accident. 

Thousands of people with abortion experiences broke their silence and inspired others to speak up as part of a grassroots campaign. Groups partnered with the Minister of Health and other influential agencies to ask others to pledge to have conversations with those around them. They created ‘conversation cafes’ where people could come and hear stories. They created badges that supporters could wear, which read “Talk to me about repeal”. The campaign ran conversations training, to practice, including messaging templates they could use for Facebook messenger to start a conversation about abortion care or ask them to get out and vote.  As the vote got closer, they matched up undecided voters with strong pro-choice folks to spark conversations, inviting them to have a conversation digitally. 

In addition to having all of these volunteers sharing their stories individually, this campaign they had a unified front – there was a throughline of tying people’s stories into a larger vision where everyone has the freedom to decide whether and when to become a parent.

I think this is such an interesting case study and so if you want to learn more about narrative change and reproductive rights in Ireland, I’m going to link to a journal article about this in more detail in the show notes.

But really, this issue was previously untouchable and unspoken about and totally stigmatized. Stories changed that. Part of that is because I believe you can’t argue against someone’s lived experience. Ironically, people disregard facts and figures all the time, especially if those facts and figures don’t fit into someone’s web of understanding that makes up their worldview. But someone’s story, that they’re vulnerably sharing with you? It’s harder to just bat that away and say, that’s fake. That’s not real. Because by the time you’re witnessing someone’s humanity and experience, you’re already connected. 

WHAT stories to share as a social impact leader

There’s a leadership-development practice developed by Marshall Ganz called Public narrative. Those of you working in social impact comms may have heard about this; it has been used by Obama in his speechwriting and many other orators at the grassroots and the grasstops.  

There are three stories he suggests that we practice and share with others and grow into, that motivate others to join you in action, on behalf of a shared purpose. 

• A story of self is a personal story that Ganz says shows “why you were called to what you have been called to.” Everyone has a story about an experience that got them involved in a given cause.
• A story of us is a collective story that Ganz says illustrates the “shared purposes, goals, vision” of a community or organization. 
• A story of now is about “the challenge this community now faces, the choices it must make, and the hope to which ‘we’ can aspire,” as Ganz puts it. There is always some challenge or opportunity you can present to listeners.  What are you raising funds for? What are you advocating for – and how does your own story paint a picture for why that’s relevant?  

This is a process and not necessarily a script you follow. It changes and evolves over time, almost like a living, breathing thing. And you can’t get it wrong. I say this all the time. As long you are trying, and showing up, and sharing from your humanity, it works.  

WHERE to share your stories to create social impact

• So, you know when you go to a gathering and they pass a mic around for everyone to talk for 30 sec. and say what you do? That is an opportunity to share a story. Not to share your title, because people forget that. It isn’t as relevant to them right away. But if you share a brief, 1-2 sentence story, that’s something people can latch on to it. It piques people’s interest and makes them want to come up to you afterwards and start a conversation. 
• Second, stories are great in conversations with family members, elected officials, and people who disagree. There are opportunities to change hearts and minds everywhere. Back in 2009 when I first entered the nonprofit world, working on the issue of addiction treatment and recovery for women – especially moms and parenting women – I remember going to a community organization to do a little talk about our work and people were like, “Well, why don’t they  just stop?” And I think it’s stories of the people who, really really tried and could not. I think those are the pieces that can begin to shift previously hardwired opinions. 
• Third, your LinkedIn About section. Your personal profile. Something I say all the time is that so often, people’s LinkedIn’s reads like a resume. When you incorporate story, it helps to serve as a resource.  This is also something you can encourage your board members to do – to add a few sentences to their LinkedIn profile to incorporate the story of why they chose to be involved with your org as a board member. 
• Fourth, your About Us/Staff section of your website. You probably have people’s picture, title, and a brief bio. You could also incorporate a little story – their “why” story or their “story of self” there. The About Us page is one of the most visited pages on your website, so activate the power of storytelling there.  
• Fifth, I mean, honestly, this might be a cop out but like: everywhere?  Your podcasts, presentations, webinars – start with a story. It doesn’t always have to be your story per say, but a story that reflects your mission and the change you’re wanting to inspire in the end-user who’s listening to that podcast, presentation, or webinar. 
• Appeal letters, campaign materials, social media posts. Integrate them into your campaigns – as client, staff, or volunteer videos. Just remember that study I mentioned earlier – ten minutes after a talk, only 5% of people remembered the statistics that were shared, but 63% of attendees remembered the stories. Stories are sticky. 

So, what’s a project you’re currently working on, that you can take a closer look at and infuse more storytelling into? If you want an accountability partner, reach out to me on LinkedIn and let me know what you’re working on. I’m always here to cheer you on as you build your own campfire to share stories, build community, and spark a new, dreamy vision. Thanks for tuning in! 

Connect with Tania Bhattacharyya:

LinkedIn: Tania Bhattacharyya