“Once upon a time, a cat drank a bottle of green ink. At once, the cat turned green. …” Thus is a story announced. Thus does it command attention, no less firmly than the opening bars of a Beethoven piano sonata or the first sight of a new mountain peak. Thus does each story hold a promise, a promise which as every storyteller knows will be tested. An audience which has swallowed the possibility of cats turning green, does not easily forgive a poor story.
Compelling storytelling moves people on an emotional level; it makes them care. If you’ve ever watched a reality talent show like American Idol, you know that the story behind the singer is what makes an audience connect with and root for them. Nonprofits may not get to tell their stories to a prime time TV audience, but sharing individual stories is still a powerful way to engage supporters.
The good news is that every cause has a story to tell and there are many ways to share them with your community.