The Power of Storytelling: 7 Tips to Help

You may have grown up captivated by bedtime stories as a child, but stories still hold power over us throughout our lives. Storytelling can be a powerful tool in sharing the story of your ministry with volunteers, supporters, the media, influencers and the public. But how do you put together a compelling story about your organization, nonprofit or small business?

First, you start with a person. If people can understand how your ministry has touched one person, they can understand how you help dozens, hundreds or thousands. You need a protagonist, a leading character. Think of the person you saw touched, changed, or moved through your ministry.

Tell a story about this person. Talk about how they got involved in your ministry. Talk about what they brought into your ministry. The person might be a client you served, a volunteer who was deeply impacted by an experience, or even yourself.

Next, you add a place. Every great story happens somewhere. Where your work happens is the stage. Be descriptive. Talk about the place, the smells, the temperature, and the feel of the place. These details should not over-burden the story. Rather, they should add small tinges of memorable details for the listeners or readers.

Get to the point. Talk about a moment when a reality hit, change happened, or a realization was made. Talk about the hopeful small step, the giant leap forward, or the quiet moment of reflection. Make that the focal point.

Be conversational.A story should flow easily on the eyes or the ears. The audience will pay attention more easily if you keep words simple and clear.

Use data to fill out the details. If numbers or statistics can be used to illustrate how widespread a problem is, a trend you are describing, or how impactful a ministry is, add them to the story.

Know your audience. Know the audience you are sharing your story with. The congregational missions moment, the Rotary club speech, the volunteer orientation pep talk, and the pitch to a reporter, are each different environments.

Tailor the story for listeners. Trim or expand to fill time limits. Adjust details to the interests of the audience. That doesn’t mean you are dishonest. Pick the most relevant parts of the story for the audience to hear.

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Ami Neiberger is accredited in public relations and has worked as an independent public relations consultant and writer since 2002. She provides communications strategy, media relations, writing and other services to assist nonprofits, trade associations, government organizations and businesses. Contact her to discuss your project. Schedule a PR consult for communications and media relations advice on your particular situation. Follow her on Twitter @AmazingPRMaven.