We all know how impactful storytelling can be. And we’re sure that at some point we’ve been affected by a story told to us in a range of mediums (We’re inclined to think that everyone has also spent 6 hours crying through channel 4s It’s A Sin).

Being impacted by someone else’s story ignites something in us to get up and do something. It could be learning more about a topic, or thinking about a topic in a different light. What organisations can do is share their stories- to drive volunteers into action and reach larger audiences…

What is impact storytelling and why should you use it?

You might be wondering what exactly impact storytelling is. It’s sort of completely covered in the name- storytelling that impacts someone sees it. Impact storytelling can be posters, videos, a blog, anything that gets your impact out there. It’s important because it can be one of the most valuable sources of communication an organisation can use- no matter who it is you’re trying to reach.

Organisations should be using this to connect with their potential audience (or potential volunteers). Let them know how your organisation helps others- show the difference you make! You want people to become invested and interested in your organisation.

By connecting with people’s emotions, you can inspire them to get up and help make a difference where they can.

Best practices…

When you look to start creating an impact story, you must first get to know your audience. Or the audience you’re targeting. What are the main motivations for those coming to you to volunteer? Or get involved in a particular way? Are there any interests that stick out amongst your audience you could latch onto and highlight?

Knowing your audience as best you can, really helps when planning your impact story. Therefore, you’ll be using the appropriate actions/communications to reach your target audience…

Once you know how you’re going to put your story out there- it’s time to find the story to go with. Build up relationships with colleagues, volunteers or even those who your organisation helps. You might find that sharing real stories will give more of an impact to your audience.

Make sure to ask those involved in your story if they are okay with sharing it, and if they wouldn’t like their name involved- anonymise it as appropriate.

The stories you share should be focused on your organisation, and the impact that you make. Show the depth of your organisation- you want your impact storytelling to touch everything that your organisation does… 

On one final note…

On a final note, make sure to evaluate your impact. What do you think could be changed in your approach to have a better response to your impact storytelling? By evaluating you can see what did work, and what might not have been effective. Evaluation is key.

Hopefully we’ve been able to help you get started on your impact storytelling journey, or at least got your brain following for ideas!