4 Great Examples of Nonprofit Storytelling

Anton Chekhov once said, “Don’t tell me the moon is shining; show me the glint of light on broken glass.”

His point was about the difference between telling and showing. You can simply tell people the moon is rising and hope they’ll take your word for it, or you can show them the glint of moonlight on a piece of broken glass and let them feel the connection and draw their conclusion.

This is a foundational distinction for storytelling, and it should be an equally important principle for how you communicate with your audience through your nonprofit’s messaging. Don’t just tell people about the problem you address. Show it to them. Make them feel it. Then let them see what you’re doing to fix it.

In this article, you’ll find four examples of nonprofit storytelling that illustrate different approaches and formats. You’ll also learn strategies for crafting compelling stories of your own, along with tips for measuring how well those stories are performing.

Let’s get started!

What Is the Power of Storytelling in Nonprofit Marketing?

Facts and figures can inform, but they rarely inspire. Data can prompt us to think critically, but it’s usually stories about real people that make us care. In the context of nonprofit marketing, that distinction is essential.

For nonprofits, storytelling means sharing authentic, human-centered narratives that demonstrate what your organization does and who you serve. These stories bring abstract problems to life by focusing on individuals and communities that are directly impacted by your work. A well-crafted narrative can help donors and supporters understand the impact of your work on a personal level. It can build trust and encourage people to get involved in meaningful ways, be it through making a donation, attending an event, or simply sharing your organization’s mission with others.

And research supports the effectiveness of this approach. One study found that nonprofits that incorporate stories into their fundraising communications see a 22% increase in donor response.

Key Elements of an Effective Nonprofit Story

There are lots of ways to tell a story, but one easy way to remember some of the most important elements is The Five C’s of Nonprofit Storytelling:

• Character

• Conflict

• Connection

• Change

• Call to Action

Let’s consider them in more detail.

1. Character

At the heart of every compelling story is a person or group of people. This might be a community member who has benefited from your services, a volunteer who has gone above and beyond, or a staff member who exemplifies your values. Describe their experiences in detail so the audience can relate to or empathize with them.

2. Conflict

Conflict means a clear obstacle or hardship that needs to be overcome. This establishes the stakes and provides context for your organization’s role. The more specific the challenge, the better. The nonprofit sector tackles some very big problems, many of which are difficult to encapsulate neatly. However, the more concretely you can lay out the stakes for a particular individual or definable group, the more valuable and understandable the solution will be for potential contributors.

3. Connection

A good story builds emotional connection. This may come from shared values, lived experiences, or simply the empathy that arises when someone sees another person in need. Connection is what motivates people to support your work—not out of obligation, but out of care.

3. Change

Great stories show a transformation. Whether it’s recovery, growth, or a new opportunity, the resolution of the story should highlight the positive impact made possible through your nonprofit’s work. This gives donors and supporters a clear sense of what their involvement can achieve, positioning your organization as capable, compassionate, and mission-driven without shifting focus away from your subject.

5. Call to Action

Finally, include a clear next step. This might be an explicit invitation to donate, volunteer, or share the story. Even when it’s subtle, a clear call to action helps translate emotional engagement into tangible support.

4 Great Examples of Nonprofit Storytelling

1. Volunteers of America Southeast

Volunteers of America (VOA) Southeast is a nonprofit organization that offers a range of affordable housing and support services to individuals in Alabama, Georgia, and Mississippi. In particular, they work with homeless and at-risk veterans, low-income seniors, adults with intellectual and developmental disabilities, and families affected by substance use disorder.

When they first started working with us, VOA Southeast had a wealth of stories to tell, but lacked the time and personnel to share them. Every day, they work with people in some of the most dire circumstances imaginable: former soldiers forced to live on the street; young mothers separated from their children by addiction; people isolated from their community by developmental disabilities for which they’ve been unable to receive treatment. These people’s lives are transformed through VOA Southeast’s services, and we knew those stories would be incredibly powerful.

Together, we collaborated with the organization to contact department heads and case managers. We sat down with them and their clients throughout Georgia, Alabama, and Mississippi to record their stories of hardship, triumph, and transformation. By telling their stories in long-format blogs, we give voice to people whose experiences too often go untold.

VOA Southeast shares these powerful narratives in detail on its website, through excerpts in emails and on social media, and through featured items in its annual report. These stories showcase the accomplishments of VOA Southeast, inspiring people in their communities to give and reaffirming the value of their work for long-time donors.

Read “The Road to Renewal: A Mother’s Triumph over Addiction.”

2. Champions for Children

In 2019, Big Sea began working with Champions for Children (CFC), the first recipient of our Wavemakers Grant. CFC is a Tampa area nonprofit with a mission to prevent child abuse and neglect through family education programming.

Since CFC’s aim is a particularly focused and somewhat unusual one—preventing abuse through targeted intervention—their stories were sometimes difficult to tell. CFC’s employees were often reluctant to share the most powerful stories about the good they had accomplished out of concerns about maintaining anonymity for recipients or out of fears of accidental misrepresentation.

Instead, with our help, CFC focused on hypothetical “user journeys”: stories that capture the experiences of families in need without disclosing identifying details. These stories, often phrased in the second person, put potential donors in the shoes of the people CFC serves to help foster empathy. These hypothetical journeys led to the formulation of blogs, case studies, white papers, email marketing campaigns, and long-form video content for their annual Child Abuse Prevention Month event.

3. Girl Scouts of West Central Florida

You might think storytelling for an organization like the Girl Scouts is pretty straightforward. Everyone already knows the Girl Scouts. Or at least they think they do.

However, widespread awareness of your organization isn’t always beneficial on its own. In the case of the Girl Scouts of West Central Florida, the number one association most people have—buying Girl Scout cookies—not only undersells the scale of the services they provide for young women, but it also leads many to believe that the organization is self-funding and that they therefore don’t need donations.

That’s why our work with the Girl Scouts focused on social media advertising that simultaneously evoked former members’ strongest and happiest memories of the organization while also emphasizing the measurable benefits girls and young women receive from scouting.

Here, the storytelling isn’t long-form; like Chekhov’s moonlight glint on the glass, these ads tell a story about lifelong friendships and expanded opportunities through subtle touches and small details. But the impact is nonetheless significant.

4. Connor Prairie

Like the Girl Scouts, Connor Prairie, a nonprofit living history museum in Fishers, Indiana, has a strong reservoir of childhood memories to draw on when engaging with potential donors. Since the 1960s, the museum’s reconstructed 1836 village, Prairietown, has been a staple of school field trips and family outings in Indianapolis and throughout the state during the fall and summer.

Drawing on years of high-quality photography that Connor Prairie had readily available, Big Sea collaborated with the museum to develop a multi-channel fundraising campaign incorporating coordinated assets for direct mail, organic social media advertising, email, SMS messaging, and posters and billboards for display at in-person local events. Together, these materials quickly and evocatively helped new and returning donors reflect on the memories they had there and the experiences they wanted to share with their children.

How Can Nonprofits Use Storytelling to Engage Donors?

Storytelling is more powerful when it’s delivered through the right channels. By selecting formats that align with your constituents’ online viewing and reading habits, you can expand your reach and enhance your impact.

Here are four key ways to use storytelling to engage donors:

Social Media

Instagram, Facebook, and LinkedIn are ideal for bite-sized stories. A single quote from a program participant, paired with a powerful photo, can evoke empathy and invite conversation. Consistent, visual storytelling on social media helps reinforce your mission while keeping your audience emotionally connected over time.

 

Email Marketing Campaigns

Emails that feature personal stories typically perform better than those focused solely on stats or broad calls-to-action. Highlighting one person’s experience makes a fundraising appeal more personal and relatable. Supporters are more likely to give when they can see the tangible difference their contribution makes in someone’s life.

Blogs

A dedicated “Impact Stories” page (like this one for VOA Southeast) provides a home for longer-form narratives. These stories can explore challenges, breakthroughs, and the ongoing journey of your work in more depth. Featuring real names, photos, and quotes (with permission) builds credibility and trust.

Videos

Short videos bring your stories to life. Highlighting donor-funded projects or community transformations helps supporters see the outcomes of their generosity. Even very brief videos, if carefully produced, can make a lasting impression. They’re highly shareable and well posed for success in today’s online landscape.

Tips for Gathering Stories

The most authentic and compelling nonprofit stories often come directly from the people connected to your work—those who benefit from your programs, those who deliver them, and those who support them from behind the scenes.

• Interview beneficiaries, volunteers, and staff. Make time to speak with people who’ve experienced your mission in action. Ask open-ended questions, listen closely, and look for specific moments that illustrate impact or transformation. Often, the most meaningful stories are found in the details.
• Keep stories real and relatable. Avoid over-dramatizing or simplifying people’s experiences. Authenticity builds trust, but sensationalism can have the opposite effect, especially when working with communities in need. Let the story unfold honestly, with empathy and nuance. Seek the emotional core of the story, but don’t milk it for everything you can.
• Use testimonials and direct quotes. Let people tell their own stories and speak in their own words whenever possible. A well-placed quote can add personality and emotion to your story, helping readers connect on a deeper level, and it shows you value the voices of the people you serve.

The Ethics of Storytelling

Ethical storytelling is about accuracy and respect. Your organization has a responsibility to protect the dignity and privacy of the people involved. That means at least two things. First: getting informed consent. Before sharing a story, photo, or quote, ensure that participants understand how their content will be used and where it may appear. This is especially important when working with minors or individuals in vulnerable situations.

Second, represent people with dignity. Avoid language or imagery that frames individuals as helpless or dependent. Focus on their agency and humanity, even when telling stories about hardship.

Measuring the Power of Storytelling

To understand how well your stories are performing, it’s essential to track their effectiveness using relevant metrics, including donation rates, social shares, email click-throughs, and time spent on storytelling pages. These indicators can help you determine whether your content is resonating and prompting action.

Beyond short-term engagement, storytelling plays a crucial role in fostering long-term relationships. Organizations that share stories consistently tend to see higher levels of donor retention and loyalty. Supporters who feel emotionally invested are more likely to stay connected over time, deepening their commitment to your mission.

Tell Your Story with Big Sea

Looking for a marketing partner who understands your story? At Big Sea, we specialize in working with museums, universities, and nonprofit organizations of all sorts to help them reach new audiences—and cultivate existing ones—through powerful storytelling that embodies your unique values and mission.

From written long-form content like blogs, interviews, and annual reports, to paid search advertising, web development, Google Ad Grant assistance, and even podcast production, our team can provide the missing pieces you need to extend your reach.

FAQs About Nonprofit Storytelling

What Is the Power of Storytelling in Nonprofit Marketing?

Storytelling humanizes your nonprofit’s mission, making its impact more memorable and relatable. It builds trust, evokes empathy, and helps donors understand the real value of your work.

How Do You Craft a Compelling Story?

A compelling nonprofit story starts with a central character facing a clear challenge or conflict, followed by a resolution made possible through the organization’s involvement. Strong stories focus on transformation and often include direct quotes or a depth of personal detail to create emotional connection. Include a call to action to ensure the story not only informs but also inspires the target audience to take the next step.

What Are the 5 Types of Nonprofit Storytelling?

Five common types of nonprofit stories include:

• Beneficiary stories, which highlight the people directly impacted by your work
• Volunteer stories, which showcase the dedication of those who give their time
• Donor stories, which illustrate why individuals choose to support your cause
• Staff stories, which provide insight into the organization’s culture and commitment
• Community impact stories, which show broader outcomes and systemic change.

Each type serves a different purpose but contributes to building a well-rounded, mission-driven narrative that engages multiple segments of your audience.

How Can Storytelling Increase Donor Engagement?

Storytelling helps supporters feel more personally invested in your cause. When donors understand the real-life impact of their contributions through vivid, relatable stories, they’re more likely to take action and stay involved. Stories can also enhance transparency, reinforce trust, and differentiate your organization in a crowded fundraising landscape.