How to find stories in your organisation and tell them with impact

In a world overflowing with content, it's the stories that stick.

Everyone seems to be talking about storytelling. But what does it actually mean in a communications context, and should we really care? Is it just one of those trends that has already become overused?

Some people think so, but I don’t.

Throughout my career as a video producer, writer and content creator, I have consistently seen the impact that an authentic and well-crafted story can have on audiences.

For example, an employment charity being awarded a grant to employ a full time member of staff after the awarding body watched the film I produced about the charity’s impact on service users.

Or the charity that transports people with special care needs increasing their volunteer enquiries after sharing the volunteer and service user story films I produced for them.

Stories are not just touchy-feely nice-to-haves. Stories are how people connect with you. They humanise your brand, give context to your mission, and help your audience remember you long after the facts and figures are forgotten.

In a world overflowing with content, it's the stories that stick. Why? Because they cut through the noise, build trust, and inspire action. And crucially, they make you memorable. Other people or organisations might offer similar services to you, but your ‘why’ will always be different from theirs.

So how do you find stories, know which stories to tell and tell them effectively? Here are some tips to increase the impact of your storytelling on your intended audiences.

Sources of stories in your organisation

You don’t need to look far to find great stories because they’re already happening around you. Here are some places to start:

1. Your founders - what’s the origin and history of your organisation? Explain why it was created and the passion behind its mission.

2. Your people – staff, volunteers or freelancers. What brought them to your organisation? What matters most to them? What challenges have they overcome? Why is this more than a job to them?

3. Your customers or clients – how has your product, service, or support made a difference or positive impact in someone’s life or work?

4. Your community or partners – who do you collaborate with and what does that say about you? What change are you part of together?

5. Your behind-the-scenes moments – the process, the pivots, the decisions. What moments of unguarded vulnerability shine a light on your ethos?

6. Your milestones and memories – anniversaries, launches, lessons learned. How have you grown and what have you learned along the way?

Align stories with your mission and values

The best stories aren’t just interesting, they’re aligned. Before you dive into sharing these stories with the world, take a step back and ask:

●     Does this story reflect what we stand for as an organisation?

●     Does it support our mission or showcase our impact?

●     Will it resonate with the people we’re here to serve?

This exercise is also a fantastic way to test whether you are consistently living your values as an organisation. If you are, your stakeholders, customers, service users and team will feel it. And if you’re not, they’ll feel it too. I’ve seen examples where founding members move on and the organisation forgets its core values, leaving everyone unsure of what the organisation actually stands for.

When a story reflects your values and your purpose, it builds authenticity and credibility. It stops being filler content and becomes part of your brand’s DNA.

Effective story structure

A well-structured story can captivate your audience and convey your message clearly. Here’s a simple structure to follow:

1. HOOK: capture your audience’s attention with a relatable problem, with a bold statement, a question, or a surprising fact relating to the story you’re about to tell. This sets the scene and introduces your main character.

2. HEART: This is where the emotional connection happens. Share the journey and the challenges you or your characters have faced, what lessons have been learned and how the challenge has been overcome.

3. HELP: what role did your organisation play in helping the characters overcome their challenges? As an extension, are there any useful tips and support can you give your viewers?

4. Call to action: encourage your audience to take action, whether it’s donating, volunteering, sharing your content, spreading the word or getting in touch.

The benefits of using emotion

Emotion is a key element in effective storytelling. Here’s why:

• Engagement: emotional stories capture attention and keep your audience engaged.

• Connection: they help build a personal connection between your audience and your cause.

• Memorability: people are more likely to remember stories that evoke strong emotions.

• Action: emotional stories can inspire people to take action, whether it’s donating, volunteering, or advocating for your cause.

Through my career working with purpose-driven organisations such as charities and healthcare providers, I have captured stories from many people talking about challenging and traumatic experiences. The key to capturing these stories with emotion and authenticity is building trust with the storyteller, which is an intentional process. I have developed an ethical content creation approach based on trauma-informed principles that is integral to my work. I also teach this approach to professionals and organisations - more information here.

You can read more about the importance of this approach in my other posts.

Formats for telling stories

Once you’ve got a story, the next step is choosing how to tell it. This will depend on who your audience is and where they are. You’ll likely have more than one audience so often a combination of content styles is appropriate. Here are some formats to consider:

• Short videos or reels with someone telling the story in their own words

• Longer form videos of in-depth conversations that can be used as video as well as podcast content

• A written post or blog, told like a mini case study

• A photo diary with captions on Instagram or LinkedIn

• An email newsletter that highlights one story a month

• A quote card with a powerful line from the story, linking to more

Team exercise: finding and telling relevant stories

Here’s a short team exercise to help your organisation find and tell relevant stories:

1. Brainstorming session:

   • Gather your team and brainstorm potential story ideas. Encourage everyone to think about recent events, impactful moments, and personal experiences related to your organisation’s work.

   • Use prompts like “What’s a moment that made you proud to be part of this organisation?” or “Can you recall a time when you saw our mission in action?”

   • Start a Story Bank for your organisation, where you collate stories that can be used now or in the future. Use system like Sharepoint or Google Drive, or a project management tool like Notion.

2. Story selection:

   • Review the brainstormed ideas and select a few that stand out. Look for stories that are compelling, relatable, and align with your organisation’s values and mission.

   • Consider the diversity of the stories to ensure a wide range of perspectives and experiences.

3. Story mapping:

   • For each selected story, map out the structure using the HOOK-HEART-HELP, and call to action framework.

   • Identify the key characters, the main challenge, and the role your organisation played in resolving the issue.

4. Drafting the story:

   • Decide how best to tell the story - video, written article, audio, images etc

   • Write a draft of the story, focusing on creating an emotional connection with the audience. Use descriptive language to bring the story to life.

   • Ensure the story is clear, concise, and follows the mapped-out structure.

5. Feedback and refinement:

   • Share the draft with your team and gather feedback. Look for ways to enhance the emotional impact and clarity of the story.

   • Refine the story based on the feedback, ensuring it aligns with your organisation’s voice and values.

6. Sharing the story:

   • Decide on the best platform to share the story, whether it’s your website, social media, newsletter, or a presentation.

Conclusion

Storytelling is an essential tool for purpose-driven organisations. By following best practices in story finding, story structure, using different types of stories, and leveraging the power of emotion, you can create compelling narratives that resonate with your audience and drive action. Engaging your team in the storytelling process ensures a diverse range of voices and experiences are represented, making your stories even more powerful.

Remember, the goal of storytelling is not just to inform but to inspire. By sharing authentic, emotional stories, you can connect with your audience on a deeper level and motivate them to support your mission.

I can support you with any or every part of this process, whether that’s finding your stories, producing them for you or training you to tell your own through smartphone videos.

Get in touch through the contact form to arrange a chat.