Let’s be real – most people aren’t curling up with a cup of tea to read your annual report cover to cover. And while numbers matter, they don’t always spark emotion or connection.
If you’re part of a nonprofit, charity, co-operative, or social purpose organization, you already know: the real magic happens when people feel something about your work. That’s where storytelling comes in.
We chatted with our colleague, Jennifer Bryan, Director of Campaigns here at Tapestry to ask about best strategies for effective storytelling and how organizations can do it without needing a full-time communications team or documentary budget.
Here are five of Jennifer’s storytelling tips to build connection and engagement:
1. Loop people in early 🗣️
Planning something big (or small)? Tell your people about it early. Ask for their input. Get their ideas. Let them feel part of it.
“Get a lot of folks interested and involved in the beginning, and take their feedback so they feel a part of it.” Jennifer explains.
The earlier folks feel included, the more likely they are to care about what happens next. And honestly? People are more likely to support something they’ve helped shape. Early involvement = deeper engagement.
2. Always come back to your “why” 🎯
Every stage of your project, from planning to launch to long-term impact, is a chance to connect your audience back to your mission. Pourquoi are you doing what you’re doing?
“In the early stages, it’s about potential impact,” Jennifer shares. “What does the organization see the impacts being – and how are those realized once the project is actually completed? All the way through, keeping them informed.”
Remind people what’s at the heart of it all – not just what you’re doing, but why you’re doing it.
3. Make it human 👥
Reports are great, but a real story? That’s what people remember.
If your work has helped someone access housing, food, or belonging – and they’re open to sharing their experience – spotlight que.
“It’s the stories,” Jennifer says. “That’s what really reaches those people who are like, ‘I don’t want to see numbers on a page. Tell me about the people who live here and what this has done for them’.”
Bonus tip: Include quotes or first-person voices whenever possible. Let your community hear directly from the people closest to the impact.
4. Choose one channel and stick to it 📬
You don’t need to be everywhere. Choose one platform that feels doable for your team and stick to it – whether that’s a monthly newsletter, blog, or Instagram stories. It’s better to commit to one channel and update it regularly than to spread your efforts thin across too many.
Set an achievable target for your team, communicate it to your audience, and then follow through. Consistency > complexity.
5. Be real, not perfect ✨
Every initiative will have its challenges. That means not every update will be a celebration – and that’s okay. When you hit a rough patch, the most important thing you can do is to keep the dialogue going.
While positive stories of impact are powerful, don’t be afraid to talk about the tough stuff, too. Taking time when it’s needed to share challenges and setbacks transparently will keep your community engaged, maintain trust, and perhaps even rally support when it’s needed most.
Remember: trust is built in the “in-between” moments, not just the headlines.
TL;DR? 💡
Numbers matter – but stories give them meaning.
Storytelling isn’t about being a pro. It’s about showing the real impact behind the numbers and making it human. By looping people in early, staying focused on your mission, and keeping it real, you’ll build trust, deepen engagement, and make your work resonate with your community.
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