Storytelling for Impact

Impact refers to the positive change(s) your project creates or contributes to. It's the collective effort you make on people's lives, communities, or the world.

Storytelling is the art of communicating information through a narrative. It's about connecting with your audience on an emotional level and making your message memorable.

Storytelling has the power to engage, influence, teach, and inspire listeners.

• Design and iterate
• Share progress and the journey so far
• Inspire action
• Advocate
• Learning
• Brand awareness/accountability

1. Clarity: focus on the core message or takeaway of your story.
   Keep it simple and straightforward to ensure your audience understands the impact and significance of the project.
2. Engagement: use language that resonates with your audience and evokes emotion.
   Create a connection by highlighting the human element of your story — share personal anecdotes, quotes, or testimonials that bring the project to life.
3. Visualization: incorporate visuals, such as photographs, infographics, or videos, to enhance the storytelling experience. Visual elements not only capture attention but also provide context and illustrate key points.
4. Consistency: maintain consistency in your messaging across different platforms and mediums. Whether it's a web post, a social media update, or a video script, ensure that your storytelling remains coherent and aligned with the overarching narrative of the project.

When crafting your impact story, focus on five key elements:

Why
Explain the problem your project addresses and why it's important.

Who
Introduce your main character (this could be an individual, a group of people, or a persona that represents your target participant), highlighting their challenges and aspirations.

Where
Ground the story in a specific place. Where is this change happening? Naming the location adds credibility, context, and human connection, making impact tangible.

How
Describe what you’re doing to address this situation.

What
Describe the solution your project offers and the positive change it creates for people and communities.

Beginning: Why/Who
States why the problem is important and the human angle - your character. It's important to include a hook. A hook is a compelling opening line or moment that immediately captures the audience's attention.

Middle: How
It has to show a trajectory – how you will get between the beginning and end – the arc.

End: Conclusion
Demonstrates the solution and its positive effect on people.
It helps to connect emotionally.

• State the challenge, explain the project/solution and display the impact it had.
• Focus on the human connection. Share personal stories of the people your project helps.
• Use clear and concise language. Avoid jargon, acronyms, and technical terms.
• Show, don't tell. Use visuals like photos, infographics, or short video clips to illustrate your impact where you can.
• Be passionate! Your enthusiasm will be contagious.
• Proofread and edit your content carefully before sharing.

Your impact story can be told in various formats, depending on your audience and platform. Here are some popular options with examples:

Web Posts

• Headline: Catchy and informative. Ex: "Bridging the Digital Divide: How Rural Schools Got Connected."
• Content: Focus on the "Why" and "What" of your project. Briefly explain the problem, introduce a beneficiary (who), and showcase how your project (what) made a difference.
• Include a call to action: Encourage readers to donate, volunteer, or learn more about your work.

Social Media Posts

• Keep it concise and visually engaging.
• Use powerful statistics or quotes from your beneficiaries.
• Include relevant hashtags to reach a wider audience.
• Platforms like Twitter/X or Instagram might favor images or short videos.

Video Scripts

• Videos can be incredibly impactful.
• Structure: Start with the "Why," introduce the "Who" with compelling visuals and interviews, and showcase the positive change ("What") brought by your project.
• Ensure good audio and video quality.

• It is not your story: the contributors to the story are equal partners and should be treated as cocreators, rather than passive interviewees. They are the experts in their stories.
• Do no harm: the safety and well-being of individuals and their communities should always come before any other goals, including advocacy. If there is potential to harm someone’s safety, reputation, or community, it is best to avoid sharing the story.
• People are multi-dimensional: crafting a story within a few minutes can be challenging. This often results in one-dimensional stories casting individuals as helpless victims. It's important to consider how you can present your contributors multi-dimensionally, highlighting their strengths, achievements and potential alongside their challenges.
• Consent is more than paperwork: ensure that contributors fully understand and agree to the purpose of the story and how it will be used and shared. Make sure to obtain written consent to use someone’s story and likeness (photo/video).

Video

• SOLE Colombia. Long Video
• Rwanda Internet Society Chapter. Short Video

Web Post

• Internet Society

Audio

• Internet Society Foundation

• CANVA (most non-profits/NGOs are eligible for a free premium account)
• Storytelling guide for Nonprofits
• UK Government Communications Service Comms Evaluation Framework