Once you’ve identified your most important stories, how do you tell these stories effectively?
Below you will find a short podcast discussion from Life & Mission with Kay Helm. Kay helps non-profit organisations and leaders improve their writing and storytelling skills to better communicate mission and impact.
Every story is fundamentally about change, and any story without change falls flat.
Change always has an emotional element. The two go hand in hand, making them a great duo for your storytelling repertoire. Knowing where to look for change and how to show that change in your storytelling can unlock a treasure trove of stories for your cause.
Change can occur in various forms, and it isn’t limited to the person you’re writing about. The main character (the person you’re focusing on), undergoes the most significant change. But other characters, and the world around them, may also experience transformation.
Many things may change at once. Sometimes, we’re so focused on the big change we’re hoping for that we miss other changes taking place.
Small or incremental changes. Not all changes are grand or dramatic. Even small decisions, especially over time, can bring real change. Think about some small action you take every day. What would happen if you stopped that habit? And what happens when you start a new habit? The changes we need to start a new habit are often small, but they have a tremendous impact.
Internal changes. Changes in the way we think, attitude changes, or shifts in approach are often the seed for bigger transformations. The only way to know how a person experienced an event, how they feel, or what their thought processes were, is to talk with them and ask. Hone your interviewing skills and be willing to spend the time to get these types of stories.
Changes sparked by challenges, interruptions, or failure. As nonprofit leaders, we do hard things. Not everything will go according to plan. Don’t shy away from these stories. Donors tend to respond well to stories that show how organisations adapt and grow, so let them in on these “behind the scenes” stories.
Consider different types of change and the steps that lead to significant transformations. Highlight the implications of the change and the potential it holds for the future. Consider what the world would be like if the change doesn’t take place.
When you write, ask yourself:
- What changed? Or, where is the change?
- What could change?
- What needs to change? (and what’s the consequence if it doesn’t)
Build stories with change and help donors see the difference they make when they give.
You can find out more at https://lifeandmission.com.
Nonprofit Storytelling & Change
- Podcast focus: Nonprofit storytelling and the need for change.
- Nonprofits create change: Life-changing for beneficiaries, donors, and organisations.
- Common issue: Communication often sounds like reports (we did this, we went there) instead of focusing on change.
- Call to action: Tell stories of transformation (before → change → after).
- Warning: Avoid “saviour stories” where the nonprofit is the hero; always show the dignity and agency of people.
- All stories are about change: Change is the essence of a story.
Types of Change
- Physical, social, psychological, interpersonal.
- Can be big, small, or “in process.”
- Small changes often lead to big impact.
- Change affects not just one person, but families and communities.
Storytelling for Donors
- Transformation stories show donors the difference they made.
- Stories should answer:
- What transformation were we aiming for?
- What actually happened?
- What sparked the change?
- What if the change had never happened?
- Use both successes and failures to show learning and growth.
Storytelling Principles
- Always illustrate the before state and the implications of change.
- Tie stories back to the nonprofit’s vision and mission.
- The main character usually changes, but ripple effects matter.
- Respect, dignity, and agency are non-negotiable.
- Avoid stereotypes and exploitative storytelling.
Practical Tips
- Ask deeper questions during interviews (choices, feelings, decisions).
- Connect stories to universal human emotions and struggles.
- Capture both external and internal change.
- Keep stories concise and powerful; practice strong writing.
- Track stories systematically—stories are everywhere.
Fundraising Connection
- Fundraising struggles = storytelling struggles.
- Fundraising is not just money—it’s relationships and shared vision.
- Donors connect emotionally when stories are well told.
Mission Writers Course
- Teaches nonprofit leaders how to:
- Identify the right stories.
- Tell them effectively.
- Use them for fundraising, prayer, and partnership.
- Available at Missionwriters.org (includes course, coaching, and gift options).
Final Reminder
- Every good story requires change.
- Find it, tell it, and use it to inspire.
- “Find your voice. Tell your story. Change the world.”