Here’s a quick scenario: a nonprofit communications department realizes that its organization’s website lacks engaging stories, a key element to any effective communications strategy. “We need more stories!” declares the communications manager.
Following this declaration, the senior communications officer quickly tasks Bob the intern with writing an engaging piece. Bob, new to the nonprofit writing game, is somewhat perplexed: “Where do I start?”, he asks himself.
Bob should start by asking one important question: “What do I want this story to achieve?”
Before writing any nonprofit story, or any story for that matter, it’s essential to clarify the objective of the story. Is it to mobilize funds? To raise awareness about your organization’s mission or strategy? To get people engaged on social media? To get people to volunteer, vote or attend your event?
Whatever the reason, the story will be made all the more effective if the purpose is clarified from the start, including how it ties in to your overall communications and content strategies.
If the purpose of the story isn’t clear, and if it does not fit into the grander scheme of things (i.e. your strategies), you shouldn’t be writing it. Writing aimlessly prevents you from writing well and undermines what the story can achieve.
Writing for his Empower Nonprofits blog, Jeremy Koch explains how this can negatively impact on your audience:
“Put simply, if you don’t know what you want your audience to do after listening to your story then they’re not going to know what to do either.”
Read Koch’s article to explore three ways in which the intention of your story impacts how you tell your story, and why this matters.