The Power of Nonprofit Storytelling: How to Create Stories that Resonate [+Examples]

The Keela Team • May 18, 2023
Nonprofit storytelling blog header showing a person holding a storybook.

Welcome to the captivating world of nonprofit storytelling, where the power of narrative creates ripples of change. In this article, we will embark on a journey exploring the art of storytelling and its profound significance within the nonprofit sector. Let this blog serve as your nonprofit storytelling guide!

Storytelling for nonprofits is a practice that harnesses the emotive potential of stories to communicate the mission, impact, and values of organizations dedicated to social good. It goes beyond statistics and spreadsheets, weaving together the experiences, struggles, and triumphs of individuals to inspire compassion, drive action, and build meaningful connections. In fact, 36% of donors are more likely to give if they have seen photos or heard stories of real impact from a nonprofit.

Let’s dive together into all of the ways that nonprofit storytelling can help you raise more for your mission.

Why Nonprofit Storytelling Matters

In a world filled with countless causes and a constant stream of information, nonprofit storytelling shines as a powerful tool for connection and authenticity. It goes beyond presenting cold facts and figures, reaching deep into our hearts to evoke empathy and understanding.

Through the art of storytelling, your nonprofit is well positioned to leverage storytelling to deepen donor engagement and help them better understand how their donations are being used.

Connecting with Donors on an Emotional Level

When it comes to engaging donors, numbers and facts can only go so far. Nonprofit storytelling taps into the power of emotions, creating a profound connection between supporters and the cause.

By sharing personal narratives, struggles, and triumphs, you can touch the hearts of donors, inspiring empathy and a deep understanding of the issues at hand. In addition, nonprofit storytelling allows you to convey the urgency and significance of your mission, helping donors feel personally invested in making a difference.

Building a Sense of Community and Shared Purpose

Humans are natural storytellers and listeners, and when you utilize storytelling techniques, you’re fostering a sense of community and shared purpose. By telling stories and highlighting the experiences of individuals affected by your cause, you bring people together, forming bonds and uniting them under a common goal. Through stories, donors and beneficiaries alike become part of a larger narrative, creating a vibrant community dedicated to driving positive change.

Demonstrating the Impact of Your Work

Storytelling allows organizations to showcase the tangible and impactful stories of your work. By sharing stories of transformation and resilience, you illustrate through words how your efforts are changing lives, uplifting communities, and creating meaningful and exciting outcomes.

Any story that you are telling should serve as a powerful testimonial, and provide concrete evidence of your organization’s effectiveness. It’s through that impact sharing that you’re building trust, inspiring confidence, and encouraging continued support from your donors and stakeholders.

Setting Your Organization Apart from Others

In a crowded nonprofit landscape, storytelling sets you apart from others. It enables you to craft a unique narrative that showcases your values, mission, and distinct approach to tackling social issues.

By sharing stories that highlight your organization’s strengths, successes, and the human element behind your work, you can differentiate yourself, attracting attention and support from potential donors, partners, and volunteers. It’s tough to find unique content out there in the nonprofit landscape, but telling a good story ensures that you’re bringing fresh inspiration to your donors.

Communicate your impact with this FREE Storytelling Toolkit.

Use this toolkit to discover the key elements of a good impact story and learn how to create yours. Plus, you will get access to a template so you can get a head start.

Elements of Effective Nonprofit Storytelling

Crafting a compelling narrative is an art, and understanding the fundamental components that make stories impactful is crucial for nonprofits seeking to engage their audience and drive positive change.

Let’s explore the essential ingredients that breathe life into nonprofit stories, from creating relatable characters and narratives to using powerful language and crafting a compelling call to action.

Feature a Compelling Protagonist

When it comes to nonprofit storytelling, featuring a compelling protagonist is a vital ingredient that captivates and resonates with your audience. By showcasing a relatable and inspiring central character, whether it’s a beneficiary, volunteer, or someone directly impacted by your organization’s work, you create an emotional connection that humanizes your cause.

A compelling protagonist brings your nonprofit story to life, allowing donors and supporters to see themselves in the narrative and understand the challenges faced by those you serve. Their journey becomes a powerful vehicle for empathy, fostering a deeper understanding of the issues at hand.

Through the protagonist or main character’s experiences, struggles, and triumphs, you can ignite compassion, inspire action, and ultimately rally support for your nonprofit’s mission. So, in your storytelling endeavors, remember the power of a compelling protagonist to unlock the hearts and minds of your audience.

A Clear Conflict or Challenge

The next important element of nonprofit storytelling is having a clear conflict or challenge, which serves to capture the attention of your audience and drive engagement in your nonprofit story.

By presenting a specific problem or obstacle, you create a narrative tension that propels the story forward. Whether it’s addressing social injustice, environmental degradation, or a community in need, a well-defined conflict provides a sense of urgency and purpose to your nonprofit’s mission.

It also allows your audience to understand the magnitude of the issue at hand and the importance of taking action. By highlighting the challenges, you set the stage for a compelling journey of transformation and impact. Your audience becomes invested in the resolution of the conflict, and through their support, they become part of the solution. So, when crafting your nonprofit stories, remember the power of a clear conflict or challenge to captivate hearts and mobilize change.

Emotionally Resonant Language

When it comes to nonprofit storytelling, using emotionally resonant language is a powerful tool that can deeply connect with your audience. By carefully selecting words and phrases that evoke feelings of empathy, compassion, and inspiration, you can create a profound impact on your readers or listeners.

Emotionally resonant language has the ability to tug at heartstrings, stirring emotions and igniting a sense of urgency. It helps your audience see the human faces behind the statistics, making the issues you tackle more relatable and personal. By choosing words that evoke empathy, you invite your audience to step into the shoes of those you serve, fostering a stronger bond and a heightened understanding of the importance of your nonprofit organization’s work.

Concrete Details and Examples

Using concrete details and examples is a crucial element that will bring your story to life. By painting vivid pictures and providing specific examples, you make your story tangible and relatable.

Concrete details create a sense of authenticity and credibility, allowing your audience to visualize the impact of your nonprofit’s work. Whether it’s describing a specific beneficiary’s transformation, sharing a real-life success story, or illustrating the before-and-after effects of your programs, concrete details add depth and substance to your storytelling. They help your audience understand the real-world implications of your mission and connect on a personal level.

While your story should mostly focus on your protagonist, including details (such as statistics and data) shares the bigger picture and allows your audience to see that, while you may just be telling one person’s story, there are many other stories waiting to be told.

A Clear Call to Action

After you have captured your audience’s attention and stirred up their their emotions, it’s essential to guide them towards taking action. By providing a specific and actionable call to action, you provide a pathway for individuals to contribute to your cause.

Whether it’s making a donation, volunteering, advocating, or spreading awareness, a clear call to action directs the passion and empathy generated by your storytelling towards meaningful impact. It gives your audience a sense of purpose and empowers them to become active participants in your nonprofit’s mission.

Best Practices for Nonprofit Storytelling

Now that you know why it is important, you may be wondering how to get started with fundraising storytelling (ie. telling the right story that will result in donations). Some of the best practices for nonprofit storytelling include:

Know Your Audience

Understanding your audience is the foundation of effective nonprofit storytelling in fundraising. Take the time to research and identify the demographics, interests, and values of your target audience. Tailor your stories to resonate with their specific needs and motivations.

By knowing your audience, you can create narratives that speak directly to their hearts and inspire them to take action.

Be Authentic and Transparent

Authenticity and transparency are essential in nonprofit digital storytelling too. Be genuine in your approach, sharing real stories and experiences that accurately represent your organization’s mission and impact.

Avoid exaggerations or misleading narratives. Embrace transparency by openly sharing your successes, challenges, and how donor support is utilized. By being authentic and transparent, you build trust and credibility with your audience, fostering long-lasting relationships.

Keep the Focus on the Impact of Your Work

In nonprofit storytelling, the impact of your work should be the central focus. Highlight the positive outcomes, transformations, and tangible results achieved through your programs and initiatives. Use storytelling to illustrate the real-life changes experienced by individuals and communities. By showcasing the impact, you inspire donors and supporters, demonstrating the value and effectiveness of their contributions.

Use Multiple Channels to Tell Your Story

Storytelling should be part of your marketing strategy and you should diversify your visual storytelling efforts by utilizing multiple channels to reach a wider audience. Embrace various mediums such as written narratives, social media, blogs, and visuals such as a storytelling infographic. Also, never underestimate the power of nonprofit video storytelling!

Each channel has its own unique strengths and can engage different segments of your audience. Tailor your stories to fit the medium and leverage the power of storytelling across multiple platforms to maximize your reach and impact. Don’t forget to include stories in your impact and annual reports as well!

Measure and Track the Impact of Your Storytelling Efforts

To gauge the effectiveness of your nonprofit storytelling, it’s essential to measure and track the impact of your efforts. Use analytics, surveys, and feedback mechanisms to gather data on the engagement and response generated by your stories. Monitor metrics such as website traffic, social media engagement, email metrics like open rates and clicks, and conversion rates. Continuously assess the outcomes and adjust your storytelling strategies accordingly to ensure maximum effectiveness.

Keep track of your impact with this FREE Guide to Impact Measurement.

Use this guide to start measuring your nonprofit’s impact and understand how to best showcase your metrics in an impact report.

Challenges and Potential Pitfalls of Nonprofit Storytelling

While nonprofit storytelling can be a powerful tool, it’s important to acknowledge the challenges and potential pitfalls that come with it. Here are a few ways in which nonprofit storytelling can be challenging to execute well:

Ensuring Advocacy and Avoiding Misrepresentation

Nonprofit storytelling involves advocating for a cause, but it’s important to strike a balance and avoid misrepresenting the issues or oversimplifying complex problems. While it’s crucial to tell stories that capture attention and inspire action, maintaining accuracy and integrity is paramount. Strive to provide a nuanced and comprehensive perspective, avoiding sensationalism or distorting facts to manipulate emotions.

Balancing Emotional Appeal with Factual Information

Storytelling in the nonprofit sector often relies on emotional appeal to create empathy and inspire support. However, it’s crucial to maintain a balance between emotions and factual information. While evoking empathy is essential, ensure that your stories are grounded in truth and supported by accurate data. By providing a well-rounded narrative that combines emotional resonance with factual evidence, you enhance the credibility and effectiveness of your storytelling.

Avoiding Exploitation of Beneficiaries or Recipients of Services

One of the pitfalls to watch out for is the potential exploitation of beneficiaries or recipients of services in your storytelling efforts. It’s essential to respect their privacy, dignity, and autonomy.

Seek informed consent when sharing personal stories and avoid depicting individuals solely as passive objects of pity or charity. Instead, highlight their agency, resilience, and strengths. By maintaining their dignity and autonomy, you foster a more respectful and empowering narrative.

Examples of Effective Nonprofit Storytelling

There is a lot that can be learned from other organizations when it comes to nonprofit storytelling. Here are a few of the best nonprofit storytelling examples from organizations that have used the stories of real people in their communities to demonstrate impact and drive donations.

1. Saint John’s Program for Real Change


Saint John’s Program for Real Change is a California-based nonprofit that supports women in crisis and their children through a residential program. They used their blog to tell Tracy’s story, a member of their community that struggled with drug addiction, homelessness, and violence.

In this story, they share the background of how Tracy found herself in need of their services, her circumstances, and how she benefitted from their programming and ultimately has a better life now because of their organization. Tracy’s story is hopeful, inspirational, and demonstrates the clear ties between her experience and the organization.

Cystic Fibrosis Canada

Cystic Fibrosis Canada is a national Canadian nonprofit dedicated to improving the lives of people living with cystic fibrosis (CF) through research, advocacy, and healthcare. Their website features a “community stories” section which highlights several members of their community, including Ian Pettigrew, a 45 year old man living with CF.

This organization shares Ian’s story through direct quotes, stats about the disease, and includes a clear CTA encouraging readers to learn more about Ian’s fundraising initiatives in support of the organization.

Fight Colorectal Cancer

Fight Colorectal Cancer (Fight CRC), is a nonprofit dedicated to finding a cure for colorectal cancer and aim to champion hope for everyone affected by the disease through informed patient support, impactful policy change, and groundbreaking research.


On their website, they share the story of Simone Ledward, a colorectal cancer caregiver who lost her husband, Chadwick Boseman, to the disease. Through this story, Fight CRC has been able to share the impact of the disease on a well-known family and use video to allow Simone to speak directly to potential donors.

How Keela Can Help You Tell Your Story

Proper donor management and fundraising software is the secret to being able to tell an effective story. Stories live in your data, and being able to find them quickly and easily will make it much easier to share the right story at the right time.

Keela offers all of the tools that you need to tell a story that will resonate with your audience for years to come. Keela includes storytelling tools such as:

Customizable Donation Pages

When it comes to engaging donors and inspiring them to take action, Keela’s customizable donation pages offer a unique advantage. With Keela, you have the power to tell a captivating story to every donor directly on the donation page itself.

By incorporating compelling visuals, persuasive copy, and personalized messaging, you can create an immersive experience that connects with donors on an emotional level. This storytelling approach not only educates potential donors about your organization’s mission, but it also highlights the impact of their contributions.

By presenting a clear narrative and demonstrating the tangible difference their donation can make, Keela’s donation forms increase the likelihood of donors taking that crucial step to contribute, fostering a stronger sense of connection and commitment to your cause.

Email Marketing

With Keela, you can craft and send compelling email campaigns that deliver impactful narratives straight to your donors’ inboxes. These tools enable you to personalize your messages, segment your audience, and tailor your content to resonate with specific donor interests and preferences.

By leveraging Keela’s intuitive email editor, automation features, and robust analytics, you can deliver captivating stories that evoke emotions, drive engagement, and inspire action.

Whether it’s sharing success stories, highlighting the impact of donor support, or providing updates on your programs, Keela’s email marketing tools empower you to tell better stories and forge deeper connections with your valued donors, ultimately fueling greater support for your organization’s mission.

Donor Relationship Management & Fundraising Tools

Keela’s donor management and fundraising tools include AI-powered insights that allow you to gather and organize crucial donor data, leading you to a better understand their interests and motivations. This valuable information enables you to tailor your storytelling efforts and create personalized narratives that resonate with each donor.

Keela’s fundraising tools further amplify your storytelling impact by streamlining your donation process, allowing you to seamlessly integrate storytelling elements into your fundraising campaigns. By leveraging these powerful tools, you can tell more compelling stories that connect with your donors on an emotional level, fostering deeper engagement and inspiring increased support for your organization’s mission.

Step up your nonprofit storytelling with Keela!

See how Keela’s storytelling tools can help to effectively communicate the mission, impact, and values of your organization to your supporters.


Nonprofit storytelling holds immense value in capturing the hearts and minds of donors, volunteers, and supporters. Throughout this blog, we’ve explored why nonprofit storytelling matters, the key elements of effective storytelling, and best practices to elevate your storytelling efforts.

By sharing stories, nonprofits can humanize their mission, evoke emotions, and create connections with their audience. We discussed the significance of incorporating personal narratives, data-driven impact, and compelling visuals to create a powerful storytelling experience. Moreover, leveraging donor management software like Keela allows nonprofits to customize donation forms, utilize email marketing tools, and enhance fundraising efforts, enabling you to tell better stories and drive meaningful engagement.

Remember, the art of nonprofit storytelling lies in authenticity, empathy, and the ability to make your audience a part of the story. By adopting these principles and utilizing the best practices discussed, you can truly harness the power of storytelling to inspire change, build lasting connections, and propel your mission forward.

If you’re interested in learning more about how Keela can help you tell a compelling story, book a call with one of our fundraising experts here.

Headshot of Meredith Gray

About the author:

Meredith Gray
Head of Marketing, Keela

Meredith has always had a passion for work that makes an impact. Having spent over 7 years working in fundraising, she has gained extensive knowledge in marketing, peer-to-peer, events, and sponsorship and firmly believes that all successful fundraising strategies start with your data.

Having experienced it first-hand, she understands the challenges nonprofits face when building a fundraising strategy and loves connecting with other like-minded fundraisers to brainstorm new and creative ways to leverage data to increase revenue. When not working, Meredith can be found trying out one of Toronto’s diverse restaurants, breaking a sweat in a spin class, or researching her next travel destination.