Change Agent: www.weyoblog.com
by Susan White // Senior Editor, Wéyo

A journalism friend and I were emailing recently and discussing once again, the latest round of layoffs at his newspaper. Most of you are probably aware that the newspaper industry has been tanking across the country over the last several years as circulations and advertising revenue dive deeper and deeper into an abyss.
As a result, reporters, including many of my former colleagues, have been laid off to trim costs or perhaps more bluntly, to stop the hemorrhaging. Fortunately, this one friend has, so far, avoided the cuts. But lately, he’s been facing a different challenge of sorts: unaffectedness.
You see, after so many “gloom and doom” announcements over the past year, my friend shared that he’s finding it increasingly difficult to feel anything anymore - not because he doesn’t care. It’s just that he’s watched so many people walk out the door already that he’s become numb to the numbers.
Unfortunately, such unaffectedness is a common emotion that all too often strikes nonprofits, NGOs and other charities where they can least afford it: in the hearts of their donors and volunteers. Organizations that rely heavily on numbers and statistics to tell their stories are the worst. They fail to see that their dry data simply numbs the public to their causes. Why? Because, numbers are abstract and lack feelings and emotions that human beings can relate to.
For example, last month I mentioned that 13 million American children currently live in families with incomes below the federal poverty level. Can you envision 13 million children? Pretty tough, isn’t it? Problem is when we can’t grasp the full effect of such numbers, we tune them out.
Human faces, however, are much harder to ignore, especially if you can connect, even in some small way, to an individual’s story. Storytelling is the heart and soul of Wéyo. We know the power of gripping visual images and honest moving narratives.
We also understand that every group – no matter whom you’re serving – is made up of human beings with REAL stories. So why is it that so many organizations aren’t telling them? Why do so many nonprofit Web sites lack even one single photo or narrative bio about their clients?
My guess is fear is driving many of these organizations from attempting to tell their own stories. Others are also likely struggling with just understanding what makes a good story. As a reporter, I always knew I had a good one when the hairs on my arms stood up. Fortunately, my own personal little gauge was pretty fail safe.
But in case you’re not quite ready to rely on your instincts just yet, below are a few tips to get you started on telling a good story:
Consider your audience. What is it that you want to say to them or want them to know about your organization and how can you make this information personable or something that they can relate to?
Know your clients! Spend quality time with them and ask them to tell you their own stories. So many are willing to open up and are happy to share with you and the greater community their histories, challenges, hopes and dreams.
When possible, shadow a client for day. “Walk in their shoes” so that you can get a better understanding of the difficulties they face and the successes they celebrate.
Look for the details! Don’t just tell me about your clients. Show me! Remember that the more you can describe – meaning show your client’s world – the more likely donors and volunteers will likely find reasons to relate.
Don’t worry about telling everything at once. If possible, thread the story along, revealing just enough to keep your audience interested and willing to come back for more. Your Web site is a great place for this type of storytelling because you can update it easily and archive older snippets enabling readers to catch up if necessary.
Finally, always check out your competition. Find out what other nonprofits, etc. are doing to get their stories out there. Check out their public faces – their Web sites, brochures and other print media. Which ones touch you the most? Which ones leave you wanting more? And which ones do you barely pause over.
That being said, I wanted to leave you with a few links to other bloggers and Web sites where you can find even more tips on great storytelling, including using video.
Kiva’s Nonprofit Communication’s Blog: Five Questions Nonprofits Should Answer With Stories
Once Upon a Time: How to Market Your Nonprofit by Telling a Story
Eight Tips for Telling Your Story Digitally
Beth’s Blog: How Nonprofits Can Use Social Media
Storytelling: Web 2.0 and Nonprofits
I hope you’ll explore these a bit and more importantly, before designing that next campaign or brochure, consider how you might use storytelling to reach out to your audience in new ways and accomplish your mission at the same time.