Telling Your Organization's Story
Written for CCVO by Baker Tilly Catalyst Guest Blogger Caitlin Simpson, Manager of Marketing and Communications, Baker Tilly Catalyst
At the core of many not-for-profits are empathy, compassion, and community. Every not-for-profit has a story behind its cause. Telling a story in a compelling way will help solidify a cause, attract donors, and position an organization strongly in its community. Donors are searching for meaning, and hearing the stories from not-for-profits helps them feel connected to the cause.
It all Starts with a Vision
What is a not-for-profit’s purpose? What is their vision? An organization must clearly define their vision before they can accurately tell their story. For example, a domestic violence shelter would vision a community free from domestic violence and abuse, a food bank’s vision may be a community without hunger.
Make the Vision a Reality
Sharing stories of how peoples’ lives have changed as a result of an organization’s important work empowers the donor and ensures them that they are making a difference. It also conveys a broader message to the community about the prevalence of an important issue.
We are social creatures. People connect with people. Organizations can showcase success stories by asking for testimonials, interviewing past clients, or asking for permission to share their experience.
Storytelling Tips
Some commons tips for telling your story are:
Have a beginning, middle ,and end
Be clear and concise
Feature people in your stories
Be authentic
Include a call to action
Know your Audience
The individuals who show interest or donate to a not-for-profit’s cause will be leading with empathy and the desire to help. They will want to see the humanity behind the cause as well as the impact numbers and statistics. Appeal to the values of this audience by appealing to their empathy. Organizations should make sure their audience and donors understand the big picture of their work through their story telling. For example, if you are a not-for-profit providing shelter for the homeless population then your big picture would be shelter and a warm bed for all who need it.
Ask for Feedback
When telling a story, an organization should aim to create a conversation with their donors or audience. Ask for feedback or if there are any other programs or outcomes they would like to hear about. This in turn will help strengthen relationships and reenforces confidence in an organization with increased transparency.
Stories influence people because they can relate to the humanity aspect. Don’t be afraid to tell your story and share the important work that you do. Stories are an important tool for fundraising, raising awareness, encouraging volunteerism, growing trust, and so much more.
About Baker Tilly Catalyst
Baker Tilly Catalyst works extensively with Not-for-Profits and registered charities on all accounting related matters including bookkeeping, financial and tax reporting, audit support and senior financial professional outsourcing (CFO support). They also host virtual roundtable sessions to assist charities with their operations.
With a team of dedicated specialists in this area, Baker Tilly Catalyst becomes a key member of the Not-for-Profit or registered charity’s team to align performance and organizational goals.
Feel free to contact Caitlin at 403-750-7696 or cjsimpson@bakertilly.ca