Every organization, especially non-profits, has a story to tell. The problem is that sometimes they just don’t know how to tell it in a way that reaches the community. They have plenty of passion but might lack the people or resources to communicate how their work is affecting their clients or community. Or they might not realize how powerful those everyday stories can be.
Over the past year, we’ve had the opportunity to work alongside BGC Strathcona County as an extension of their communications team. Like many non-profits, they’re busy delivering programs, supporting families, building partnerships, and responding to the needs of their community. They have a meaningful story to tell, and we learned how to listen and then help them tell it.
Marketing and communications have a strong focus on reach and engagement on social media and website traffic. Sure, these are important, but great storytelling helps people understand the impact of the work an organization does. When they get that, they’re more likely to get on board.
Every organization has stories hiding in plain sight
One of the most common things we hear from clients is, “We don’t really have anything exciting to post. No events are happening any time soon.” Not true!
The best stories usually aren’t found in major announcements or special events. They aren’t making the news or going viral on social media. The best stories are found in everyday moments. A child trying something new for the first time and discovers a lifelong love of sports. A teenager who grows up to become a mentor. A staff member who goes above and beyond to support a family, and that family goes on to support others. These moments may seem routine to the people who experience them every day, but they’re exactly the stories your audience wants to hear.
Sometimes it takes an outside perspective to recognize which moments deserve to be shared.
Your audience needs to understand your impact
It’s easy to describe what your organization does, but the key to storytelling is sharing why that matters.
Take BGC Strathcona County, for example. Someone unfamiliar with the organization might assume it’s simply after-school childcare or a place that runs camps in the summer. While those programs are certainly important, they only scratch the surface of the organization’s impact.
The real story is about the confidence children build when they are presented with new opportunities and supported by encouraging mentors. It’s about giving teens a safe place where they feel accepted and discover community. It’s about helping parents balance work and family life, knowing their children are somewhere safe and cared for. Those individual stories don’t stay within the walls of the organization. They create stronger families, stronger neighbourhoods, and ultimately a stronger community.
Storytelling helps people see the bigger picture
Many organizations focus their communications on promoting upcoming events, sharing registration dates, or announcing new programs. Those updates are important, but they don’t always explain why your organization matters.
When you share stories about the people behind your mission, your audience begins to understand the bigger picture. They see the value of your programs, the dedication of your staff and volunteers, and the difference your organization makes every day.
That understanding has a ripple effect. It can encourage a family to register for a program, inspire someone to volunteer, strengthen a funding application, or help corporate sponsors see the value of working together. Good storytelling builds trust, and trust helps organizations grow their impact.
The best stories come from listening
One of the biggest lessons we’ve learned from working closely with BGC Strathcona County is listening and learning the WHY and not just the WHAT.
It starts with asking questions, attending events, talking with staff, and taking the time to understand the people behind the organization. Once you understand the mission, the stories become much easier to find because you start seeing the impact in everyday interactions.
Instead of “We run out-of-school care programs. Children will participate in a range of activities and receive a snack.”
It’s “Every day, hundreds of kids walk through our doors looking for connection, safety, support, and opportunity. In our programs, young people are finding mentorship, positive friendships, healthy meals, creativity and fun, and access to programming and resources that help them build skills for life.”
That’s one of the reasons we enjoy working so closely with our clients. The more we understand their organization, the more authentic and meaningful their communications become.
Your story is one of your most valuable assets
Whether you’re a non-profit, municipality, or purpose-driven business, your work is making a difference in someone’s life. If people don’t understand that impact, they’re less likely to engage with your organization or support your mission.
Storytelling helps bridge that gap. It gives people a reason to care, helps them connect with your mission, and shows them the value of the work happening behind the scenes every day.
If your organization is doing meaningful work but struggling to tell its story, we’d love to help. Contact us.
