Strategic Storytelling: How to convey mission and impact
We all like stories, have stories, and like to tell them.
Think about it: how often have you described something to someone — maybe the events of a meeting, a date, or convincing someone to buy your product? You incorporated facts, data, context, actions, and results into a narrative that accurately conveys everything the listener needs to know. You told a story.
As a Nigerian, listening to stories played a significant role in my childhood, each story with a theme and a message; its common themes were always around the crafty tortoise, the child who didn’t listen to her mother, the proud king, the lying thief and so on.
In today’s world, the competition for the attention of stakeholders is intense. From donors to beneficiaries, many individuals and groups are invested in the work of any impact organization. Therefore, it is crucial for impact organizations to find effective ways to communicate their mission and work to all stakeholders. Therefore, it’s no surprise that storytelling is not only one of the most useful forms of communication but, when utilized rightly, can be the most strategic.
Strategic storytelling is the art of using narrative to convey complex information in a way that engages and resonates with the audience. It involves identifying and crafting a compelling story communicating an organization’s mission, values, and impact. Strategic storytelling can inspire action, foster engagement, and build a sense of community by connecting with stakeholders emotionally.
So the question now is, how exactly do we make stories ‘strategic’?
Here are my top 5 tips on how to utilize strategic storytelling in your communication efforts:
Identify your core message: The omission of a core message is a mistake many organizations make in telling their stories. Why are you telling this story? What do you want to achieve? It’s simple; your core message is the central idea or purpose that defines its mission and values. Before you start crafting a story, identifying a testimonial to publish or drafting questions for a documentary or a media interview, it is crucial to identify and clarify your core message. This message should be concise, compelling, and focused on your impact.
Know your audience: To craft a story that resonates with your audience, you must understand their needs, interests, and values. Research your audience to identify their pain points, motivations, and goals, and incorporate a stakeholder mapping into your communications strategy. This will help you tailor your story to their interests and create a deeper connection.
Focus on impact: Donors and stakeholders want to see the impact of their investment. Therefore, it is important to highlight the tangible results of your work in your story. This is not an aimless conversation; you need the right mix of emotions, data, testimonials, and anecdotes to illustrate your impact.
Use visuals: I cannot overemphasize the importance of visuals. Visuals are a powerful way to engage and connect with your audience. Always use images, videos, and infographics to complement your story and convey complex information in a more accessible way.
Be authentic: Authenticity is key to effective storytelling. Avoid exaggerating or oversimplifying your impact, as this can damage your credibility. Also, avoid sounding ‘perfect’ because if we all were, then the world would be perfect. Instead, be honest, transparent, and authentic in your communication.
Storytelling is a powerful tool for organizations to convey their mission and impact to ALL stakeholders. By crafting a compelling story that connects with the audience emotionally, you can inspire action, foster engagement, and build a sense of community.
As Nigerians will say, “We too like gist!” — so make your ‘gisting’ strategic and impactful.