Storytelling: A Powerful Marketing Tool

One of the most compelling elements of good marketing communications is storytelling. Storytelling is a powerful tool that can persuade people to take action or learn about something new. In fact, for nonprofit organizations, studies show that donors are twice as likely to donate to a nonprofit when presented with a compelling story as opposed to a relevant statistic.

This is because stories leverage emotions to your benefit and illustrate the impact of your product, service, or work. Individuals are more likely to remember an inspiring story as opposed to a number or figure, no matter how remarkable the statistic is.

When telling stories, create ones that are educational, entertaining, memorable, and compelling. Focus on quality writing and use interesting visual elements to best execute this communication strategy.

Keep your audience in mind when creating stories. What do they want to hear and learn? What kind of response or action do you want them to take as a result of reading your story?

Find ways to best connect with your target audience by telling stories that are inspiring, touching, and ones that illustrate the benefits of your products or services.

How will you tell your story? Whether it’s a written article, blog post, video or audio clip, consider what medium your audience will respond best to and what fits into your budget.

Gather stories from as many different types of people associated with your organization as possible. Clients, volunteers, employees, board members all have different perspectives and may have valuable messages and stories that can be impactful for your organization.

Share in the comments how you have incorporated storytelling in your marketing communications and what the results have yielded.