How Charities Can Find Their Story

We’ve worked with many nonprofits on their efforts to grow and maintain awareness, and through all that experience, one truth remains constant: the most effective way to connect with supporters isn’t through your mission statement or a perfectly worded campaign. It’s through a story they won’t forget.

"Stories are remembered up to 22 times more than facts alone."

That’s not just theory. According to Stanford behavioural scientist Dr. Jennifer Aaker, stories are remembered up to 22 times more than facts alone. And yet, despite widespread agreement across the sector about the power of storytelling, only 39% of nonprofit professionals are satisfied with the quality of the stories they are telling. Even fewer, just 23%, are happy with how many stories they’re sharing. The reasons are familiar: limited staff, tight budgets, and the challenge of translating complex work into simple, emotional narratives.

But if storytelling is so important, why are so few organizations succeeding at it?

Why Storytelling Beats Marketing

When nonprofit leaders hear the word “storytelling,” they often get daunted thinking of big-budget campaigns or national ads like the very moving Finish It ad from the Terry Fox Foundation.

Terry Fox - Marathon of Hope x The Tragically Hip - Courage

Most charities can’t afford campaigns like that. But that doesn’t mean they can’t tell great stories.

"There’s a difference between marketing and storytelling."

Marketing messages tend to be broad, message-first, and designed to influence behaviour quickly: “Don’t drink and drive,” or “Get vaccinated.” They usually live in short bursts such as 30-second TV spots, banner ads, or event posters.

Storytelling is personal and ongoing. It’s about showing, not telling, the power of your work through the eyes of someone who’s lived it. A PSA from a food bank might say, “One in five children go hungry. Donate now.” But a story would introduce you to the single mom who lost her job, couldn’t feed her kids, and found dignity through the support of the food bank. One message gives you facts; the other gives you the reality.

This difference matters, especially when budgets are tight. Stories don’t require big spending, just thought, attention, care, and consistency. And the potential impact is proven. The Wharton School tested two donation appeals from Save the Children: one was filled with statistics, the other focused on the story of a young girl. The story-based appeal raised more than twice as much as the fact-based version.

Every nonprofit has impact numbers: meals served, people housed, dollars raised. But numbers don’t move people, stories do. The right story builds memory, emotion, trust, and action.

So Where Do You Find Your Story?

Not in a brainstorming session. Not on a whiteboard. Your best story already exists—you just have to listen for it.

“The most powerful stories are already being told, you just have to listen for them.”

The most powerful stories are already being told in everyday moments: in conversations between staff, in hallway chats, or by a client remembering a turning point in their life. The job of a nonprofit leader is to tune in and capture these stories with respect and care.

Start by listening to your team. Ask what stories they keep telling. Who left an impression? Whose transformation still sticks with them? Talk to your front-line staff, volunteers, and especially those who’ve used your services. Then go deeper.

Have an open conversation. What was life like before they connected with your organization? What changed? Was there a moment when everything shifted? What do they want others to understand?

Let them speak in their own words. Often, the most memorable line isn’t practised, it’s raw and unrehearsed. That’s what resonates.

Once you’ve gathered the basics of a story, structure it. Every good story has a beginning, middle, and end. Start with context—who they are and what they were facing. Then share the turning point: how your organization showed up. Finally, describe the transformation: what changed and what’s possible now.

Then test it. Share the story with someone outside your organization. Watch their reaction. Do they ask questions? Do they lean in? Do they feel something?

If the story doesn’t land, go back and refine. What’s missing? What didn’t come through clearly? The goal isn’t to be slick; it’s emotional truth. The right story doesn’t just explain what you do, it reveals why it needs to be done.

When You Get It Right

When you find the right story and share it well, something shifts. Donors remember you. Volunteers feel more connected. Media outlets see a human angle worth covering. Staff rediscover their purpose. Supporters become advocates.

Because your story isn’t just about programs or services. It’s about who you fight for and why it matters.

The Bottom Line

Charities that succeed in building awareness and support lead with stories—authentic, emotional, human stories that show the impact of their work. You don’t need an expensive ad campaign. Stories matter more. And your story already exists. It’s in the people you’ve helped, the challenges they’ve overcome, and the hope you’ve created.

If you’re ready to find that story but aren’t sure where to start, we can help. Verito Communications specializes in uncovering and shaping stories that make people stop, feel, and take action. Reach out if you'd like to explore how we can help bring your mission to life through storytelling that truly sticks.