I crafted and presented a workshop for the grantees of the Rose Foundation for Communities and the Environment recently on Storytelling, Engagement and Measuring Success. Attendees were from mostly grassroots organizations, many working in rural areas and most with very limited resources. I chose to cover these topics together because in over 25 years of helping nonprofits communicate well and use technology intelligently, I’ve seen the power of coordinating these three elements.
While preparing for the workshop, I looked over the websites and social media presence of many of the attendees. I could see the great work they were doing but I wasn’t finding many personal stories. People relate to people more than organizations. Fundraising campaigns that use stories raise more than campaigns that use facts – stories even raise more than when the facts are mixed with stories. I shared these findings and the many opportunities I saw for personal storytelling – by people who are docents, stewards, board members, staff, volunteers, donors and advocates. So many great stories are within even the smallest nonprofits just waiting to be told. But stories in isolation are not enough.
Stories matched with specific engagement objectives and strategies are far more effective than stories alone. Spelling out specific objectives aligned with an organization’s strategic goals, then using stories and engagement strategies, is the most powerful approach. Knowing your fundraising goals, advocacy goals, membership or any other goals, keeps your efforts focused on outcomes. When you know what your goals are, you are crafting stories with a purpose and with a goal in mind.
Measuring success is looking at your progress towards those goals. Are people actually engaging with our content? Are the taking the actions we’d like to see them take? Which strategies are working and which can we stop doing if they don’t produce results. Keeping an eye on our progress towards our communication goals helps refine not only our engagement strategies but our storytellling. It is a cycle of Try-Measure-Reflect-Learn-Improve.
Creating this learning loop is the practice that ensures continual improvement. It is the key to improving the communication strategies, tactics and results used by your nonprofit.