What You Need to Know About Non-profit Narratives
By Keagan Perlette
Humans make meaningful connections through stories. Developing a relationship with a brand is no different. A brand narrative is your non-profit organization’s central story—a strategic way to communicate the mission, values, vision, and impact of your non-profit organization. Over time, a non-profit narrative will develop into your organization’s legacy.
A brand narrative is different from storytelling. Both are important for building a non-profit communications strategy that raises awareness and encourages engagement from current and prospective supporters. |
What's the difference between narrative and storytelling?
A brand narrative describes your non-profit organization in a compelling format that uses storytelling techniques. Think of the brand narrative as the main story arch of a television series. When it comes to non-profit communications strategy, the narrative gives structure, direction, and cohesion to each individual campaign and piece of content—the individual “episodes” that make up a series.
Storytelling supports your non-profit’s brand narrative. You can employ storytelling to make the campaigns and content you create resonate with your audience. The tone of storytelling is more less formal than the brand narrative. Storytelling highlights people’s lived experiences and reflects the audience’s ideals back to them. The stories you tell should incorporate elements of the overarching non-profit narrative, enriching it as time goes on.
Storytelling supports your non-profit’s brand narrative. You can employ storytelling to make the campaigns and content you create resonate with your audience. The tone of storytelling is more less formal than the brand narrative. Storytelling highlights people’s lived experiences and reflects the audience’s ideals back to them. The stories you tell should incorporate elements of the overarching non-profit narrative, enriching it as time goes on.
Why narratives are important for non-profits
Having a brand narrative can make communications for non-profit organizations more effective. A strong narrative is compelling to potential donors and supporters. It communicates what your organization values and the difference it’s making in society. People want to support causes that align with their personal values and contribute to initiatives that really make a difference. A narrative attracts individuals into your community that share your organization’s vision and mission—core tenants of the non-profit narrative.
Creating a brand narrative also promotes transparency, which is increasingly important for today’s socially-minded individuals. Supporters need to feel a sense of trust, but they also want to be proud to be involved with an organization. A non-profit narrative that’s honest and authentic establishes a solid relationship with the audience—making it more likely that they will turn into advocates for your cause.
As part of a non-profit communications strategy, a brand narrative is essential for differentiating your organization from others. The narrative encapsulates your organization’s attitudes and communicates its unique personality. These aspects of non-profit branding help you stand out, making your organization more memorable.
Creating a brand narrative also promotes transparency, which is increasingly important for today’s socially-minded individuals. Supporters need to feel a sense of trust, but they also want to be proud to be involved with an organization. A non-profit narrative that’s honest and authentic establishes a solid relationship with the audience—making it more likely that they will turn into advocates for your cause.
As part of a non-profit communications strategy, a brand narrative is essential for differentiating your organization from others. The narrative encapsulates your organization’s attitudes and communicates its unique personality. These aspects of non-profit branding help you stand out, making your organization more memorable.
Tips for developing a non-profit narrative
Non-profit branding begins with understanding what your organization stands for, who you serve, and what type of person should get involved. Here’s a few components of creating a brand narrative that captures your organization’s ethos—and the hearts and minds of your audience:
1. Be authentic. Emotional connection goes a long way when it comes to non-profit communications. Authenticity communicates trustworthiness and genuine good intentions supporters will be excited to get behind.
2. Stay consistent. An organization’s mission, vision, and values should match up with its actions. Within the narrative, show how your non-profit is upholding its vision to establish transparency.
3. Demonstrate impact. Use data combined with storytelling techniques to communicate how your non-profit is making a tangible difference. Share your organization’s wins and hard work to encourage people to get on your team to fight for change.
4. Keep your audience in mind. Consider your supporters’ lifestyles, their demographics, and what they care about most. Use language that they understand and put the spotlight on the aspects of your non-profit that will resonate with them on an emotional level.
5. Inspire participation. Audiences need to see themselves in your narrative. Provide insight into how they can get involved and play a meaningful role in your cause.
1. Be authentic. Emotional connection goes a long way when it comes to non-profit communications. Authenticity communicates trustworthiness and genuine good intentions supporters will be excited to get behind.
2. Stay consistent. An organization’s mission, vision, and values should match up with its actions. Within the narrative, show how your non-profit is upholding its vision to establish transparency.
3. Demonstrate impact. Use data combined with storytelling techniques to communicate how your non-profit is making a tangible difference. Share your organization’s wins and hard work to encourage people to get on your team to fight for change.
4. Keep your audience in mind. Consider your supporters’ lifestyles, their demographics, and what they care about most. Use language that they understand and put the spotlight on the aspects of your non-profit that will resonate with them on an emotional level.
5. Inspire participation. Audiences need to see themselves in your narrative. Provide insight into how they can get involved and play a meaningful role in your cause.
Create a powerful narrative for your non-profit
Developing a brand narrative is the foundation for your non-profit communications strategy. It gives you structure and direction for every campaign and piece of content you produce. Perch Communications has extensive experience creating non-profit narratives that drive brand awareness and community engagement.
Get support developing an impactful brand narrative for your non-profit organization. Book your free consultation here.
Get support developing an impactful brand narrative for your non-profit organization. Book your free consultation here.