Why Storytelling Matters
September 11, 2025
By: Scott Westcott
Communications pros have long extolled the power of storytelling to help advance their organization’s mission.
Yet it can be a challenge to explain the many benefits of telling stories – and why the practice is well deserving of resources and support.
Here are five ways to help make the case:
1. Storytelling cuts through the clutter
We’re bombarded daily by an avalanche of content, messages, and distractions. A good story with compelling images offers an opportunity to catch — and keep — your audience’s attention. Your story must have more than a simple beginning, middle, and end to stand out. It must be delivered in a way that sparks curiosity and evokes emotion.
2. Stories give voice to those often unheard
Storytellers at social good organizations have an opportunity to elevate the experiences and perspectives of those who are often unheard. When done well, individuals have the opportunity to tell their story in their own voice — and on their own terms. Remember, it’s essential to tell stories responsibly and ethically — empowering individuals and communities to narrate their own experiences rather than being spoken for.
3. Stories inspire action
Positive data and results can instill confidence in donors and supporters. But powerful, real-life stories are what move them to action. For example, it’s reassuring to know that your organization helped house 15 families over the past year. Yet a compelling story detailing how that housing allowed a family to thrive can move readers to a deeper level of commitment.
4. Stories can shatter stereotypes
We live in a world of assumptions, many of them misplaced. This tendency can be particularly challenging for nonprofits trying to overcome preconceived notions about the people and communities they serve. Stories rich in details and context about individuals’ experiences can evoke greater understanding and empathy and prompt re-thinking of blanket assumptions.
5. Stories can attract a new audience
Assumptions aren’t only about people being served by philanthropy, but also the organizations providing services. Relying on institutional reputation may be enough for long-standing donors. But other potential supporters may not have a clear sense of what your organization stands for or how the work you do plays out in real life. Good stories can catch the attention of potential supporters and lead them to wanting to know more.
The bottom line? Storytelling should be a cornerstone strategy to executing on your mission. As communicators, we must champion the importance of storytelling by showing how it can supercharge your ability to change minds, encourage support, and amplify your mission.
