Lesley Gordon, VP of Public Relations, Black Onyx Management
In today’s philanthropic landscape, strong programs alone are not enough. Nonprofits must also clearly communicate the value of their work to donors, partners, and the communities they serve. Effective storytelling is not simply marketing. It is a strategic function that connects mission, outcomes, and funding in a way that motivates people to act.
Here are three best practices that help organizations strengthen their storytelling and increase engagement with current and future supporters.
Know Your Program and Collect the Right Data
Every compelling story begins with a clear understanding of the work itself. Organizations that tell the most powerful stories are those that have invested in documenting their programs and measuring results consistently.
This means:
- Establishing clear program goals and intended outcomes
- Tracking participation, outputs, and outcomes regularly
- Collecting both quantitative and qualitative data
- Capturing stories directly from participants and stakeholders
Good storytelling depends on credible, organized information. When data is incomplete or inconsistent, organizations often struggle to demonstrate progress or communicate impact convincingly. On the other hand, strong data collection allows nonprofit leaders to move beyond anecdotes and show measurable change.
Just as important is ensuring that staff understand what data matters and why. When program teams and leadership share a common framework for documenting results, storytelling becomes far more natural and authentic.
Translate Data Into Stories Across Platforms and Mediums
Collecting data is only the first step. The next challenge is translating that information into messages that resonate with different audiences.
This requires intentional planning and, in many cases, specialized expertise. Effective storytelling teams know how to adapt the same core message for multiple platforms, including:
- Printed materials and annual reports
- Digital newsletters and websites
- Social media campaigns
- Grant reports and funder updates
- Presentations and talking points for community meetings
Each platform serves a different purpose and audience. A donor reading a newsletter may want a concise impact summary, while a social media audience responds best to visuals and brief narratives. A funder may need detailed metrics paired with a clear explanation of long-term outcomes.
Organizations that invest in communications strategy and skilled storytellers are better able to maintain consistency while tailoring their message appropriately. This ensures that every interaction reinforces the organization’s mission and credibility.
Align Your Story With Funders and Future Supporters
Strong storytelling is not only about sharing what happened. It is about connecting outcomes to what donors care about and showing how continued investment will make a difference.
When developing stories and communications, organizations should consider:
- Is this story relevant to our funders’ priorities?
- Is the information clear and easy to understand?
- Does the message highlight outcomes, not just activities?
- Is there a clear and compelling call to action?
Donors and institutional funders want to understand how their contributions lead to measurable progress. Stories that clearly connect need, action, and impact help supporters see their role in the solution.
Just as important, storytelling should look forward as well as backward. Effective communications demonstrate not only what has been accomplished, but also what is possible with continued support.
Bringing It All Together
At its best, nonprofit storytelling is a coordinated effort that connects program design, data collection, communications strategy, and fundraising goals. Organizations that treat storytelling as a core function, rather than an afterthought, are better positioned to build trust, strengthen partnerships, and sustain their work overtime.
For nonprofits that are looking to strengthen their approach, Black Onyx Management serves as a resource at every stage of this process. From designing evaluation frameworks and improving data collection to developing communications strategies and translating impact into compelling narratives, Black Onyx Management helps organizations ensure their stories are clear, credible, and aligned with funding opportunities.
Thoughtful storytelling is not simply about telling a story well. It is about making impact visible and giving people a meaningful way to be part of the work.
