So you’re trying to promote your organization and tell a compelling story. How do you begin?
Storytelling has been used as a form of meaningful communication for thousands of years—the cave paintings of Lascaux Caves in southern France affirm this fact. But the art of storytelling can be tricky. The fact is, we’re wired for a story—that’s what we remember. An impactive story can have a powerful effect on our actions, decisions and opinions— it can be a game changer. In this two-part series, we focus first on finding a story and the thought that needs to be given before ever picking up a camera. Then in the next post, we will discuss how to pull together a captivating story in the editing process.
SECTION 1: Storytelling Basics
Let’s start with some basic (but critical) things to get you started on your storytelling journey. These will give you guidance and clarity throughout the process — from choosing a story to creating an outline and selecting interview questions. Every single kind of video greatly benefits by considering these two things:
Who is the hero of the story? When considering how to formulate your story, you want to have a hero. It would be a mistake to make it your organization. Instead, consider making the hero of the story a recipient being helped, a volunteer working at your nonprofit, or even the viewer. You can make the viewer the hero by making them understand that they have the power to make a positive difference in the lives of others.
Consider a universal theme for your story—love conquers all, overcoming adversity, etc. General themes are relatable to many and may resonate with audiences. Consider the general sentiment or emotion you want people to feel. This theme is a way for the viewer to connect with and be moved by the story, even if they have not experienced it. It also helps your story be more cohesive and focused by choosing one theme that will carry throughout.
SECTION 2: Parts of a Good Story:
Start out with a hook to grab viewers’ attention. You need something surprising, compelling, upsetting or maybe funny. You just want viewers to be plugged in from the very beginning.
Next, go straight to the problem. In order to keep the viewer interested in the story, introduce the conflict in the story. Is there a teen coming out of rehab? Is a family without food? Another way to think about this is by identifying the turning point in the person’s life or the story that you will focus on. What events or factors led to that turning point? People need to know why your organization is important. Don’t skip too quickly to the solution without the audience understanding the problem that you solve.
Related to the problem, you want to emphasize what is at stake. Will someone lose their home? Go back to prison? Be hungry? Knowing what is on the line can be a thread that draws in viewers and creates a stronger story.
Once the conflict of the story is articulated, it’s time to give the solution—the answer to the question—the resolution to the problem. This is where you position your organization as the guide to help solve the problem. Lay out the plan to overcome the challenges and how your organization is qualified and prepared to do that. Don’t forget: you are the guide - not the hero.
To elaborate on the solution, show and describe what success looks like. Focus on the transformation that takes place in the hero of the story. How is their life better?
Call to action: Consider a call to action now that you have told your story, like soliciting for donations, recruiting volunteers, joining an email list, or even just visiting your website. What is the next step that you want the viewer to take? Be clear in the video about how to go about whatever action you’re asking them to take.
SECTION 3: Choosing a Story For The Purposes of Promoting Your Organization
When it comes to subjects or characters in your story, it’s best to focus on a single story, often, even a single character. You can tell this from a variety of vantage points, but try to not cover too much ground. The best stories are simple, moving and memorable, so keep it simple—stick to one or two main characters with secondary interviewees to support the main story. Find success stories of volunteers or recipients of the services that can be shared. When looking for a person to highlight, they need to not only have a great story, but also be comfortable sharing it on camera.
But how do you find these stories? A great place to start is by asking those on your team who have consistent direct contact with the people you might like to feature. Another way to formulate your story is to localize national stories. If new unemployment statistics just came out showing bad news, translate that to your community and how your organization might be fighting back. And finally, ask your audience. Using social media or whatever resources you have at your disposal, ask your potential audience for ideas—do you know someone who has benefited from our services? Tell us!
Finding the right story, with the most riveting components and characters requires some time and effort, but it pays off big time in the end. If you follow these suggestions, you will be well on your way to having a great story that will motivate and inspire people to support your nonprofit!
If you want to learn about crafting the story in the editing process, read part 2
