Once Upon a Skill School

The Seven Benefits of Storytelling (not to be confused with the seven dwarves):

1. Shares your organization’s truth. Stories are the things that stick with us. And sharing about what’s happening within your organization, what your customers and clients are doing, helps create a culture of storytelling. This helps people begin to look for the stories.
2. Establishes relationships and draws people in. People who read or view your story in ads, social media posts, letters, etc. may feel more connected to your organization’s mission/purpose and be curious to find more stories about who you are and what you do.
3. Sets you apart. The stories you tell on behalf of your organization are unique to you. When you tell them, you establish what makes you…well, you.
4. Drives action. Stories that resonate with the audience inspire clicks, donations, gifts, good deeds, etc.
5. Informs everything that you do. Like a Russian nesting doll, everything should build from the core story at the center.
6. Extends reach. Great stories spread organically (but hey…paid boosts don’t hurt, either).
7. Builds your personality. As you develop a story, use it to share what you do, what it takes to do it well and what you want your organization to be know for.

November is here: the month when pumpkin pie becomes its own food group, gratitude fills our group chats, and “storytelling” takes on a whole new meaning. Because while your favorite aunt’s tales at Thanksgiving dinner are technically storytelling, the AMA Lincoln Skill School workshop a couple of weeks ago showed us that crafting a story with purpose is both an art and a superpower.

For those unable to attend, here’s a quick recap of what Firespring’s resident storyteller Kiersten Hill shared:

What Is Storytelling?

Storytelling isn’t just for campfires and bedtime routines. It’s how we communicate and create meaningful connections, whether you’re sharing your organization’s mission, promoting a new campaign – or explaining to your dog why the turkey is not, in fact, for him.

At the core, every story should have one message for the head and one for the heart. That means that logic + emotion = connection. Studies have shown that while facts are great, stories are 22x more memorable. Also, 56% of people who encounter a good story on social media are more inspired to take action.

Storytelling Is a Journey

Just like the hero of the story goes on a quest or adventure resulting in a change to themselves, your audience has a journey as well. Through storytelling, you can help them turn the page from “lurker” to “advocate,” one genuine connection at a time. Think of it like the world’s most heartwarming Thanksgiving dinner:

• Lurker – Peeks through the window (social scrollers, ad viewers)
• Interested guest – Reads the invite and maybe brought a pie
• Supporter – At the table (donating, volunteering, engaging)
• Repeat guest – Always show up, so you saved them a seat
• Advocate – Tells everyone how great your stuffing (and your story) is

Ethical Storytelling: The Gut Test

Ethical storytelling isn’t just nice to have. It’s critical. When you tell a story or think about telling a story, does it feel good? If not, then pause. Find new words, new angles or a new story altogether. At the heart of storytelling is respect and consent – and nothing says “season of giving” like giving someone agency over their own voice.

Here are a few helpful tips:

• Prioritize telling the story in a way that honors its subject
• Don’t make decisions for the subject – always offer them the opportunity to share the story in their own words
• Consent is critical – consider whether a person wants their story to be told, but also how they want it to be told

The StoryBrand Framework (from Donald Miller’s book: Building a Story Brand)

Your organization is not the hero of the story. The hero is the audience. You’re the guide – the Gandalf to their Frodo or the Obi-Wan to their Anakin. Your customer has a problem; you have the plan. And if you can show them the path to success (fixing the problem) and what failure might look like, they’ll be more likely to act. Just remember to keep it simple and straightforward (don’t word vomit).

Let’s break it down:

• The problem – the pain point your company solves
• The solution – what your company does to help solve it
• The result – the positive change that happens when the problem is solved

Finding Your Brand Archetype and Voice

Your voice should feel true, but your tone clan flex – softer in thank-you emails, more playful on socials, heartfelt in impact stories, etc. Discovering your brand voice and personality is like deciding what kind of Thanksgiving host you are:

• The hero who rallies everyone together
• The caregiver who makes sure no one’s glass (or plate) is empty
• The explorer who insists on trying a new stuffing recipe every year

Becoming a Storytelling Pro

Whatever method you use to write and tell your story, here are some ways to up your storytelling game:

• Get something worth writing about
• Keep your main point the main point
• Find emotional, real-life moments and anecdotes
• Ask your audience to share social media posts
• Repurpose stories across platforms
• Interview the people who make your story possible
• Add perspective from experts
• Use powerful images along with your story
• Compel people to act, then tell them how / what to do
• Create a plan and follow up
• Proofread everything at least twice (or more)
• Make storytelling a part of your company culture, not just your content plan

The Moral of the Story

As we gather around (literal or metaphorical) tables, remember that stories connect us – across families, communities and causes. So share your story with heart, honor and a dash of humor.

Storytelling isn’t about what you sell. It’s about who you are and why it matters. Because at the end of the day, we’re all just stories waiting to be told.