The People-First Framework for Nonprofit Storytelling

“Storytelling” comes up constantly in marketing and public relations. We talk about it in strategy meetings. We reference it in campaign planning. We’re always looking for ways to “deepen our storytelling.” But we don’t always slow down to define what it actually means in practice. 

In nonprofit communications, storytelling can sometimes translate into a recap of programs, milestones, and achievements. These are all important, but disconnected from the people whose lives are actually changed.

Nonprofit storytelling isn’t about highlighting performance. It also isn’t about being dramatic. It’s about bridging the gap between clarity and connection. 

So what does that actually look like? Here’s how to move from abstract “storytelling” to something meaningful. 

Start With Clarity

Many nonprofits feel pressure to explain everything at once. Every program. Every initiative. Every audience served.

And the messaging becomes: We offer mentorship. And workforce training. And housing assistance. And scholarships.

All of it matters. But listing programs doesn’t help an audience understand impact. Think of it this way: If you can’t clearly explain your work in one sentence, how do you expect would-be supporters to understand it? 

If we’re being honest (and we always are), approaching storytelling with clarity can feel uncomfortable. It requires simplifying complex and deeply nuanced work. But simplicity is often what opens the door. It’s what helps someone quickly understand why your mission matters and why they should care.

Clarity isn’t about diminishing your work. It’s about choosing a focused entry point that invites someone into your story. Once they’re in, you can expand.

Think of clarity as the invitation.

Lead With People, Not Programs

The instinct to lead with programs or initiatives makes sense because those are tangible, structured, and measurable. But programs explain what you do. People show why it matters.

As SolWoods Storyhouse founder Kristen Baker-Geczy often shares, the power of that distinction became clear at a fundraising event she once attended. The organization spent most of the evening walking through each of its programs in detail. There were posters outlining each service throughout the venue, and executives were given dedicated podium time to expand on them. The showcase was thoughtful and well-articulated. 

It wasn’t until the very end of the event that the nonprofit invited a single beneficiary to the stage to share their positive experience with the organization. As guests filtered out afterward, no one was discussing the program breakdown. Instead, they were repeating parts of that individual’s story and how it moved them to get involved. That was the moment that inspired people to give.

In media relations, SolWoods Storyhouse approaches storytelling the same way. For a client in the military veteran space, their annual Veterans Day campaign doesn’t center on the organization. It centers on a veteran willing to share their lived experience. The nonprofit becomes context for demonstrating how support showed up, how progress happened, and how the community played a role.

The story isn’t about you. It’s about the people you’re serving. That shift in perspective makes all the difference. 

To help clients operationalize this, we use what we call the SolWoods Storyhouse Filter:

• Whose life is different because of this work?

• What was happening before?

• What changed?

• Why does that change matter to the broader community?

• What does this reveal about the mission?

By filtering your campaigns through this lens, you’ll keep the focus where it belongs — on the people you’re supporting. 

Where Data Meets Lived Experience

In nonprofit communications, we don’t often see organizations hiding behind data. If anything, many underuse it. When paired with lived experience, data strengthens a story rather than diluting it.

Using the SolWoods Storyhouse Filter helps here, too.

For example, say you’re launching a mentorship program for first-generation college students. If enrollment among first-generation students is declining, data can establish urgency and scale. Using data in this context answers the question: What was happening before? 

Then introduce a participant whose trajectory changed because of mentorship. Their story answers more questions: Whose life is different because of this work? Why does that change matter to the broader community? 

PR storytelling often fails when it feels overly polished or disconnected from reality. The data provides real evidence, while the personal story provides the emotional connection. Together, they build credibility and resonance.

Make It Easy to Carry Forward

In today’s digital, content-rich environment, a strong story shouldn’t live in one place. Audiences encounter your organization across multiple touchpoints, and amplifying content across platforms increases visibility and deepens engagement. 

For example, when you secure earned media around a powerful narrative, share it across your media ecosystem. Repurposing content isn’t recycling the same thing word-for-word; instead, it’s about adapting the story for different contexts and audiences. 

• A magazine feature can be shared on your website and social media with additional backstory. 

• A blog story can become a social video series or serve as an anchor for a newsletter. 

• A newsletter can take a media story one step further by explaining to supporters why this moment matters and how they can take action. 

• A compelling social response can inform future content.

When a story resonates, make it easy for people to find, understand, and share it. The goal isn’t to overwhelm your team with more volume. It’s intentional amplification of the content you’re already generating. 

What Strong Storytelling Creates

When nonprofit storytelling is clear and personal, you begin to see measurable signals, such as increased volunteer inquiries, membership growth, or contact form submissions from people asking how they can help. 

After clarifying their messaging, we’ve seen organizations experience membership growth of more than 50% in a little over a year. We’ve seen community engagement deepen simply because a news story finally connected the dots between mission and impact.

Those outcomes aren’t driven by polished language. They’re driven by connection.

If nonprofit communications teams implemented one storytelling shift this year, we would suggest this: Spend time listening not only to the people you serve, but also to your volunteers. Ask why they choose to spend their time with you. What keeps them coming back?

Those stories of commitment and belonging are powerful. And your owned media channels are the ideal place to explore and refine them before amplifying them further.

Storytelling helps ground your mission in lived experience, strengthening connections so others can clearly see why your work matters. 

Whether you’re refining your messaging or rethinking how your stories show up across media channels, SolWoods Storyhouse works alongside nonprofit teams to shape communications that reflect the depth of their impact. Learn about our services.