1. “Why” Stories
“Why” Stories help your audience understand what your community is facing and why it matters. They build empathy and create the emotional foundation that inspires people to care about your cause in the first place. A food pantry might share the story of a working parent who still can’t afford groceries after paying rent, childcare, and transportation. That story doesn’t just describe a problem. It makes the problem feel real and personal.
💡Try this: Think about one person your organization has encountered whose story captures the heart of why your work exists. (Always) Ask for their permission to share it and write it down in a few simple sentences.
2. “How” Stories
“How” Stories show how your organization works and what actually changes in your community as a result. They answer the question donors are always silently asking: “Is this actually making a difference?”
For example, a story about How your team helped an older adult complete a housing form that put them on track for stable housing.
That one moment tells a bigger story about how your work operates and what it makes possible.
💡Try this: Think about a recent win, big or small, where your organization’s involvement made a tangible difference. Write it down as a simple before and after. Where was someone before your help? Where are they now.
3. “Who” Stories
Behind every great nonprofit is a community of people who show up because they believe in something bigger than themselves. “Who” Stories shine a light on the people behind your work, your volunteers, board members, staff, and donors. These stories remind supporters that real humans are driving this work forward every day.
For example, a staff member sharing what keeps them going on hard days or a longtime volunteer explaining why they keep coming back. Stories like these build trust and deepen connection in a way that program updates simply can’t.
💡Try this: Reach out to one volunteer, staff member, or donor this week and ask them one simple question: “What keeps you connected to this work?” Their answer might be your next story.
4. “What Now” Stories
Every great story needs a next chapter. What Now Stories clarify what needs to happen next and invite your supporters to be part of it. They are your calls to action, framed in a way that feels human and compelling rather than transactional.
For example: “Three people helped make this outcome possible: a volunteer driver, a donor who funded supplies, and a case manager who coordinated the support. Here’s where we need help next.” (PS - this one is also a great “How” story!)
That kind of story shows supporters exactly where they fit in the bigger picture and makes giving feel meaningful.
💡Try this: After sharing a recent impact story, add one sentence that tells supporters what needs to happen next and how they can help make it possible.
Watch the Full Breakdown 🎥 Want to see these four story types in action? I put together a full video walking you through each one with real examples you can use right away. Watch it here.
Try it this week 🚀 Pick one of these four story types and find one story from your organization that fits it. It doesn’t have to be perfect. Just start somewhere and write it down. The more you practice telling your story, the more natural it becomes!
