Making your comms stick in a not-for-profit world
With so many not-for-profits competing for attention, donations, and support, it’s harder than ever to cut through the noise. You’ve got a great mission, and you’re doing meaningful work, but if your communication doesn’t connect with the right people at the right time, it can all fall flat.
Gurpreet Bhatia, Regional Communications Director for Asia at Heifer International, is one of those people doing meaningful work. With years of experience across major global development organisations, she shared a clear message for not-for-profits struggling to engage their audiences: stop leading with statistics. Start leading with stories, because stories, not numbers, are what move people.
Shaping stories that drive action
Storytelling isn’t just about feeling good. It can directly influence outcomes, if used strategically, the right story can:
Elevate your brand and purpose
Build long-term trust and credibility
Increase the effectiveness of fundraising appeals
Showcase your impact in real terms
Support advocacy and policy influence
Though it’s worth remembering that storytelling also works inward. Sharing success stories within your own teams can build morale, reinforce values, and remind people why their work matters.
So, why does storytelling work?
There’s a reason why so many not-for-profit campaigns focus on personal journeys. Our brains are wired to connect with people, not pie charts. Emotive storytelling, when done respectfully and ethically, has the power to:
Build empathy
Increase donations
Inspire advocacy
Strengthen partnerships
Humanise complex issues
Good stories don’t just inform. They shift perspectives and spark conversations, meaning, they stick.
What makes a story stick?
It’s not just about telling any story, it’s about telling the right one in the right way. To do that, consider these three principles:
1. Make it human
Choose a central character your audience can relate to. Someone with a name, a challenge, and a journey. A real person’s story often connects far more than an abstract issue.
2. Be clear and structured
Use a simple narrative arc:
Beginning: Introduce the person and their situation
Middle: Describe the problem or challenge they faced
Turning point: Show what changed (thanks to your work or support)
End: Highlight the outcome and future potential
A clear structure helps your audience follow along and emotionally invest in the journey.
3. Respect your participants
Language matters. Avoid words that position people as passive recipients—like “beneficiaries” or “the poor.” Instead, focus on agency and collaboration. Use terms like “participants,” “partners,” or “community leaders.”
When we tell stories with empathy and dignity, we help shift perceptions in a meaningful way.
Top tip: Don’t let AI tell your story, but it could help
AI tools can help speed up content production, suggest structure, or repurpose material, but you shouldn’t let the tools lead the story. Use them to support your creativity and insight, not replace it.
So, where do you start?
If you’re looking to make your comms more effective, especially in the NFP world, start with these:
Tap into emotion
Look for what really changed in someone’s life, not just the inputs and outputs. How did they feel before and after? What does success mean to them?
Choose one story and go deep
Don’t try to tell 10 stories at once. One well-told, personal story will connect more powerfully than a generic summary of your program.
Build a story bank
Make it a habit to gather stories from staff, volunteers, and the people you serve. A simple interview template or story collection process can help make this sustainable and ethical.
In the not-for-profit world, communications can’t just be informative, they need to be transformative. When people see the impact of your work through a real person’s eyes, they’re far more likely to listen, care, and take action.
So if your comms aren’t landing, ask yourself: am I telling a story, or just delivering data?
