Intentional Storytelling for Nonprofits: The Why Behind Every Word

You may agree that nonprofits face an unrelenting daily challenge of getting views on content. About 5.35 billion people create approximately 15.87 terabytes of data daily. That's a lot of information. It's no wonder people feel flooded with social media, emails, blogs, direct messages and more. For nonprofit marketing professionals, it's hard to consider how to cut through the noise. But there is one counter-intuitive approach: intentionality.

This year, our marketing team has discussed intentionality. In other words, we’ve moved away from the old digital formulas of having to post several times a day or at specific times. Instead, we’ve focused on the why of the content we create, and here’s the news. Our audiences are being more intentional and receptive to us. Nonprofits can do the same and shift to develop more meaningful relationships with their audiences. 

Why Intentionality in Marketing Matters

With the digital space being super crowded, perhaps it's time that nonprofits rethink putting out content for the sake of being visible. If your nonprofit isn't paying for boosts and digital ads, the chances for content to cut through the noise are much lower. If nonprofits have limited budgets to invest in marketing, intentionality could make all the difference. When you consider the purpose of all content, you can create deeper engagement.

In other words, nonprofit marketers should pump the breaks on the idea that putting out digital content and endless social media posts is vital. Instead of bombarding your nonprofit audience with content, how about providing them with intentional and purposeful information they want to know? For instance, how do censorship, poverty or technology affect students if you're in an educational nonprofit? That's something donors may want to understand.

When you're intentional with your content, you build a broader narrative that reflects your mission and impact better. Moreover, you avoid falling into the trap of promoting donor fatigue with your audience. Instead of doing what everyone else is doing, you’re the organization that’s going against conventional wisdom and shifting from quantity to quality. In an over-saturated digital world, many nonprofit supporters seek this intentionality. 

Intentional storytelling also plays a critical role in building long-term donor engagement. Donors are no longer passive contributors. They want to see the direct impact of their contributions. By focusing on authentic, intentional content, nonprofits show donors the tangible difference they're making. It fosters trust, emotional connection and loyalty, ultimately leading to long-lasting relationships and sustained support.

How to Implement Intentional Storytelling

The supporters of your organization don't play a passive role in the daily work. In fact, donors and activists want to be involved in your community, especially if you allow them to do it. Therefore, by being intentional, you rethink and reinvent how you interact with your fans and supporters. In turn, it builds trust, loyalty and much deeper levels of engagement and desire to support your nonprofit if you walk this path. Here are four tips for intentional storytelling.

1. Focus on Impact First

You hear it often, but the question is if you do it. Does your nonprofit focus on the impact it makes through heartfelt and informative storytelling? If not, or if you're being all things, it may be time to refocus on how you show your impact. Donors and supporters need to know the human story and its impact to get more invested. 

2. Be Genuine and Authentic

We hear this so much, but don't get sidetracked with the corporate speak. Every brand has a personality, and the people who work and support the work are the fuel. So, if your brand is about joy, then bring the joy. If it's about climate, then humanize the environment for people. However, whatever you do, stick with your brand voice with genuineness.

3. Embody Your Brand in Your People

We know it’s always about our people. Consider sharing behind-the-scenes content. Every day, make it a point to give your brand the energy of your team members.

4. Tell Stories That Reflect Your Mission

Every nonprofit has a mission. When you’re intentional, every post, every social share, and how it all comes together in visuals and copy are cohesive and on point. Intentionally, tying everything back to the mission and bigger picture creates consistency. In turn, that consistency invites people to keep returning to your organization. 

5. Build a Long-Term Narrative

Intentionality is more than just a one-off or ad hoc approach to marketing. Think of every post and piece of content as a building block to a larger project and narrative. In short, you want to make donors and supporters part of your nonprofit “family.” Every building block invites them back into the community again and again. 

Intentionality isn't about quantity. It's not about what days or times you should post, or how many times you should post. Instead, it's about going above the noise. When you focus on the why of the content created, you ensure you share meaningful stories and ideas with your supporters that they want to hear and read. And when you tell stories that matter, those who listen to them will follow, support and amplify them.

The preceding post was provided by an individual unaffiliated with NonProfit PRO. The views expressed within do not directly reflect the thoughts or opinions of NonProfit PRO.