I’m sure you’ve seen articles on organizations needing to tell good stories.

So what typically comes up for us when we hear the word “story-telling?” Marketing? Branding? Maybe even fundraising?

Any one of these makes sense. There’s no better way to hook supporters than being able to tell a good story; tapping into the ancient way for our brains to process, contextualize, and connect.

Here’s the thing. To tell stories purely for branding, or even fundraising, sake is to undercut its power. I say this because branding tends to be after the fact. Branding is often the bow we throw on an organization after everything else is said and done. But storytelling shouldn’t be after the fact; being able to tell the story is foundational.



Story-Telling As A Legal Obligation?

Yup, I say it is. An organization knowing its story, and how to tell it, is integral for two reasons. One, this directly impacts an organization’s ability to keep up with its legal obligations. Two, knowing and telling the story is important for understanding how to run the charity itself.

Stick with me. What is a mission statement? It’s a synopsis. A nice, neat summary of you. . . story. At least, that’s what it should be. A mission statement isn’t just the thing plastered on the back of brochures. Organizations have a legal obligation to operate in a way that furthers their mission.

Knowing this, I often ask clients to write out their organization’s story before we create or form anything. They look at me funny, but I do this because if we don’t know the story, we don’t have a summary. Without a summary, we don’t have a concise North Star. And it’s when there isn’t a North Star that you see mission statements half a page in length that require three long breaths.

You see, the story is more than a superficial bow. It’s an operational anchor. Because it’s the story that roots, guides, and steers an organization; more so than anything else.

So having a clear and compelling story isn’t just a nice to have; its a legal and ethical obligation for any organization entrusted with the community’s money and lives.



Other Reasons to Know Your Story

Where we see charities that are: (1) not clear on what to do, and how, to accomplish the vision, or (2) are disjointed and do way too much, we’ve found an organization that hasn’t developed a clear and interesting story.

For any organization, it takes clarity on its “beginnings” to root in the “why” behind its programming, funding decisions, and operations. Knowing the “characters” ensures the right people are always being serviced or brought to the table. And of course, understanding the desired “ending” creates that North Star that informs an organization as to whether it’s on track, has veered off track, or needs to make some changes.

A clear and interesting story is also important for building consensus within an organization. The process of developing a story requires staff, volunteers, and stakeholders all come to an agreement on where things stand. This better enables them to agree on what needs to happen to get the organization from where it is to where it wants to be. Disconnected departments, disjointed interventions, or inter-programmatic tension can all be signs that it’s time to sit down and develop or evolve “the story.”



Putting the Story Together

Do you have a clear, interesting story that’s been adopted across the organization? If not, here’s a chance to put one together. I’m willing to bet you’ll not only find it helpful for assessing whether the organization is going in the right direction, but it’ll also be a good exercise for igniting everyone’s passion and ensuring everyone is on the same page.

Now, at this point you’re silently hurling curses at me. Just exactly how do you start putting a story together?

Well, you’re in luck. There’s an event coming up in New York that is ALL about developing and telling great stories.

Called “Growth For Good,” the day-long event is super affordable and has sessions on developing your story, getting your story to stand out, and relating the story back to the work you’re doing.

For more information on the event, or tickets, check out their site here.

I’m also working on a quick and easy story-telling tool I’ll post here.