Karen Alonso
Vice President of Marketing
United Way of Southern Nevada
Las Vegas, Nevada
How do you ensure authenticity when telling your nonprofit’s story?
The most powerful tool in a fundraising professional’s arsenal is the ability to share stories of transformation. This allows the nonprofit to connect the donor to the cause and inspire them to take action. Authenticity in storytelling is essential for creating meaningful connections between donors and the mission.
There are three key components for authentic storytelling: Using real voices, sharing transformative impact, and maintaining transparency.
A nonprofit’s stories must highlight an individual or community served. First-hand testimonials are most impactful because when an individual shares their personal story, in their own words, there is a natural authenticity that resonates deeply with the viewer or reader. As a nonprofit professional, we have the privilege to share these stories and amplify the voices of the individuals we serve.
When we tell stories that highlight outcomes, donors are able to envision the impact of their dollars and think to the future about how their next gift will transform lives. They’re able to imagine the importance of each gift and envision their dollars at work. These stories reflect the real impact donors make possible.
Lastly, transparency builds trust. When nonprofits provide clear context about challenges faced and progress toward goals, donors have the opportunity to understand the realities a nonprofit faces and the struggles needed to overcome. Donors deserve an honest portrayal of both successes and areas for continued growth.
The goal of storytelling is inspiration. Authentic and impactful stories educate, invite action, and remind donors of all they make possible through their philanthropy.
Can you share a time when storytelling significantly boosted your fundraising efforts?
During United Way of Southern Nevada’s 65th Anniversary Celebration Gala, we wanted to share impactful stories that would resonate with the audience ahead of our fund-a-need appeal. Rather than relying on traditional testimonial videos, we created a more immersive and captivating experience.
As the room was transformed into complete darkness, a single spotlight illuminated an actor who stepped onto the stage. Framed in silhouette, he delivered two powerful, first-person narratives of transformation from individuals served by United Way of Southern Nevada.
This minimalist yet dramatic approach captivated the audience, drawing them into the stories. The audience’s imaginations were triggered and were able to paint a picture of the lives transformed by our mission. The unique presentation not only held the crowd’s attention but also inspired generous giving, as guests raised their paddles to support our cause. It was a creative and unforgettable way to highlight our impact and engage those in attendance.
What are your favorite tools when sharing a story?
One of the most effective methods of storytelling is through video. It combines visual imagery, thematic music and narrative to capture the full emotional scope of the story. Through video, we communicate the urgency of a crisis, highlight the steps taken toward solutions, and showcase the measurable outcomes that drive hope and inspire action.
A well-produced video allows the audience to hear the voices of those served, witness moments of transformation, and experience the mission. This often leads to a deeper understanding of the nonprofit’s work and results in a greater motivation to support the cause.
How do you train your team to become compelling storytellers?
It’s critical for every nonprofit to train their team on effective storytelling techniques. Whether it’s the finance, fundraising, marketing or programs teams, each individual needs to be able to communicate the mission, impact, and value that nonprofit brings to the community they serve.
This starts by cultivating a deep understanding of the nonprofit’s mission and the lives we impact. When there is an understanding of impact, passion will naturally follow.
The team should also hear first-hand testimonials from individuals and families served to learn the impact of the work we do. These anecdotes, combined with measurable outcomes, lead to effective stories to share with donors, prospects and community members.
As a nonprofit, we empower our team to act as ambassadors of the organization, taking every opportunity to share stories, impact and inspire action.
What can we learn from traditional “corporate” marketing? Contrarily, what makes our nonprofit storytelling different?
Nonprofit storytelling differs from corporate marketing in its purpose and approach. Unlike corporate marketing, which centers around selling a product or service, nonprofit storytelling focuses on creating a deep emotional connection between donors, the nonprofit’s mission, and the individuals or community we serve.
Corporations excel at creating recognizable messaging and branding that speaks directly to their target audience and drives engagement. They utilize storytelling to humanize their brand, build loyalty, and educated the audience on the value of their goods or services.
Nonprofits are not just communicating value — we are sharing real stories of transformation, impact, hope, and change, all of which is made possible through the generosity of donors.
Nonprofit stories are mission-driven, highlighting the changes and improvements made in communities and lives. Nonprofit stories are transparent, authentic, and real – they showcase vulnerability, humanity, and the raw and meaningful work and programs that nonprofits provide.