Ideas in Action

How to Leverage Narrative Design to Build Your Nonprofit’s Brand

When working with nonprofits, one of the key questions that arises is: “What should our brand be about — what stories should we tell?” While this is a relevant question for any organization, it’s especially crucial for nonprofits, where branding often involves multiple types of relationships with various audiences.

In the nonprofit world, you aren’t just managing one brand; you’re often managing multiple relationships that reflect different aspects of your organization. Whether it’s your donors, your beneficiaries, or even your internal teams, each of these groups experiences your brand in distinct ways. And the key to effective branding is understanding and nurturing these relationships through the power of story.

Managing Multiple Relationships Through Storytelling

1. For donors: When creating stories for donors, it’s about giving them a role in your organization’s narrative. You want to craft stories that threaten the vision of the future you’re working toward. This invites donors to step in and help make that future a reality. The key is making them feel like they are truly having an impact — not just on the world or your beneficiaries, but on the very ability of your organization to serve. The clearer and more specific the need you present to them (e.g., “We need $50,000 this quarter to achieve X”), the more personal their connection will feel.
2. For beneficiaries: Storytelling for beneficiaries involves creating a narrative that shows a clear future. This isn’t just about talking up what your organization does — it’s about helping them see how their lives could change if they engage with your nonprofit. Be careful to avoid narratives that place blame on individuals; instead, highlight systemic challenges while showing how your nonprofit is a partner in overcoming those obstacles.
3. For internal teams: Internal teams thrive on stories of inspiration. They want to feel like they’re part of something bigger, a grand mission. By creating a vivid contrast between the struggle you face and the potential glorious future, you can motivate your team to push forward. The greater the gap between these two points, the more compelling the story becomes, driving internal passion and commitment.

Practical Framework for Nonprofit Storytelling

At the core of this storytelling is a framework that nonprofits can follow to craft compelling narratives. This STORY framework includes:

• The Struggle: Clearly define the problem your organization is addressing. The bigger the problem, the more urgent the need for action.
• The Tool or Technology: Identify what your organization is doing to address the struggle. This is your approach, your unique solution.
• The Objective: What are you aiming to achieve? This is the future vision you want to share with your audiences — whether it’s donors, beneficiaries, or staff.
• The Reward: Outline the positive outcome of your objective. For donors, this is the sense of satisfaction and purpose that comes from knowing they helped. For beneficiaries, it’s the tangible change they will see in their lives. For internal teams, it’s the larger cause they are fighting for.
• The Yearning: The emotional core that drives the narrative. What do all these groups long for, and how does your nonprofit help them achieve that?

An Example: Alliance for the Great Lakes

To illustrate how the STORY framework can help nonprofits craft compelling brand narratives, let’s consider the Alliance for the Great Lakes. This nonprofit works to protect one of the most vital freshwater ecosystems on the planet. By framing their efforts using the elements of the STORY framework — Struggle, Tool, Objective, Reward, and Yearning — they create a powerful narrative that engages donors, volunteers, and the community at large. Below, we’ll walk through how the Alliance’s mission fits into each element of the framework, showing how nonprofits can apply these principles to tell their own impactful stories.

Understanding and Connecting with Your Audience

To leverage narrative psychology effectively, the first step is understanding your audience. This includes identifying their goals, struggles and emotional needs:

• Donors: What motivates them to give? Are they looking for ways to feel generous or honor a loved one? Do they want to make a real difference in their community? Understanding this will allow you to craft a story that resonates with their internal motivations.
• Beneficiaries: What challenges are they facing? How do they feel about these challenges? Show them how your nonprofit can be a partner in overcoming these obstacles.

The Power of Collecting and Sharing Stories

While you might not have a formal system for collecting stories, gathering them informally through conversations, surveys or testimonials can be invaluable. The more stories you collect, the more material you have to inspire others. People are inherently influenced by the stories of those around them and, by sharing these narratives, you invite potential donors or beneficiaries to see themselves in those stories.

Conclusion

For nonprofits, storytelling is a powerful tool that can deepen relationships with donors, beneficiaries and internal teams. By crafting clear, emotionally resonant narratives that invite others to play a role in your story, you not only strengthen your brand but also ensure long-term engagement and impact. Keep the focus on the transformation you’re helping to achieve, and your audiences will stay with you every step of the way.

Dr. Kristian Alomá has helped the world’s largest brands improve their relationships with customers by drawing on his academic experience in narrative psychology, identity, and behavioral economics. At the Kellogg School Center for Nonprofit Management, Kristian is a lecturer who helps nonprofit leaders learn to improve their brand narrative and enhance the donor experience through mindful design. He is the Founder & CEO of Threadline, a marketing consultancy.