Many researchers struggle with the task of conveying large amounts of important data to a lay audience. Organizations, too, must find ways to convey the important and meaningful work that they do. One creative way of doing this is through storytelling.

Storytelling, using real stories about people or situations, provides an audience-friendly way to communicate complex ideas effectively. A story about how your patient's life changed as a result of your breakthrough treatment may have just as great an impact on your audience, particularly a lay audience, as a welter of jargon and statistics.

While credible data is critical, there are other kinds of “evidence” to support our work. Being a good storyteller does involve some basic strategies.  Consider your audience, the intended moral of the story, and your story structure.  Learn more about Telling a Good Story.

You can also transform a good story into a better story that supports your message. Here is one example of how a good story can become great.

In our 10 Tips for Storytelling Success Webinar, stellar storyteller Louise Aronson presents examples of how stories can help Change AGEnts connect with key stakeholders and craft stories that make a difference. 

Additional Resources

Storytelling Worksheet: Ten simple questions that make it easy to identify the elements of a good story.

From Nancy Schwartz & Co.

Testimonials Can Spur The Confidence and Actions You Want

Put Persuasive Storytelling to Work for Your Nonprofit


From Andy Goodman
Why We are Wired for Story

Storytelling: Clinically Proven to Work

The Too-Much-Too-Soon Problem

Telling Tales in Tight Spaces

Telling Tales to the Data-Driven

The 10 Immutable Laws of Storytelling

Seven Questions to Sharpen your Stories