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Why Charities Need to Learn the Art of Digital Storytelling

By September 11, 2019 Charities, Digital, Marketing

We all love stories.  It has been ingrained in us as humans from the time of our ancestors, where the elders used to tell their tales to explain and influence and impart knowledge.  Stories are a reminder to us that we are connected, that we share common things and common experiences.  Stories make our lives richer and they make us connect with others on a deeper level that compels a change in thought or a move to act. It is because of these that it would be a compelling argument that Charities utilize storytelling in their marketing efforts.

With so many charities around, and even more coming up every day, being able to stand out and reach your audience and compel them to act is a big feat–especially for small charities that do not have the funding for big marketing campaigns.  It is here that storytelling as a marketing tool will be a help in engaging with their target audience and create opportunities for action.  Digital storytelling is also a great tool to utilize because just about everyone can do it, uniquely and in their own way.  As humans, we love stories—we love to tell it and we love to hear about them.  Charities would be wise to utilise this in trying to further their programs and advocacies.

Here are some of the reasons why Charities need to learn the art of digital storytelling:

Digital storytelling makes your charity more relatable

Charities can sometimes come across as stiff and all business, especially if your charity is for rare or uncommon medical conditions or lesser talked about issues.  Having a strong digital storytelling marketing campaign can help in making a shift from the condition itself to the stories of the people living with and suffering because of it.  It makes your charity and what you are striving for something audiences can relate to.

Digital storytelling puts a face for your charity.  It makes the goals of your charity more real and relatability is very important to reach your audiences and make your charity efforts more effective.

Digital storytelling communicates how your charity impacts your advocacies

Digital storytelling is your opportunity to show your audiences how their help and their donations impact your charity’s beneficiaries.  It is a chance to let your audiences have a peek at what you are doing and how your charity affects change.

More and more stories of this kind can boost your charity’s moral.  They are “feel good” messages that confirm to your audience that their actions and their support has an effect. It can really make a change and encourage your audiences that being both active and supportive of your charity by volunteering or by donating is worthwhile.

Digital Storytelling compels audiences to act

As mentioned in the beginning, we all love stories.  It is interesting to know about how a charity is really making efforts and touching others’ lives with the programs and the actions it undertakes.  It is in these stories, and the emotions they bring up, that charities can use to compel audiences to act and to share.

Digital Storytelling is a very powerful tool that charities can utilise in marketing their programs and strengthening their advocacies. With so many tools to further enrich the storytelling experience–may it be by the use of pictures, videos or even data and facts; as well as 1st hand stories from those touched by charities themselves, it is a very good idea for charities to use this in their marketing campaigns.  It not only is a way to share the goals and programs of the charity, but it is also a way to reach more and more people because interest is raised.

We all love stories.  They are raw and they are candid, and they are real. It is important that charities know how important and powerful a tool digital storytelling is and find ways to use it to their advantage.

 

-This article was written by Abby Villarica from Green Box

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