Don't Just Say It, Show It: How Storytelling Makes Nonprofit Content More Effective
If you’ve ever felt like your organization’s feed is a giant thank you page or it doesn’t clearly communicate what you do, let me show you something that'll make you rethink every social media post you've ever written.
Before: "We offer summer studies once a week to help kids! Thanks to our sponsor for making this possible."
After: "When children don't have books and adults that regularly read and interact with them at home, they often experience the 'summer slide' where they drop back down a reading level. Our weekly summer studies help kids stay on grade level, receive a free meal and interact with adults and friends regularly. Thank you to our sponsors who make this program possible, you're truly impacting the lives of every child we serve."
See the difference? One sounds like an internal memo. The other tells a story that makes you care.
The Problem With Nonprofit Social Media Content
Most nonprofit team members are too close to their work that they forget no one else has the context and background knowledge they do. They announce events, thank sponsors, and share program updates with the bare minimum information that leave audience members thinking, “...and?”
Remember: your audience might not know or understand what you do, they don’t know the significance of your programs and events.. They don't automatically understand why your work matters or how their support creates change. When you post like they're already on the inside, you're missing every opportunity to bring them in.
And before you tell me you don't have time for elaborate storytelling, let me stop you right there. This isn't about writing novels. It's about shifting from announcing what you did to showing why it mattered.
Why Stories Actually Matter for Your Mission
Here's what happens when you share impact stories instead of basic announcements:
You attract potential clients because they see your services in action and understand how you can help them. No guessing, no confusion—just clear demonstration of what you do.
You help current donors see the impact of their contributions, making them more likely to give again. Instead of wondering where their money went, they see exactly how it changed lives.
You connect with potential supporters who can align with your work by seeing its real-world impact. When people understand what you accomplish, they're more likely to get involved.
The best part is that storytelling content works for ALL your key audiences simultaneously. Nonprofits typically need to reach three distinct groups:
People who need your services or attend your events
Community stakeholders like volunteers and small donors
Current and potential major donors, funders, and sponsors
Impact stories intrigue and attract all three audiences at once. That's not just convenient—that's strategic.
The Transformation: From Announcement to Impact
Let me walk you through how this works in practice. Below are three examples of how simple rewrites can completely change your social media impact.
Example 1: Event Posts
From: "We had so much fun at the pool party on Saturday! Thank you to the Foundation and the Commissioner for sponsoring it."
To: "Thanks to the Foundation we were able to throw a pool party for kids in our community who rarely get the chance to do fun things in the summer! With the help of the Commissioner, we were able to put on this community event without the city, showing the power of community based organizations."
What changed? The second version explains WHO benefited (kids who rarely get summer fun), WHY it mattered (lack of opportunities), and WHAT it demonstrates (community organization power). Same event, completely different impact.
Example 2: Program Updates
From: "Sally completed a summer school course and received a gift card, great job we are so proud of you!"
To: "Due to school buses not running in the summer, many kids who need to make up credits and attend summer school aren't able to get to the school. We partner with our local schools to provide one on one tutoring within walking distance of these kids who would otherwise not be able to attend. These students are completing missed credits so they start the next school year on track and prepared for the next grade. Congratulate Sally who just finished her first summer course!"
Notice how the rewrite explains the problem (transportation barriers), the solution (accessible tutoring), and the outcome (students on track for success). Sally's achievement becomes part of a bigger story about overcoming systemic challenges, and in only four sentences.
Example 3: Program Promotion
From: "We offer summer studies once a week to help kids! Thanks to our sponsor for making this possible."
To: "When children don't have books and adults that regularly read and interact with them at home, they often experience the 'summer slide' where they drop back down a reading level. Our weekly summer studies help kids stay on grade level, receive a free meal and interact with adults and friends regularly. Thank you to our sponsors who make this program possible, you're truly impacting the lives of every child we serve."
The rewrite introduces a concept (summer slide) that many people don't know about, explains the comprehensive solution, and shows sponsors exactly what their funding accomplishes.
How to Uncover the Stories Hiding in Your Work
The good news? You already have dozens of stories. You just need to know how to find them. Start asking these questions and you’ll uncover dozens of stories you have to tell:
What would have happened if our organization wasn't there? If we didn’t exist? If we didn’t put on this event?
So what? Push beyond the surface. Why should anyone care about this particular program or event?
What does this mean for our organization? How does this example demonstrate your broader impact?
What does this mean to donors and volunteers? How does their support make this specific outcome possible?
What do stakeholders love about your organization? Ask clients, volunteers, and community members how you've impacted them. Their words often reveal stories you're too close to see or angles you didn’t realize existed.
The key is making impact the main focus of your post, then adding recognition for donors and sponsors as supporting details. Most nonprofits do this backward—they lead with thanks and bury the impact. Flip that script.
Your Mission Deserves Better Than Generic Posts
Every time you post a generic announcement, you're wasting an opportunity to show why your work matters. Your mission is too important for people to scroll past because they don't understand what you actually do.
The difference between "we had an event" and "we solved a problem that affects real people" isn't just better engagement—it's better fundraising, better volunteer recruitment, and better community support. Plus, you can use these stories in grant applications, and we all know how much grant reviewers love real life stories that show impact.
Your next post is a chance to stop announcing and start showing. What story will you tell?
Ready to transform your nonprofit's social media from announcements into impact stories? Branch Out Social specializes in crafting compelling content that actually moves people to action. Learn more.
