By Cynthia Esi Daanaah

In today’s world, organizations are constantly working to create positive change, whether it’s providing essential resources, advocating for policy changes, or supporting communities in need. But the true impact of these efforts is often lost in a sea of ​​statistics. While numbers like “10 wells installed” or “500 children educated” are important, they somehow don’t tell the whole story. What’s missing? The human factor!

Consider this: An NGO installs 10 boreholes in a remote community, providing thousands of people with access to clean water.

This in itself is a significant achievement, but the story comes to life when we hear about Esi, a 13-year-old girl who once had to walk miles every day to fetch water from a distant village before going to school.

This daily struggle often left her exhausted and late for classes. But after boreholes were installed in her community, Esi’s life changed. Now she comes to school on time, full of energy and ready to learn. Her grades have improved, and her future looks brighter than ever.

Do you see the difference between this story and simply saying 10 wells were installed? This is the power of impact storytelling, a compelling tool that organizations should use to show the real difference they are making in the world.

A Human Interest-Based Approach to Impact Storytelling

The human interest approach is a storytelling technique that focuses on the personal and emotional aspects of a story, highlighting the experiences, struggles, and triumphs of individuals. Unlike traditional reporting, which can rely heavily on data and statistics, this approach delves into the lives of real people, making abstract issues tangible and relatable.

At the heart of every impactful project are the people whose lives are being transformed. When organizations focus solely on numbers, they risk missing opportunities to meaningfully connect with their audiences.

By taking a human-centered approach, organizations can tell stories that not only inform, but also engage and inspire, showing the real impact of their work through the personal experiences of the people they help.

For example, a report stating that “500 children received scholarships” provides valuable information, but it doesn’t evoke the same emotional response as the story of Memuna, a young girl who dreams of becoming a doctor but doesn’t have the means to continue her education. With the help of a scholarship, Memuna is now on her way to medical school, determined to one day return to her community and provide much-needed healthcare. This story turns statistics into a narrative that evokes emotion, making the impact of the scholarship program personal and real.

Using a human-interest-based approach to telling stories that resonate with others helps organizations demonstrate the true value of their work.

By highlighting individual stories and personal transformations, organizations can create powerful narratives that inspire empathy, encourage support, and foster a deeper understanding of their mission. This approach not only informs, but also brings the story to life, showing the real impact of the organization’s efforts.

Why Organizations Should Embrace Impact Storytelling

Connection and Empathy: When an organization shares a humanized impact story, it does more than just communicate about its actions; it creates a connection. Audiences, whether donors, stakeholders, or the general public, are more likely to engage and support causes that resonate with them.

A well-told story allows viewers to put themselves in the shoes of those affected by the issue, which fosters empathy and a deeper understanding of the issues being discussed.

Motivation and action: Stories have the power to move people to action. When individuals understand the real impact of a project and how it changes lives and communities, they are more likely to support it.

Whether it’s donating funds, volunteering time, or spreading the word, people are more likely to act when they see tangible results from their actions. For Esi, her improved academic performance and brighter future aren’t just the results of installing a well; they’re results that potential donors or supporters can relate to and be proud to be a part of.

Trust and transparency:In an era where transparency is paramount, impact storytelling offers organizations a way to build trust with stakeholders.

When organizations share the stories behind the numbers, they show that their work goes beyond meeting quotas and highlights the significant, lasting impact they have on people’s lives. This transparency can assure stakeholders that the organization is fulfilling its mission and committed to the people it serves.

Steps to Effective Impact Storytelling

To fully leverage the power of impact storytelling, organizations need to be strategic in their approach. Here are some key steps:

• Identify the human factor: Look for people or groups that are directly impacted by the work of the organization. These are the stories that will most move your audience.
• Use real-life examples: If possible, include direct quotes or testimonies from the people involved. If privacy is an issue, you can change names or some details, but the gist of the story should remain true to the person’s experience.
• Show transformation: Impact storytelling is most powerful when it highlights a clear before and after scenario. Show how the intervention changed lives, not just through statistics, but through the personal journeys of those involved.
• Turn on visuals: A picture is worth a thousand words. Use photos, videos, and infographics to bring your story to life. Visuals can help convey emotion and detail that words alone may not capture.
• Keep it authentic:Authenticity is key when telling stories of impact. The stories you tell should be authentic and reflect the real experiences of the people they are about. Over-embellishing or manipulating facts can undermine trust and reduce the impact of the story.

The need for stories of influence

In a world awash in information, stories stand out. Stories that make us feel, understand, and connect. For organizations working to make a difference, telling stories of impact isn’t just nice to have; it’s essential. It’s how organizations can show the true value of their work, inspire action, and build lasting relationships with their stakeholders.

As PR professionals, and even as individuals who find themselves in roles that involve raising awareness of our organization’s initiatives, we hold the key to unlocking the power of impact stories. By strategically incorporating stories that highlight the human aspect of our work, we can communicate more effectively, demonstrate tangible results, and evoke emotional responses that lead to support and advocacy.

Incorporating impactful stories into our communications strategies is more than just a tactic; it is a necessity as part of our mission to create meaningful connections and promote the causes we hold dear.

Let’s tell stories that matter, stories that resonate, and stories that take our initiatives to new heights.

About the author

Senior Corporate Communications and PR Specialist

Strategic Communications Africa Ltd. (Stratcomm Africa)