Five ways to build a storytelling culture

Authentic personal stories stand out. Get them right and they can connect with your audience in a way that stats or mission statements can’t. People connect with people. And when someone’s emotionally impacted by a story, they are much more likely to understand your mission, remember your charity, and take action.

 

Wonderly and Third Sector recently surveyed 100 charity sector leaders to discover the key challenges they face as we approach 2026. They found that charities are prioritising storytelling, as a way to cut through the noise, connect with audiences, and communicate their impact with clarity.  

 

Here are five ways to build storytelling into your charity’s work.  

 

 

Collect stories as you go

 

It can take time to gather stories, arrange interviews, and shape content. Building a collection of stories as you go along, means that when you suddenly need one – for an impact report or social campaign – you already have some to choose from.

 

Create a process for gathering potential case studies, with one person as a key contact. Ask colleagues and volunteers to look out for stories that show the impact your charity has on volunteers, service users, and community groups.

 

Or if you’re planning a campaign that focuses on a specific area of your work, start sourcing stories way ahead of time.

 

 

Share stories through different channels

 

Public trust in online content is wavering (one recent YouGov survey found that 81% of adults are worried about its trustworthiness). And with the rise of AI-generated content, audiences have even more reason to be distrusting of online content.

 

Sharing stories through a range of channels can help to increase trust in your charity, as well as strengthen your branding. For example, if you’re sharing quotes or photos from a story on social media, linking back to your website can help to bolster your audience’s trust in both the story and your brand.

 

Try to make storytelling a habit and use the stories you’ve gathered in a range of ways (so long as you have permission to do so). That might include impact reports, fundraising phone calls, volunteer recruitment, grant applications, or internal meetings. Stories from your service users can help to inspire new supporters, raise more money, and motivate colleagues and volunteers. Use them widely for the biggest impact.

 

 

Remember whose story it is

 

Personal stories can bring your charity’s work to life and are a great way to show your impact. But it’s important to remember that those stories belong to the storytellers. Sharing a personal story with your charity is a generous action – and for some people, it may be daunting.

 

It’s important to respect the person who is sharing their story, and to let them know how they will be helping your charity and that you value their time. Sharing a personal story might bring up difficult memories for the storyteller, so be very mindful of their wellbeing.

 

On a practical level ask if they want to be anonymous or have their name changed. And when you’ve created the content, always give plenty of time for the storyteller to review the content, suggest any changes, and give their approval on the final version.   

 

 

Get informed consent

 

When you first make contact with a storyteller, make sure you give them plenty of time to digest how you’d like to share their story (ie, website, platforms, local media) and to make sure they’re comfortable in doing so. Gaining written consent is essential. CharityComms has this case study consent form template and we share consent best practice for storytelling.

 

Also, any information you hold about the person must be compliant with GDPR.

 

 

Be authentic

 

A service user’s story is by nature authentic – with someone sharing their direct life experience of being supported by your charity. Saying that, there are ways to protect that authenticity so it doesn’t become diluted as you create your content.

 

Charities Institute Ireland suggests working with the person as a collaborator, as a way of protecting authenticity and empowering the person who’s sharing their story. They suggest asking questions such as ‘What feels most important for you to share?’, so the storyteller has more control over their story and the areas it will focus on.  

 

If you’re editing a case study, either written or video, don’t be tempted to shift the tone or make it too polished. It’s hearing a story direct from the storyteller that makes it so powerful, so don’t get in the way of a direct connection. Also, make sure you’re staying true to the original story and not sensationalising it.