Giving Compass' Take:

• University Business Magazine has a message for those working in the higher education sector hoping to raise money: The messaging must resonate on a deeper level for your intended audience.

• The advice here could apply to most any organization, since weaving a compelling narrative requires connecting on an emotional level. Are we honing our communication chops enough?

• Here's how we can use stories to help advance systems change.

My grandfather was a master storyteller. He had an exceptional ability to engage those around him with his stories, seasoned by years of wisdom, challenge and humor.

Those of us in higher education and in the nonprofit sector could certainly take a chapter from my grandfather’s book on effective storytelling. We all know the importance of effective storytelling, yet we often fall prey to telling stories that we want to tell instead of what our audiences desire to read or hear.

To improve your storytelling, ask yourself these content questions:

  • Does your story know its audience? This must be the first question you ask yourself honestly when preparing content for your alumni, donors, and parents.
  • Is your story impactful? Does the story and its supporting visuals spark an emotional connection for the reader, viewer or listener? It is critical that alumni, donors and parents relate to our stories’ champions and learn how they too, in some way, can become champions for the institution.
  • Does your story support the goals and objectives of the strategic plan and capital campaign? One of the best ways to develop a story idea is to link its relationship with the institution’s strategic plan or, if applicable, the capital campaign.
  • Does the story encourage others to take action? An effective story must encourage your institution’s supporters to take some form of action — as a volunteer, advocate or donor. Be careful not to talk at, but rather with, your audience.

Read the full article about effective storytelling by Marc C. Whitt at University Business Magazine.