Stories breathe life into cold stats, they bridge the gap between donors and beneficiaries and they invigorate communities around a shared purpose. They are essential for nonprofits, and are a bonus for any other type of business PR. But good storytelling doesn’t happen by magic; it requires attention to detail, skill, and some get-it-done attitude.

Great stories can lead to media attention. However it’s important to remember, reporters don't just want any story. They want stories that connect, educate, and inspire action. Today we will examine how your organization can collect and use stories in a way that make a difference in your public relations.

Build trust and make participants comfortable: Whether you’re interviewing a program participant, a volunteer, or staff member, genuine stories start with trust. Explain why you want to hear their story and how it might be used. Participation is always voluntary and you should respect boundaries. Have a relaxed setting, and a quiet, private space for interviews if possible.

💫 Pro Tip: Recently I interviewed a volunteer for a nonprofit who indicated she was shy about her looks. Giving her a few minutes at attend to hair and makeup made her feel tons better and more relaxed and ready for the interview.

Prepare and stay flexible: Open-ended question work best, for example, “Can you tell me about a time when XYZ nonprofit made a difference for you?” or, “What was life like before you connected with our organization?” and, “How have they changed your life?” Then follow the flow of the conversation.

Record and Take Notes: First, always ask for permission before recording audio or video. Explain how these materials will be used and who will have access to them.

💫 Pro Tip: When asking for permission, be sure to explain how their participation could help the organization. (People usually love giving back or helping out in a small way.)

Soundbites are those succinct, powerful lines that contain emotion or insight.

Listen for Emotion: Is your interviewee’s voice changing, pausing, choking up or laughing? These moments can be a signal of a powerful statements. When something is delivered with genuine emotion, this carries far more weight than polished answers.

Look for Specifics: Generalizations are forgettable, but specific details stick. If someone says, “I used to feel hopeless,” follow up: “Can you tell me about a day when you felt that way?” Their answer may yield a memorable quote or story.

Get those Metaphors and Analogies: People often use metaphors to make sense of their experiences, such as “It felt like I was drowning until I found your program.” These can often become the heart of a story.

Nonprofit storytelling is both an art and a responsibility.

Practical tools—like building trust, listening for soundbites, and using stories strategically—can make your organization stand out from others.

Respect the dignity of those who share, protecting privacy, and ensuring every story is a true reflection of your core values and mission.

When these elements come together, stories don’t just inform—they inspire, educate, and drive real-world change.

Do this now: Start PR Story Collecting. Make a folder (a real one or one on your computer) or get a notebook (paper or use an app) to write down one or two stories that had some impact stories.

Start with The Five Essential Questions, while traditionally known as the “5 W’s,” they often include a sixth question: How.

Journalism students are still taught these fundamental questions as the foundation of writing stories, and you can use them too in your public relations efforts.

Learn from others.

Adidas and FCB Canada reveal a new shoe that is for people with Down Syndrome. A stellar example of a campaign built on years of partnering.

Since human stories are the most compelling and are the cornerstone to successful campaigns. However you should consider if you use real patient stories, you will need consent, care for privacy, and be alert to protect people from potential harm.

Essentials when using real patient stories:

✍️ Key PR Takeaway: Bring diverse and underrepresented voices to life with careful storytelling. Always protecting, informing and getting consent from the subject.

The Cat Who Needs Potatoes - Nugget

Nugget, the spud loving senior cat, helped remind everyone that even senior cats need attention.

If you haven’t subscribed to That Good News Girl Jenn social channels or newsletter you’re really missing out on a daily dose of dopamine. She’s just a delight and her stories are guaranteed to make you smile.

I love seeing impact stories. Which ones have you collected?

Until next week, keep your shades on and stay cool.

Your fellow Seeker,
Keren

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