Dos and Don’ts of Impact Storytelling
by Devika Soman — Apr 26, 2023
Comms Ninja Devika Soman explains how talking about your organisation’s impact in a way that is engaging and powerful can help create meaningful change.
No matter how many books you read as a child, the stories that stick the most are the ones you heard from your grandparents. In my case, they were mythological stories and they were very much like Disney animation movies which always ended with a lesson to be learned on how to live a fulfilling life. The stories I loved most were pertinent, evoked emotions, and were heartwarming, very much how impact storytelling should be.
Saying, ‘Let’s tell a great impact story’ may sound easy to do, but, it definitely should be engaging, and captivating, and more importantly it should give a holistic empathetic view of the big picture.
Impact storytelling can be a powerful tool for creating meaningful change, whether it is in the context of environmental advocacy, telling stories of marginalized communities, girl empowerment, social justice, or poverty alleviation.
Some important questions to ask yourself/your team before putting together a story are:
Who is the audience for this impact story?
What is the purpose of this impact story?
Which platform is this story for?
What is the problem this story will tackle?
What is the solution this story will suggest?
Here are some dos and don’ts to keep in mind when crafting impact stories:
DO:
1. Focus on the impact:
Make sure that your story centers around the impact that you or your organization has had on a particular issue or community. Your audience wants to hear about the real-world results of your work, so make sure that these are front and center. It is important to address the following questions:
What was done (outputs)
How well it was done (quality)
How are recipients better off (outcomes)
Here is how Nessa, a leading manufacturer of LED street lighting in India, showcases their impact on the climate with their products.
Image Courtesy: Nessa
2. Use data and evidence:
Whenever possible, include data and evidence that support your impact claims. This will help your audience understand the scope and scale of the problem you’re addressing, and the effectiveness of your solutions. A great way to do this is by hooking your readers to anecdotal narratives or sharing your impact through the lens of an individual’s journey be it a beneficiary or a stakeholder or a volunteer. It also helps to share stories alongside data which urges decision-makers to have empathy through the humanization of the relevant data. In the image below Haqdarshak focuses on their impact in numbers while sharing personal stories of people who have been impacted by their service.
Image Courtesy: Haqdarshak — an organization that enables easy tech access to government schemes in India.
3. Brings your mission to life:
Highlighting the problems by interviewing and telling factual stories of people who have first-hand experience showcases your mission from a human perspective. Every impact story started most likely with someone trying to address an existing problem. Getting to know the reasons behind your organization’s mission gives an impact story more relevance. Here below is the story of MAGWAI which produces reef-safe sunscreen that was born out of their love and respect for the coral reefs in the Philippines.
Image Courtesy/Interview from Nüshu Network- a division of Unlock Impact
4. Make it personal:
Impact stories are most effective when they connect with people on a personal level. Try to include anecdotes or testimonials from individuals who have been impacted by your work, who have participated in your programs, or who benefited from your service/product. Caspian Debt, a pioneering impact investing firm with a track record of supporting breakthrough companies and entrepreneurs across a range of high-impact sectors, tells a great story of their portfolio company, Inficold, which they supported with easy access loans.
Extract/Image Courtesy: SPM Report Caspian Debt FY 2022, Designed by Unlock Impact
5. Use visuals:
Visuals can be a powerful way to communicate impact. You can convey so much more information with images that register in your mind more than you can with words. Consider using photos, infographics, or videos to help your audience visualize the problem you’re addressing, and the progress that you’re making. In the image below, Caspian Debt conveys the impact made by one of their portfolio companies.
Extract/Image Courtesy: SPM Report Caspian Debt FY 2022 - Designed by Unlock Impact
6. Tell a compelling story:
Ultimately, impact stories are a form of storytelling. Make sure that your story is compelling, engaging, and emotionally resonant. This will help your audience connect with your work on a deeper level. You can even use the traditional storytelling structure with a beginning, middle, and end for eg. setting the stage about the community, discussing the problems faced and what the solution provided helped solve. Even if the problems being discussed are serious, a compelling story ending is a positive one, one which brings together success stories with your big picture impact data, leaving recipients optimistic and inspired to even act.
DON’T:
1. Oversimplify:
While it’s important to communicate impact in a clear and accessible way, it’s also important not to oversimplify complex issues or solutions. Make sure that your impact story accurately reflects the nuances of the work that you’re doing. In the interview below Anita of Metamagics talks about how she came about setting up her company.
Image Courtesy/Interview from Nüshu Network — a division of Unlock Impact
2. Exaggerate:
It’s natural to want to present your work in the best possible light, but it’s important not to exaggerate your impact. Stick to the facts, and be transparent about any limitations or challenges that you’ve faced. In their SPM Report FY 22, Caspian Debt repeatedly mentions the challenges of the pandemic and how growth was slow but also how their portfolio companies came through in spite of the challenges. Challenges in any organization are real, and a good impact story will also talk about the challenges as it is.
Extract from: SPM Report Caspian Debt 2022, designed by Unlock Impact
3. Make it all about you:
Impact stories should focus on the impact that you’re having on the world, not on your organization’s achievements or accolades. Make sure that your story is centered around the people and communities that you’re serving. In their impact report as in the extract below, Caspian Debt focuses on their portfolio companies which are the real heroes navigating the challenging landscape of their business to serve communities better.
Extract/Image Courtesy: SPM Report Caspian Debt 2022, designed by Unlock Impact
4. Ignore diversity and inclusion:
Make sure that your impact story is inclusive of all the people and communities that you’re serving. Avoid using stereotypes or making assumptions about individuals based on their race, gender, or other identities. The world is moving towards being more inclusive and when telling your impact story it is important to tell strong stories of every single person/community you serve.
5. Underestimate your audience:
Don’t assume that your audience won’t understand or care about complex issues. While it’s important to communicate impact in a clear and accessible way, don’t underestimate your audience’s ability to engage with challenging topics. Using social media innovatively can tell great stories. For example, the Instagram posts and stories of Vaayu, a climate tech company tells a compelling story of climate change and the solutions they provide.
Extract/Image Courtesy: Instagram page of Vaayu- a climate tech start-up
Impact storytelling is essential for an organization if it wants to showcase the work they do and can help bring attention to the problems they are trying to solve. It champions your work, evokes emotions, and inspires people to act to bring about change. In order to create a compelling impact story, communicate with your partners and recipients often. Tell the story of your customer/recipient, their challenges, their solutions, and their impact.
