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Why charities need to use storytelling within their marketing

Storytelling for the charity sector

2020 has been a tough year for many sectors, including charities. With the cancellation of running events and general lockdowns the sponsorships have not been coming in. The general economy has not helped. Furlough schemes and redundancies mean that many peoples disposable income is not as high.

So, what can you do?

At nrg we have supported a number of charities with their social media presence to pull on heart strings with storytelling. With the outcome being an increase in charitable donations. One of the great things about being a video production company is being able to support and work with charities to increase their market exposure and cause individuals to donate. Storytelling is a great way to do this. But why use storytelling?  Here are a few ideas of how and why charities should use storytelling to get people to engage with your charity

Why should charities use storytelling?


1. Stories are remembered

You grew up being told stories by your parents. Stories you remember to this day. Stories are far more effective at helping people remember information than any other tool.

2. Stories will pull on heart strings

Think of all the charity films and adverts you have watched over the years. They are created with one plan in mind… get individuals and businesses to feel and then do. You may not relate to them all, but the ones that make you feel a deep emotional pull will cause you to stop and think about what you can do to help support them.

3. Stories are impactful

Share the stories that have happy endings as well as bad. There are many charities that do this well. We have been proud to support a local hospice to create both videos and animations over the years. Always looking to tell the story…..

4. Stories connect with people

Using the correct narrative in your storytelling you can connect with your target audience. Causing them to engage with your charity.  Many individuals have been affected by cancer. Be it themselves, a member of the family or friend. Cancer charities are great at telling the stories you can really relate to.

Four story types charities can use


1. History

The reasons your charity was formed. Its ethos and values will be important factors for engaging with prospective donors. The reason for the founding of many charities was because their directors were affected by either the disease, or situation, impacting them. Here’s an example of how this could be done.

2. Losses

With many charities, there are generally sad outcomes. Helping others to avoid these sad outcomes is the reason for the charities existence. They need future donations to fund research to help others. You can share these stories and explain what future donors can do to stop history repeating itself.

3. Success Stories

On the flip side. Share the success stories. How donations have helped reduce the numbers of people effected or how your charity has made a difference to people’s lives.

4. How to help

With very piece on content you create, it is vital that you have a strong call to action. Don’t forget to mention how individuals can support your charity by joining events or pledging cash!


Video is a great tool for storytelling, but not the only one. Once you have identified your stories, using them consistently across all your marketing can be highly emotive and engaging. Ensuring individuals ‘feel and do’ and following your call to action!

If you would like further advice on creating brand videos to tell your stories, please get in touch. We’d be happy to discuss the stories behind your brand and help you engage with customers on an emotional level. Call 01252 717707 or email

Caroline Edmonds

Author Caroline Edmonds

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