Nonprofits Don’t Need More Stories. They Need to Use Their Best Ones Better.

Nonprofits are overflowing with incredible stories—transformations, breakthroughs, moments of hope. But too often, those stories get used once and forgotten.

The problem isn’t a lack of content. It’s a lack of strategy.

Here’s a better way: start with one powerful moment and turn it into a full campaign—across video, email, and social—with a clear goal in mind: growing your community and deepening your impact.

🎯 Start with the moment

At the center of every great campaign is a moment of transformation—a child’s reaction, a donor’s impact, a turning point. That’s your anchor. Everything else builds from there.

Start by identifying that core emotional moment. Then lead with it in your content—not your org’s name, not the program title. The story comes first.

🎥 Use short-form video to reach new people

Short-form video (Reels, TikTok, YouTube Shorts) is your best shot at organic reach. But a good story isn’t enough—your headline is what makes people watch.

We use 5 headline types to spark curiosity and emotion:

• Transformation – “When you give a kid their first Christmas…”

• Surprise – “She didn’t expect anyone to show up—but they did.”

• Tension – “The system was stacked against her—until this happened.”

• Purpose – “Everyone deserves a safe place to sleep.”

• First-person – “I thought my life was over—then they gave me this dog.”

Here's an example of a video we did for a nonprofit client that got 130,000 organic views and 15,000+ engagements—all built around one emotionally grounded moment and a purpose-driven headline.

The headline frames the story. The story builds the connection. The connection opens the door.

📈 Use stories to build your list—and move people closer to giving

A good story isn’t just content. It’s a bridge to action.

Every video, post, or campaign should include a clear, non-financial next step that invites people deeper:

“Want to follow along on Jessica’s journey? Join our email list.”

The goal is simple: grow your list with people who care. Once they’re in your orbit, you can build trust—and over time, invite them to support your mission.

📬 Bring the story into email to build trust

Email is your most direct and lasting channel. But don’t just copy-paste the video caption or Instagram post.

Instead, tailor the subject line to fit the email’s purpose—whether it’s a monthly newsletter, a campaign update, or a fundraising appeal.

Examples:

• “How you helped Jessica graduate”

• “We're $10,000 away from helping 5 more kids like Jessica”

In the email itself, revisit the story with more detail, more heart, or a behind-the-scenes look. Let your audience feel like they’re part of something real—and something ongoing.

🧠 The takeaway:

You don’t need dozens of new stories. You need to make the best ones work harder.

• Use video to reach new people.

• Use headlines to pull them in.

• Use email to build trust.

• Use strategy to grow your community—not just your content calendar.

Because when you treat your stories like campaigns—not one-offs—you don’t just inform.

You inspire.

You grow.

You change lives.