4 Research-backed Tips to Crafting Motivating Stories
Humans are wired for stories. Time and again, research shows that stories elicit very real, biological reactions in people. Different areas of our brains actually light up as we process stories—in a way, reading or hearing a story allows us to physically experience what happens in it.
It’s not much of a surprise, then, to discover that we remember what we learn from a well-told story more accurately and for longer than things we learn in other ways. Some research even finds that we’re 20 times more likely to remember facts that we learn in a story!
By making storytelling an integral part of your communications, you can build strong relationships with your community, funders and partners. And, you can highlight stories across any channel—sharing them on social media, incorporating story call outs in your annual report or including them when pitching media contacts.
Check out our four research-backed tips (and examples!) for effective storytelling here.
1. FOCUS ON ONE MAIN CHARACTER
When crafting your story, choose one person to focus on and dive into what drives them emotionally. Our brains relate best to characters vs. other elements of the story, so bring them to life and focus on what makes them tick.
Resist the urge to discuss the scope of the problem you’re tackling at the expense of your main character. Research shows people feel the strongest, most compassionate feelings towards a single person. In this study, participants gave less money and reported less compassion or sympathy when told about a larger group of people—and even when told about just two people—than when hearing a story about only one.
2. BRING THE STORY TO LIFE
Use imagery and descriptive details to set the stage and carry people along in your story. What was the weather like that day? What color shirt were they wearing? How fragrant were the flowers that were in bloom? Using words with strong sensory associations can elicit a response from the sensory parts of our brains.
Use images or even video to visually tell the story and help people feel connected.
For example, look at the difference between these two descriptions. Which one draws you in more? Both are important—but one may encourage you to become invested directly in a student’s story.
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3. CREATE TENSION
Good stories follow an intentional structure and plot. Research on the neurochemical effects of stories suggests that for stories to be as effective as possible, they should incorporate tension to sustain people’s attention and in turn make them more motivated to act. When crafting a story, focus on the main character, consider a conflict or challenge they need to overcome, and then walk the audience through its resolution—creating a natural tension that will pull your audience along.
In Jackson’s case, he’s facing disciplinary practices that are negatively impacting his learning. However, he simply needs the right policies (and funding) in place to give him the support he needs to thrive!
4. END WITH A CALL TO ACTION
Finally, take advantage of all the goodwill, support, camaraderie and emotion your audience now feels. Whether it’s a small action (share this story with a friend!) or a larger one (donate lots of money!), give your audience a way to be a part of the story and to contribute to a shared vision of success.
For example, a call to action for Jackson’s story could be: “When students like Jackson have the right support in school, all students thrive. Please sign our petition today to support additional special education funding in our schools that will give our students and teachers the resources they need to succeed.”
Are you sharing stories with your audience? We’d love to see them! Tag us on Twitter at @Comms4Kids or send along your favorite examples.
