by Ciza Zoya
Earlier this November, I had the incredible opportunity to attend the Nonprofit Storytelling Conference in New Mexico. This experience was particularly meaningful to me as a storytelling associate, especially because I’ve always wanted to infuse more personality and authenticity into my writing.
As someone for whom English is a second language, I have often struggled with the rigidity I felt while writing in English. Back in India, where I studied, language was taught in a very formal, structured way. I often think in my native language first and then translate into English, which can sometimes create a disconnect. I have been working to overcome this and learn to write in a way that feels warm and relatable.
The conference turned out to be an eye-opening experience. While many sessions focused on storytelling for nonprofit fundraising, the lessons could be applied to all kinds of storytelling. I’m excited to share some of my key takeaways that have already started reshaping how I approach my work at the Rozsa Foundation.
1. The Storytelling Formula: Intention + Obstacle + Consequences
A good story boils down to three key elements:
• Intention: What does your audience or character want? This is the pull that grabs attention.
• Obstacle: What’s standing in the way? Challenges make stories compelling.
• Consequences: What happens if they succeed—or fail? The stakes drive emotional engagement.
This formula is simple yet powerful. It’s a great starting point for crafting stories that resonate.
2. Two Layers of Every Story: Outer Story vs. Inner Story
Every story has two levels:
• Outer Story: The facts and details you share with your audience.
• Inner Story: The emotions, thoughts, and connections your audience experiences as they engage with your narrative.
To create a compelling story, it’s crucial to align your narrative with the inner story of your audience—what they feel, believe, and value. By doing so, your story becomes not just a description but an invitation for readers to see their own beliefs and experiences reflected in your message.
3. Make the Stakes Real
For a story to connect, it needs emotional stakes. This means adding personal, vulnerable elements that tie into the reader’s experience. Emotional stakes are the real WHY behind your story.
Here’s an example:
• Without emotional stakes: We deliver food to seniors.
• With emotional stakes: For many seniors, the meals we deliver are more than food. It’s the one moment during the week where they feel seen and not forgotten.
It’s the emotion behind the action that draws people in.
4. Create a Plot Pivot Point
Sometimes, the most engaging stories are the ones where you don’t provide all the answers. Instead, you leave space for the reader to fill in the gaps—inviting them to be part of the narrative. It’s like a Choose Your Own Adventure experience for the audience where they can potentially be the hero.
5. Intersection of Visual Design and Storytelling
In the session led by John Lepp, Creative Director at Agents of Good, he explored the interplay between design and storytelling. John emphasized using visuals and humanized characters to make narratives unforgettable.
One key insight was how cognitive biases—like our tendency to see familiar shapes or faces in patterns (Pareidolia)—can be used to build emotional connections. For example, John described a campaign for Humber Hospital featuring a relatable mascot, Humbert, who helped personify the hospital’s communications and make them more approachable.
Recommended Resources and Final Thoughts
If you’re interested in exploring the ideas I mentioned, I highly recommend these books:
Both provide practical insights into crafting narratives that connect emotionally with your audience. I also suggest looking into the work of Chris Davenport and Steven Screen. Their approaches to storytelling are inspiring and offer great tools for improving your craft.
This conference was a game-changer for me. It helped me see that storytelling isn’t just about words—it’s about connection. By making stories more personable and emotionally engaging, I’m excited to take what I’ve learned back to my team and incorporate it into our work.
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