Impact storytelling in the storytelling boom.
Impact stories describe the human impact of a social issue or an organization’s work.
Impact stories are narrated by organizations — for awareness, promotional or fundraising purposes — to benefit the organization.
What is impact storytelling?
The narrator is an organization or its spokesperson.
The protagonist is a person who has benefitted from the organization’s work or been impacted by a social issue related to the work.
The real author is someone who works for the organization, typically on their communications team.
The story is produced as a written story — with or without images — or an edited video.
The story is published on the organization’s website or distributed by the media — in whole or part — as part of a press story.
Impact storytelling is not an endorsement or a recommendation, and the protagonist of the story is not compensated for the use of their name or image.
Typical storytelling process
Typical media interview process
Identification
A beneficiary is identified as a potential story participant by a staff member.
Consent
The beneficiary is informed about the story and asked if they would like to participate.
Collection
Information for the story is collected through an interview in person, on the phone or on camera. The media release is signed.
Production
The story is produced in written or video format.
Approval
The story is reviewed by the participant and edited or approved.
Publication
The story is published on a website, on social media, in an email, or at an in-person event.
Media Request
A journalist requests to interview a beneficiary: the request will be specific if it’s for a news story, or nonspecific if it’s for a story about the organization.
Identification
Staff identify a beneficiary whose story fits the request.
Consent
A beneficiary is asked if they would like to participate in the news story.
Media Prep
The interviewee is prepared for the interview by a staff member.
Interview
The interview is conducted by the journalist, with a staff member present.
Follow-up
The published story is shared with the interviewee.