Harnessing the Power of Narrative in Nonprofit PR

The following is an excerpt from the book “TAKEWAYS: Ideas, Strategies and Encouragement for the Nonprofit Public Relations Professional” (Cherrymoon Media, 2025) by Marc C. Whitt. Reprinted with permission.

Never underestimate the importance and value of your organization’s story and the people who bring it to life: the dedicated leaders, generous donors, selfless volunteers and tireless staff. Their collective efforts fuel missions that change lives, and as PR professionals, it is our responsibility to ensure those stories are told.

The old adage suggests that “bad news sells.” While that may hold some truth, I firmly believe that our nation and world are starved for the good news nonprofits can offer.

People long to hear about the positive changes happening every day — the moments that remind us kindness prevails, even in the midst of tragedy.

Consider the incredible stories within your organization:

• _{Lives transformed:} How are individuals and communities being changed because of the services you provide?
• _{Kindness in action:} Where are the moments that provide generosity still exists?
• _{Education and lifelong learning:} How does your organization empower people through knowledge, skills and personal growth?
• _{Delivering hope:} How does your work provide second chances, healing or new opportunities?
• _{Art and the human spirit:} How does creative expression bring solace, understanding and beauty to our lives?
• _{Disaster relief:} Who are the people stepping in when others have lost everything?
• _{Basic needs met:} How do food, shelter and clothing make an immediate and lasting difference?
• _{Faith and strength:} Where does spirituality uplift and guide people forward?
• _{Health care and healing:} What role does your organization play in medical assistance, mental health support or caregiving?
• _{Economic progress:} How are communities and regions being changed because of the community services and leadership you provide? Highlight the economic progress driven by your efforts, from revitalized neighborhoods and job creation to workforce development and strengthened local economies.

Nonprofits do more than provide services. They inspire, restore faith and offer solutions where there seem to be none. These stories aren’t just worth telling — they are essential!

Your responsibility as a nonprofit PR pro

As communicators within the nonprofit sector, we have the privilege — and obligation — to share these stories. More than ever, people crave messages of hope, inspiration and resilience.

They need to see the direct impact of generosity and service. Our work isn’t just about writing press releases, crafting social media posts, or producing videos and podcasts. It’s about making people feel something. It’s about connecting audiences with a cause in a way that compels them to act.

Your organization’s mission has a story.

Your leadership has a story.

Your staff, volunteers and donors have stories.

So, the questions are: Are you ready for the challenge? Will you step up to be the storyteller who reminds the world that good news still exists?

Takeaways

• _{Every nonprofit has a powerful, unique story that deserves to be told.}
• _{Good news and stories of impact are needed more than ever.}
• _{PR professionals must take the lead in sharing stories that inspire action and support.}
• _{Stories create connections — between missions and donors, between organizations and communities, and between problems and solutions.}
• _{Never underestimate the value of storytelling in shaping perceptions, fostering trust and driving meaningful change.}