In the summer of 2003, I traveled on a service trip to Romania as a typical (read: naive and slightly awkward) soon-to-be high schooler expecting a little adventure and some great photos. What I didn’t expect was to have my world rocked by facing children experiencing severe hardship. Our stay at a rural orphanage was a particularly impressionable part of the trip where I met a wide-eyed little boy named Rudi. Rudi and I bonded over our love of soccer and were joined at the hip the entire week, laughing as we tried to communicate through the language barrier and taking turns listening to my Discman during free time. Our departure was emotional and rivaled any goodbye scene in any movie ever.
Now, at this point in my life I had known that many children lived in poverty. But after meeting Rudi and other children like him I was inspired to act. Why? I was able to put a face to the facts. I met Rudi and saw glimpses of his story. His heartbreaking childhood. His lack of access to stable relationships and resources. I wanted better for him. It was this and subsequent trips that inspired me to earn a degree in International Studies in hopes of one day working in the global non-profit world. The realities of child poverty hadn’t changed, but Rudi’s story had changed me.
We are all hard-wired for human connection and that is what sets story apart from pure information. Narrative does more than describe events; it gives meaning to facts, paints a picture of what is possible, and colors our future steps. In fact, when we simply read straightforward words and information, only the language portion of our brain is activated. When we read descriptive narration, however, all areas related to the descriptors are activated (smell, motion, etc). We feel what the character feels. Data alone may persuade, but it doesn’t inspire. Stories are a bullet train to our emotions, creating a sense of empathy and connectedness with others which ultimately leads to greater action and engagement (there’s some fascinating research on how stories release oxytocin in our brains which directly affects our level of generosity and desire to help others).
So, why do stories matter for your team/organization?
Stories put flesh on your cause. Facts and figures are important but can only be brought to life by tangible examples of the lives they represent. That said, the people involved in your organization are the absolute best advocates for the “what” you do and, more importantly, the “why” you do it. This applies to any type of group and to both your internal team and your clientele or audience. The most engaging stories involve some sort of tension or struggle (“Anna was homeless and deserted by her family”) followed by redemption (“with your donation, Anna was able to secure stable employment and provide for her two sons”). This way of sharing information is much more compelling than simply a statement that “we provide job training for low income residents in Orange County.” Are both organizations doing great work? Certainly. But story is what connects people to your cause.
Stories shape what is possible. It’s important how we frame our stories. This isn’t about manipulation or creating a false reality; it’s perspective. The way we recount experiences influences how we and others perceive past events and make decisions moving forward. We can recount events through a redemptive lens (“our team grew closer through that disastrous merger”) or through a negative lens (“the entire conference was ruined by that speaker”). The first lens leads to an attitude of resilience and possibility, the second to resignation and confinement.
Stories can also be a catalyst for people to live out convictions or desires that have gone unrealized (seeing someone overcome addiction, seeing someone have an impact in their neighborhood, etc). It lends them the courage and frame of reference to pursue something similar in their context. It communicates possibility.
Next Steps…
1) Unearth Stories. The stories are already there, they just need to be brought to the surface. Be curious and ask questions that dig deeper into what is happening (“What brought you to this event?” “How has this product or service impacted you?” “What is fulfilling about volunteering here?”). Make gathering stories – both large and small – a priority.
2) Create a Platform for Sharing. Stories reach their fullest potential when shared with others. Make it a priority to share the stories you’ve gathered (via newsletters, videos, social media posts, etc). This will create an emotional bond with your audience and lead to a greater level of engagement.
3) Allow Story to Shape the Culture. Telling your story and listening to the stories of your team will increase empathy, sow trust and move you toward your shared goals in a positive, meaningful way. Carve out space to connect with team members, process losses, celebrate wins and acknowledge their contribution to the organization’s overarching narrative.
Important Questions to Ask…
How have I framed the stories of our organization and does it result in others being hopeful and resilient or helpless and resigned?
Do I value and give voice to the stories of our staff and/or clients?
Is our audience engaged? If not, is it because we have lost the human connection to our cause?