There are some compelling reasons why sharing authentic stories is so effective in encouraging action or behaviour change:
- Messages tied to a story are more memorable*
- Around 95% of the decisions we make are based purely on emotion**
- 62% of people say they are less likely to engage with and trust content if they know it was created by an AI app***
The CharityComms storytelling hub will be exploring more data, case studies and thought leadership that examines modern charity storytelling practice, and how and why stories move and motivate audiences like they do.
Here at Alive with Ideas, we’re invested in genuine, emotive storytelling because we know it works. In our experience, there are some core components that make great stories:
- They are honest, meaningful, aspirational and emotive
- They contain a common purpose
- They’re told by people, genuinely and truthfully
- They consider how best to make a personal connection
- They’re not just describing something, they have a structure
What does a storytelling structure look like?
Whether you’re working on a new campaign, creating an impact report or highlighting internal initiatives, following a simple structure can help you pick out key details and present it in the best and most compelling way to your audience.
According to author and storytelling expert Paul Smith, a successful story has three components: context, action, and result, otherwise known as the CAR storytelling framework.
The CAR storytelling structure in action
We were fortunate enough to work on an animation project aiming to signpost people in fuel poverty to the critical support provided by NEA (National Energy Action). To achieve this, we told the real-life story of a young child called Jack and the struggles he and his family faced.
Context
Set the scene for your audience. A good place to start is with the introduction of the lead person and a description of where and when your story takes place.
Jack’s story: We demonstrated the challenging conditions experienced by Jack, a young boy living in fuel poverty, and the negative impact this was having on him while he was at school and home.
Action
This is where the person takes action to achieve a goal, or where actions happen to or around them, leading to lessons learned and a difference being made. You don’t have to overburden your audience with too much detail. You just need to grip them with a good degree of challenge and success, and enough context to understand why the story matters.
Jack’s story: In the animation we show Jack’s teacher taking action, and his mum getting in touch with NEA to describe their difficult situation.
Result
The conclusion is key is to evoke a positive emotion – intrigue, anticipation, excitement, hope, inspiration, pride, etc. You could also try injecting a surprise or an unexpected result. A truly felt emotion helps to make your content more memorable and appealing.
Jack’s story: We see the direct result of the support provided by NEA through their Warm and Safe Homes advice service, and the positive difference this makes to Jack and his mum. We can share in this with Jack as we feel the shift in his life and see him brighter, happier and warmer.
In summary…
If you’re looking to raise awareness of your cause, grow your communities, and create compelling content that resonates with your employees, donors and supporters, there is no better way than sharing real, powerful stories using the CAR storytelling framework.
Resources:
- *According to research studies that suggest messages tied to stories are more memorable that standalone facts.
- ** According to Harvard professor Gerald Zaltman’s book “How Customers Think: Essential Insights into the Mind of the Market” most decisions are driven by subconscious emotional factors.
- ***According to Hootsuite Social Trends report 2024 which explores data on social media users, including how content created by AI affects audience behaviour.
