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Narrative-based strategic storytelling

Internal Communications Group

30 April 2019

Charities are well versed in telling stories externally, but internal storytelling is lagging behind. A powerful tool – storytelling can motivate and generate passion in our people. But how can we use it?

We explored the importance of storytelling and discussed how we can ensure our internal audiences are on a clear, focused storytelling journey. We heard case studies from charities successfully using storytelling to engage and communicate change. And we worked together coming up with ideas on how to build creative storytelling into real-life campaigns.


Please note: there are a couple of videos yet to be embedded in the presentations due to a glitch in the SlideShare system. We’re waiting to hear when this will be fixed and will add in the video links as soon as this is sorted.

Why stories matter and why some stories matter more than others – Guy Pattison, CEO, Stronger Stories

Storytelling for a new strategy – Brigitte Sewell, lead internal communications and engagement manager, St John Ambulance

Visual storytelling at Mencap – Liz Clyro, head of internal communications, Mencap

Helping leaders tell our story – Frances Umeh, global head of internal communications, World Animal Protection

We’re all Disability Gamechangers: A storytelling approach to launch a rebrand – Áine Murphy, head of internal communications and engagement, Scope

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About the Internal Comms Group

This networking group is for CharityComms members working as internal communications leads in UK charities and not-for-profits.

Members will be given the opportunity to meet their peers, compare notes on workplace practices and share successes, ideas, challenges and inspiration. The group is designed to encourage networking and peer-to-peer support, sharing issues in a ‘safe’ and relaxed environment.

If you’d like to be one of the first to hear about these events, please contact our events team to be added to the mailing list.

If you’re interested in presenting at a future event or joining the steering group, please contact Vanessa Weddell.

About Agenda Consulting

Agenda Consulting helps not-for-profit organisations develop and sustain the highest levels of employee and volunteer engagement. They offer:

  • Employee and Volunteer Engagement Surveys
  • Harassment, Abuse and Discrimination Surveys
  • Pulse, On-boarding and Exit Surveys
  • Action Planning and Developing Engagement Strategies
  • Engagement Research
  • HR and Volunteer Management Benchmarking, Reward Benchmarking
  • Strategic People annual conference

If you’d like to talk to them about any of their services, please contact:

Roger Parry, managing director – by email or call 01865 263720.

Or visit their website to find out more.