Narrative-based strategic storytelling

Internal Communications Group
30 April 2019
15.00 - 18.00
Free and exclusive to CharityComms members and corporate partners who work as internal communications leads in charities and not-for-profits.

This venue is wheelchair accessible.

Lift Islington
45 White Lion Street
N1 9PW

This event is now fully booked. To be added to the waiting list, please email Sarah Cutress.

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’ll be exploring the importance of storytelling, discussing how we can ensure our internal audiences are on a clear, focused storytelling journey. We’ll hear case studies from charities successfully using storytelling to engage and communicate change. And we’ll be working together to come up with ideas for building creative storytelling into real-life campaigns.

On the agenda

15.00 - 15.15
Registration and refreshments
15.15 - 15.20
15.20 - 15.40
Why stories matter and why some stories matter more than others

Humans are hardwired for stories. It’s the primary way we make sense of the world. But because we’re hyper-social, emotional and irrational beings, the most effective storytelling is messy, unconscious and organic. How can internal comms organise and make the most of this chaos? Does the answer lie in the Hollywood blockbuster blueprint?

Guy Pattison, CEO, Stronger Stories

15.40 - 16.20
Quick-fire case study presentations
  • Storytelling for a new strategy. St John Ambulance will be launching a new three-year strategy in June. Brigitte will share how they’ve been listening to stories from volunteers and employees to shape the charity’s future direction; and how storytelling will be a key feature of their engagement roadmap as they share the strategy throughout the charity, creating awareness, understanding and advocacy. Brigitte Sewell, lead internal communications and engagement manager, St John Ambulance

  • Visual storytelling at Mencap. Liz will showcase two examples of visual storytelling campaigns used at Mencap recently. The first involved a series of films telling a story about two people with a learning disability, to introduce staff to a new and important piece of work they’re delivering on sex and relationships. The second used three simple storyboards to deliver messages about the impact of digital transformation to their services. Liz Clyro, head of internal communications, Mencap

  • Helping leaders tell our story. Frances’ talk will focus on storytelling at the top. She’ll share how they’ve been empowering leaders to tell the organisation’s story in a way that’s engaging and inspiring for all at World Animal Protection. Frances Umeh, global head of internal communications, World Animal Protection

  • We’re all Disability Gamechangers: A storytelling approach to launch a rebrand. Last year Scope rebranded as an organisation, against a backdrop of change: a new strategy, a head office move and the divestment of their services. Scope’s new brand enabled them to explain to the world who they are and what they do. Their people are at its heart. This short talk will explain how Scope developed a narrative to engage their people and live their brand from the inside out.

    Áine Murphy, head of internal communications and engagement, Scope

16.20 - 18.00
Practical activity: Internal storytelling in action

In small groups, each table will work through a real-life internal campaign (put forward by delegates) coming up with ideas for building creative storytelling into this campaign.

Action: If you have an internal campaign you’d like to work through with the group as part of this activity (you get a whole team of internal comms pros working on it – who wouldn’t want that?!) please bring your real-life campaign to the event to propose to your group. Each table will decide in their group what campaign they’d like to work on.

The group activity will run as follows:

  • Choose a real-life campaign – 3-5 minutes
  • Establish – 20 minutes
  • Brainstorm – 25 minutes
  • Analyse – 25 minutes
  • Feedback to the group as a whole – 15 minutes


Sponsored by

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 email Sarah Cutress to be added to the mailing list.

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

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 confereence

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.