Storytelling can change the world. Did you know?
It sounds almost too simple to be true, but it is. Authentic, honest and truthful storytelling is the single most effective way to change the world for the better. Storytelling works because it engages. Storytelling works because it’s memorable. Storytelling works because it doesn’t preach, instruct or lecture.
Research shows that people’s brains are hardwired to respond to storytelling. It’s true! As a society, we tell stories. Around 65% of our conversations are made up of personal stories and gossip – everything from, “You won’t believe what happened in the lift this morning!” and “Guess what Margaret has in her lunchbox today?” to “I saw a mum crying at the school gates” and “Emma’s son’s ill. What can we do?”
It’s these personal stories that interest and engage with us, and it’s these personal stories that can change the world. It’s these personal stories that account for the worldwide success of Humans of New York – small, meaningful glimpses into other people’s lives, which can have a huge impact on our own.
Don’t underestimate the power of storytelling. We don’t. At Hancock Creative, we work with not-for-profits and social enterprises, teaching them how to tell their stories across social media. We work solely with worthy causes because we believe these are the stories that need to be told. When NFPs and social enterprises successfully tell their stories, they engage with their audience. In doing so, they’re able to recruit more volunteers, bring in more donations and spread their positive message. When you tell your story, people listen, care and respond.
It’s incredible to see good storytelling in action. We’ve lost count of the organisations who’ve honestly and authentically told their story on social media, and reaped the benefits. From Cystic Fibrosis WA and their stories of parents finding hope, to Perth Children’s Hospital Foundation’s stories of nurses and patients from a bygone era, Autism Association WA’s tales of funny, inspiring staff members, and Pet Rescue recounting dogs adopted on coffee runs!
These stories interest and engage, telling us far more about an organisation than a dry, boring Facebook post about an upcoming workshop or fundraiser.
So, what’s your story?