How to tell an impact story that inspires giving [6 simple steps]

Nonprofits do incredible work every day. However, it’s the stories behind that work that bring your mission to life. Facts and figures matter, but good storytelling enables people to feel something. It fosters emotional connection, reveals real-world impact, and sparks the generosity that keeps your organization moving forward.

Below, we outline a simple framework for crafting compelling impact stories across various channels, like email, newsletters, websites, social media, and more. The goal is to help you show how your nonprofit organization fosters positive change and how your supporters can be part of it. You’ll find:

• Tips for developing compelling characters
• Guidance on explaining the conflict or challenge
• Ways to show meaningful action and progress
• Prompts that help close your story with a clear resolution

1. Describe the character

Every impact story begins with a character: a person, a family, an animal, or a community. This character is the lens through which your audience learns about the work you do.

Start by defining your character. Ask yourself questions like:

• What is their background?
• What do they care about?
• What dream, goal, or challenge shapes their journey?

These details help your character feel real and relatable, instead of a symbol of the issue. When readers see themselves or someone they care about in your character, they feel more invested in the outcome.

Questions to guide you:

• How does your nonprofit help the character?
• How can you and your audience work together to face the challenge?
• What is the character’s goal?

2. Explain the conflict

A character’s challenge makes a story compelling. Conflict brings tension and purpose, helping readers grasp what’s at stake and why your nonprofit’s mission matters.

Define the obstacles standing between your character and their goal. These obstacles may be environmental, cultural, economic, or systemic. A lack of access to education, health resources, food, housing, or safety might be part of the picture.

Think of the obstacle as the “villain” in your story. It’s rarely a person—it could be an inequity, a flawed system, or a circumstance that holds people back. Naming the villain helps shape your story arc and gives readers a hero to root for: your nonprofit.

Questions to guide you:

• What obstacles prevent your character from reaching their goal?
• How will you portray these obstacles as the “villain”?

3. Take action

With the challenge in place, show readers what happens next. This part of the story focuses on action, or the steps your nonprofit takes alongside the character to provide support.

Describe the programs, services, or interventions you provide in concrete terms. For example, instead of saying “we help students succeed,” show what that looks like: tutoring, mentoring, college prep workshops, or mental health support. These details paint a clear picture of your impact, helping supporters visualize the difference they can make.

These details help your story come to life. Make it easy for readers to envision your staff at work, your volunteers showing up for a shift, or your character taking a brave step forward.

Questions to guide you:

• What actions does your nonprofit take to help the character?
• How do you and the character work together to face the challenge?
• What specific programs or initiatives support the character’s journey?

4. End with impact

Every story should reach a meaningful outcome. It doesn’t have to be a total victory—progress alone can be equally as compelling in nonprofit storytelling.

Share what changed because of your work: Did the character reach their goal? Did their situation improve? Did they gain new skills, confidence, safety, or stability?

Be as clear and specific as possible. When appropriate, quantify the impact with numbers, but don’t feel limited to metrics. Qualitative details—such as emotions, new opportunities, and restored dignity—are equally as valuable. This part of the story should celebrate the character’s growth and reflect the role donors play in making it possible.

Questions to guide you:

• What is the outcome for the character?
• Did they reach their goal or make progress?
• How is their life different now?

5. Continue the story

A positive outcome doesn’t mean the story is over. Use this section to widen the lens and show that your nonprofit’s work and impact continue.

Perhaps challenges remain for your character. Or maybe there are others who face similar obstacles. Explain what comes next for your nonprofit and how you continue working toward long-term, community-wide change.

This step helps donors understand that their support matters beyond one moment. It reinforces the idea that they can help create lasting, ongoing impact, such as through a recurring donation.

Questions to guide you:

• What needs are still unmet?
• Are there others like your main character who also need help?
• How is your nonprofit improving their lives or the community?

6. Connect donors to the story

A strong impact story gives readers a clear way to get involved. Show them how their support can keep the story going.

One way to achieve this is by using impact blocks to link specific donation amounts or actions to concrete outcomes. Your impact blocks might display options like:

• $50 provides two days of meals for a family in need
• $100 covers school supplies for one child for the year
• $500 funds a week of shelter services

These examples help donors see the direct path between their gift and the change it creates.

As you close your story, invite readers to become part of its next chapter. This is the moment when they already feel inspired and emotionally connected—an ideal time to encourage them to stay involved.

Whether by giving, fundraising, sharing the story, volunteering, or engaging in another meaningful way, remind them that their participation can expand your nonprofit’s reach and multiply its impact. Show them how their support can help carry the work forward, benefiting even more people beyond those highlighted in your story.

Questions to guide you:

• How can donors and fundraisers help move this story forward?
• What concrete impact does each level of giving create?

Use tried-and-true storytelling techniques to engage supporters and drive donations

Good storytelling is one of the most effective tools in your fundraising toolbox. It helps supporters feel connected to your mission, understand the challenges you address, and believe in the change they can help create.

GoFundMe Pro provides nonprofits with the ultimate storytelling platform. Its countless fundraising tools (like modern, branded donation pages, multi-surface peer-to-peer fundraising, Meta social sharing, and live events) allow your story to reach millions in our community.

When your message resonates and your platform amplifies it, your community grows and your impact multiplies.

Copy editor: Ayanna Julien