Blog Post #4: Tell Better Stories, Make Bigger Impact

Tell Better Stories, Make Bigger Impact: The ABCD Framework for Nonprofit Storytelling

Amid shrinking attention spans and endless scrolls, how do you make people stop and care, much less act? Whether you’re asking for donations, recruiting volunteers or celebrating impact — great storytelling is your not-so-secret weapon.

Hitting the right notes can feel like an incredible challenge. And, it’s true, there are no perfect solutions. But there are frameworks that can assist you in thinking through the challenges facing your organization or program.

Enter the ABCD Storytelling Framework — a simple, powerful way for nonprofit professionals to craft stories that resonate and inspire.

What is ABCD?

ABCD stands for:

  • A – Authenticity
  • B – Brevity
  • C – Connection
  • D – Distribution

Let’s break it down—with a few nonprofit examples you can use today.

A for Authenticity: Connect the story to your mission

Start by making sure your story aligns with what your organization stands for. Who are you helping? What values are you showcasing? Most importantly, does it feel real and relatable?

Example: A story about a child who gains independence through therapy services for complex disabilities should highlight the organization’s core mission—empowering youth with disabilities—while tapping into the emotion experienced by the child and their family.

Tip: Every story you share should reinforce the organization’s “why.” Ask yourself: Does this story emotionally compel me to support the organization’s mission.

B for Brevity: Keep it short, punchy and powerful

People are busy — and distracted. A 60-second story can often have more impact than a six-minute one.

Example: “When Jasmine first came to our center, she could barely make eye contact. Six months later, she gave a presentation to her classmates using a new communication device. That’s what access — and belief in ability — can do.”

Tip: Ask yourself: Is my message clear, concise and actionable. If you can’t say it in under a minute, you might lose your audience. If you include a bunch of industry-specific jargon or high-level terms, you might lose your audience. Say it simply. Trim the extras. Keep the heart.

C for Connection: Inspire the receiver

A good story has an arc — clear beginning, middle and end. It’s not just about what happened, it’s about what it means. Does it move the listener?

Example: “Three months ago, Diego dreaded school. He’d hide in his room, overwhelmed and falling behind. Today, he’s not only showing up — his teachers say he’s raising his hand, turning in every assignment, and even helping classmates. He hasn’t missed a single day, and for the first time ever, he handed me his report card with a huge smile.”

Tip: Don’t try to tell five stories at once. Choose one person and one clear takeaway. Then, focus on sharing that message in a way that sticks and inspires. Adding photos and videos of the featured person always help bring the message home.

D for Distribution: Repurpose your story across platforms

A great story doesn’t live in just one place. You’ve invested the time in perfecting the story so maximize your investment! Use it in your email appeal, on Instagram, in a grant report, or in a presentation to your board or staff.

Example: That 60-second story about Jasmine?
– Use it in a donor thank-you email
– Turn it into a 15-second Instagram reel
– Add a quote and photo from her family in your next e-newsletter
– Mention it during your next staff and board meetings

Tip: A good story is a smart investment. One story, many uses.

Final Thought: ABCD = Storytelling That Works Harder

When you use the ABCD framework, you’re not just telling stories — you’re building emotional connection, strengthening your brand and fueling your mission.

So, next time you sit down to write a newsletter or prep for a speech, remember: Align with your mission, be brief, be clear and don’t forget to disperse the message broadly.

Your stories matter. Let’s make sure they’re heard.

Want to go Deeper?

If your team wants to sharpen its storytelling skills, we offer custom workshops for nonprofit staff and leadership. They’re interactive, practical and designed to help you turn everyday impact into powerful, shareable stories.

Interested? Reach out to request a session or learn more!

Denise E. Bennett
Consultant

As a specialized writer of grants, policies, procedures and well-told stories, Denise’s career spans more than 35 years of for-profit and nonprofit experience in the medical, banking and social services professions. Her financial acuity and love of writing led her to a successful career in grant writing and nonprofit fundraising. Denise has significant experience in fund development, grant writing and management, as well as operations oversight for a variety of nonprofit organizations. An achievement-focused innovator, she is a strong collaborator and strategic thinker, able to resolve workplace challenges. Denise is a graduate of Belmont University and has an MBA from Keller School of Management.

M. Leslie Palmer
Founding Principal | Managing Consultant

With decades of for-profit and nonprofit experience, Leslie shares her expertise and partners with other strong practitioners to help grow the capacity and success of the nonprofit community. Leslie brings practical experience to clients, having served on numerous boards of nonprofit organizations. Leslie has significant experiences on the other side of the table, as well, having worked in leadership and management for organizations like Boys and Girls Clubs of San Antonio, American Red Cross, City Year San Antonio and World Affairs Council of San Antonio. Leslie is a dedicated maven, leader, and perceptor who strives to embolden clients to achieve their goals. Originally from Newport, RI, Leslie is a graduate of Villanova University.