Both Susannah Winslow and Susanne Salerno contributed to the writing of this blog.

Storytelling is enduring. It is a critical element of our work as fundraisers and something that should be central in our day-to-day communications. After all, public media’s ethos is storytelling.   

So, what do we mean by storytelling? When looking at other sectors of nonprofits, we see stories told everywhere. From the cancer patient who was cured by a new scientific development to the well that was built in a remote community in Africa, providing clean water to hundreds of residents. With less tangible impact, it may feel like your station’s story is out of reach when in fact, it’s just the opposite.  

Your station is unique to your local community. Not only are you the airwaves for PBS, NPR and other programming, but you are a vital community resource, convener and connector. Consider the social impact your station has on your local community. Do you amplify community-based solutions through your news coverage? Do you help connect families to resources through your educational efforts? Weaving in stories of your role as a place-based, mission driven organization will mobilize champions for your cause. 

As we head into the final quarter of 2023, we want to share some ideas that can help elevate your storytelling. As public media stations, we have a wide audience of viewers and listeners, and some of them may be ready to lend their support. Adding more storytelling to your regular communications may just pull at those prospective donors’ heartstrings and open doors to their philanthropy.  

1. Start a bank of story ideas.  Work across your organization to find stories of community connection and keep them in a central shared file. This could be coverage from a local news story, a visitor to your station or an email from an audience member. Tell your local story. How does your station show up in your local community?   

2. Capture testimonials. Gather stories and quotes from community partners, audience members and donors who speak to your station’s importance and impact in the community. There’s nothing more powerful than having someone else share your story for you.  

3. Be sure your station’s VALUES are affirmed and shared. Are your values reflected across your work, your team and your community? Make sure those values show up in your storytelling. For example, our partners at Montana PBS have clearly stated their mission, vision and values HERE.   

4. Build a culture of storytelling across your organization. Storytelling is part of building a culture of philanthropy at your organization. Developing relationships cross-departmentally, encouraging your peers and staff to share stories of impact and involving them in the process, will strengthen storytelling efforts at your organization. 

A strong story helps people fully invest in your mission and see themselves in the collective impact.  Bring your local community and your station’s role as connector to the heart of every story you tell, and the funding will follow. Stay tuned for part two of this series where we’ll dive deeper into how to bring together all the parts of storytelling and incorporate them into your day-to-day communications.