The Power of the Journey: How stories build trust and belonging
When we think about communications, it’s tempting to focus on the individual moments: the poster, the post, the newsletter. But real engagement – the kind that makes someone feel connected enough to act, donate, or get involved – often builds over time. It’s a journey.
That’s why I believe J is for Journey – because stories don’t just inform; they invite. They guide people along a path from curiosity to connection to commitment. In the world of charities, that path often starts with a story.
Guiding supporters on a journey
Telling someone that your charity runs a weekly food bank is a fact. But sharing a short story about a regular volunteer who shows up in all weathers, or a quiet moment where a cup of tea meant the world to someone – that’s what makes people stop scrolling, start feeling, and ultimately care.
Storytelling brings warmth and depth to the vital work charities do. And when it’s done thoughtfully, it turns one-time readers into long-term supporters.
The storytelling journey: awareness to action (and admin)
You don’t need a marketing degree to tell good stories. You just need to notice the human moments, and find ways to share them consistently, both in your outward-facing communications and your internal reporting.
For example:
- A warden could keep a simple story log : short notes about meaningful conversations, unexpected acts of kindness, or feedback from visitors. These snippets become gold dust for newsletters, annual reports, and funding applications.
- Committee members writing reports can move beyond stats and include short real-life reflections: “One attendee told us they hadn’t laughed that much in months.”
- Social media doesn’t have to be frequent to be effective – one photo with a sentence of story is often more powerful than a long caption with a call to action.
- Even routine updates (like room hire or community gardening) can be reframed through a storytelling lens: “This week the garden group welcomed a new member – her first time at the Meeting House since childhood.”
Three simple steps to make your storytelling stronger
- Frame your facts with feeling. What was the moment like? Who was there? What was said?
- Start collecting now. Set up a shared folder, spreadsheet or notebook to record small stories throughout the month – they build up quicker than you think.
- Use stories everywhere. In minutes, in reports, on social media, in conversation with potential funders. Let people see the heart behind the work.
The journey of a supporter, donor or member doesn’t start with a sign-up form. It starts with a feeling. When we tell stories well, and consistently, we help people feel like they’re already part of something. And that’s what brings them closer to action.
Gemma White
MBS Marketing Team
