Stories that Move People to Action
February 14, 2025
By: Lauren Stewart
Attending the Alzheimer's Association Community Leaders Summit 2025 wasn’t just inspiring— it provided me with a wake-up call when it comes to the immense power of storytelling.
As a dedicated volunteer and chair of the Alzheimer’s Association Outreach Committee in Virginia, I witnessed firsthand how a well-crafted narrative can ignite movements, rally communities, and drive real change.
One session that everyone was running to attend – "Sharing Our Story" – was a masterclass in amplifying philanthropic impact. We didn’t just talk about storytelling— we unpacked its raw, undeniable power. Personal stories don’t simply inform; they stir hearts, challenge perspectives, and compel action.
Well-crafted stories take an issue – such as Alzheimer’s disease – from a distant issue to an urgent, human reality.
This Summit made one thing very clear: effective storytelling is about making connections. When we share the struggles, triumphs, and resilience of those impacted by a cause your organization supports, we don’t just educate; we inspire. And that opens the door to shifting awareness into action.
For communications pros in the philanthropic sector, the message is bold and urgent: use storytelling as a catalyst. The right story can attract donors, mobilize advocates, and turn bystanders into lifelong supporters. In a world overwhelmed with information, only the most compelling narratives cut through the noise and create lasting impact.
But crafting an effective story isn’t just about telling it — it’s about telling it the right way. Here are three strategies to ensure your storytelling makes waves – and changes hearts and minds – in the media and beyond:
1. Lead with Emotion, Back It Up with Facts
Reporters, donors, and stakeholders connect with people, not statistics. Start your story with a powerful human experience— a personal journey, a moment of resilience, or a life-changing experience. Once you’ve captured their attention, reinforce your message with credible data and key facts that highlight the broader significance of your cause.
Tip: Instead of leading with “6.7 million Americans live with Alzheimer’s,” start with, “Maria’s father no longer remembers her name, but she refuses to let the disease define their story.” Then introduce the staggering statistics to drive home the scale of the crisis. Looking for examples? Check out this oped I wrote about my personal story with Alzheimer’s published by the Richmond Times-Dispatch.
2. Find the Right Messenger
The most compelling stories are told by the people directly involved — not just executives or spokespeople. Identify authentic, relatable voices who can speak from personal experience. These storytellers — whether they are beneficiaries, volunteers, or caregivers — will lend credibility and emotional weight to your message.
Tip: When pitching to the media, offer real voices journalists can interview. A reporter is far more likely to cover a story if they can speak directly with someone who touches the issue every day. When identifying the right spokespersons, it might be helpful to first take a look at NEON’s free Ethical Storytelling Guide to ensure your organization is setting up those they serve for success.
3. Customize Your Story for Different Media Platforms
Not all storytelling is one-size-fits-all. Tailor your message for different audiences and media formats. A short, hard-hitting video may resonate on social media, while a narrative led, data-driven oped may be more effective in a national publication.
Tip:
For TV & Radio: Keep it short, impactful, and visually engaging.
For Print & Digital Media: Provide exclusive angles and in-depth insights.
For Social Media: Create snackable, shareable content— think reels, testimonials, and compelling graphics.
Storytelling isn’t just an art— it’s a public relations superpower. Used effectively, it has the ability to transform audiences from passive observers to passionate advocates. The fight against Alzheimer’s — and every other cause we champion — demands bold, unforgettable storytelling.
Are you ready to step up and amplify your mission? Let’s tell stories that change lives, shift perspectives, and inspire action— one powerful narrative at a time.
Please reach out at any time for more information!
