Stories are the most powerful way to make a memorable impact, to spark an emotion. If you want someone to remember something long-term, tell them a story that relates to them on some level. I call it “the Ronald Reagan rule.” It means a good story is better than a good fact.
That’s why storytelling is a key piece of an advocacy campaign. If you have a message that needs to resonate in order to get people to move on an initiative, tell them a story about the impact of the issue.
Doing that involves storytellers, people who are the most impacted by the initiative.
Internal and external advocates—the people inside your organization or attached to it from the outside—are the ones who can be the most vocal about your efforts. Since they have a heartfelt connection to you on some level, they’re the ones who have a passionate story to tell. They’re the ones who can—and will—tell others about why your efforts are important to them.
From a patient speaking about why a policy change is crucial, to employees who back corporate citizenry efforts, the people who have an experience to share can make the issue real for others.
But there’s an art to telling a story. Here are some ways you can help your storytellers be more effective when they share:
Education. Start by making sure your champions really understand the message of your advocacy efforts and the end goal. Most importantly, let them know why their role is so vital to the story being told.
Empowerment. Create a sense of shared ownership by helping your storytellers understand the goals of everyone involved in the effort. Talk to your champions about their experience, and help them hone their message. Be sure they know how much they’re appreciated for their efforts—after all, they may actually be a key to the success of the campaign! Remind them that others will surely relate to their story, especially people who have dealt with the same or similar issues.
Excitement. Make it easy for your storytellers to share their experiences and they will be more willing to do so. Figure out the best ways for them to share—whether through social media and other channels—then create the avenues they need for their voices to be heard. Share any wins with them; let them know the impact their story is making. Keep it exciting—enthusiasm is infectious, so be sure to share yours.
Creating storytellers must be a deliberate effort. It must be a piece of the initial planning and startup stages of any advocacy campaign.
I love telling stories about advocacy, and I love hearing stories about advocacy successes (and even about some of those well-intentioned efforts that went awry). Connect with me through Facebook, Twitter and LinkedIn—I’d love to hear about some of your advocacy successes.