Balancing Storytelling and Information in Business and Nonprofit Messaging

by Stanley LearyPhotography

In this photo, women learn to sew as part of Sifa’s mission to empower women to become successful small business owners who, in turn, invest in their communities. Sifa is faith-based, gospel-centered, and committed to equipping Dar es Salaam and East African women, churches, and businesses. Learn more at https://sifacollective.com/

In today’s crowded communication landscape, standing out requires more than just sharing facts and figures. Whether you’re a business or a nonprofit, storytelling is the secret weapon that connects you emotionally with your audience while inspiring action. But how much of your messaging should lean into storytelling, and how much should deliver the critical information your audience needs to make decisions? Let’s explore this balance and outline how to craft a strategy that resonates and drives results.

The Power of Storytelling in Messaging

Stories create emotional connections. They’re how humans have communicated values, lessons, and experiences since the dawn of time. For businesses and nonprofits, storytelling has the potential to:

  • Engage your audience: A compelling narrative captures attention and invites people to invest emotionally in your mission or product.
  • Make your message memorable: People may forget a statistic, but they’ll remember how a story made them feel.
  • Humanize your brand: Sharing real stories about the people you serve or the impact you’ve made makes your organization relatable.

The Role of Information in Messaging

While storytelling connects emotionally, information builds trust. Your audience needs to understand the “what,” “why,” and “how” of your offering:

  • What are you offering?
  • Why does it matter?
  • How can they take action?

The details matter here: statistics, features, benefits, and clear calls to action turn interest into support or sales.

Coffee baristas Solomon David Ndunguru and Greyson Tizo Majiyakunde are part of the Harakati Coffee program, launched in 2017 to equip individuals in Dar es Salaam and across Tanzania with essential skills for a career in coffee. Initially focused on monthly week-long training sessions covering barista skills, job readiness, customer service, and hospitality soft skills, Harakati has since evolved into a social enterprise. Today, it offers top-notch training while creating sustainable, value-added products. Learn more at harakaticoffee.com.

The Ideal Balance: 70% Storytelling, 30% Information

For most businesses and nonprofits, a 70/30 split is an effective way to structure messaging:

  • 70% Storytelling: Lead with stories that evoke emotion and connect your audience to your mission or product. Showcase the human impact, the transformation, or the vision you’re working to achieve.
  • 30% Information: Follow up with the essential facts and figures your audience needs to take action. Be concise and straightforward—this is where you provide the rational foundation that supports the emotional appeal.

Putting It into Practice

Here’s how this could look in action:

  1. Opening Hook (Storytelling): Start with a relatable story or a powerful anecdote. For example, a nonprofit might share the journey of a single individual whose work changed their life. A business might highlight a customer’s success story.
  2. Supporting Information: Once you’ve captured attention, transition into the specifics. What problem are you solving? How does your product or service work? What’s the evidence of your impact?
  3. Call to Action: End with a clear, compelling call to action that ties back to the story. Ask your audience to donate, sign up, purchase, or engage.

Example: Nonprofit

  • Storytelling: “When Maria fled home with her two children, she left everything behind. Thanks to your support, Maria now has a safe place to live and a job that helps her provide for her family.”
  • Information: “Last year, we helped over 1,000 families like Maria’s rebuild their lives through our shelter and employment programs.”
  • Call to Action: “Your gift today can help more families like Maria’s find hope. Donate now and make a difference.”
Ursala Phoenix trains with her coach, Wlaa (pronounced Will-eh) Weeks, at the Wellbridge Athletic Club. Since joining, her stamina has soared, helping her thrive at the CDC and in everyday life!

Example: Business

  • Storytelling: “John struggled with back pain for years until he discovered our ergonomic office chair. Now, he works pain-free and with better focus.”
  • Information: “Our chairs are designed by experts and backed by a 10-year warranty, offering the perfect combination of comfort and durability.”
  • Call to Action: “Transform your workspace today. Shop now and experience the difference.”

Your Next Steps

Think about the stories you have at your disposal. Who have you helped? What transformation have you enabled? Lead with those narratives, then back them up with solid, concise information. By striking the right balance, you’ll capture your audience’s hearts and equip them with the knowledge they need to act.

Would you be ready to tell your story? Reach out to me by clicking on the “Let’s Talk” button above, and let’s craft messaging that connects and converts.