Good 360
MEDIA, JOBS & RESOURCES FOR THE COMMON GOOD
NEWS  |  Social Innovation

Showcasing Your Strategy Through Storytelling


Thursday, 22nd January 2015 at 10:03 am
Lina Caneva, Editor
The social sector ‘strategy’ is now receiving a makeover, thanks to storytelling techniques that are transforming routine reports into compelling content writes National Marketing Manager, Social Sector Banking at Westpac Lali Wiratunga who offers his top tips to help bring a Not for Profit’s mission to life.

Thursday, 22nd January 2015
at 10:03 am
Lina Caneva, Editor


0 Comments


FREE SOCIAL
SECTOR NEWS

 Print
Showcasing Your Strategy Through Storytelling
Thursday, 22nd January 2015 at 10:03 am

 

The social sector ‘strategy’ is now receiving a makeover, thanks to storytelling techniques that are transforming routine reports into compelling content writes National Marketing Manager, Social Sector Banking at Westpac Lali Wiratunga who offers his top tips to help bring a Not for Profit’s mission to life.Lali Wiratunga.jpg

The social sector has become adept at documenting and reporting strategic plans. An increasingly regulated operating environment and high expectations of investors have demanded it. Often considered the end-product of months of consultation and planning, the ‘strategy’ is now receiving a makeover, thanks to storytelling techniques that are transforming routine reports into compelling content.  

Here are some top tips for Not for Profits:

1.        Publish on Digital Platforms

Each year, more and more Australians move online to access information, transact, and interact. Publishing on platforms like mobile handsets, websites and social media means you deliver your story to your audience in a timely and accessible way. And digital media can more easily deliver added features that print publications cannot: sound, movement, human expression and emotion.

Westpac’s 2014 Annual Review and Sustainability Report was published online as an interactive ‘click through’ report, with personal stories of customers and staff, and videos from the Chairman and CEO, to bring the Group’s performance to life.

Siobhan Toohill is Head of Group Sustainability and Community at Westpac and says, “Personal stories help us relate to concepts in a way that numbers and charts often don’t. We find it is the best way to create a connection with our sustainability strategy and bring our initiatives to life.”  

2.       Select the Right Narrator

Markus Zusak, author of the highly acclaimed The Book Thief, admits to struggling with the draft until he finally settled on the right narrator for his story—in this case, a candid and somehow personable Death.

Described as a ‘masterstroke’ of the author, the narrator here offers a unique and emotional perspective into each event and character, giving the reader insights that only the narrator can reveal. “Telling stories from the perspective of those people who have benefitted from the work you do shows stakeholders why what you’re doing matters. The stories of the beneficiaries are what connect people to an organisation,” says Cath Keenan, executive director and co-founder of the Sydney Story Factory and Award Recipient Community Leaders Awards 2014 in the Board Member category.

Not for Profits should consider who in their organisation can authentically connect stakeholders with the different layers of the strategy—is it a beneficiary, a member, a volunteer or the CEO?

3.        Your Community is Your Cast

In essence; your strategy document will outline the scene, the obstacle and the intended journey. Not for Profits have a large number of interested stakeholders and this presents a fantastic opportunity to write each one of them into your story. In your story, who are the characters that need your help? Who gets to be the hero? The beauty of using storytelling principles in your strategy is that each of your stakeholders can be included in the narrative.

4.        Provide Proof of Social Impact

Social impact is more than a buzzword. Stakeholders genuinely want to know that your strategy delivers real social change. Telling the story of change through case studies and personal profiles is positive proof that your mission is materialising.

Innovating your strategy using storytelling principles is a great way to reach your stakeholders and hold their attention. Insert clear calls to action and hopefully, your story with your stakeholders will read  ‘to be continued…’

Scholarship fund

Screenshot from Westpac's 2014 Annual Review & Sustainability Report

About the author: Lali Wiratunga is the National Marketing Manager, Social Sector Banking at Westpac. To ask a question, email socialsectorbanking@westpac.com.au. Connect with Lali Wiratunga via LinkedIn


Lina Caneva  |  Editor |  @ProBonoNews

Lina Caneva has been a journalist for more than 35 years, and Editor of Pro Bono Australia News since it was founded in 2000.

FEATURED SUPPLIERS


NGO Recruitment is Australia’s not-for-profit sector recru...

NGO Recruitment

Yes we’re lawyers, but we do a lot more....

Moores

HLB Mann Judd is a specialist Accounting and Advisory firm t...

HLB Mann Judd

Brennan IT helps not-for-profit (NFP) organisations drive gr...

Brennan IT

More Suppliers

Get more stories like this

FREE SOCIAL
SECTOR NEWS

YOU MAY ALSO LIKE

$2 Million Grant Helps Give Australians in Need A Fair Go

Wendy Williams

Thursday, 21st September 2017 at 8:35 am

Westpac Social Innovator Fellowships

Lina Caneva

Tuesday, 1st August 2017 at 10:46 am

About a Brand – The Leadership Battle for NFPs

John Carroll

Thursday, 6th July 2017 at 8:27 am

Better Late Than Never – Marketing and the NDIS

Jen Sharpe

Wednesday, 31st May 2017 at 5:17 pm

POPULAR

Red Cross Moves to Wage-Based Fundraising Model

Lina Caneva

Thursday, 16th November 2017 at 8:30 am

Disability Advocacy Group Fights to Restore State Funding

Luke Michael

Thursday, 9th November 2017 at 8:37 am

Concerns Raised Over New ACNC Board Appointments

Luke Michael

Monday, 20th November 2017 at 2:28 pm

New Same-Sex Marriage Bill Looks to Protect Faith-Based Charities

Luke Michael

Monday, 13th November 2017 at 5:25 pm

Write a Reply or Comment

Your email address will not be published. Required fields are marked *


Good 360
pba inverse logo
Subscribe Twitter Facebook

Get the social sector's most essential news coverage. Delivered free to your inbox every Tuesday and Thursday morning.

You have Successfully Subscribed!