Explore best practices in integrated communications for nonprofits and discover how to share powerful volunteer stories that inspire engagement and expand your organization’s impact.
If you work at a nonprofit organization, you’re probably well-versed in the power of storytelling, especially when it comes to nonprofit communications. Telling your organization’s stories in a way that inspires people to act can mean the difference between a good fundraising campaign and a great one.
Among the impactful stories your organization could share, volunteer stories are sometimes overlooked. We’ve seen firsthand how these narratives inspire support and build awareness for mission-driven organizations, particularly when leveraged effectively as part of a well-rounded nonprofit communications strategy.
At Scatena Media Group, we work with mission-driven organizations to turn their work into stories people care about. Volunteer stories are often among the most powerful narratives nonprofits have — offering authentic perspectives that help audiences connect with the people behind the mission.
April is National Volunteer Month, so let’s celebrate and honor the big-hearted folks who generously donate their time by exploring ways to share their stories that will increase support and amplify the impact of nonprofit organizations.
What Do We Mean By ‘Volunteer Stories,’ and Why Are They Important in Nonprofit Communications?
Volunteer stories can take different shapes, especially in public relations for nonprofits. But we’re most interested in a volunteer’s core reasons for sharing their time and talents. Their origin story can inspire others to get involved. What attracted the volunteer to your organization? Why do they care about the cause? If they’ve volunteered for years, what keeps them coming back?
Finding the answers to those questions can provide powerful narratives to leverage in a nonprofit communications strategy. Many organizations already know parts of a volunteer’s origin story, but sitting down to have a conversation can reveal new details and a powerful story worth sharing.
Volunteer stories carry an inherent vulnerability as they reveal personal motivations, aspirations, and the challenges faced by individuals who selflessly dedicate their time. This vulnerability makes these narratives resonate and compelling as human-interest stories. By showcasing the genuine experiences of volunteers, nonprofits can connect on a human level with members of their audience, tapping into shared experiences and universal themes.
This authenticity captures attention and can foster empathy and understanding among supporters. By amplifying these narratives, nonprofits not only shed light on the selflessness of volunteers but also underscore the tangible impact of their work on both the individuals involved and the communities they serve.
Moreover, when audience members can relate to a story, they’re more likely to remember it and be inspired to connect. Volunteer stories that remind audience members of the community they grew up in, the loved one they lost, or their childhood best friend ultimately motivate them to give back. It’s stories that represent various communities and diverse backgrounds that encourage individuals to get involved and contribute where they can. Familiarity with a cause or brand increases the likelihood of future support and engagement. This connection can lead to a boost in volunteers and donations over time.
So, if you’re not already keeping your ear to the ground to listen for impactful volunteer stories to incorporate into your nonprofit communications strategy, now is the time to start. Consider keeping a running list of volunteer story ideas throughout the year so you have compelling narratives ready when timely opportunities arise.
Telling Great Volunteer Stories With Care
In your work, you’ve undoubtedly encountered a range of personalities among your organization’s volunteers—from outgoing to reserved and a lot in between. Some volunteers may feel reluctant to share their stories for personal reasons, which is okay! You’d never want someone to feel pressured to share something beyond their comfort zone.
Instead, continue listening and building trust over time. Maybe this approach will lead the volunteer to share their story eventually, or maybe it won’t. Either way, building a strong relationship with volunteers should always remain the top priority.
For volunteers who are a little warmer to the idea of sharing their experience, have a staff member they’re most familiar with initiate the conversation. Then, be open and ready to listen to what they share in a sit-down interview. Take some time to prepare thoughtful questions in advance. Find out their comfort level with being featured on social media or participating in media interviews. And, of course, make sure to adhere to the principles of ethical storytelling: avoid tokenism and saviorism, and honor the information shared.
For some volunteers, the only encouragement they’ll need is understanding the potential benefits of sharing their stories. To illustrate this, share past instances when other similar stories were particularly influential.
Lastly, sometimes offering small incentives is the way to go. A gift card, for example, is a nice way to honor their time and express gratitude for their participation.
As with any relationship, trust with volunteers is built incrementally over time. Ultimately, you want to build a library of compelling volunteer stories to share at the right moment.
Maximizing a Story’s Impact: Best Practices in Nonprofit Communications
You’ve got an amazing volunteer story. So what’s next? Thankfully, in today’s digital landscape, there are many ways to share stories.
Depending on the anecdote, it may begin as a social media post, launching a series of monthly volunteer spotlights. Recording video and audio will help you tell the volunteer story creatively, catching your followers’ attention and encouraging them to learn more directly from the volunteers themselves. Plus, according to a 2024 report, social media users retain 95% of a message they watch on video, compared with just 10% of what they read in text.
But a strong volunteer story doesn’t have to live on just one platform. The most effective nonprofit communications strategies seek to extend a single story across multiple channels.
That same story could be expanded into multiple pieces of content, such as:
- a blog post
- an email newsletter feature
- a community article
- a video interview
- or a pitch for a TV, radio, or podcast segment.
Having a steady drumbeat of content for your owned media channels helps cultivate your organization’s authority and trustworthiness. Earned media placements—placements you “earn” from organic sources—offer third-party credibility that helps you build trust with your audience.
When you work with nonprofit integrated communication specialists like Scatena Media Group, you might recognize the media potential of a volunteer’s journey early on, and what starts as a social media post could evolve into a full-fledged media campaign.
Our team was on-site, capturing visual assets for media at a client’s Volunteer Appreciation Event. While there, a member of our team started a casual conversation with a volunteer couple who received recognition for their years of service. The volunteer spoke candidly about the origins of her and her husband’s volunteerism, and our team quickly recognized a storytelling opportunity. From there, we reached out to the volunteer couple for additional information and confirmed they would be open to sharing their story with the media to inspire other couples, families, individuals, and groups to volunteer with the organization. Watch the clip below to see one of the results!
Finally, don’t forget to keep the volunteer informed along the way. While National Volunteer Month is a natural moment to spotlight volunteers, organizations shouldn’t limit these stories to April. Capturing and sharing volunteer experiences throughout the year helps nonprofits build a library of authentic stories that can support media outreach, digital content, fundraising campaigns, and community engagement. When their story is published, send them a link to the coverage, express your gratitude for their help, and encourage them to share it with their networks too!
Download our ethical storytelling workbook here. The guide also features eight tips for gathering impactful volunteer stories.
If you’re interested in learning more about how to get the most value out of the stories your organization shares in the media and across your promotional platforms, let’s talk!