Not just the facts, ma'am: Nonprofit storytelling online, nptech
In 1787 the Society for Effecting the Abolition of the Slave Trade began what became the first modern public awareness campaign. Abolitionists painstakingly documented conditions in the slave trade, publishing broadsides (like the graphic at left), speaking in public and agitating for parliamentary action. Their campaigns mixed scrupulously-gathered facts and appeals to emotion to create change.
While broadsides have since become passe, our jobs as nonprofits have not. Connecting with supporters, rallying them to action, winning media support for the stories we tell—all are still part of our toolboxes. Online, though, we have more of an opportunity to tell these stories ourselves.
By storytelling I mean the way that a nonprofit presents its mission—what it does, how effective it is—and how supporters can help. Since we’re all content producers now, I thought it would be a good time to share some examples this sort of nonprofit storytelling online.
- The Holocaust Museum’s World is Witness blog uses Google maps and text updates to document areas where there is risk of genocide worldwide. The map at the top of the page shows trouble reports—text, photo and video—from around the world.
- Charity: water’s water project info graphics show the impact of donations worldwide
- World Food Program’s On the Road video blog uses voices and video of the people working to address hunger in the field
- The Houston Ballet uses Flickr photos to give fans a backstage pass
- New Zealand’s Genesis Energy ElectroCity game lets players plan and manage their own virtual town, balancing energy and sustainability concerns
- Conservation International’s email newsletter uses moving photography and links to the top news stories about projects that CI supports to keep long-term supporters in the loop
While these are examples I like, there are many, many more that I probably should have shared—maybe even yours. Let us know in the comments what I’ve missed!
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