Here’s a really terrific example of nonprofit storytelling, from the YMCA of Metropolitan Chicago. It talks about the community and its needs, then makes a neat pivot to talk about how its programs help that community and fulfill those needs. Bonus points for highlighting the Y’s collaboration with two other agencies–catnip to donors who view collaboration as insurance against duplication of social-service effort (and therefore against wastes of money).
For an agency like the Y, whose physical-fitness methods have nearly obscured its social-service roots, such storytelling is all the more important. The message delivered to the e-mailboxes of its members, many of whom come and go from spin class without giving the place a second thought: if you think the Y is just a cheap place to work out, think again.