Hi Reader,

The numbers were solid.

Over 250 students reached.

93% of them said the program helped them strategize their plan.

The waitlist? Gone.

So when Jasmine sat down to write her nonprofit’s annual report, she had all the information she needed to report to her donors.

But she couldn’t help the feeling that something felt off.

She began writing. She listed the stats. Added a quote or two.

Still, it fell flat.

Jasmine knew she had the right ingredients.

But she knew something was missing.

In today's edition of the Social Profit Stack, we’ll take a look at a writing framework you may have never heard about before. This one can elevate your reports and every other piece of communication for your donors. It will encourage your donors to keep reading and get excited the next time they see your name in your inbox.

Storytelling Easily Beats Reporting

Storytelling isn’t fluff.

It’s a window into building relationships with your donors.

When you structure a story well, donors don’t see the outcomes – they feel them. They understand what’s at stake, how your team showed up, and how their gift played a role in the transformation.

That kind of connection builds trust.

It boosts retention.

It makes them proud to give again.

Unfortunately, most nonprofit storytelling stops at “before and after.”

Let’s fix that.

Try the Storytelling Pyramid

You might be thinking we have enough pyramids to work from in fundraising, but adding one for storytelling? It can energize your writing and increase your engagement.

My inspiration for today’s post came from a creator I follow. He has made his career studying previous generations of writers who’ve created the science behind storytelling.

The writer he researched was Gustav Freytag, a 19th-century German novelist and playwright, who studied what makes stories memorable. He noticed that most powerful stories followed a pattern: a clear beginning, rising tension, a turning point, and a compelling ending.

He mapped it out as a pyramid, and writers continue to use it in books, movies, and speeches.

You can take this same structure in your writing to share real-life impact in a way that draws people in and keeps them engaged. Use this simple five-part storytelling framework to shape any program update, donor report, or campaign message.

1. Set the stage (Exposition)

Start with a character, place, or moment that brings your mission and vision to life. Aim for specifics, like what’s the setting? Who’s involved? Why does this matter?

“When Amina arrived in the country, she spoke little English and didn’t know how to register her kids for school.”

This is where your reader gets oriented. It’s not about dumping background information. It’s about sharing enough to care. You can:

• Introduce a real person (ask for consent) or composite story
• Share the context through location, situation, and tone
• Avoid jargon and be sure to write like a human

Ask yourself: Who or what represents the larger issue you’re working on? Am I able to describe it in 2–3 lines? Who or what is at the heart of the story you want to tell?

2. Build tension (Rising Action)

Now show the obstacles. A story can be boring without it.

What was the challenge this person or community faced before you stepped in? Make the problem real and urgent.

“She couldn’t access childcare, which meant no work, no stability, no income. Her family was falling through the cracks.”

This is where emotion lives. Don’t over-explain. Focus on what makes the story worth sharing. You can:

• Highlight the stakes or barriers
• Create empathy and concern
• Avoid jumping too quickly to the solution

Ask yourself: What was hard or painful about this moment? What were they at risk of losing?

3. Share the intervention (Climax)

Here’s where your organization enters the scene. It’s the chance to share how your team, program, or solution changed the direction of the story.

“With support from our newcomer program, Amina enrolled in English classes, got help navigating services, and secured a job.”

Make it clear what action you took and hint at the results to come. You can:

• Describe a specific program or support provided
• Keep the donor in the picture (“With your help…”)
• Emphasize effort, the care, or innovation your organization took to solve the issue

Ask yourself: What did we do in this story—and why does it matter? Who cares?

4. Show results (Falling Action)

Now bring in the outcomes. This is where you connect the story to real-world change—what happened next?

“Within 6 months, 83 families accessed the same support, with 72% reporting greater financial stability.”

Use both data and human outcomes. Combine stats with testimonials for a more substantial impact. You can:

• Highlight key metrics that prove success
• Include a short quote from the person (if possible)
• Share how this story fits into your broader results

Ask yourself: What changed? Can I prove it and show it emotionally?

5. End with what’s next (Resolution)

Remind readers how donors helped—and what’s still needed. Then wrap the story with clarity and momentum. This is where you show how donor support made it all possible and what the next step is.

“Thanks to donor support for programs like this one, we’re expanding the program to reach 120 more families this fall.”

Make the donor feel part of the story—not only as a funder, but as a partner in progress. You can:

• Reinforce impact
• Share what’s still needed
• Include a soft or strong call to action

Ask yourself: What’s the final feeling I want the donor to walk away with?

Get ready to implement

Pick one donor or community story. Walk it through this 5-part structure. Include one quote and one key result. Share it in an upcoming report, donor thank-you email, or social post.

You don’t need to be the best writer to tell a great story. You only need a little structure and a plan that can help you focus on what donors want to know.

Freytag’s Pyramid offers you a simple way to turn your data into stories that donors care about. Try it on one update. Then watch how your message lands with more clarity and heart.

Try it this week! Let me know how it goes. (Try the template in the links below.)

Link ✨

Grab your nonprofit storytelling template right here. Use this one over and over again to turn your nonprofit’s data into compelling donor messages.

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