When I led the marketing department at Lutheran Social Services (LSS), one of the biggest challenges wasn’t designing campaigns, segmenting donor lists, or deciding which channel to use.

It was collecting real, human stories from our programs.

You would think it would be the easiest part. After all, the most powerful stories lived right where our mission was unfolding every day: in our shelters, our food pantries, our senior living communities, and our supportive housing sites.

But the storytellers (my team) were not the ones witnessing these amazing stories. The people closest to the work (the program staff and leaders) were. But they often struggled to recognize the extraordinary moments happening right in front of them. Not because they didn’t care. Not because they didn’t see transformation.

But because they were so immersed in the work, meaningful stories began to blend into the rhythm of their day.

• A single mom who’s survived an abusive relationship gets the keys to her new apartment.
• A senior finds friendship and wellness.
• A volunteer makes someone feel seen.
• A staff member rediscovers purpose.

To them, these weren’t “stories.”
It was just a normal Tuesday.

Meanwhile, my team, tasked with raising awareness, building trust, and communicating impact, couldn’t be everywhere at once. We had to constantly coach, prompt, empower, and remind teams that their everyday moments were our most valuable communications assets.

Storytelling isn’t a “nice-to-have.”

It’s how we connect supporters to the heart of the mission.

Now, I’m seeing that same challenge in my new role as VP of Communications for the Columbus chapter of NAWBO.

The Story Collection Challenge Shows Up in Most Nonprofits

As I begin onboarding, I’m seeing the same familiar pattern:

• Members leading transformative and innovative businesses
• Corporate and organizational partners contributing to the community in meaningful ways.
• Events where connection, learning, and leadership thrive
• Advocacy efforts that move the needle for women who run small businesses
• Wins, innovations, lessons, and breakthroughs happening daily

And yet, we forget to tell these stories to anyone.

• Even when we know the power of narrative.
• Even when we know stories deepen member engagement.
• Even when we know they strengthen belonging and inspire mutual support.
• Even when we know they’ll bring new members to the chapter.
• Even when we know they can help us win on the advocacy front.

The challenge isn’t a lack of content. It’s making sure those meaningful moments are seen and shared.

In any mission-driven environment (nonprofit, association, or community organization), everyone plays a role in storytelling. But it’s the communication team’s responsibility to make it possible and easy.

That’s, once again, my task.
Not just to create stories, but to build a culture that notices them, captures them, and shares them.

Why Stories Matter

I know I’ve said this about a thousand times in other blogs and articles, but it always bears repeating. Authentic storytelling remains one of the most effective forms of communication and engagement, which is why story collection for nonprofits should be an organizational priority, not an afterthought.

Stories are the most powerful tool we have in communications because they:

1. Build emotional connection

Data informs, but stories move people. They help readers (whether supporters or people who don’t know much about the organization) understand not just what we do, but why it matters.

2. Demonstrate impact

A single narrative can illustrate the outcomes, transformation, and mission effectiveness far better than a paragraph of metrics.

3. Strengthen community identity

Stories show members, volunteers, donors, and partners where they fit into the bigger picture. They reinforce belonging.

4. Inspire action

Whether we’re asking people to join, volunteer, advocate, partner, or give, a well-told story clarifies the “why now.”

5. Create continuity

When organizations tell stories regularly, supporters feel informed, connected, and part of the movement, not just visitors looking in.

But none of this happens if stories stay buried in inboxes, meetings, programs, or casual conversations.

Which is why every organization needs a practical, accessible way to gather them.

A Simple Story Collection Framework for Busy Teams

There is no easy answer here. However, here is a framework that I’m working on to present to my colleagues at NAWBO. It’s designed to help staff, members, volunteers, board members, program teams, or community ambassadors keep story collecting top of mind. The goal is to make the steps fast, intuitive, and easy to implement.

STEP 1: Notice the Moment

Ask yourself:
“Did something meaningful, surprising, heartwarming, or impactful just happen?”

Moments worth capturing are happening constantly, but they’re easy to overlook when you’re focused on getting through the day. Here are several ways to train yourself (and your team or members) to recognize story-worthy moments as they unfold:

How to Notice the Moment

• Pay attention to your emotional reactions.
  • If something makes you smile, tear up, pause, or think, “Wow”, that’s a story signal.

• Listen for phrases that hint at impact or transformation.
  • Story sparks often begin with:
    • “I never thought I could…”
    • “This is the first time…”
    • “You have no idea how much this means…”
    • “I didn’t expect…”

• Look for small wins, not just major breakthroughs.
  • A client getting a new job, a volunteer helping someone feel seen, a member meeting with their councilperson. Small moments can be the most powerful narratives.

• Notice signs of connection.
  • When two people connect in a meaningful way, you’re witnessing mission in action.

• Watch for surprises or moments of delight.
  • Anytime something unexpected happens in a good way, it’s worth capturing.
  • Tune into challenges overcome.
  • Growth, resilience, and breakthroughs are often hiding in everyday conversations.

• Set a 15 minute calendar invite to reflect at the end of the day.
  • Ask yourself: “What’s one moment today that reminded me why this work matters?”
  • Whatever comes to mind first is likely a story.

• Pay attention to peer reactions.
  • If someone nearby says, “That was amazing” or “I love when this happens,” that’s your cue to write it down.

• Follow your curiosity.
  • If you feel compelled to ask, “Tell me more about that,” you’ve found a story.

• Use your senses.
  • Stories aren’t always spoken.
  • Sometimes they’re felt through a shared laugh, a proud expression, or a quiet moment of relief or gratitude.

If it made an impression on you (even for a second), it’s a moment worth sharing with the communications team.

STEP 2: Capture the Basics Immediately

There’s no need for a complete narrative or even perfect sentences. The communicators will do the heavy lifting.
Just record the essentials:

• Who was involved?
• What happened?
• Where did it take place?
• Why did it matter?
• How did it make you feel?

This can be done in:

• A quick voice memo
• A text (a bulleted list is just fine)
• An email (ditto on the bullets)
• A shared inbox or Google Drive
• A short form on your website or intranet
• A Slack/Teams channel
• A simple Google Form

The goal is speed, not polish. I don’t need a complete narrative, just the important details.

STEP 3: Get a Contact Name, Number, and Permission for Follow-Up

This step can make or break the comms team’s ability to turn a moment into a full story.

Whenever possible:

• Ask for the person’s name.
• Get a phone number or email.
• Note their connection to the organization (client, member, volunteer, partner, etc.)
• Ask whether the communications team may follow up for a short conversation.
• Check if they’re comfortable being photographed or quoted.

And if the moment feels right:

• Grab a quick photo or video on your phone.
  • A candid shot.
  • A photo of the activity or person (make sure to capture people’s faces whenever possible).
  • A short phone video clip of someone explaining what happened (even 10 seconds helps).
  • Permission to use the person’s (or persons’) image.

I’m not looking for staged or professional shots or videos. Candid, raw, and real tell a more authentic story.

Visuals multiply the impact and usability of a story across all channels, including social media, newsletters, appeals, reports, and beyond.

STEP 4: Share the Moment With Communications Right Away

Don’t wait until you “have time.” Don’t overthink it. Send the raw version.

Send what you captured (notes, contact info, photo/video) to the communications team immediately, even if it’s rough. They’ll take it from there, follow up, and shape the final story.

You are not responsible for writing the final narrative.
Just getting the details into the pipeline is enough.

STEP 5: Close the Loop

This part matters.

This is both for the comms team and the story source.

When a story gets used:

• Share the finished version with the person who at the center of the story.
• Celebrate the moment.
• Communicate how it contributed to visibility, engagement, fundraising, or member connection.
• Ask for more stories.

This reinforces the habit and helps everyone understand the impact of noticing small moments.

STEP 6: Celebrate Story Champions

Recognize people who consistently spot and share stories AND ask for more stories.

Celebration can be as simple as a shoutout in a meeting or as formal as an annual recognition. The goal is to make storytelling feel like a shared, valued part of the mission. Make storytelling part of culture, not just a comms task.

Building a Culture Where Stories Rise to the Surface

Stories don’t collect themselves.
They come from awareness, intention, and consistent encouragement.

Comms leaders have to constantly remind, coach, and empower teams to uncover stories, but the payoff is always extraordinary.

• Donors understand the mission more deeply.
• Volunteers embrace the impact they’re making.
• Community awareness and support grow.
• Program staff feels proud.
• Clients feel seen and honored.

And now, at NAWBO Columbus, I have the chance to build this culture again, one where every member knows the value of their story and feels equipped to share it.

Because when we tell our stories, we don’t just communicate what we do.
We communicate who we are.

And when we build systems that make story collection for nonprofits simple and accessible, we create a culture where moments of impact surface naturally and strengthen the way we communicate our mission.

And that is the heart of every strong brand, every thriving chapter, and every mission-driven organization.

Ready to strengthen your organization’s storytelling?

If your team wants to build a stronger storytelling culture, create more authentic content, or develop a simple system for capturing mission-driven moments, I’d love to help.
Reach out to me to learn more about how I support organizations in building story collection for nonprofit processes, brand narratives, and communication strategies that inspire deeper connection and greater impact.

Schedule a discovery call with me today to start the conversation.