Creating an Emotional Story

Story telling is a fine art when speaking to supporters for your cause – one that has the power to rally new supporters, educate the masses and inspire the already engaged. But crafting a memorable and impactful story can be a challenge, and creating one that isn’t left on the shelf is even harder.

So with that, here are my tips for writing an inspiring journey for your audience.

Introduce Your Character

Like any great story, yours will need a main character. For your organisation this is an individual, group or community who has been affected by the battle your cause is fighting, and will be your story’s protagonist. This could be a person who has a deadly disease, a community torn apart by war or anyone who you cause is trying to help. Introduce your character by setting the scene with the start of their journey, and give your reader details about them that they can relate to. You want your audience to picture themselves in the place of your story’s subject – this will keep them reading!


The reader needs to know the aims of your organisation and the effects they will have on your protagonist. Spell out the aim clearly and have this motivation running throughout the journey you are creating. This is the through-line of your story and everything should be built around it. For example, the aim of your organisation might be to provide your protagonist with vital aid during a famine crisis.

The Antagonist

As with most stories, there will be a negative force at work. Different for each organisation, this be the cause you are trying to relieve and will stand in the way of your protagonist achieving their goal mentioned above. From this you will build your hurdle to leap and it will also hopefully inform the end of your story. This is the cause to your cure, the homelessness to your downtrodden, the crime to your victim.

The Journey

The middle of your story, the journey your organisation and protagonist go on together. Speak about how you interacted, the impact you had and how you helped defeat the antagonist above. Always refer to your motivational through-line, as this is where you talk about the actions you took and why you took them. You could talk about how you sent 6 volunteers on an aid mission to build wells for a community and the obstacles you had to overcome.

Story Book Ending

Without a great ending your story will not be complete. Using your organisational motivations, show how your involvement defeated the antagonist and helped the subject of your story. Create an emotional end to the arc laid out in your story and cement the connection between your character and your reader, appealing to their humanity. Finally be sure that you explain how this is not the end of the story and there is more work to be done by outlining your plans for the next part of your tale!

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