Humans have been telling each other stories for much, much longer than they’ve been tweeting on smart phones. It stands to reason, then, that wrapping potential activists or contributors around a coherent narrative is integral to effective advocacy and engagement campaigns.
In many ways, technology has made telling a story easier than ever. But the sheer volume of stories broadcast and ways to do so has created enormous challenges for advocates looking to cut through the modern digital static.
This week, the Rockefeller Foundation released a summary report of a study it compiled of digital storytelling methods for advocacy groups. It gathered input on effective uses of narratives through digital technologies from roundtable discussions and interviews with a range of figures in journalism, entertainment, marketing, nonprofits, business, government and academia. The foundation will workshop report recommendations to create a storytelling-supporting platform for charities and groups it supports.
The study revealed gaps in both organization’s capacity to craft compelling stories consistently and to measure storytelling’s effectiveness with target audiences.