At a recent HAYVN Marketing Meetup, we explored a topic at the heart of every great marketing campaign: storytelling. Our speaker, Matthew Reynolds, Founder & Video Storyteller of Rustic Roots —a social impact storytelling agency that has collaborated with over 110 nonprofits—shared insights on how to turn authentic human experiences into powerful, action-driving narratives.
Whether you’re promoting a nonprofit cause, a small business, or a creative brand, these lessons apply across the board.
Why Storytelling Works
Storytelling is more than a vehicle for information—it connects minds and hearts.
Our brains light up differently when we hear a story compared to when we receive plain facts. A well-told story activates emotion, improves recall, and motivates action. And video is especially powerful because it engages multiple senses: sight, sound, emotion, and rhythm.
“Don’t just talk about what you do. Start with why you do it—that’s what inspires people.”
Create a Culture of Storytelling
One of the biggest mistakes organizations make? Only looking for stories when a campaign or event is looming.
Instead, build a storytelling culture where everyone—across departments—is encouraged to share meaningful moments as they happen. In nonprofits, this means bridging the gap between program staff and fundraisers. In businesses, this might mean empowering customer service teams to collect testimonials or team leads to capture behind-the-scenes moments.
Pro tip: Create shared spaces (like Dropbox folders or Slack channels) to gather story assets throughout the year.
What Makes a Great Story?
To resonate with audiences, your story should be:
- Human-centered – Focus on individuals and their experiences.
- Emotionally compelling – Show, don’t just tell.
- Attention-grabbing – Start strong; skip the logo intro!
- Strategically structured – Keep people engaged with emotional highs and lows.
- Scalable – Edit longer stories into bite-sized social clips.
Even a 3–5 minute video can be effective—if the content is compelling and tailored to the right context (like a gala, fundraiser, or newsletter). On social media, consider shorter, faster-paced pieces that lead viewers to the full story.
Longer Videos Can Work
Forget the myth that “everything has to be 15 seconds.”
Audiences today are willing to watch longer content—as long as it’s engaging. Just look at YouTube’s trending page: outside of music videos and trailers, most top-performing content is 15+ minutes long.
The key? Build a relationship. Start short, earn attention, and then go deeper.
Authenticity Builds Trust
In an age of over-polished content, authenticity cuts through the noise.
- Use real voices and unscripted interviews when possible.
- Don’t fear imperfection—natural lighting, emotion, and even a few “ums” can make your video feel more human.
- Balance quality with honesty. You can be professional and authentic at the same time.
Strategy First: Know Your Audience
Effective storytelling starts with clarity:
- Who are you talking to?
- What do you want them to feel?
- What action should they take?
From there, decide the format—testimonial, mini-documentary, video ad, internal update—and edit for each use case. Don’t try to cram everything into one version. Instead, segment and repurpose.
You can also A/B test different calls to action (CTAs)—especially easy with video. Try “Donate,” “Volunteer,” “Learn More,” or “Join Us” versions and see what works best.
Internal Wins, Too
Beyond public-facing marketing, storytelling is a powerful internal communication tool. It boosts morale, improves team alignment, and increases employee retention—especially when staff members can see the real-world impact of their work.
Want your team to care about marketing efforts? Involve leadership and create opportunities for all departments to contribute stories.
Case Study: The Chick Mission
The session ended with a powerful example from The Chick Mission, a nonprofit supporting women with cancer who face fertility challenges. Their gala video was heartfelt, authentic, and deeply strategic.
- They had stories ready—not rushed last-minute.
- They invested in long-term relationships with the people they featured.
- They repurposed the video into short clips for social, email, and ongoing engagement.
Even without traditional B-roll footage, their story stood out because it was human, real, and emotionally honest.
Final Thoughts: Storytelling Is a Relationship
Storytelling isn’t just a trend. It’s the foundation of great marketing.
When you lead with empathy, stay curious about your audience, and embrace authenticity, you invite people not just to buy or donate—but to belong.
Marketers, Want to be part of the discussion?
Join us at the next monthly HAYVN Marketing Meetup. See you there? Register Now!
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