Everyone loves a story. And when that story is about someone overcoming adversity, it becomes even more engaging. It’s human nature to cheer for the student who earns a high school diploma in spite of a multitude of roadblocks thrown in his way. We want the person fighting a debilitating disease to come out on top.

Success stories are more than entertaining. They help you showcase your agency, whether you publish them on your website, in your annual report or in a fundraising letter. Use human interest stories to:

• Create an emotional bond. People connect with people with whom they can empathize. When you write a success story that is rich in detail, the reader begins to feel connected to that person and thus, to your agency.
• Tell your story. There are many ways to tell your constituents about your mission, programs and successes. While program descriptions and statistics are important, stories bring your agency to life.
• Share your successes. It is impressive to tell your donors that 80 percent of all students who participate in your after-school program raised their grade by one letter. It’s much more memorable to put a face to that story.

How can you make your success stories more powerful? Here are some suggestions:

• Choose your subject carefully. Choose a person who has experienced a significant change in her life because of your program. For example, highlight an adult who attended your literacy program and as a result, was able to secure a better job to support her family.
• Connect the story to your mission. Help your readers understand how the individual’s story relates to your mission. Describe the situation of the person, how your program addressed her needs and the resulting changes in her life.
• Use details. While you may need to protect the identity of your subject, the more details you provide, the more realistic and effective your story will be. Let the individual’s personality shine through in your writing. Show the struggle to make progress. Describe the emotional aspect of the story.

Nonprofit organizations are in the business of making a difference in the world. Human interest stories help your audiences understand how well you do this.

©2011 Joan B. Marcus