By: Kenn Dixon, M.A., CDMP, APR
Leaders love to talk about how amazing their organization is, but here’s the twist: the more you talk about yourself, the less your audience cares. Humans connect with stories where they are the hero—not you.
This is the magic of the Hero’s Journey applied to communication. Your donor, client, volunteer, or partner is a young superhero. You are the older, more experienced Super. They have a problem. You have a plan. They succeed because you guided them.
Start describing your work through the lens of transformation. What problem does your audience face? What obstacles frustrate them? What future do they dream about? If you ignore these questions, your messaging becomes self-congratulatory fluff.
Next, paint your organization as the trusted guide. Not the savior. Not the spotlight hog. The guide.
Share stories that center real people experiencing real change. Instead of “We served 1,000 meals,” try “Maria found hope in a warm meal and a compassionate conversation.” People support people—not numbers.
When your audience sees themselves in the story, they lean in. They feel part of something bigger. They take action.
Call to Action: Tell a better story. Download our storytelling templates (StoryBrandScript) at www.dixongroupllc.com/resources.