A grantmaker’s guide to narrative change

If you’re a professional in the nonprofit sector — whether you’re a funder or a nonprofit — you probably know how powerful and essential storytelling is. Storytelling, in essence, goes beyond quantitative facts and numbers and helps stakeholders understand your missions and goals on a more emotional and psychological level.

Like storytelling, nonprofits also have the ability to develop a narrative around their goals. Just as storytelling can evoke emotion from stakeholders and help them feel connected to your mission, a nonprofit narrative — and narrative change — are just as essential.

In this blog, we’ll cover exactly what nonprofit narrative change is, why it matters and how grantmakers can partake in it.

What does narrative change mean?

One of the fundamental goals of most nonprofits is to convince stakeholders and the public that there is a need for their mission. Without a need, stakeholders might not be inclined to give and support.

That’s where narrative comes in. A nonprofit narrative is essentially the story your organisation is telling about why you need funding, and why your cause is important. Narrative change, of course, means evolving that story (or stories) in order to shift the public perception and understanding of your cause or goals in the eyes of your community. If done well, strategic narrative change can drive greater donor impact.

Why is narrative change important?

Narrative change isn’t always necessary. Usually, it’s a strategic move that nonprofits take on when there are underfunded areas of their organisation or if they generally need more support. Additionally, nonprofits might engage in narrative change when mission-related events occur in the public eye, and nonprofits want to respond, create a better understanding of the issues at hand or shift public perception of those events.

But, in general, narrative change can be a powerful tool for channeling support toward underserved communities and areas of need. To better understand the narrative change definition and why it’s important, think of narrative change like carefully placed rocks in a river current: the rocks force the water to move in new directions, creating new channels for the water to flow. Like a river, nonprofits can introduce new perspectives and opinions to the public — just like rocks are introduced to a river  — to reshape and redirect attention and funding.

While figuring out how to measure narrative change might not feel easily quantifiable, it can have lasting impacts. Organisations that successfully nail narrative change not only successfully alter public perception, but they can influence policy, challenge stereotypes and create a more equitable landscape for years to come.

How grantmakers can influence narrative change

Grantmakers can play a fundamental role in helping grantees with their narrative change strategy, specifically when it comes to identifying goals, investing in and amplifying specific stories, making strategic partnerships and measuring impact.

Identify your narrative goals

Like any major shift, it’s important to get clear about the organisation’s reason — or the why — behind enacting a narrative change. To help align the organisation with the objectives behind the narrative change, consider asking grantees questions like:

• What misconceptions about our work or those we serve are in the public?
• How would changing the narrative around our work benefit our organisation and those we serve?
• How would this narrative change align with our mission, values and overall objectives?

Invest and amplify

Changing a narrative requires serious effort. So, when it comes to shifting public opinion, funders and nonprofits should try a few different avenues:

Invest in media and storytelling projects: Encourage your grantees to consider reaching out to relevant journalists, filmmakers, writers and other creators who might be able to assist in shifting the narrative.

Expand granting: Trust-based philanthropy is all about going beyond the traditional grant. In light of that, funders should provide flexible funding that covers investment in narrative change, so grantees have the resources to do so.

Fund grassroots initiatives: Part of narrative exchange often involves amplifying underrepresented voices and stories. Encourage grantees to identify underrepresented or voices that might be interested in telling their stories in marketing collateral or in person at events.

Make strategic partnerships

Leveraging critical connections is key for narrative change to really stick. The more people on your grantees’ team who support the narrative shift, the better.

To encourage these strategic partnerships, consider:

Engaging like-minded charities: There is power in numbers. Funders should encourage grantees to team up with like-minded nonprofits who might be looking to achieve the same beneficial outcome. Moreover, the organisations can pool their resources and support one another.

Partner with other groups: Like-minded organisations don’t have to be nonprofits themselves. Consider teaming up with academic institutions or even for-profit businesses that operate in the same sphere or have a vested interest in shifting public opinion.

Team up with research experts: Though narrative change is a recent development in the world of philanthropy, there are lots of trusted narrative change experts who help to create content and strategy related to changing public perception.

Measure your impact

Narrative change doesn’t happen overnight. In fact, it can take months, years and even decades to see real, tangible outcomes. So, while understanding that you won’t get measurable results overnight, it’s crucial to understand that efforts are quantifiable, even if they take a while.

When measuring narrative change, identify specific KPIs worth tracking. Consider both qualitative and quantitative indicators, such as public opinion surveys, social media trends, legislation and policy changes and media coverage.

Creating narrative change for good

Grantmakers have a unique opportunity to help their grantees reposition their cause in the public eye. From helping to steer grantees’ goals to measuring the impacts of the initiative, funders can go beyond traditional grantmaking and do more for their stakeholders and communities at large.