How to tell better stories with social media

Why storytelling matters for fundraising and engagement

You could be doing the most incredible work in the world – but if you’re not telling people about it in a way that feels human, they may never know.

Social media is one of the most powerful tools charities have to show the real impact of their work. When storytelling is done well, it keeps your charity feeling organic, relatable and close to peoples’ hearts. It helps supporters understand why you exist, not just what you do; and that’s what drives engagement, trust and donations.

How to find those stories

Start by stepping back and asking: what does our charity actually do, and who does it impact?

You might rescue animals from unsafe living environments and help them find new homes. You might be a faith-based charity supporting people living in poverty. Whatever your mission, your stories matter – and they’re often closer than you think.

It can feel like a risky use of time or budget to film testimonies or collect personal stories. But you never know who will see that content, feel seen by it, and decide to support your work.

Reach out to people your charity has helped. Ask through your social media channels or in your newsletter whether anyone would be willing to share their experience. More often than not, people are genuinely happy to talk about an organisation that made a difference in their life, especially if it helps others.

Which charities already do this well?

I recently saw a Christmas video from Sands, a baby loss charity supporting bereaved families. It was honest, sensitive and deeply human. It will have resonated with so many people while bringing awareness to a topic that’s often difficult to talk about.

WaterAid is another great example. Their use of photography and Instagram carousels allows them to tell complete stories – putting people, not the organisation at the centre. By letting communities speak about life before and after access to clean water, their content feels authentic, respectful and powerful.

WaterAid use people-centered stories, with engaging imagery.

If your cause isn’t often spoken about, speak. Your voice deserves to be heard, and social media gives your people the space to tell those stories in their own words.

Tips for creating posts that feel human (not corporate)

• Use real imagery where possible – photos of people or places connected to the story, not just branded graphics. Platforms tend to favour this kind of content anyway.
• Keep the heart in the story. Don’t over-polish it to the point where it loses its voice.
• If you have the access and consent, filming people speaking directly to camera builds trust quickly. It’s simple, honest and incredibly effective.

Easy content formats for charities with limited resources

• Start with one strong image and pair it with a text carousel that walks people through the story.
• Instagram is often the easiest platform to begin with – especially for carousels and short video content.
• One genuine story shared well is more powerful than five polished posts that say very little. So start small and then build as you go.

In summary

To be effective in your social media storytelling doesn’t mean big budgets or perfection, what it’s really about is the people. The impact your charity has is already there; the first step is choosing to share it.

Start small: identify one story, one person, or one moment that shows why your work matters, and tell it honestly on the platform you already use most. When you lead with humanity, connection follows and that’s what turns awareness into trust, engagement and lasting support.