A story with the best intentions will not be heard if it is not written or presented well. Follow these simple guidelines for the writing process to tell a story that is not only engaging, but also improves how your message is presented to the world.
- Identify the good story. Not every event at your nonprofit is a story. For instance, getting new board members typically is not interesting, though it might be worth a head's up to a local business column. A story shouldn't be about everything your nonprofit is doing. Look for a single, compelling focus, and if possible, a strong peg such as a trend, a news hook, an upcoming event that is open to the public, or an amazing human-interest story about one of your employees or the people you are helping (see pitching tips Nos. 3 and 4).
- Stay focused. Keep the point of your story in mind as you collect facts and conduct interviews so that you don't clutter your mind or the story with unnecessary information.
- Don't try to get fancy with your writing. Doing so can make it difficult for people to read your story and can even hide the message you are trying to get across. Use clear, straightforward language, and tell your story from beginning to end . If you are writing something technical, find a way to translate it into more accessible language. How would you explain it to your mother? Your son? Direct readers to explore your website or ask questions of the group if they want more detailed information.
- Find great anecdotes to illustrate your story. Don't expect the anecdotes - particularly ones that tap into emotions - to come within five minutes of interviewing your subject. Take the time to really talk with them while probing for the best details. These anecdotes bring the story to life and often provide a good lede [introduction] or kicker [conclusion] for your story.
- Ask detailed questions in your interview. If it's a story about helping a family who can't afford groceries, ask what is in the refrigerator, or what their typical breakfast is. Use those details to make your reader hear, feel, see, taste and smell what you are writing about.
- Don't take a "kitchen sink" approach. Be concise. Not every detail has to be thrown in. Including a few well-placed and powerful anecdotes or quotes is much more effective than cramming it all in . Pick and choose what best conveys your message and the emotion of the story.
- Tell your readers why they should care. To effectively resonate, a reader has to become emotionally invested in a story and its subjects. How does what you are writing about affect them and the world around them?
- Answer the question: Why now? That is, make sure there is some currency to your story. Stories that feel "old," or if you're hyping as "new" some trend that has been around for a while, will be of little or no interest to the media or potential readers.
- Make your story part of a larger picture. Is the problem you are writing about regional, a drought, for instance? Then make it part of a national problem, such as how severe droughts are becoming more common in other areas of the country.
- Proofread. Better yet, have someone else proofread your story for you before sending it out or posting it to your website. Make sure to catch all spelling and grammatical errors while checking to make sure the story makes sense. Does it have a clear beginning, middle and end? Are the facts correct? Does it answer the questions that it raises? Is any information missing?
