Crafting an Impact Story

Developing a Compelling Story that Engages Decision-Makers, Funders, Residents, and Other Partners

We all know a good story of community impact when we hear it. The story sticks with us. It reminds us of why the work is important – the benefits to the community, the effect on residents, and the role that volunteers and partners play. It gives us a sense of pride and motivates others to become involved. 

Before developing your age-friendly story. Here are some questions to consider:

• What issue does the age-friendly program, service, or activity address? This is a good place to share data that you have about the need your work will meet.

• What have you learned about how the issue effects residents? Is there data that amplifies your message?

• What was most surprising to you about the issue in your community? 

• Think about a specific person who has benefitted from the program, service or activity. How has it impacted their quality of life (health and well-being, ability to engage in the community)

• Is there an achievement or contribution that you are most proud of? Why?

• What was the biggest challenge you were facing?

• What community assets were you able to tap into to address the issue?

When your story intends to inspire other lifelong communities, there are some additional factors to consider: 

• What would you say to someone considering implementing a similar approach to the problem?

• How could a community gain momentum? What is a possible 90-day win?

• What partners should be engaged in the approach? Sources of funding?

Developing the Story: Here are some guidelines to make your impact story compelling:

• Ground the story in your community Drawing attention to individual residents who are facing the problem that you have solved (or are planning to solve) helps people to understand why your work matters.

  • Less effective: “Residents needed our help to slow traffic in the village center.”

  • Instead: “A parent told us that she is afraid to let her child walk to school after a close call with a speeding car. Other residents told us they avoid walking on Rte. 124 after the fatal accident in 2017.”

• Set a context for your story Effective use of statistics can illustrate that the problem effects a broad swathe of your community and its impact on the health and well-being of residents.

  • Less effective: “People struggle to find ways to walk safely anywhere on Rte. 124, which is the main road leading to our school, library, and business district.”

  • Instead: “The State Department of Transportation estimates that, between 2017 and 2021, 14% of pedestrian-motor vehicle crashes in Lucante County were fatal. Another 16% resulted in severe injury. So, like people in communities throughout Lucante County, residents of Three Pines are afraid to walk on our roads. This means that finding safe places to walk is difficult, and getting to places that could be within easy walking distance requires a car.”

• Show the impact of change Every story needs a climax. This is the time to celebrate the impact of change on people in your community.

  • Less effective: “Since we installed a sign advising cars to slow down, people feel safer walking.”

  • Instead: “With the help of an AARP Challenge Grant, we installed signs welcoming people to our village center and a flashing yellow light to remind people to slow down. The State Department of Transportation Speed Trailer showed a 45% reduction in the number of cars going over speed limit. Principal Smith told us that more students are walking to school and Clover Hill General Store partnered with the town to host a Bike to Town day to celebrate our safer roads.”

• Ending your story To emphasize the intent of your message and to further engage residents and partners, show how age-friendly will continue building on success and community assets to make the changes that residents want and need.

  • Less effective: “Thank you for supporting our efforts to make our village safer.”

  • Instead: “Age-Friendly Lucante is looking forward to continued work with residents to make changes that benefit all of us.  With your support on the traffic calming strategy, children walk to school safely and people can enjoy walking in our downtown, which benefits our businesses and other organizations.

And, finally: Please do an age-inclusive language check. Every story needs editing after writing the initial draft. While you are reviewing and refining the story, consider these  Guidelines for Age-Inclusive Communication from Reframing Aging.

Now that you have crafted your story, it is important to have a clear, consistent voice and a plan for telling it that will multiply the impact of age-friendly. This will help residents, partners, and municipal organizations feel connected to your broad mission as well as the services, programs, and activities you have established or are developing.  

Additional Resources...

• Marshall Ganz. The Power of Storytelling

• Kim Herrington. Data storytelling for social change

• Juiceanalytics. Metrics: Your story characters

• Marine Fishery Council. How my dad fishes for the future (example)

• **Annie Neimand. How to tell real stories about impact