Storytelling is one of the greatest tools we have for engaging communities on complex social and environmental issues, in ways that can drive belief and behavior change. People are far more likely to remember information if it reaches them in the form of a story. Good stories also have an incredible ability to reduce counterarguing on divisive issues. And when people are transported by a great story, they remember the events in the story and feel like the experiences were their own. As a result, the story has the power to influence future beliefs on related issues.
Over the past decade, more and more nonprofits have developed theories of change— that is, an articulation of the results an organization must achieve to be successful and how it, working alone or with others, will achieve them. Organizations do this either of their own volition or because funders, board members, or other parties ask them to do so. In fact, according to Innovation Network’s State of Evaluation 2010, half of nonprofits report having a theory of change, and of those, nearly 80 percent either created or revised it in the past year.