Storytelling for charity/humanitarian organizations: effectively encouraging interest, desires and actions

Abstract

In the article, we discuss storytelling and the effect it has when it comes to NGO’s fund raising projects. We research three stories about minority youth that were covered in the media and analysed them we using the recommended theoretical criterium for a good humanitarian story. We undertook an online poll, using the representative sample of the students enrolled in the DOBA Faculty`s Content Creation and Storytelling course. The respondents graded the stories based on seven indicators of effective stories, evaluated the level of empathy and made a declaration on the amount of appropriate donation. The poll was concluded with their personal thoughts on the restraints that they feel, despite the empathy, with the agenda of donations.

Keywords

• storytelling
• ngos advertising
• consumer donation practices