The vast majority of nonprofits are dealing with complex issues within their mandates. Mental health, peace, literacy, climate change, housing, HIV/AIDS, human rights, finding a cure for cancer, eradicating poverty…they are all multi-layered issues. Behind this complexity, of course, is a shared outcome, namely that of transformative change.

It can, however, be difficult for people to imagine what transformative change actually means, or more particularly, what it would mean to them in their daily lives. Often I see organizations attempt to communicate their idea of a more equitable world, only to have the language of policy muddy the narrative waters. It is not that policy per se is unimportant; in fact, it is the cornerstone of thoughtful change, but it is not effective when communicating complexity.

As narrative expert Bob Shaver notes, “Stories make visible that which we would not otherwise understand.” Narrative is an entry point into complexity and serves to create meaning as it provides us a place where we can begin to see ourselves as participants in change.

Just now, I randomly visited three websites that focus on global poverty, human rights and climate change. Here is what I found on their sites after a few clicks to review how they were communicating to me what action I could take in these areas to make a change. In mid-November this is what I found and here is my review:

1. Global poverty: I visited the site of a very well-known organization working in international development with offices around the world.

“Vote to Make Poverty History – Make Poverty History supporters are organizing all candidates meetings in many ridings, distributing posters and brochures and making sure their candidates go ‘on the record’ with their plans to combat poverty before the federal elections on October 14.”

Review: This campaign has a strong profile in Canada and has in the past been successful in using the media to spread the message of poverty reduction. However, the information on this site is out of date and does not clearly communicate to me the impact of my efforts on my life, my community, or the lives of others. It is far too general and in the end creates a sense of distance between me and the real issues that I was looking to address.

2. Human Rights: This organization is viewed as the global leader in advocating for human rights; I visited the ‘take action’ section on their site.

“We help stop human rights abuses by mobilizing our members and supporters to put pressure on governments, armed groups, companies and intergovernmental bodies. There are many ways you can help us, including making a donation, joining our organization and taking action.”

Review: The focus here is about the organization itself and not my involvement. Again, it is hard to see again how my action is going to effect change. I am also unclear about what they mean by an “intergovernmental body”. I am left to wonder why I would join this organization. The value of doing so is not apparent.

3. Climate Change: This organization supports the One Tonne Challenge campaign and has expended a lot of time and resources promoting the campaign to Canadians across the country.

“One Less Tonne tool presents 20 simple actions you can take to reduce GHG pollution at home and on the road. One Less Tonne invites you to change the way you use energy so that you can cut your personal emissions by at least one tonne. With every action you choose, you’ll get a tally of the emission reductions you’ll achieve, as well as the money you’ll save through reduced electricity or fuel costs.”

Review: Even though it takes some time to sign up to join this campaign, it is highly personalized. I know pretty quickly the impact of each action I am committing to take. Also, this organization lets me know the ongoing impact of my actions. While the issue of climate change is indeed complex, this organization has done a good job of creating meaning for its audience and, in particular, making it clear how my action is contributing to transformative change.

The authors of the book Getting to Maybe make the important connection between the impact of individual action and effecting change:

“Complexity theory shows that great changes can emerge from small actions, that the possible, even the impossible can happen… In connecting to the world, even in the smallest ways, we engage its complexity and we begin to shift the pattern around us as we ourselves begin to shift. Social innovation begins where the individual and the system meet…we engage in what may be.”

So we can see why narrative is fundamental to igniting that individual action. Great stories:

• Create meaning – communicate data in a personal way that can be understood in the reality of everyday lives.
• Create context – open up the possibility of shifting a person’s perspective on an issue, seeing the possibility for progressive change, not just the problem.
• Create connections – expand a person’s relationship to others in their community and world by removing the distance between them and the change they seek.

It is my view that effecting change means that the social sector must master the art of storytelling. It is through the use of engaging narrative that individual action is ignited and that a shift toward transformative change can begin to gain some traction within the complex world in which we live.

Pattie LaCroix has provided strategic leadership in crafting integrated communications and fundraising strategies to nonprofits for more than a decade. As CEO of Catapult Media she is passionate about the power of storytelling in engaging your audience and building support for your work. You can reach Pattie at www.catapultmedia.ca.