Flickr Photo: luiginterI used to give a workshop about storytelling in online mediums. Back then, it focused on email and websites -- that's all there really was. In true nerd fashion, my metaphor for the workshop was Star Wars.

But I digress. The main point of the workshop was to get folks to articulate an emotional need they could address with their stories. Stakeholders will act on our behalf only if they feel an emotional investment in the outcome. They have to want us to succeed.

This week in We Are Media, we're focusing on storytelling. The number of outlets for nonprofit stories has exploded: email, websites, blogs, video, photos, twitter and more are all part of our communications universe now. But the fundamentals remain the same: How do you tell a good story, despite the medium?

We're asking for your input. What do you think makes a good story, in any medium, or in a particular medium?

I'd like to contribute one idea to the conversation. Since the first days of my storytelling workshops, nonprofits have gained allies in their storytelling: their stakeholders. It's one thing for us to write/blog/video an issue and hope it connects emotionally with our audiences. It's quite another to let our constituents express THEIR connections.

That's the real power of storytelling in this day and age. If you're a group that helps breast cancer survivors, what could be more powerful than the stories of your clients, as told by them?

What's your take?

This week we'll be discussing and building Module 4: The Art of Storytelling as part of NTEN's We Are Media: Social Media Starter Kit for Nonprofits project. After putting together your nonprofit social media map and addressing internal resistance, you are now ready to consider how you will share your nonprofit's story. This module will cover why storytelling is an essential component of your strategy, how to compose effective stories, and look at excellent examples of nonprofit storytelling in a social media strategy.