Heifer International is a non-profit that helps impoverished families gain access to livestock such as chickens, goats, and bees. Livestock provides both food and marketable products, helping end both hunger and poverty, which supports Heifer International’s mission “to work with communities to end hunger and care for the Earth.”
In my last post, I described one permutation of Joseph Campbell‘s prototypical hero quest that I think is well suited to organization storytelling. Here, I’ll pull the all that mythological talk back into our real workaday world.
From previous posts, we know that people as social beings often communicate in stories, that stories convey emotional resonance as well as information, and that compelling stories often contain villains, victims, and heroes. But how do you actually tell a story?
One thing I learned while publishing an alternative weekly newspaper: compelling stories have villains, victims, and heroes. The same thing goes for organizational narrative.
How do you tell people what you do and why you do it? Not just friends and neighbors, but potential funders and clients, crucial partners, volunteers, regulators, and taxpayers. In other words, how do you justify your existence and your request for others’ money, labor, or ideas?
Now that I’ve published my 50th post about Marketing the Social Good, it’s time to start mixing some practical information into this blog.