How to Tell a Better Impact Story

by Molly Gaines

A few years ago, a frustrated CEO approached us about helping his mission-driven company better communicate their positive impact. Despite many years and big investments spent to do right by people's health, the environment and farming communities, he didn't think their message was always getting through.

And he was right. It wasn't always getting through; they didn't have internal team alignment or consistent messaging to effectively tell their impact story. 

I recently learned that some really wealthy people, such as Oprah and Melinda Gates, and big companies, including Patagonia and Starbucks, have what are called “impact advisors.” These advisors help them develop their narratives and messaging around why they do what they do. According to Impact by Christen Brandt and Tammy Tibbetts, “They run risk assessments, facilitate partnerships, and define what successful outcomes look like.”

Do you have an impact advisor? Someone internally or externally who is responsible for always considering how and where you're communicating your impact? What about a written narrative and messaging around how your business operates, and why your thoughtful strategies and decisions create a positive effect? 

When our team at Kindship assesses a company's impact communications, we start with the company's internal team. We've found that more often than not, there isn't internal alignment around who is doing what related to impact. Things get missed and lost, and impact communications aren't always prioritized and consistent across departments.

So, how can you communicate your impact faster, stronger and better... making it a more effective part of your value proposition?

Here's where to start:

1. Conduct an internal audit.

Develop a clear understanding of where your impact story is coming through loud and clear, and where it needs some work. Talk to your internal and external people. Do they have a full understanding of how and why your business is making a difference? Are they consistently integrating this information into their content? If not, why not? What do they need to share your impact story more effectively? 

During this audit, consider who is responsible for ensuring your impact is communicated. Is there a leader of these efforts? Someone who ensures it stays top-of-mind? It might make sense to create a cross-departmental committee that regularly meets to talk about impact in every area of the business. This can ensure everyone is aligned around what's happening in other parts of the organization. 

2. Create an impact comms-specific plan. 

What are all of the compelling ways you can be sharing your stories of impact? Are their partners who can help amplify your impact story? What are the themes, channels, the frequency and timing of communications?  What are the messages you want to communicate? Be sure everyone on the team knows where to go for quick, cut and paste impact-related content, making the process simple and efficient — and more likely to stay on track.

3. Execute plan. 

Who is making sure all of this impact communication happens? Is it reasonable for this individual, given everything else on their plate? Check back regularly on progress.

By the way, I know it's easier said than done, but don’t be afraid to be vulnerable. There will be mistakes. There will be missteps. There will be complex business issues over which you don’t always have control, yet bring negative attention to your business. But that’s ok. You’ll weather any storm much better if you’ve been communicating your positive impact all along. 

If all this seems like a great idea but impossible to handle internally, given your team's other commitments, reach out to us. We created impact service packages designed to help businesses more effectively share their impact stories.  We can meet you and your team wherever it makes sense. That could be a once-a-month call, a one-time project, or as an on-going partner. 

Finally, remember to show, not tell, about your impact. Stories around how your business is making a difference in the lives of people are the most compelling. 

We all love and need a good, positive story of people and businesses making a difference in the world. Why not make it yours?