Using Storytelling to Build Emotional Connections with Voters
“Volunteer for us because our nonprofit is top-rated on CharityWatch!” “Vote for me because I have a degree from Yale!”
Yawn.
When you want to reach voters, you don’t just focus on credentials or technical language. You need to focus on stories. People volunteer to save the children, help the hungry, or put some other good into the world. They vote because they’ve been convinced to feel a certain way about a person or an issue.
People don’t think about politics. They feel it. And how do we persuade people to feel something? Science and psychology give us the answer: the human brain needs stories.
Here are 5 tactics to improve your storytelling and reach voters through their heartstrings.
1. Highlight Personal Stories
People connect with people. Sharing personal stories — whether from constituents, volunteers, or candidates themselves — can humanize your message and make it relatable. For example, if your nonprofit focuses on healthcare advocacy, share a story about how your policy work has helped a real person access lifesaving treatment. Stories like this make the stakes of your mission tangible.
2. Tap into Shared Values
Identify the core values your audience holds and weave them into your storytelling. Whether it’s fairness, community, or opportunity, framing your cause with these shared ideals helps voters see your work as directly in line with their own beliefs. When people feel their values are reflected in your narrative, they’re more likely to take action.
3. Use Visual Storytelling
A picture is worth a thousand words, and a compelling video can be worth even more. Combine visuals with narratives to evoke emotion and deepen the impact of your story. Consider a short video showing a day in the life of someone your work has directly benefited or an infographic with photos that illustrate a journey from challenge to triumph.
4. Create Tension and Resolution
Stories are built on push and pull: cycles of problems and solutions. Present the challenges your audience cares about, then position your organization or campaign as part of the solution. This structure keeps people invested and gives them hope that change is possible with their support.
5. Invite Your Audience to Be Part of the Story
Watching a story is great, but being part of one can be better. Whether it’s through volunteering, donating, or voting, give people a clear way to contribute and immerse themselves in your mission. When voters feel like active characters in a meaningful narrative, they’re more likely to stay engaged long-term.
Use these five tactics to hone in on the emotions that drive voters to volunteer, campaign, and vote the way they do. With an effective story, you’ll be able to reach a satisfying conclusion for you and your voters — instead of a foreboding cliffhanger.
If you haven’t read our blog on using storytelling for donor engagement, we also recommend reading that soon to learn more about the impact of storytelling on your fundraising efforts!
If you want more advice on connecting with voters, book a FREE 15-minute consultation with us today!