Art with Heart: Non-Profit Storytelling Techniques

As a non-profit reliant on both grants and donors, demonstrating the success of their programs and products was a top priority. Although the organization helped hundreds of children, examples of success went largely untold. Art with Heart needed a dedicated person working to prioritize and strategically tell the stories of their brand.

I began by assessing the organization's needs, audiences and opportunities. Knowing that their biggest opportunity was the untold stories of their therapeutic tools and programs, I got to work designing a content strategy that revolved around their impact in communities and schools near and far.

The first step was a deep-dive into the organization’s current plans, priorities and objectives to get a clear understanding of where to match its resources with its story opportunities. I conducted interviews with key staff and board members as well as reviewed all media mentions (paid, earned and owned). After getting a sense of the organization’s storytelling tools, assets, and distribution lists, I finished with a competitor analysis.

The results of this audit allowed me to plan key story lines, distribution tactics, and a communications work-flow.

Not all stories can be instantly told. They require preparation and planning so that all components are in place and ready for staff or the media to share. As such, the storytelling strategy created for Art with Heart summarized and thoughtfully-timed earned, paid, and owned communications tactics through the end of the fiscal year and beyond. It also articulated which storytelling resources and assets would be used, what audiences would be targeted as well as outlined who is responsible for providing content, expertise and, ultimately, for publishing the content.

The project's conclusion resulted in an informed and strategic communications document that ensured its staff could be on the same page about the key stories and communications. Additionally three key communications tools were created and adapted for use by the organization:

story submission form
editorial calendar
communications work plan

Art with Heart books reach a lot of kids who need healing the most. As I had previously interviewed vulnerable populations during work with other non-profit organizations like Camp Korey and RAINN (the Rape, Abuse & Incest National Network), I knew that interviewing child survivors of trauma requires a particular skill set and approach.

Talking about life's traumas and challenges can leave one feeling exposed or ashamed. It was important to me that the children I interviewed felt empowered by sharing their story. I framed my questions using language that did not shame nor take pity on their situations but allowed them to take ownership of their story, feel valid and simply be heard.

Fifth Graders Find Healing, Community

The girls of Honey Dew Elementary School’s Art with Heart program were once just eight classmates. Now, they are eight friends.

A group of fifth graders from various backgrounds and circumstances came together last January as a pilot testing group for Art with Heart’s Draw it Out curriculum. Led by program facilitator Katrina Sather, for six months the group explored Draw it Out and Chill & Spill activities, gaining both relationship skills and emotional competence.

On the first day of the program, Katrina established a rule: what happens in the group, stays in the group.

“You didn’t need to be nervous,” said Julia, a program participant. “You didn’t need to be worried someone would tell something.”

The girls did therapeutic activities like Chill & Spill’s “The Last Word” where they wrote poems about people to whom they wanted to say goodbye and experiences of which they wanted to let go.

“We’d color [the poem] with all these pretty colors,” said Julia. “Then we’d tear it out and rip it up and put in on a painting board and it turned out to be something pretty. It’s really cool. It’s making good words out of the bad words. I forget there was ever a bad.”

At just 10 years old, Julia has seen a lot of the bad. Her family has experienced extreme poverty and homelessness. Fortunately they were able to find housing this year in a city 20 miles away. Not wanting to disrupt her learning environment mid-year, Julia’s parents had her taxied to school at Honey Dew everyday.

“I was mostly poor and didn’t have nice clothes or cell phones or things I wanted. [Art with Heart books] helped me remember the good things. I have a house to live in now. It may not be my own but at least I have a roof over my head where I can be watched at night.”

Julia has suffered emotionally both from living in poverty and from her experiences with medical problems when she was younger. As a result, she has behavioral issues and trouble managing her anger.

“My mom says I have something that she has. I get angry easily. If I were angry just a little and someone said something to me I that I didn’t like I would get so angry and in their face and have to get a write-up.”

She credits the art activities and community of Art with Heart for helping her manage her anger better. Every week, she said, was a countdown to Tuesday, when the Art with Heart group met during lunch.

“[During the meetings] I just put my anger in the ground. It will grow into something happy and healthy instead of sad,” she said. “Art is fun. It helps you relieve things. You can draw things that you don’t even like– ugly things, sad things, and just turn it into something beautiful without even trying to.”

On the last day of the program, the girls received Draw it Out Memory Banks and spent the meeting decorating them together. Someone had the idea to begin acting out silly scenes from their favorite movies. The girls laughed as each voluntarily rose in front of the group to act. It was their last meeting before they head to separate middle schools in the Fall.

The community is special—one of acceptance that allowed the girls to feel good about themselves and open up in a vulnerable way.

“They grew together,” said Katrina. “As much as they were different, they were also alike.”

When asked if they would keep in touch, the girls replied, “yes” enthusiastically. For those who end up at the same school, there’s already an agreement in place— no passing by each other in the hallway without saying hello.

“This…,” said Julia as she turned toward her giggling friends playing with their Draw it Out boxes, “This is what made me happy again.”

NOTE: To protect the identity of the children, the images do not necessarily match the story and names may or may not have been changed.

Quote from Draw it Out Program Story

“I was mostly poor and didn’t have nice clothes or cell phones or things I wanted. [Art with Heart books] helped me remember the good things. I have a house to live in now. It may not be my own but at least I have a roof over my head where I can be watched at night.”

**Quote from Chill & Spill Program Story**

“I didn’t really get a chance to say goodbye so this was my goodbye to him. I wanted to let other people know through the artwork that he was a good person. I picked a lot of bright colors because it would show me brightness to help me get through what I was going through. I could just look at it and remember that it was okay that I was letting go. It made me feel better because I wouldn’t forget about him.”