Podcast Summary: We Are For Good Podcast

Episode 667: Working Session – How to Tell Stories That Drive Action with Jon and Becky
Date: December 17, 2025
Hosts: Jon McCoy & Becky Endicott

Episode Overview

This practical working session dives deep into storytelling for nonprofit professionals and changemakers. Hosts Jon and Becky detail how storytelling serves as the “heartbeat of connection” in the social impact space, offering easy-to-adopt strategies and ethical guidelines for telling stories that truly move people to act, belong, and support missions.

Key Discussion Points & Insights

1. The Critical Role of Storytelling in Nonprofits

• Story always connects: In a noisy world, story is what cuts through and builds authentic connections.
  • “We believe it's the heartbeat of connection.” [00:04] (Jon)
• Movement and action, whether it’s volunteering, donating, or advocacy, are all driven by storytelling.
  • “Every movement and every moment really is driven by story. Whether that's a volunteer...maybe it's a donor...it's always story-driven.” [01:19] (Jon)

2. Empathy → Connection → Action: The Story Chain

• Becky describes a powerful storytelling framework:
  • “The real flow of generosity looks like this. It goes from empathy to connection to action.” [02:39] (Becky)
• People don’t act until they feel something. People don’t stay until they feel they belong.
  • Lead with “stories of possibility, dignity, and hope.”

3. Laying the Foundation: Three Questions for Storytelling

• Jon recommends everyone start by answering three vital questions ([03:32]):
  • Do you know your values? “What are the values that really connect at a deeper level?”
  • Who is your audience? “It's really hard to tell a story...if you don't know who is the receiver.”
  • What action are you inviting? Pinpoint the specific action so stories lead somewhere.

4. Building a Culture of Everyday Storytelling

• Integrate stories everywhere: at the end of emails, donation forms, onboarding, board meetings, social media.
  • “Put it everywhere. At the end of every email, it should be like: what's your story?” [04:58] (Becky)
• Asking for supporter stories opens up new opportunities for connection.
• It’s about alignment, not volume: “Clarity creates confidence for both the storyteller and the supporter.” [05:54] (Becky)

5. The Ethics of Storytelling

• Ethical storytelling is not an “add-on”; it’s at the core of mission-driven work.
  • Center dignity, obtain consent, enable agency, and always offer gratitude to storytellers.
  • “You are entrusted with that treasure. So ethical storytelling is looking at it through the lens of that.” [07:09] (Jon)
• Resources:
  • EthicalStorytelling.com for checklists and gut checks.
  • Maria Bryan’s podcast “Wind Bearing Witness” for trauma-informed storytelling.

6. The “Impact Arc:” Four-Step Practical Framework

Becky walks through their story ecosystem for increasing impact ([08:32]):

1. Staging – Prepare story systems and make storytellers comfortable.
2. Storytelling – Collect and share stories with authenticity.
3. Syndicating – Re-use and re-share stories across channels and audiences (“A story doesn't have to sit in a vacuum in one medium and we don't want it to.” [10:14])
4. Stoking – Engage with supporters by responding and turning stories into belonging, engagement, and generosity.

• Becky highlights the cultivation and stewardship possibilities:
  • “You are helping your supporters co-create stories that will live on and on in your organization.” [11:30] (Becky)

7. Quick Activation – “Working Session: One Good Thing”

Jon gives listeners practical “choose-your-own-adventure” challenges ([12:29]):

• Share a true human story (even your own) – invites belonging and openness.
• Reach out to supporters to ask their “why.” Discover powerful insights and deeper connections.
• Audit your stories for ethics and dignity. Ensure alignment with stated values.
• Review your welcome series. Center stories from newcomers to foster immediate relationship.

8. The Accelerant: Community Multiplies Story

• Becky emphasizes the multiplying power of community:
  • “Storytelling isn't content creation. It's community creation. And every story should end with an invitation to belong.” [15:45] (Becky)
• Community amplifies everything: impact, joy, retention, generosity, exposure.
• “Empathy, connection, action. That is what we want you to move through with these stories.” [16:20] (Becky)

Notable Quotes & Memorable Moments

• On Values in Storytelling:

  • “Values that really connect at a deeper level...dignity, connection. Do you know your values? Write them out.” [03:38] (Jon)

• On Story’s Power:

  • “People don't act until they feel something. People don't stay until they feel like they belong.” [02:46] (Becky)

• On the Importance of Ethical Storytelling:

  • “You're entrusted with that treasure. So ethical storytelling is looking at it through the lens of that to say, do we have guardrails in place to center dignity?” [07:09] (Jon)

• On Community’s Multiplier Effect:

  • “Community multiplies everything...storytelling isn't content creation. It's community creation.” [15:33] (Becky)

Timestamps for Key Segments

• 00:02 – Introduction & the centrality of storytelling
• 01:50 – Empathy to connection to action: the generosity flow
• 03:32 – Kickoff: Laying the groundwork with your values, audience, action
• 04:52 – Building everyday storytelling practices in your org
• 06:37 – Ethical storytelling & essential principles
• 08:32 – The “Impact Arc” storytelling framework
• 12:08 – Jon’s “One Good Thing” action steps
• 15:30 – Community as story accelerant and final reminders

Tone & Style

Jon and Becky are warm, upbeat, and practical—balancing inspiration and actionable advice. Their language is accessible and full of encouragement, always centering real connection, dignity, and community.

Summary Takeaway

Storytelling in nonprofits is not just a communications tool; it is fundamental to mission advancement, community-building, and social impact. By leading with empathy, adhering to ethical practices, and fostering a culture where stories flow through every part of your organization, you can turn single stories into shared movements. Every story is an invitation—to belong, to act, and to amplify change together.