A guide to data-driven, emotionally resonant storytelling
Everyone talks about the need for better storytelling in conservation. But too often, we’re told why stories are powerful, without being shown how to tell them. This guide is here to give you the tools, not just the theory, to bring your work to life.
The stories we tell about our work are crucial, but the ones that truly move people aren’t just packed with facts or data points. They’re grounded in real places, carried by real people, and shaped by the tensions we all understand: loss and hope, tradition and change. The best stories don’t just talk about change but create it.
The difference between bland storytelling and brilliant storytelling isn’t just about flair. Many great stories follow a similar pattern and have distinguishable traits. In this Reader, we will share some of these frameworks that are practical, intuitive, and rooted in what we know works.
Why do stories matter to conservation organizations?
Storytelling helps you humanize numbers and bring impact to life →
We recently held our annual team retreat. It was an inspiring week full of connections and conversations. As we worked on our strategic plan for the next five years, a question we kept coming back to was:How do we tell stories about impact, not just growth?
For many conservation and environmental organizations, when writing annual reports or fundraising proposals, it’s easy to list the activities completed over the past year: 30 farmers were trained on climate-smart agriculture, 250 scholarships were provided, and 1,000 km of community patrols were conducted. But what’s harder to present is why those numbers matter, and this is where stories come in.
It helps to make complex conservation ideas simpler and easier to understand →
Community conservation is complex. Our partners work across ecosystems, economies, cultures, and timelines that don’t fit neatly into logframes. They conserve what can’t always be seen: the slow return of a species, the quiet restoration of a landscape, the shift in a community’s sense of ownership. That complexity is hard to communicate with numbers alone. That’s where storytelling comes in.
Storytelling helps organizations and teams to connect and engage with others →
Stories create meaning. They make the invisible visible. When you tell a good story, you’re not just reporting progress; you're also sharing a meaningful experience. You’re helping people feel what’s at stake and believe in what’s possible.
Not everyone can travel to the field to learn about your work. Not everyone will stand in the forests you work in, meet the incredible local communities you champion, feel the salty breeze in the mangroves, or see the wildlife you’re conserving firsthand. But stories can take them there. Stories can make it real.
This guide isn’t just for your written stories, ie, glossy reports or social media posts. These tips apply across all areas where you need to tell powerful stories, such as meetings, speaking engagements, presentations to funders, community events, peer learning spaces, and more.
At the heart of every powerful story is a simple structure: a beginning, a challenge, a change, and a resolution. The Storytelling Arc above reflects the journey that many conservation efforts take – from a visible or hidden problem to a period of struggle and learning, ultimately leading to a solution or a new possibility. The turning point is when something shifts - a mindset, a relationship, or an approach. That shift is what gives the story meaning.
Whether you’re sharing the revival of a forest, the transformation within a community, or the recovery of a species, this arc will help you guide your audience through not just what happened, but why it mattered. It creates space for growth, emotion, and insight – so your story doesn’t just inform, it transforms.
Elements of a powerful story ✨
Vivid, authentic setting →
A well-described setting immerses your audience, making the story tangible and the stakes real. Paint the ecosystem. Help your listeners see and feel the setting. What can we see, hear, smell, touch, or even taste in the world you’re bringing to life?
Use sensory details to paint a picture of the environment
Highlight changes over time to show impact
“In the highlands of Tanzania, the hills were once bursting with life. Forests covered the slopes, and rivers ran steadily through the valley. People collected firewood, herbs, and wild honey without ever harming the land.”
Compelling, relatable characters →
Personal stories humanize your work, making it more real and memorable. Show us real people – not just what they did, but why it mattered to them.
Introduce individuals affected by or involved in your work.
Share their challenges, motivations, and transformations.
“Amina grew up in those hills. Her mother showed her how to boil leaves for medicine and how to spot the beehives in the acacia trees. The forest wasn’t just something to conserve, it was part of their way of life, connected to their culture, history and livelihood.”
Conflict rooted in environmental challenges →
Many conservation stories have tension: knowledge versus bureaucracy, community conservation versus external pressures, tradition versus modernity. This is an excellent opportunity to use data: layer the emotion of conflict with the logic of numbers.
Identify the challenges or obstacles faced and explain how these were overcome or addressed.
“But over time, things changed. Trees were cut down for charcoal, and land was cleared for agriculture. The rivers slowed, and the hills began to dry. People still needed to survive, but the forest was disappearing.”
Scientific and ecological authenticity →
Accurate yet accessible information builds credibility and understanding. Name species, detail processes, and use verified scientific insights. BUT NO JARGON! Imagine you’re explaining the science to your child, neighbor, or friend who knows nothing about your work.
Use clear, simple language to explain scientific concepts, and use analogies where helpful.
“Without trees, soil erosion became intensified. The rains ran off too fast. Streams that once flowed year-round vanished by December. The land was slowly losing its productivity.”
Underlying theme and message →
A central theme gives your story purpose and connects it to broader organizational goals. What’s the bigger idea this story represents? Use your story to reinforce the message through repetition, character arcs, and outcomes.
Identify the core message or lesson of your story, and ensure that all the other elements support this theme.
“Amina believed the answers weren’t new - they were remembered. The forest could come back if people who had stewarded the forest for thousands of years were trusted to lead. She didn’t want to tell people what to do. She wanted to ask: What do we already know?”
Emotional resonance and human connection →
Emotions drive engagement and make stories memorable. Use powerful turning points to create emotional stakes. Show growth and change, not just statistics.
Share moments of joy, frustration, or triumph.
Use quotes or anecdotes that reveal personal experiences.
“She started by planting trees on her grandfather’s land. Slowly, neighbors joined, and eventually the entire community. Women brought seeds they had saved. Young people volunteered to make sure the new trees survived. It wasn’t easy work, but it was theirs.”
Call to action or hopeful resolution →
Don’t end in despair. Ending on a positive note or with a clear action encourages continued engagement or support.
Highlight progress made and future possibilities.
Encourage the audience to take specific actions or adopt new perspectives.
“Now, things are changing for the better. The forest is rejuvenated, the bees and birds have returned, and the land is becoming more productive again. Families are earning income from wild honey and fruit. And Amina says, this is just the beginning, because when communities lead, forests follow.”
While Amina's story above is simple (we know that things in practice are often more complex than that!), it provides an example of what simple yet powerful conservation storytelling can look like.
Although you might feel that storytelling is a natural talent, in reality, it’s a skill that can be developed with practice. You don’t need to be a writer or a performer; you just need to be curious, thoughtful, and willing to try. The more you ground your stories in truth, place, and people, the more powerful they will become.
So be bold. Be specific. Be human. The stories your team carries are already strong - they just need the space to be shared.
Turning a data point into a story 🎤
A single statistic may seem small, but with the right framing, it can tell a much bigger story. When paired with context, a real person, and a glimpse of change, even one number can carry emotional weight, reveal impact, and move people to care.
Think of your data as a door: it invites your audience into the world behind the numbers. This will help you frame that number with meaning, so it doesn’t just sit on a slide, but moves and inspires.
The formula: Data point + Context + Character + Outcome/Hope
The steps
Choosing the right data point →
Look for numbers that reflect the impact on humans or the environment. What to ask: What number shows change, progress, or urgency? Is the statistic unexpected, emotive? Can it be compared to something visual?
Add context →
Help people understand why the number matters. What to ask: What was it before? Compared to what?
Make it human →
Tie the number to a person, place, or moment. What to ask: Who does it affect? How does it feel in their life?
Point to hope or change →
Inspire someone to be hopeful or change their actions. What to ask: What’s the outcome or momentum?