[NPFX Ep. 75] From Micro-Stories to Meta-Narratives: How to Influence Perception and Drive Change (Narrative Strategy with Josh Gryniewicz)
The goal of narrative strategy is to influence a community's perception of an issue to enroll support and inspire real change. To do so, your nonprofit must first understand what makes up the "narrative ecosystem" in which all of your messaging lives. In today's episode, Josh Gryniewicz returns to explain the six "units of narrativity." Learn how to shape storytelling at every level so your nonprofit’s communications and fundraising efforts connect more deeply and deliver greater impact.
Listen here:
Episode highlights include:
- The six essential units of narrativity and why they matter for nonprofits.
- The critical difference between a story and a narrative — and how it shapes strategy.
- Real-world examples highlighting the influence of narratives on public perception.
- How organizations can use storytelling tactics — even in small ways — to drive change.
- The effect of pop culture (e.g. Law and Order) on our ideas about the world.
- How strategic storytelling helps nonprofits counter misinformation and support their mission.
- Ways narrative strategy is practical and scalable for organizations of any size.
Special Offer: Free 30-minute consultation for NPFX listeners
Additional Resources
- IPM's free Nonprofit Resource Library
- Units of Narrativity graphic (from Odd Duck)
- "Narrative Framing as Advocacy" Resource Center [Alliance for Early Success]
- [NPFX] Authentic, Ethical, and Effective Messaging — From Theory to Practice
- [NPFX] Flipping the Script: Using Narrative Strategy to Improve Messaging and Prevent Donor Attrition
- [NPFX] When Your Nonprofit's Case for Support Just Isn't Working
- [NPFX] How to Find Authentic Voices That Inspire Action
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Guests
Josh Gryniewicz is the founder and Chief Narrative Strategist at Odd Duck, a storytelling-for-social-change creative consultancy focused on impact-driven organizations. Josh is the co-author of the award-winning national bestseller, Interrupting Violence. For over a decade, he has worked in nonprofit communication. In 2018, he founded Odd Duck to combine his passions for storytelling and social change. The agency’s Navigating Misinformation for Community Health framework has been shared with over a thousand community health organizations. Odd Duck has worked with nearly a hundred change-making organizations and advised hundreds more, including the Centers for Disease Control & Prevention, the Harvard School of Public Health, and the White House.
Hosts
Russ Phaneuf, a co-founder of IPM Advancement, has a background in higher education development, with positions at the University of Hartford, Northern Arizona University, and Thunderbird School of Global Management. As IPM's managing director & chief strategist, Russ serves as lead fundraising strategist, award-winning content creator, and program analyst specializing in applied system dynamics.
Rich Frazier has worked in the nonprofit sector for over 35 years. In his roles as senior consultant with IPM Advancement and founder of VisionConnect LLC, Rich offers extensive understanding and knowledge in capital campaigns, fund development, strategic planning, and board of directors development.