Over the past few weeks, I’ve found myself in several meaningful conversations—with clients, peers, and colleagues—about something that keeps coming up in volunteer leadership: the power of storytelling.
With Volunteers’ Week just around the corner, it feels more relevant than ever.
In the world of volunteering, storytelling is everywhere. It plays a vital role in recruitment, in impact reporting, and in celebrating the incredible work volunteers do every day. But beyond its obvious uses, storytelling does something deeper—it creates connection.
When it’s done well, storytelling is not just about facts or numbers. It’s about people. It’s about sharing experiences in ways that move hearts, build trust, and inspire action.
That’s why I believe storytelling isn’t just a “nice to have” for volunteer leaders—it’s a strategic leadership skill.
So what makes a good storyteller?
There are three key skills I’ve found essential:
Empathy – understanding and sharing the emotions of others so that stories feel real and heartfelt
Active Listening – creating space for people to share their experiences openly
Clarity – communicating in a way that’s simple, memorable, and meaningful
These skills might seem small, but they’re powerful—and they’re absolutely learnable.
How do you build them?
Start by reflecting on what inspires you. Knowing this helps you connect to what might inspire others. When you genuinely care, people feel it—and they’re more likely to open up and share their stories with you.
Spend time with your volunteers. Hear their experiences. Walk in their shoes. Seeing the world from their perspective is the foundation of real storytelling.
I know it’s not always easy. As volunteer leaders, we wear many hats—and juggle countless responsibilities. That busyness can sometimes get in the way of really listening. But making time to be fully present, even for a short conversation, creates space for the most powerful stories to surface.
And when it comes to sharing those stories, remember: simplicity is strength. Know your core message, avoid jargon, and—most importantly—use the language your volunteers use. That’s what makes a story resonate.