Telling Stories That Move People to Act: Highlights from the Impactful Storytelling Panel
On November 6, 2025, LifeCity CEO Liz Shephard joined a panel of local communications and nonprofit leaders for United Way’s Nonprofit Meet-Up at Goodwill Acadiana. The conversation – focused on Impactful Storytelling – brought together experts in journalism, marketing, and community impact to share practical insights on how nonprofits can better connect with their audiences and inspire action.
Alongside Liz were Christiaan Mader, Editor-in-Chief of The Current; Blair Green, Director of Marketing at Catalyst Bank; and Marcelle Fontenot, a local news anchor at KADN/KLAF. Together, they unpacked what it takes to tell stories that cut through the noise.
Why Storytelling Matters for Impact
Liz opened up panel remarks by grounding the discussion in LifeCity’s mission: helping communities and organizations make sustainable, equitable change. After moving to New Orleans following Hurricane Katrina, Liz saw how many people wanted to make a difference but didn’t know where to start. That realization led to LifeCity’s approach: using data and storytelling to help organizations and investors share their impact and motivate action.
As Liz explained, “Humans are influenced by the stories around us. We’re motivated by what our social circles care about. That’s why we have to tell stories that show the impact of our work in a way that others can see themselves in.”
The Anatomy of an Impactful Story
From Liz’s perspective and LifeCity’s practice, every strong story includes a few key elements:
A clear narrative arc with a strong hook
Characters and conflict that draw people in
A clear message tied to the organization’s purpose
An emotional connection that makes the story human
A call to action that invites the audience to take part
Liz also shared lessons learned from years of producing impact videos and reports from storyboarding and interviews to recording and editing. “Know your audience. Show, don’t tell. Be authentic. And don’t be afraid to get creative,” she advised.
Bringing the Work to Life: A Story That Raised Millions
During the panel, Liz showcased a video LifeCity produced for the YMCA of Prescott Valley, Arizona, which was used to help raise investement for a new community facility.
The video didn’t start with facts and figures – it started with real families. Through testimonials and emotional storytelling, viewers first met the people whose lives would be changed. The YMCA itself wasn’t even mentioned until later in the video, allowing the human impact to take center stage. Subtle visuals, like a YMCA banner in the background, connected the stories to the organization in a powerful, understated way.
The result was a compelling case for investment, combining emotional resonance with data-driven impact. “Numbers matter,” Liz noted, “but stories make those numbers meaningful.”
A Shared Commitment to Authentic Storytelling
Each panelist echoed the importance of authenticity. Whether through videos, donor emails, press releases, or social media, audiences respond to stories that feel real. Marcelle emphasized that a nonprofit’s greatest assets are their clients – the people whose lives are changed by the work.
The conversation closed with a shared reminder: nonprofits don’t need huge budgets to tell great stories. What they need is clarity, consistency, and courage – the courage to be vulnerable, to highlight both success and struggle, and to ask people to care.
LifeCity’s Role in Building Stories That Create Change
At LifeCity, storytelling is more than marketing – it’s a tool for transformation. By combining impact data, community input, and creative production, LifeCity helps organizations communicate the real human impact behind their work. From impact reports to videos that move investors and donors alike, every story is designed to drive meaningful action.
If your organization is ready to tell a more powerful story of impact, LifeCity can help you plan, produce, and share it. Reach out to impact@mylifecity.com to schedule a consultation today.