2. Offer prompts, not pressure.
Not everyone will feel ready to share their story on demand. Give them the tools to speak up when and how they’re ready. For a past client, I helped develop a custom deck of prompt cards for a public awareness campaign with quotes, tips and clear calls to action like, “Join the conversation.” These weren’t just feel-good cards; they were strategic tools designed to spark storytelling and user-generated content across platforms.
We sent them to our most engaged audiences — volunteers, influencers and ambassadors — and paired them with targeted messaging to drive action. The cards did two things: validated personal experiences and sparked conversations online. Those stories turned into content we could use everywhere, including social media posts, emails, media outreach and advocacy materials. We offered alternatives for people not on social media: a video platform with built-in consent (like Vloggi) and a story submission form.
Authentic, personal stories create an emotional connection, which fuels awareness and motivates action. They give your cause a face, a voice, and a reason for people and policymakers to care. They help you show, not just tell, what’s at stake. The bottom line is that prompts don’t push; they invite. And when people are given the right tools, they’ll share stories that make your advocacy impossible to ignore.
3. Secure powerful visuals.
A compelling image and quote can still shift hearts and policy when video isn’t an option. In advocacy, you often have seconds to make your message land. A striking photo can get attention, humanize the issue and deliver impact fast. It distills emotion and urgency and puts the story into a format that’s easy to remember and share.
4. Demonstrate authentic leadership.
When board members and staff share their connection to the cause, it sends a message that the mission isn’t just professional, it’s personal.
In advocacy, that matters. Authentic leadership builds credibility with stakeholders and encourages others to step forward with their own stories. It shifts the perspective of your association from an institution into a movement driven by people, not just policy.
5. Recognize a range of outcomes.
Advocacy loses power when it only tells polished, happy-ending stories. Real change comes from showing the whole picture, including the complex parts. Prioritize diversity in the stories you share across identity, geography, outcome and experience. Include narratives that reflect loss, complexity, ambiguity or underrepresented perspectives.
When people see that you’re showing all perspectives, they’re more likely to believe in your mission and stick with your movement. When you share it all, you advocate smarter and with integrity.
Advocacy is fundamentally human. It starts with a name, a face and lived experience, not statistics. Associations that strategically prioritize storytelling build deeper connections, inspire committed support and influence advocacy capable of impacting policy change. Your most persuasive advocacy tool is not data alone; it’s the voice of someone with real stakes and the courage to share their story.
Simeonne Bookal, Director of Marketing & Communications, MCI USA
