McInerney’s academic journal is centered on research providing evidence that academic studies and literature about storytelling and engagement, alongside data, provide an effective framework for nonprofits to create and share their philanthropic narrative in a genuine manner.
The combination of storytelling and data rarely form a strategy for consumer engagement, yet McInerney argues that the two further the credibility of the organization (and campaign). Nonprofits, and truly all businesses, must shift from using “exaggerated marketing techniques” (2018), and begin sharing authentic stories about the impact of their philanthropy, for the reader discovers this can enhance engagement. Furthermore, nonprofits will experience a greater level of success in fulfilling their mission.
Based on Singer’s influence, the author suggests that passion is contagious and that nonprofits through the tool of storytelling, can show their commitment problem —and their promise to transparency.
Through primary research, like extensive research in accredited journals, and secondary research, by analyzing philanthropies using a storytelling approach, the author provides evidence that“storytelling leads to engagement, which is important for nonprofits to build their philanthropy narrative,” (McInerney, 2018).
McInerney is honest about the struggles nonprofit organizations must overcome as well, suggesting that it is unlikely philanthropy will completely dissolve systematic problems of need and eliminate poverty.
How do nonprofits press on knowing they cannot solve some of the most sickening problems? The author argues that storytelling is one of the most effective ways for“nonprofits to demonstrate they are the agents of change that donors seek,” (2018). McInerney places a special focus on the market as a whole, not just the specific nonprofit, to attain action and transformation.
McInerney, M. (2018). How Nonprofits Can Use Storytelling and Engagement Metrics to Improve How They Share their Philanthropy Narrative. Retrieved February 26, 2021
