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When delivering a charity presentation, one of the most powerful ways to connect with your audience is by structuring your content like a story. Just as in any great story, there’s a problem, a solution, and a hopeful conclusion that leaves the audience inspired and ready to act. Here’s why this approach works and how you can implement it for a compelling and memorable presentation.
This post is part of our series of articles on presentation and public speaking advice for charities.
Download the Charity Presentation Skills Guide here
What is a story structure in a presentation?
A story structure is a format for your presentation that organises your content into a compelling narrative arc to engage and inspire your audience.
There are lots of different story formats that can be used within a presentation. Like a traditional story, many story structure presentations typically include three key elements: setting the scene, introducing the problem, and presenting a solution with a hopeful outcome.
This structure helps audiences connect emotionally with the speaker's message while understanding its logical progression. Check out the rest of this article to learn more...
Why use a Story Structure in your Presentation?
Humans are naturally drawn to stories. From childhood, we’ve been taught to understand the world through narratives. Whether it’s through books, films, or conversations, we remember stories far better than abstract facts or figures. By framing your charity’s mission as a narrative, you create an emotional journey for your audience that makes your cause feel more relatable and urgent.
A well-crafted story is:
- Engaging: It hooks your audience’s attention and keeps them interested.
- Memorable: A story sticks with your listeners long after they’ve left the room.
- Persuasive: Stories are powerful motivators; they can inspire people to take action.
For a successful charity presentation, the goal is not just to inform but to move your audience—whether that’s to donate, volunteer, or spread the word. Structuring your presentation as a story is an excellent way to achieve this.
Why are stories so powerful in presentations?
At the heart of it all, the reason stories are so effective is that they’re inherently engaging. People connect with stories on an emotional level, and when they feel emotionally invested, they’re more likely to take action.
In charity presentations, this emotional engagement is even more important because your goal is not just to inform but to inspire. A story helps your audience see the issue not as something distant or abstract, but as something real and urgent. It makes your cause relatable and understandable, while also showing them that there is hope, and their support can make a meaningful difference.
By structuring your presentation like a story, you not only capture the attention of your audience but also create a lasting impression. You make your message memorable, and you leave your audience feeling moved, inspired, and ready to act.
How to Structure Your Presentation Like a Story
1. Set the Scene: Explain the Problem
Every great story starts with a challenge. In your presentation, that challenge is the issue your charity is working to address. This is the moment to grab your audience’s attention and make them care about your cause.
For example, if your charity focuses on homelessness, you could begin with a powerful statement or a personal anecdote:
“Every night, over 250,000 people in the UK sleep rough. That means they don’t have a safe place to call home, let alone the support they need to rebuild their lives.”
Setting the scene means explaining why this issue matters. Show the scale of the problem, but also make it human. Share stories, data, or real-life examples that help your audience connect emotionally with the issue at hand.
The key here is not just to inform, but to evoke a sense of urgency. Why should your audience care? What’s at stake? The more you can make the problem relatable, the more invested your audience will be in finding a solution.
2. Introduce the Solution: Show How Your Charity is Making a Difference
After highlighting the problem, it’s time to introduce the solution. This is where your charity’s work comes into play.
In the “solution” section, focus on the tangible impact your organisation is having. Share success stories of people or communities that have benefited from your work. Use visuals, such as before-and-after images or video clips, to reinforce the positive changes your charity is creating.
For instance, you could share a story about someone who has benefited from your homelessness support programme:
“Meet John. Just a year ago, he was sleeping on the streets. Today, thanks to our housing programme, he has a job and is rebuilding his life.”
When introducing the solution, be clear about how your audience can contribute. Explain the direct link between their support and the positive outcomes your charity is achieving. This not only informs them of the good work being done but also encourages them to get involved and make a difference.
3. End with Hope: Inspire Action
Every story needs a hopeful conclusion. This is the moment where you leave your audience feeling inspired and empowered to take action.
End your presentation by reminding your audience of the impact they can have. Reiterate how their contributions—whether through donations, time, or advocacy—will help create the positive change they’ve just seen. Be clear about what you need from them by recommending a course of action that gives them a clear path forward.
For example:
“With just £10 a month, you can provide a bed for someone who needs it. Together, we can end homelessness in our community.”
This is your opportunity to turn the emotional connection you've built with the audience into real, actionable steps. Ensure that the audience knows exactly what they can do next to help, and make it easy for them to take that next step.
Key Takeaways:
- Engage your audience emotionally: Set the scene by explaining the problem in a way that connects with people’s emotions.
- Present a solution: Show your charity’s impact and share real success stories that demonstrate how lives are being changed.
- Inspire action: End on a hopeful note, reinforcing how your audience’s support will make a tangible difference.
Putting it All Together: A Sample Problem / Solution Structure for Your Presentation
To help you visualise how this approach works in practice, here’s a simple structure for your charity presentation:
-
Opening (Set the Scene)
- Start with a powerful hook: a personal story, shocking fact, or compelling statistic.
- Explain the problem: who it affects and why it matters.
-
Middle (Introduce the Solution)
- Showcase your charity’s work: what’s being done to address the problem.
- Share success stories and data that show the positive impact of your work.
- Explain how donations or involvement directly support your solution.
-
Closing (End with Hope)
- Summarise the solution and remind your audience of the positive impact they can help create.
- Provide a clear call to action: donate, volunteer, or spread the word.
In Conclusion...
Structuring your charity presentation like a story is a powerful tool for engaging your audience and inspiring them to take action. By framing the issue as a challenge, showing how your charity is the solution, and ending with a hopeful call to action, you make your presentation compelling, memorable, and impactful.
As you prepare for your next presentation, remember: the best way to move your audience is through a story that speaks to their hearts and compels them to join your cause.
Explore more Charity Presentation Skills advice!
This article is a part of our complete guide to Outstanding Presentation Skills for Charities and Purpose-Driven Organisations (it’s a catchy title, isn’t it?!).
The guide shares top tips, tricks and techniques to make all aspects of your charity presentations super effective. It is completely focused on helping you to highlight the impact that you are making and to achieve your charitable goals.
You can view all of the articles within the guide at the links below, or download a quick guide here.
- How do I measure my presentation success?
- How should I start my presentation?
- How do I connect with my presentation audience?
- How do I be concise in a presentation?
- How can I tailor my presentation to the audience?
- How do I highlight impact, within my presentations?
- How can I make my presentation truly compelling?
- How should I use emotion and logic in a presentation?
- How can I add audience participation into my presentation?
- How do I write a clear presentation Call To Action (CTA)?
- How do I successfully use technology in a presentation?
- How can I use a story structure to make my presentation more engaging?
- How do I use visual aids in a presentation?
- How do I use props in a presentation?
- How do I include testimonials in my presentation?
- How should I rehearse my presentation?
- How to prepare for a Question and Answer (Q&A) session?
- How do I improve my presentations?
Meet your charity public speaking expert...
Hi!
I’m Rich Watts and I design and deliver presentation skills training for charities (and a host of other organisations too!) that need their people to inspire, persuade and motivate audiences. I am fortunate enough to have won the UK Business Speaker of the Year competition way back in 2012, and since then I have been using all of my geeky knowledge and Third Sector experience to help charities like yours.
