StoryBrand for conservation organisations: story-based marketing
Every day, vital conservation work goes unnoticed because it isn't communicated in a way that resonates with potential supporters. It's not because the work isn't important – it's because the story isn't clear.
The StoryBrand framework, based on Donald Miller’s book Building a StoryBrand, enables brands to clarify their brand’s story. In its most basic form, it’s about making your messaging more customer-centric (instead of company-centric) - and through the years, StoryBrand certified professionals have been successfully applying it for charities and non-profit organisations… with a twist.
The communication challenge in conservation
Conservation organisations face a unique communication paradox. The work is inherently complex, involving intricate ecosystems, long-term research, and multifaceted solutions. Yet to secure funding and support, this complexity needs to be translated into communication that inspires action from diverse audiences – from local communities to potential donors.
Many conservation leaders worry that simplifying their message might compromise its integrity. There's an underlying belief that marketing techniques conflict with conservation values, or that resources spent on communication mean less funding for actual fieldwork.
But here's the reality: unclear communication costs conservation organisations more than just missed opportunities. It results in valuable fieldwork going unnoticed, critical projects remaining underfunded, and ultimately, less impact for the causes we care about most.
StoryBrand: 7 key elements for your marketing
This is where the StoryBrand framework comes in. At its core, StoryBrand is about clarity – something the conservation world desperately needs. StoryBrand is not about oversimplifying your work or resorting to clickbait; instead, it's about organising your message in a way that naturally engages your audience while maintaining your credibility.
The StoryBrand framework is all about making your audience the “hero” of your brand’s story. Applying the framework hinges on identifying the seven core elements of your marketing; you then use these elements to create clear and consistent communications in all the areas of your work.
These are the 7 key elements in a standard “BrandScript”:
A character (your audience)
Has a problem (what they’re struggling with, that you can help them solve)
They meet a guide (that’s you, the company or organisation that can help them solve that)
Who gives them a plan (your unique approach)
And calls them to action
To help them achieve success…
And avoid failure.
Identifying these 7 key elements allows companies to create a foundational “BrandScript” that’s centred around the audience, their challenges, and their needs.
For most charities and non-profits, the main challenge lies in identifying the audience: from funding providers and large stakeholders to donors, local communities, and other followers - the key is to identify who the different audience segments are - and what each group want most (from you).
Most donors and community members might want to make a meaningful impact on wildlife protection, or to ensure their local marine ecosystem survives for future generations. For bigger donors and companies, they could be looking for a way to lower their carbon footprint or improve their green equity.
Once you’ve identified who your audience segments are, most organisations choose to create one script for each separate segment, allowing them to speak directly to that group’s challenges in each campaign or communication.
However, besides these separate scripts, you’ll also need a way to pull these all together into clear messaging for your website and broader campaigns.
Tweaking StoryBrand for conservation organisations
When working with charities and non-profit organisations, the StoryBrand framework takes a unique turn. Instead of positioning your audience as the hero, we focus on the cause itself as the central character.
1. Character (the cause)
Your character is “the world as it should be” – a thriving ecosystem, protected species, or restored habitats. For example, if you're working on coral reef conservation, your character’s “aspirational identity” might be a vibrant, resilient reef ecosystem that supports abundant marine life and coastal communities.
2. Problem (current challenges)
This is where we address the gap between the ideal and current reality. What's preventing your cause from reaching its full potential? What are the current threats, challenges, problems holding things back?
Explore the topic in-depth - for each problem you come across, ask yourself “why is this a problem?”
As part of this exercise, delve into what makes it an issue for each of your audience segments. “Why should they care about this?”
3. Guide (your organisation)
Once we’ve established the challenges we’re facing, it’s time for your organisation to step in as the guide. You have the expertise and dedication to bridge this gap. Show your authority in the matter by mentioning your experience and measurable impacts.
4. Plan (your unique approach)
As the “guide” who’s going to bring about real change, you’ll need to tell people how you plan to do this.
What’s the unique approach your organisation is taking to save the polar bear or protect coral reefs? This is where you may want to mention your main programs or activities.
Break down your conservation strategy into clear, digestible steps.
5. Call to action
It doesn’t stop at telling people how your organisation can make a difference; if you want to get more people on board, you’ll need a clear call to action.
Be specific about how people can contribute. Instead of a vague "Support Us" button, try "Adopt a Coral Reef" or "Join Our Citizen Science Program."
In some cases, you may need several CTAs to address multiple audience segments or campaigns; pick one to be your primary call to action (for your primary audience segment).
If you’re not sure how to do this for your organisation, talk to a StoryBrand certified guide. You can book a call through this link.
Practical application for conservation organisations
When implementing StoryBrand in your conservation work, consider these key points:
Get clear on the main elements above before you start. Going through the exercise and creating your foundational “BrandScript” first helps save time on the next steps.
Then, write or tweak your website’s homepage. This is often where the framework can make the most immediate impact.
For fundraising campaigns, use the framework to create a clear narrative arc that takes potential donors from concern to action.
On every other page, in every campaign, every post, every email, follow these 3 steps:
Be clear on who your audience is. You don’t have to say it or call them out - but before you start writing or recording something, be clear on who you’re creating it for.
Start with the problem. If your audience is not clear on what the problem is, they may not understand why you need their help. Why do we need better rules for manta ray tourism? Why should we donate to something that’s got nothing to do with me?
One topic, one call to action. If you need more people to get on board with a program or campaign, don’t confuse them by mixing different stories onto one page or post. E.g. an email meant to find volunteers to protect a near-extinct local tree species should not contain the announcement for an unrelated fundraiser event. Sticking to a single narrative makes your call to action much stronger and more effective.
Moving forward
Your conservation work is too important to go unnoticed. By implementing the StoryBrand framework, you can create clear, compelling messages that drive action without compromising your scientific integrity.
Ready to transform how you communicate your conservation message? Let's start with a conversation. Book a free 30-minute call to explore how applying StoryBrand to your communications can help your conservation work reach more people and make a bigger impact.
