Why Facts Alone Don’t Win Campaigns
“Oftentimes activists assume that if we could just inform people about the issue and give them the information they are lacking, then they will join our movements for change. But, in most cases, ‘the facts’ alone are not enough to persuade; assumptions, emotions, internal narratives, and pre-existing attitudes can get in the way of the facts making sense.”
– Canning, D and Reinsborough, P., ‘Reimaging Change: Story based Strategy’
This insight cuts to the heart of why storytelling is essential for digital organising. The problem isn’t just that people don’t know the facts—it’s that they already believe stories that shape how they see the world.
Psychological research shows that when faced with information that contradicts their beliefs, people’s brains actively resist it—a phenomenon called confirmation bias. As Drew Weston explains in The Political Brain, when confronted with challenging truths, our brains seek ways to “turn off the flow of unpleasant emotion.”
That’s why, if we want to inspire action, we need more than data—we need stories that connect with people’s values, emotions, and lived experiences.
The Storytelling Framework That Wins Campaigns
Developed by Harvard Professor Marshall Ganz, Public Narrative is a proven framework for crafting stories that move people to action. It consists of three key parts:
1. Story of Self: Why You’re Called to Lead
This is your personal story—the challenges you’ve faced, the choices you’ve made, and the values that drive you.
Example:
- “I grew up in a town where factory closures left my family struggling. When I saw politicians ignore working-class communities, I realised change wouldn’t happen unless we fought for it—so I joined the movement.”
Why it works:
✅ Builds trust and authenticity
✅ Makes abstract issues personal and relatable
2. Story of Us: What We Share
This connects your story to a collective experience, showing why others should care and join.
Example:
- “So many of us have seen our futures stolen—by unfair wages, unaffordable housing, and a climate crisis we didn’t create. But together, we have the power to demand better.”
Why it works:
✅ Creates solidarity (“You’re not alone”)
✅ Reinforces shared values (justice, fairness, hope)
3. Story of Now: Why We Must Act
This creates urgency, showing what’s at stake and how people can take meaningful action.
Example:
- “Right now, politicians are making decisions that will shape our lives for decades. If we don’t act, nothing changes. But if we unite—by voting, protesting, and organising—we can win the future we deserve.”
Why it works:
✅ Turns anger and hope into action
✅ Provides a clear next step (e.g., “Sign up now”)
How to Use Storytelling in Digital Organising
1. Social Media That Inspires (Not Just Informs)
- Share personal stories (video testimonials, written posts)
- Use visuals that evoke emotion (e.g., “This is what winning looks like”)
- End with a call-to-action (“Join us”)
2. Emails That Move People to Act
- Start with a Story of Self (e.g., “I never thought I’d become an activist, but…”)
- Transition to Story of Us (“This is happening to so many of us”)
- End with Story of Now (“Here’s how you can fight back today”)
3. Recruitment That Builds Commitment
- Ask new volunteers: “What brought you here?” (Listen to their Story of Self)
- Share your own story to build connection
- Show how their action fits into a bigger movement