Annie Neimand Co-Authors Article on Engaging Existing Supporters and New Communities
Annie Neimand, Center for Public Interest Communications director, and Samantha Wright, Exposure Labs managing director of impact, are the co-authors of “How to Use Stories to Bring ‘Us’ and ‘Them’ Together” published in Stanford Social Innovation Review on June 17.
In the article, Neimand and Wright suggest that social organizations break down the prevailing “us” versus “them” narrative and find ways to engage existing supporters and new communities. They suggest that organizations refrain from using the same script, change up plots and emotions, cast new characters, and focus on telling stories where people are and want to be.
According to the authors, “stories are one of the most powerful tools we have for engaging diverse communities on social and environmental issues. But in order to reach beyond the choir and bring new groups of people together around those issues, organizations need to be more intentional about the stories they share.”