Measuring the impact of storytelling
As previous posts demonstrate, we believe in the power of storytelling. We know from experience that a story about one individual can make a greater impact that the most startling and well-researched statistics.
So, I guess it’s a little ironic that we turn to research to prove our point. But, then again, we also believe that you need to test strategies to ensure their validity.
Which brings us to the results of a 2006 study. We had heard of this study some time ago, but were reminded of it while reading The Hole in Our Gospel by World Vision President Richard Stearns. For the study performed by researchers Paul Slovic, Deborah
Small and George Lowenstein, a study group was divided into three subgroups:
- Group A read about and saw a picture of Rokia, a poor and starving 7-year-old African girl.
- Group B was given a statistical overview of 17 million Africans who, as a result of crop failures and food shortages, were desperately hungry, and another 4 million who were homeless.
- Group C received both Rokia’s story and the statistical overview supplied to Group B.
All three groups were then asked to donate money to relieve the suffering. Which group do you think gave the most? Yep: Group A. The least? You guessed it: Group C.
Story matters … and not just to those of us who make our livings telling stories or to our clients, but most of all to the people whose stories we tell.
In other words, if you want to help somebody, tell his or her story. If you want to help a lot of people, tell that same story.
