Even with the best intentions, a story that is not written or presented well will not be received well in return. Following these simple rules and guidelines for before and during the writing process can save you unnecessary headaches while improving how your message is presented to the world.
  1. Identify a good story. Not every happening at your non-profit is a story [for instance, getting new board members typically is not a story, though it might be worth a head's up to a local people-on-the-move or business column]. A story shouldn't be about everything your non-profit is doing. Look for a single, compelling focus and if possible, a strong peg [a reason why this is a story now] such as a trend, a news hook, an upcoming event that is open to the public or an amazing human-interest story about one of your employees or the people you are helping [see pitching tips #3 and #4].
  2. Stay focused. Keep the point of your story in mind as you collect facts and conduct interviews so that you don't clutter your mind or the story with unnecessary information.
  3. Don't try to get fancy with your writing - that can make it difficult for people to read and can actually hide the message you are trying to get across. Use clear, straightforward language and tell your story from beginning to end rather than jumping back and forth to different points in time. If you are writing something technical, find a way to translate it into more accessible language. How would you explain it to your mother? Your son? Readers can explore your website or ask questions if they want more detailed information.
  4. Find great anecdotes to illustrate your story. Don't expect the anecdotes - particularly ones that tap into emotions - to come within five minutes of interviewing your story subject. Take the time to really talk with them while probing for the best stories. These anecdotes bring the story to life and often provide a good lead [beginning] or kicker [ending] for your story.
  5. Be descriptive. Ask detailed questions in your interview. If it's a story about helping a family who can't afford groceries, ask what was in the refrigerator, or what their typical breakfast is. Use those details to make your reader hear, feel, see, taste and smell what you are writing about.
  6. Don't take a "kitchen sink" approach. Be concise; not everything has to be thrown in. Including a few well placed and powerful anecdotes or quotes is much more effective than cramming in as many as is physically possible. Pick and choose what best conveys your message and the emotion of the story.
  7. Tell your readers why they should care. To effectively reach a reader he or she has to become emotionally invested. How does what you are writing about affect them and the world around them?
  8. Answer the question: Why now? That is, make sure there is some currency to your story. Stories that feel "old", either involving events from years ago or hyping as "new" some trend that has been around for a while will be of little or no interest to the media or potential readers.
  9. Make your story part of a larger picture. For instance, is the problem you are writing about regional [a drought, for instance] or part of a national problem [growing number of obese children]?
  10. Proofread. Better yet, have someone else proofread your story for you before you send it out or post it to your website. Make sure to catch all spelling and grammatical errors while checking to make sure the story makes sense. Does it have a clear beginning, middle and end? Are the facts correct? Does it answer the questions that it raises? Is any information missing?