Unlocking the power of storytelling: Communications workshop for Dream Building Fund projects

Three months into their journey, the new batch of Dream Building Fund (DBF), powered by The Foundation for Global Sport Development (GSD), projects is actively working to implement their blueprints for social development through table tennis in local communities. To bolster these initiatives and expand their impact, the ITTF Foundation recently hosted a communications workshop designed to equip the project partners with the skills to effectively tell their stories and maximise the value of their work.

Storytelling as a Tool for Value Creation

Led by the Foundation's communications team, the workshop began by highlighting the critical role of communication in the success of not-for-profit organisations and social projects. We explored three key ways in which DBF projects can create value, with one of the ways being the power of clear and effective communication. Beyond the direct benefits to project participants and involving stakeholders, communicating the impact and positive changes brought about by these initiatives is essential for showcasing their success and inspiring a broader population.

Following the discussion on value creation, the focus was shifted to the second significant part of the workshop: storytelling. It is a vital component of communication that enables projects to connect with their audience on a deeper level, as effective storytelling allows projects to resonate with their audiences and build lasting connections to their causes. To guide participants in crafting compelling narratives, we broke down the essence of storytelling into four key aspects, using examples from the Foundation's recent initiatives to illustrate these points.

Additionally, drawing from our own experiences, we also shared key communication guidelines with the workshop participants. These principles—clarity, simplicity, connection, and credit—were presented alongside examples from our past campaigns. While offering practical advice on what to do and what to avoid in communication efforts, we highlighted the mistakes we've made over the years. Although we were delivering the workshop, we were also continuously learning and evolving. Experimentation in developing communication strategies is essential, and our journey includes both successes and missteps, which serve as valuable lessons for everyone involved.

The final part of the workshop featured an interactive discussion session, during which participants raised insightful and critical questions based on their experiences and concerns. Topics included how to craft stories that resonate with audiences, raise awareness, involve stakeholders, and maintain authenticity in storytelling. This exchange of ideas was a fruitful learning opportunity for each of us, fostering mutual understanding and growth.

Building Communication Capacity for Lasting Impact

This communications workshop marks a significant initial step in empowering our DBF partners to effectively tell their stories and forge deeper connections with the public. We are confident that these concepts and learnings will support them in developing their communication strategies, engaging their communities, and generating lasting impact throughout this 2-to-3-year DBF support cycle.

Stay tuned to follow the progress of these DBF projects and witness the transformative power of effective communication in action.