Communication is described as the exchange of information between a sender and a receiver. At one time, we only had to worry about the way we communicated face-to-face or on paper. This has changed completely with advancing technology. We now have to take into account every facet of how we are relaying information. This is where communication strategies come into play. To work together effectively, communities should implement effective communication strategies.   They may be used as a guide for an action or an entire program. They may be verbal, nonverbal or visual or integrated together. Communication strategies should describe the goal, the messageand the audience.  When we know our goals and objectives, we can use stories to convey them. Stories have always been an effective way to convey communication.  They are what people will relate to, where you can evoke emotion and drive interaction. Storytelling can be used as a powerful way to engage people to become involved in decisions that affect their lives by making personal connections.    There is an allure to storytelling. It appeals to our obsession with technology and media. On social media we can make a video, put it online, and get some views and comments. People respond to our stories, they may relate to them or they may dislike them, or they may even share their own. Through them we are creating interactions.Data and statistics may be used to communicate information, but through stories we can communicate meaning and emotion. People don’t relate to issues, they relate to other people, or in other words, to their stories. Telling stories can be fun and creative, a welcome break from another meeting, conference callor report. Our storytelling strategies should be carefully planned, executed and attached to measurable outcomes. It should start with the big picture: laying the foundation of the organization’s narrative, identifying the target audience and a plan of action to achieve a goal. The narrative should clarify why your organization exists, the people your serve and you will move people to action. An organization can share their narrative in any venue, from promotional materials to public presentations to social media.  Success stories are necessary to appeal to your audience and move them to action. There are many types of stories you could tell about your cause and the people involved in it. You could tell stories about those whose lives have been directly affected by your work and the people who joined forces with them to initiate change. Or you could tell stories that show the human consequences of the issues your organization addresses and the resolutions that give people hope. Successful leaders don’t just sell the idea of their organization, they sell its reason for being. How are you going to measure the effectiveness and impact of the storytelling efforts? Members will be interested in knowing if they are making a difference.  Grants may require measurable outcomes or objective measures to visually see the changes or benefits that have occurred as a result of the messages. It is often not enough just to tell stories about successes, members may want quantifiable data to ensure that positive results are being achieved.  Key performance indicators should be set with the desired effect in mind.  Creating a statement regarding what you’re hoping to measure may be beneficial for your storytelling strategy.  Referring back to the statement throughout the process can help you determine if you have selected the right metric. Track the metrics you care about: raising awareness of an issue, mobilizing people to take action, changing public policy or changing attitudes or behavior and analyze the results. Evaluating the strategies will assist you in identifying what is effective and what needs adjusting.  Benchmarks and goals can be set up for regular reports.