38 GLOBALGIVING BRAND GUIDE Our Philosophy of Better Storytelling + Communication (continued) VOICE Changing hearts and minds (and raising money!) with our stories. Stories are some of the most powerful tools to move people to take action. But stories with purpose don’t just materialize—they’re strategically planned, creatively crafted, and purposefully designed to achieve measurable outcomes. Here are some tips on how to craft a powerful story: • Always add context and evidence. No data without a story, no story without data. • The best calls-to-action are specific, relatable, and emphasize choice, and loss aversion (“We can’t give up now, we’ll lose all this ground we’ve gained”). • Make the call-to-action achievable and meaningful. If we can convince people that they can make a difference, this belief will drive them to do something. We want to change peoples’ views of their own impact.