By Wahome Ngatia
Jennifer Chiku, a Regional Advisor at GIZ — a German-funded development organization — told NGOs at the NGOs Hub Roundtable Breakfast meeting that storytelling is fast becoming a decisive factor in securing donor funding.
According to Chiku, it is no longer enough to present strategies, action plans, and projected outcomes. Donors want to see how programs will transform lives. “Storytelling is important because it documents the impact and the difference an initiative will make in the lives of beneficiaries,” she said.
Chiku revealed that GIZ is increasingly prioritizing storytelling when selecting partner organizations, noting that the German government, one of its major donors, is pushing for more evidence of impact. “Our own donors are asking us to showcase the tangible change our programs create — both at a macro level and on the ground,” she explained.
Beyond well-written proposals, she stressed that the true focus must be on demonstrating value for money. As an example, she cited a current project with women in Ukambani. Here, the donor expects recipients to go into the field, film, and document the women’s journey — capturing their progress before and after financial empowerment and training.
This storytelling, Chiku emphasized, should vividly illustrate not only how empowerment happens but also how it improves financial well-being and uplifts entire communities.
She further advised NGOs to align their programs with donor priorities, such as environmental conservation, while also ensuring sustainability beyond external funding.
