What you’ll get from this post: five lessons from how Annie Wood designs the WellTold conference, each with an action step you can use at your next donor event, campaign, or board meeting.
Nonprofit storytelling, fundraising, and donor engagement can often feel like running on a treadmill. You’re moving fast but not always gaining ground. Communications Directors, Development Directors, and Executive Directors know the cycle too well: conferences leave you inspired, but back at the office, you’re left wondering, How do I actually use this?
That’s where Annie Wood, Executive Producer of the WellTold Nonprofit Storytelling Conference, offers a refreshing approach. Instead of endless keynote sessions or “inspiration porn,” Annie and her team are designing experiences rooted in clarity, connection, and practical frameworks.
What struck me is that Annie uses events to show nonprofit leaders how to reimagine storytelling as a tool for real alignment with boards, donors, and communities.
Annie brings a rare mix of higher education training, nonprofit experience, and what she calls her “super nerd hat” for adult learning. She wants participants to:
Her belief? Connection before content is where the real magic happens. As she put it:
“Connection before content is something I really believe in. We see the power of it every single day.”
Annie Wood, WellTold
That framing changes everything.
Too many nonprofit leaders feel pressure to deliver information right away. Annie challenges that. She starts with connection. At WellTold, participants meet at a welcome party before the first session even begins.
Why? Because storytelling only sticks when relationships exist first. Imagine board retreats, fundraising events, or staff workshops beginning with small, intentional ways for people to connect before the PowerPoint slides come out.
Before your next donor event, design a moment of connection that has nothing to do with the agenda. Maybe a shared story circle, a casual coffee, or even a playful icebreaker.
The conference models nonprofit impact. Hosting the event in a nonprofit art museum, sourcing meals from a community café, and turning floral arrangements into bouquets for Hope Blooms are deliberate choices.
Here’s what Annie said that stuck with me:
“We wanted to host it in a space that is a nonprofit. That’s something you’ll see throughout the day. Really trying to lift up and highlight the nonprofits that exist in our community.”
Annie Wood, WellTold
That’s a powerful framework for nonprofit leaders: let your mission show up in your stories and also in your spaces, vendors, and partnerships.
Max admitted his first idea for the conference was TED-style inspiration. Annie pushed back. Inspiration without tools fades fast. That’s why WellTold equips participants with ready-to-use frameworks, prompts, and take-home guides.
Instead of a notebook full of half-scribbled quotes, attendees walk away with:
As Annie put it: “We’re not just designing a conference where you sit and get. We want you to leave with frameworks that make implementation easier.”
For your next campaign, inspire your donors and equip them with a framework that helps them see their role in the story.
Annie loves weaving in quirky, unexpected elements. “Weird is good,” she says. Whether it’s magic coins, playful band choices, or colorful Trapper Keepers, these touches give people something to talk about long after the event ends.
Delight creates memory. Good nonprofit storytelling creates moments that stick.
Add one “delight factor” to your next donor event. It doesn’t need to be big. Something unexpected that sparks joy and conversation will do.
Annie draws from her background in higher education to design experiences that align with how adults actually learn: through participation, reflection, and application.
The goal is to give people the dignity of learning in ways that last. Frameworks, prompts, and conversations become tools that donors, boards, and staff can carry forward.
Build reflection questions into your next newsletter or board packet. Tell the story, then invite readers to process and respond.
Here’s the practical bottom line for nonprofit leaders:
When applied, these strategies make for better conferences. They also change how you run campaigns, cultivate donors, and align your board.
At Tellwell, we call this rhythm the Seasons of Story. Just like Annie, we believe in a natural flow: Introduce, Educate, Engage, and Remind. Nonprofits who honor this cycle see stronger donor engagement, deeper board alignment, and more effective fundraising campaigns.
You’re safe here.
You can rely on us.
You matter here.
We belong together.
If you’re ready to move beyond random acts of communication, the Seasons of Story framework is your next step.
If you’re ready to rethink your organization’s storytelling, let’s explore how Tellwell can help. Book a planning call to discuss your goals: https://wetellwell.com/get-started/
And don’t miss our free Seasons of Story resource here: https://wetellwell.com/seasons
Good storytelling builds the kind of connections that last. What do you think? Could your organization benefit from moving from inspiration to frameworks?
This episode is a good start. But if you’re ready to stop reading about storytelling and start investing in yours, let’s talk.
