Narrative strategies as a tool

Narrative strategies as a tool for non-profits to achieve legitimacy

By Raaida Mannaa

Edited by: Dr Michelle Fava; Research supervised by: Professor Paul Tracey

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Non-profits are under increasing pressure to demonstrate their social impact (Arvidson and Lyon, 2014) and build legitimacy. A strong narrative that shows tangible social transformation to be a core aim of the organisation can help meet this need. Storytelling is therefore a powerful tool for achieving legitimacy. This case study shows how five narrative strategies have been used by a non-profit organisation to build legitimacy, at different stages in its growth.