It is tempting to only communicate the quantitative result of your efforts, announcing your big accomplishment or investment, but it’s better to focus on the impacts you deliver – every step of the way. The raw data that supports your story is important but avoid leading with it or relying too heavily on the numbers. Be enthusiastic but keep the focus of your story on your cause and the impacts delivered through your campaign: no bragging required. When speaking passionately, take caution to avoid the trap of positioning yourself as the hero. The temptation to seek high-impact and short-term stories will persist, but this approach is prone to leaving audiences confused about your efforts, even questioning your integrity. Communicating your initiatives in a way that is sincere and authentic, over a longer period, will lead to increased engagement and ultimately greater interest and trust in your brand. While storytelling alone isn’t enough to achieve your CSR goals, its importance cannot be overstated. As humans we seek triumph in adversity, we want to see ambition, conflict, challenge and drama these are all vital components of a good story. Lukewarm stories never make the front page. So, with such potential to deliver engaging and impactful content, why are some companies producing CSR stories that hit the headlines, while others fail to even inspire support from their own teams? The variety of tools at our disposal to craft compelling CSR stories are equally diverse, including pictures, videos, infographics, presentations, audio recordings and more. Sure, as a concept CSR is broad, ambiguous and lacks consensus in definition, but to a storyteller it provides a vibrant playground to craft captivating tales to engage diverse audiences. Storytelling is gaining recognition as a key element in delivering successful corporate social responsibility (CSR) campaigns.