Big Story, Small Budget

Most of us don’t have the luxury of big marketing budgets. No high-end production teams, no glossy campaigns, no soundtrack that eats a year’s salary. What we do have are stories worth telling — and that’s what matters.

I’ve spent much of my career in nonprofits and small organizations where “make it work” wasn’t just a phrase, it was a job description. We told stories with borrowed cameras, volunteer energy, and free tools. And often, the result was stronger than if we’d thrown money at it. Here’s why: resourcefulness sharpens the story.

Start with What’s in Front of You

The best stories don’t come from outside consultants — they’re already in your orbit. Your phone takes better video than most production studios had a decade ago. Your colleagues, volunteers, and clients bring the voice and perspective no outsider can match.

The trick is to stop chasing polish and start focusing on authenticity. A shaky but heartfelt video of someone sharing their experience will land harder than a slick brochure.

Use Tools That Don’t Break the Bank

We live in a time when free or low-cost tools can do most of the heavy lifting: Canva for graphics, and iMovie or CapCut for video. Even a simple phone editing app can get the job done.

The key is not to chase every new platform. Pick one or two tools you’ll actually use and learn them well. Competence with a simple tool beats dabbling in five different ones.

Keep It Short

Attention spans aren’t getting longer. A 30-second clip, a sharp photo with a line of text, or a brief personal story will travel further than a ten-minute video or a twenty-page report.

Ask yourself: what’s the one thing I want someone to remember? Then cut away everything else.

Tell a Story, Not “The Story”

Organizations get bogged down trying to tell their whole story. That’s not what sticks. What resonates is one person, one moment, one transformation.

Talk about the teenager who finally felt safe at a support group. Or the grandmother who left a class with new skills and new confidence. That single thread is what people connect with, and what they’ll carry with them.

Share the Mic

You don’t have to tell every story yourself. Ask your community to contribute. Invite clients, staff, or supporters to share their own words, photos, or short clips. Testimonials, short quotes, or even video posts give dimension without adding cost.

Not only does this lighten your load, it builds trust. People are more likely to believe voices from the community than a polished statement from an organization.

Stop Waiting for Perfect

If you hold out for perfect lighting, perfect sound, and perfect messaging, you’ll never hit “publish.” Real stories are messy. A little background noise or an unscripted comment doesn’t ruin the story — it adds character. In

In a world that is overly-filtered, these human moments lead to greater connection.

Why This Works

When you don’t have money to hide behind, you’re forced to cut straight to the heart. You focus on clarity and substance. You don’t waste time polishing empty language—you get to the story itself.

And in the end, that’s what people remember: the human truth at the center of it all.

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Written by: Christopher Moore

Christopher Moore (he/him) is a Sussex County native, seasoned nonprofit

leader, and communications

chameleon who believes everything

has a story—and how we tell it

matters.

With more than 20 years of experience in public health, higher education, and nonprofit management, Christopher has led everything from statewide HIV prevention programs to community investment strategies. He began as an

AmeriCorps member at

ChristianaCare, helping lay the

foundation for its Community Health Department.

Over 17 years, he advanced from health educator to department director, overseeing more than 100 staff and distributing nearly $7 million in community grants. Currently serving as the Interim Executive Director of AIDS Delaware, the state’s oldest and largest HIV service organization, Christopher also teaches English at Delaware Tech — often sparking lively debates on narrative structure with his students.

At his core, Christopher is a writer. Through his venture, Write On LLC, he helps small businesses and nonprofits craft clear, compelling, and fundable narratives, offering everything from grant prospecting to submission support. His work has appeared in peer-reviewed journals like the Delaware Journal of Public Health, and he is a regular contributor to Letters magazine from CAMP Rehoboth.

When not working, Christopher enjoys yoga, beach walks, old movies, and caring for his 130-year-old Bucks County cottage. He splits his time between Wilmington and Toronto with his partner and their dog, Bingo.