AKIN · Masterclass
DIGITAL STORYTELLING
FOR SOCIAL GOOD
Turning good causes into stories people care about.
Arvin Tang · Founder & CEO, AKIN
Think about the last charity post you scrolled past.
Why didn't you stop?
( wait )
Information doesn't change behaviour.
Stories do.
Information↓
Attention↓
Emotion↓
Memory↓
Action
The biggest storytelling mistake
Most organisations begin with…
- ❌ We need awareness.
- ❌ We need donations.
- ❌ We have an event.
- ✅ Why should someone care?
Every audience is silently asking…
WHAT'S IN IT
FOR ME?
Answer that in the first few seconds — or you've already lost them.
Introduce
STORY
MAP
Who↓
Why↓
Tension↓
Change↓
Action
Every memorable story has one thing.
TENSION.
Current Reality↓
Conflict↓
Decision↓
Transformation↓
Action
Six questions
Story
Canvas
Who is the hero?
What do they want?
What stops them?
What changes?
What should people feel?
What action follows?
Activity · Pair up now
Sell this
Sell this
person.
Tell a story of why anyone should connect with your partner — and know them as a person. Then exchange your stories & pointers.
- No name
- No job title
- No PDPA-sensitive info
- Only a story
6 MIN
People don't buy…
- Products
- Campaigns
- Charities
People buy…
- Hope
- Belonging
- Identity
- Alignment
- Feeling Good by Doing Good
Instant vs Delayed Gratification
Instant
- Feels good right now
- A quick dopamine hit
- Easy to start, easy to forget
Delayed
- Real impact & meaning
- Identity & belonging
- Sticks — they come back
Why people keep giving
The
Feel-Good
Loop
Story→
Feel Good→
Action→
Reward→
Stickiness
↺ Each loop deepens their bond with the cause
Feel Good — the instant emotional reward of helping.
Stickiness — that reward pulls them back, again and again.
AI doesn't replace storytellers.
It accelerates them.
Bad prompt
"Write a fundraising post."
Better prompt
"You are a culture psychologist. Help me understand Singaporeans' view of climate change — and how their behaviour is the result of government policy, urban planning, incentives, and popular campaigns that shifted behaviour."
01
Audience
Audience
Research
You are a behavioural researcher. Help me understand why people don't donate to the causes I serve. Include: • misconceptions • emotional barriers • motivations • donor psychology • language people naturally use • surprising insights
02
Narrative
Narrative
Builder
Act as an award-winning creative strategist. Develop three campaign narratives. For each, include: • Audience • Conflict • Plot Twist • Transformation • Call to Action
Your challenge
Mental Wellness
for youths & seniors
Objective
Increase donations for organisations serving mental wellness
Time
15 minutes
Your toolkit
Frameworks to use
Story Map
Who → Why → Tension → Change → Action
Story Architecture
Reality → Conflict → Decision → Transformation → Action
Story Canvas
Hero · Want · Obstacle · Change · Feeling · CTA
Feel-Good Loop
Story → Feel Good → Action → Reward → Stickiness ↺
People Buy
Hope · Belonging · Identity · Alignment · Feeling Good by Doing Good
AI Prompts
01 · Research the audience 02 · Build the narrative
Complete first
Your
Worksheet
- Audience
- Behaviour
- Insight
- Story · Plot Twist
- Emotion · CTA
Let's hear
your stories.
Each team · 2 minutes.
A real campaign
Here's what
AKIN developed.
Audience↓
Insight↓
Narrative↓
Creative↓
Impact
HEART
❤️
H · Human First
E · Emotion Before Information
A · Arc of Change
R · Relevant to the Audience
T · Take Action
Final thought
AI can help you tell stories faster.
Only humans can decide which stories are worth telling.
THANK YOU
Connect on LinkedInin/arvintang