Why Nonprofit Storytelling Matters: Olivia Wheeler on Communications, Design, and Impact
Key Takeaways
- Great storytelling extends the life of your impact. Annual reports can become year-round assets that support fundraising, partnerships, and community engagement.
- Communications teams are carrying more than many people realize. As nonprofit teams shrink and responsibilities grow, communications professionals are often tasked with both telling the story and advocating for the value of that work.
- Design is about more than aesthetics. Strong communications help organizations build trust, strengthen their reputation, and connect supporters to their mission.
- Community helps combat the isolation of nonprofit work. Whether you’re a consultant, a team of one, or part of a larger organization, having peers to learn from and lean on matters.
- Collaboration creates better ideas. Intentional spaces where people share experiences, challenge assumptions, and support one another can lead to stronger solutions and deeper impact.
Every nonprofit has a story.
The challenge is that the people doing the work are often so busy delivering programs, supporting communities, and navigating day-to-day realities that telling that story can fall to the bottom of the list.
For Olivia Wheeler – Founder and Creative Director at Acton Circle, helping nonprofits share their impact isn’t just about design. It’s about making sure important work gets seen, understood, and supported. As a designer focused on annual reports for nonprofits centered on access and opportunity, she sits at the intersection of storytelling and mission, helping organizations communicate not only what they do, but why it matters.
In a sector where communications teams are often stretched thin and resources are limited, Olivia’s perspective offers a thoughtful reminder: the way we tell our stories matters.
Transcript
Nicole Jamrozinski: [00:00:00] Hi, Olivia. Thank you so much for joining me. I’m really excited to have you on this call and hear more about the work that you’re doing. So I’m wondering what kind of work, if you can introduce yourself, and what kind of work are you focused on right now?
Olivia Wheeler: Yeah. So I’m Olivia Wheeler.
Olivia Wheeler: I’m a Trusted Hive partner, and I’m focused on visual storytelling, specifically annual, annual report design for, um, nonprofits that are focused on access and opportunity.
Nicole Jamrozinski: I love it.
Nicole Jamrozinski: That’s amazing. And can you tell me more about what kind of led you into this work in the first place?
Olivia Wheeler: Yeah. So I started off my career early volunteering with a lot of different nonprofits, like Girls Inc., um, a, an organization in Africa called Asante Africa. They help support, um, people there. And then, um, I just got this feeling of, like, this really homemade design, but, like, really strong mission, like helping people, um, and I wanted to be [00:01:00] able to support that work.
Olivia Wheeler: And so then I worked with more and more nonprofits and doing paid work. Um, and then eventually I just was like, “Okay, what is a piece that people really need to, like, expand their outreach and their programs?” And it always went back to annual report design since it’s an annual thing. And so I thought, “How can I take this one asset and help teams repurpose it and get the word out about their mission, like, year after year?”
Olivia Wheeler: And so that’s my intentional path to annual report design.
Nicole Jamrozinski: That’s amazing. And I feel that annual reports is something that every nonprofit does. Do they use it once? What do they do with it afterwards? Like, there’s always so much intentionality and information that is shared in that annual report, and oftentimes it’s shared once and then kind of forgotten about.
Nicole Jamrozinski: Um, and I love– I’ve seen some of your work, and I just, I love how you approach it. And it’s not only beautiful, but it’s also… [00:02:00] You can feel… Like, there’s almost, like, bite-sized ways that you can share the information that you’ve kind of pulled together. So I just, I love that piece of how you, how you represent and bring, bring those pieces together.
Nicole Jamrozinski: Thank you. So I’m curious, I know you’re graphic design, and there’s lots of AI and all kinds of different unique kind of opportunities, I guess I’m gonna say, for nonprofits now. And I’m wondering, and this might, might not be tied to it, but I’m curious, is there something that’s feeling like especially challenging in the sector right now, specifically for graphic design or just when you’re talking to your clients?
Nicole Jamrozinski: Is there, is there something that’s really, um, a challenging obstacle that you’re trying to overcome?
Olivia Wheeler: Yeah. I think, um, just, you know, with how the world is now, there… I notice there are a lot of, like, comms teams that are getting cut or really downsized, um, and that means, like, communications are [00:03:00] sometimes put on the back burner, which means design is still seen as, um, not so much essential.
Olivia Wheeler: Like, I’ve been able to find my people that value design, but there are tons of organizations that just consider it a nice-to-have. So I think organizations seeing the value, and then team members to actually be able to support comms, um, is definitely a challenge. Um, so that’s why I’m big on, like, how do we take one thing and not reinvent the wheel?
Olivia Wheeler: Um- And, you know, I do what I can to have free resources and really share, you know, knowledge about why design is so important. But, you know, at the end of the day, there are always these priorities and, like, urgencies around things. But I think once people realize, like, branding and, um, comms is so important to just build the reputation of an organization, I think they’ll put more into it.
Olivia Wheeler: But until then, it’s, it’s like leadership, you know, a lot of comms leaders have to still make the case to leadership why it’s so important. [00:04:00] So if I can equip marketing and communications directors with things that they can say, then, you know, I’m doing my part in it all.
Nicole Jamrozinski: Yeah. That’s awesome. And I think comms teams have a really challenging, um workspace right now in general.
Nicole Jamrozinski: Like, they are- Mm-hmm … always the ones, uh, most everything has to go through their team at some point to make sure that it’s on brand- Right … that it’s on point. And then oftentimes, like with social media, you know, it’s like, “Oh, what about this channel?” “Of course you can add that to your portfolio. Yeah, no problem.”
Nicole Jamrozinski: And like, there’s just so much that I don’t think the average person sees what gets put into comms design. Like, all of these pieces, it’s, it’s really thought through, and there’s a reason why certain words are being said or, you know, you’ve done- Mm-hmm … your research on why, um, this lands with your donor base or your demographic more than, you know, a d- a different word, uh, potentially.
Nicole Jamrozinski: Mm-hmm. So [00:05:00] I just think I value the comms a lot, and I just think they’re sometimes, um, underappreciated, if that makes sense.
Olivia Wheeler: Mm-hmm. Totally, yes.
Nicole Jamrozinski: Um, so I’m curious, what’s bringing you hope or energy lately with… I know there’s a lot of change happening in the sector specifically, and I’m just wondering what’s giving you that, that hope right now?
Olivia Wheeler: Yeah. So for me, a big thing is my faith in God, so that, like, being the foundation of my life. But then also, like, communities, like Nonprofit Hive. I’m in some peer groups, um, with folks doing similar things, and so just being able to come into spaces where, um, you know, if someone’s struggling, being able to encourage them, or if I want feedback on something, um, just having, like, thought part- partners, um, brings me a lot of energy.
Olivia Wheeler: And just to know, like, you’re, you know, as a consultant or just solopreneurs, like, if we’re alone [00:06:00] doing the work, it can feel really isolating. But, like, when we come together, it’s like, “Oh, wow, they’re dealing with that, too,” or, “Oh, what are the ways we can collaborate?” So I think that genuine, like, community and fostering those, uh, relationships with people that I might not have if I wasn’t in this, you know, certain spaces, I think is really energetic for me.
Olivia Wheeler: Um, and then also just doing the work with my clients, because at the end of the day, they’re doing some, you know, awesome work, and I get to use my skills for good and be creative, and then, like, see this final product that goes out, um, and helps them, you know, with funding or, um, get new partnerships. Um, that’s, you know, why I’m in business.
Olivia Wheeler: So, um, I get tons of energy from that, too.
Nicole Jamrozinski: Agreed. I get very similar energies working and supporting nonprofits and the, the missions and what they’re, what they’re trying to accomplish, for sure. And you did touch on this a little bit, and I’m wondering why do you feel some of those spaces around connection and community matter so much in this work?[00:07:00]
Olivia Wheeler: Yeah, so I feel like we’re built for community just as people and just society, and so to go at it alone I think would just be a disservice to us all. Like, we need people to, like, walk through things with. Um, so I’m just so grateful for, like, um, the communities like Nonprofit Hive where it’s, like, intentional.
Olivia Wheeler: Like, you get to learn new things from people. Um, ’cause I think collaboration is, like, where the best ideas can kind of come from, or you can feel challenged too in, in good ways. Like, we all wanna uplift one another and grow, and I think those intentional spaces allow for that to happen. Um, otherwise it really wouldn’t, you know?
Nicole Jamrozinski: Yeah, I agree. I think, um, bringing in some of those different perspectives and I like how you said chall- like, it is okay to be challenged once in a while. Like, it’s, that’s what makes you grow- Oh, yeah … and that pushes you further along, so I, I really appreciate you bringing that point up. So I’m curious, where could people find you if they want to check out some of your work?[00:08:00]
Olivia Wheeler: Yeah, so LinkedIn is where I try to be the most present, so I would say just type in my name, Olivia Wheeler, um, I should pop up. Um, but yeah, that’s the best place to find me these days.
Nicole Jamrozinski: Amazing. That’s awesome. Olivia, thank you so much for joining me. I can’t wait to see the work that you continue to do and, uh, all the inspiring annual reports that you get to develop.
Olivia Wheeler: Thank you very much.
Finding Purpose Through Design
Long before annual reports became her specialty, Olivia was already spending time in nonprofit spaces.
Early volunteer experiences with organizations like Girls Inc. and Asante Africa introduced her to the passion, creativity, and resourcefulness that often define nonprofit work. What stood out wasn’t polished branding or large marketing budgets. It was the strength of the mission behind the work.
“I just got this feeling of this really homemade design, but really strong mission, like helping people,” she recalls.
That experience stayed with her.
As she began working with more nonprofit organizations professionally, she found herself asking a practical question: what communications tools help organizations extend their reach and advance their mission year after year?
Again and again, she landed on the annual report.
For many organizations, the annual report is one of the most comprehensive stories they tell about their impact. Yet too often, it gets shared once and then quietly disappears.
Olivia saw an opportunity to rethink that approach.
“How can I take this one asset and help teams repurpose it and get the word out about their mission year after year?”
That question became the foundation of her work.
Rather than viewing an annual report as a final product, Olivia sees it as a storytelling resource that can continue creating value long after publication. A well-designed report can become social content, donor communications, partnership materials, presentations, and countless other touchpoints that help nonprofits amplify their mission.
When Communications Is Seen as a Luxury
One of the biggest challenges Olivia sees today isn’t a lack of great stories.
It’s capacity.
Across the sector, many communications teams are being asked to do more with fewer resources. As budgets tighten and priorities shift, communications work often finds itself competing against immediate operational needs.
“I notice there are a lot of comms teams that are getting cut or really downsized,” Olivia says. “Communications are sometimes put on the back burner, which means design is still seen as not so much essential.”
It’s a reality many nonprofit communications professionals know well.
The irony, of course, is that the need for clear, compelling communication doesn’t disappear during difficult times. If anything, it becomes even more important.
Branding, storytelling, and design influence how organizations build trust, attract support, communicate impact, and strengthen their reputation. Yet proving that value internally often becomes another responsibility placed on already stretched teams.
“A lot of comms leaders have to still make the case to leadership why it’s so important,” Olivia explains.
That’s one reason she is passionate about sharing resources and practical tools that help communications professionals advocate for their work. She understands that many aren’t just creating content. They’re constantly helping others understand why communications matter in the first place.
The Work Feels Different When You Don’t Do It Alone
Like many consultants and solo practitioners, Olivia knows how easy it can be to become isolated.
Working independently often means carrying challenges alone, making decisions alone, and wondering whether anyone else is navigating the same questions.
That’s why community has become such an important part of her professional life.
Whether through peer groups or spaces like The Nonprofit Hive, she values opportunities to connect with people who understand the realities of the work.
“Just being able to come into spaces where if someone’s struggling, being able to encourage them, or if I want feedback on something, just having thought partners brings me a lot of energy.”
For Olivia, those relationships offer more than networking.
They offer perspective.
“As a consultant or just solopreneurs, if we’re alone doing the work, it can feel really isolating. But when we come together, it’s like, ‘Oh wow, they’re dealing with that too,’ or, ‘What are the ways we can collaborate?'”
It’s a feeling many nonprofit professionals recognize immediately.
Sometimes the most valuable part of a conversation isn’t receiving advice. It’s realizing you’re not the only one carrying a particular challenge.
Why Intentional Community Matters
Throughout the conversation, Olivia returned to one idea repeatedly: people are meant to learn and grow alongside one another.
“I feel like we’re built for community just as people and just society.”
For her, intentional spaces matter because they create opportunities for both support and growth. They allow people to share experiences, learn from different perspectives, and challenge one another in productive ways.
“I think collaboration is where the best ideas can kind of come from.”
That belief feels especially relevant in the nonprofit sector, where many organizations face similar challenges but often tackle them in isolation.
When people have opportunities to connect across organizations, roles, and experiences, new possibilities emerge. Ideas improve. Assumptions get challenged. Solutions become more creative.
Most importantly, people feel less alone.
“We all want to uplift one another and grow,” Olivia says. “And I think those intentional spaces allow for that to happen.”
Using Creativity in Service of Something Bigger
At the heart of Olivia’s work is a simple motivation.
She loves helping good organizations tell their stories.
The design work matters. The strategy matters. The communications matter.
But what energizes her most is seeing the final result support organizations doing meaningful work in the world.
“I get to use my skills for good and be creative and then see this final product that goes out and helps them with funding or get new partnerships.”
That connection between creativity and impact is what keeps her invested.
It’s also a reminder that nonprofit work relies on many different forms of contribution. Some people are leading programs. Some are building partnerships. Some are raising funds. Some are helping tell the story.
Each role plays a part in advancing the mission.
And when those pieces come together, organizations are able to reach further, connect more deeply, and create the kind of impact they set out to make in the first place.
For Olivia, that’s what good storytelling is really about.