I recently was treated to a wonderful presentation by Steve Lopez, columnist at the Los Angeles Times and writer of The Soloist, starring Jamie Foxx and Robert Downey Jr. (He spoke at the Communications Network in Philanthropy annual conference.)

As Lopez told the story of Nathanial Ayers, a homeless, mentally ill musical prodigy, audience members alternated between chuckles and tears. The speech had all the characteristics that make storytelling an art form, and one that is central to effective communications.  It had unforgettable characters, hurdles to overcome, aha moments, and a dramatic ending. We learned how Nathanial Ayers went from a modest childhood in Detroit to the concert halls at Julliard to Los Angeles Skid Row. We cheered with Steve Lopez as he struggled mightily to bring stability to Ayres.

But more than a lesson in storytelling, the speech highlighted a challenge to communicators: how do we move from telling great stories to using stories to inspire action? How do we work with master storytellers, like Steve Lopez, to write endings for their stories that encourage social change?

Clarify your goals.

This is the first step for any communications activity. What kind of ending do you want to see? How will it help your organization? Will it lead to more volunteers? New donors? Political action?

Connect with the storytellers.

New online tools make it easier to find the folks telling stories about your issues. Reach out and share your stories with them. Make sure they are compelling and lead readers to your goal. Offer to help them expand their stories by sharing your organizations' resources and tools.

Be prepared.

Put together a plan to capitalize on a good story in the news. When a columnist, blogger or reporter publishes a piece, their job is to tell a great story. Your job is to use that story to inspire action.What do you want people to do when they read the story? Have a plan ready so you can jump in on a moment's notice.

Write your own ending.

Thanks to social media, there are lots of ways to add your own perspective to stories. Develop alternate endings that promote a specific action.  Blog, tweet or comment to get your alternate ending out. Share your comments widely through your networks online and offline.

Become a great storyteller yourself.

 Learn how to find the stories in your organization that move people to action. Write them in a way that is inspirational. Make it easy for your audience to act. Practice your speaking skills so you can tell stories effectively.

Remember, the end of the one writer's story just might be a great beginning for your organization.