The nonprofits and organizations I work with are often on a mission to drive complex systems changes, addressing issues like hunger, land access, and food sovereignty. The scope and complexity of these challenges can seem overwhelming at first glance. Many of the leaders I collaborate with have a deep understanding of these issues and their solutions, and I have the privilege of employing various tools to help bring their visions to life.
“Scope insensitivity” is a cognitive bias that occurs when the perceived value of a problem doesn’t scale proportionately with its size. For example, people tend to donate similar amounts of money to feed the hungry, whether the number of meals provided is 1,000 or 10,000. Similarly, when discussing the vast number of acres in Iowa, it’s challenging to fully grasp the reality. This isn’t a failure of the individual—it’s simply how our brains are wired.
The best way to combat this bias and its implications is through storytelling. Authentic storytelling is particularly crucial within nonprofits and community organizations. Research suggests that the more we encounter certain values over time, the more valuable they become to us. Sharing a variety of stories engages readers far more effectively than a set of numbers ever could.
One of my current projects involves directing a series of videos about the food system in North Iowa. One of these videos focuses on a small, diverse farm that champions sustainable practices. By highlighting a single example, we can make broader agricultural issues—and their proposed solutions—more relatable and easier to understand.
In today’s fast-paced world, where attention spans are increasingly fragmented by social media and constant information overload, the demands on our storytelling abilities continue to evolve. As communicators, we must continually adapt and refine our approaches to ensure that important stories resonate and make an impact. By understanding cognitive biases like scope insensitivity and leveraging the power of authentic storytelling, we can connect with audiences in meaningful ways and drive the change our communities need.