What the Olympics Reveal About Meaning, Memory, and Nonprofit Communication

Every four years, the Olympic Games follow a familiar rhythm—competition, records, medal counts, and national pride. But as the Games unfold, another familiar dynamic emerges: viewers become emotionally invested in athletes they had barely heard of weeks earlier.

We remember the embrace in the stands, the tearful interview, the comeback no one expected. The statistics fade. But the human moments endure.

For nonprofit leaders and communicators, that pattern is instructive.

In a sector increasingly driven by dashboards, outcomes, and performance metrics, it’s easy to assume that impact speaks for itself. But the Olympics remind us that numbers gain meaning only when they are anchored in human experience.

In this month’s newsletter, I explore three lessons:

1. Focus on what creates memory.

The most powerful stories tap into universal human experiences — love, sacrifice, identity, perseverance. Impact reports inform. Stories create memory.

2. Combine story and data.

The Olympics don’t choose between statistics and storytelling. They use both. Numbers explain scale; stories explain why it matters.

3. Revisit stories over time.

Broadcasters return to athletes through follow-ups and “where are they now” features. Nonprofits often tell a story once and move on. Revisiting stories signals continuity and builds trust.

Communicating meaning — not just results — can be the difference between building support and fueling lasting passion.

You can read the full essay and subscribe to the monthly newsletter on LinkedIn.

Photo credit: “FIS Ski Jumping World Cup Oberhof 2022,” by Steffen Prößdorf, via Wikimedia Commons, licensed under CC BY-SA 4.0.