A story can go where quantitative analysis is denied admission: our hearts. Data can persuade people, but it doesn’t inspire them to act; to do that, you need to wrap your vision in a story that fires the imagination and stirs the soul.
— Harrison Monarth, Harvard Business Review

The Story Source offers customized workshops, board presentations, strategic assessments and personal coaching for non-profits and business to help you harness the power of story.

Cate has a unique ability to connect and embolden those around her to discover and amplify their authentic voice. While how we connect with one another has changed, the power of the personal story has not. Through hands on training and skilled facilitation, Cate has demonstrated that we all have a story to share. Working with Cate to deliver The Winnipeg Foundation’s Fast Pitch program has been both a personal and professional highlight. Five Stars. - Jennifer Partridge, The Winnipeg Foundation

We can help you:

DISCOVER the stories of your organization or business so they can become a powerful resource to inspire people to act.

CONNECT these stories to your mission.

ALIGN your organization’s narrative with your core message and your desired outcomes.

AMPLIFY your stories so they work for you – whether you are pitching to funders, recruiting top-tier team members, or calling donors to action.

All of our services can be customized for your mission and your budget. Select from the following options or contact us to discuss more options.


A Toolbox for Action

Stories are a powerful way to connect, to engage, and to motivate people to take action.

THE POWER OF STORY is a three-hour workshop designed to give organizations the tools they need to:

  • Discover the stories that convey the raison d’être for their existence.
  • Share the impact they have in the community.
  • Use stories as a strong call to action for their organization.

Participants will get hands-on practice, listen to great examples of powerful storytelling, and take away tools that will help them shape their story for different audiences.

Contact cate@thestorysource.ca to discuss a workshop tailored to the needs of your organization.

I’m a big fan of Cate Friesen’s Power of Story workshops. I attended today and asked a few of my colleagues to join me. Lots of great content and practical, ready-to-use insights to better connect with members, funders and sponsors through storytelling. Marketers, if you have the chance to attend and bring a colleague outside of your department - I recommend it. Too often we can relegate ‘storytelling’ to the marketing / communications team but it’s a powerful tool to disseminate throughout the organization!
— Jill Knaggs, Senior Marketing & Communications Leader

Know your story: essential tools for the entrepreneur

It’s the WHY, not the WHAT, that resonates. Successful entrepreneurs know that people don’t buy a product; they buy an idea. Learn to tell a compelling story that gives customers a persuasive reason to connect with you!

KNOW YOUR STORY is a 2 1/2-hour workshop that includes step-by-step instruction, hands-on practice, great examples of powerful storytelling, and take-away tools that will help shape your story for different audiences.

The Know Your Story workshop offers a powerful reminder in terms of positioning one’s self in business and in the workplace. When you’re solid with “why” you show up and “how” you choose to engage, the effect is amplified so that even a quiet presence can be strongly felt! 
— Alanna Keefe, Women's Enterprise Centre of Manitoba


This 90-minute or two-hour interactive board presentation covers the ‘what,’ ‘why’ and ‘how’ of using storytelling to support your organization’s goals and mission. It includes the story of self (the story of board members’ involvement in your organization), a story that illustrates the impact of the organization, and a story of thanks that brings home the power of a donor’s dollar.

Hear concrete examples of powerful storytelling, learn ways to listen for and find significant stories in your organization, and leave with a set of tools to tell those stories.

Thank you so much for facilitating the start of our storytelling education. I really feel that this helped all of us to really think about why we are on the board and what it means to us. I now have a better understanding of those who share the board table with me and I am so thankful for that group of people. I always consider any meeting/seminar that I attend a success if I have come away with knowledge and this session was brimming with new information!
— Chris Hildebrand, Chair of Winkler Community Foundation board of directors.

Are you ready for strategic planning?


Listening to the stories that clients, employees and board members tell about your organization can give you valuable information on what your organization is doing well, and how connected everyone is to the vision/mission of your organization. Sharing those stories can result in employees and board members improving on service delivery, and better communicating the value of the work they do.

With this service, The Story Source first conducts a needs assessment and then executes a step-by-step plan for gathering stories from all levels of your organization. This culminates with a final report.

Working with Cate was a delight! Her ability to draw out meaningful participation through the inspiration of story-telling transformed a group work event into a creative and joyful experience resulting in progressive outcomes. She made a measurable impact on the outcome of our session.
— Lydia Warkentin, DARE Consulting