Storytelling in the communication of selected religious institutions

Narration is an intrinsic element of human life and one of the oldest ones. Relatively recently it has also found its application in the social communication and marketing. In these fields it is referred to as storytelling or narrative marketing. In social media storytelling plays an important role among the vast amount of information, stirring emotions, entertaining and fleeting, building the scope of information, prompting the internet user to enter into dialogue, encouraging to further activity. The narrative content is also used in the communication of charities. It is used to achieve several goals: to make the message stand out among the others, to attract the recipient’s attention, to arouse emotions and to involve the recipient in interaction as well as to add credibility to the activities. It is particularly important in the case of religious charities. The article is presents an analysis of the function played by storytelling in the communication of religious institutions, especially in social media.