Off-campus ETSU users: To download "Campus Only" theses, please use the following link to log in to our proxy server with your ETSU username and password.

Non-ETSU users: Please talk to your librarian about requesting this thesis through interlibrary loan.

Degree Name

MA (Master of Arts)



Date of Award


Committee Chair or Co-Chairs

Joseph Sobol

Committee Members

Delanna Reed, Andrew Herrmann


This paper traces an unfolding process of applying principles of organizational storytelling to build an unpublished website. I created this website to tell the story of a small nonprofit seeking to increase and continue its watershed restoration efforts. Storytelling has become a popular messaging approach within non-profit organizations. I conducted direct interviews with key members of the organization, then set selected excerpts within the context of a written meta-story that conveys information, delivers a call to action, and provides a means for visitor response. Site content corresponds to categories of narrative discourse designed to encourage active response from listeners. The site design employs techniques for capturing and maintaining visitor interaction. The paper includes theoretical discussion of organizational storytelling, non-profit messaging, and website building, as well as basic ideas for future launch and utilization of the website and additional applications of the audio recording files.

Document Type

Thesis - restricted


Copyright by the authors.