A Story from the Heart

Joni and Friends’ Donna Lucas shares insight on the power of storytelling.

Christian Leadership Alliance President and CEO Tami Heim, recently interviewed Donna Lucas, Chief Marketing Officer for Joni and Friends.

In this edition of Outcomes, we explore the power of storytelling—and why it matters now more than ever for Christian nonprofits seeking to communicate with clarity, compassion, and conviction. Since its founding by Joni Eareckson Tada in 1979, Joni and Friends has carried a deeply Christ-honoring story: one rooted in practical help, gospel hope, and a steadfast commitment to families living with disability. Nearly five decades later, that story continues to expand around the world, bringing encouragement, dignity, and the love of Christ to people with disabilities in every corner of the globe.

Donna Lucas brings a rare blend of creative vision, strategic discipline, and marketplace experience to her role as Chief Marketing Officer for Joni and Friends. For more than 30 years, she has helped shape product development, marketing, and brand strategy for iconic names including adidas USA, United Colors of Benetton, K-Swiss, and the Dickies Brand at V.F. Corp.

Today, she applies that branding and leadership expertise to help position Joni and Friends for lasting ministry impact—strengthening its message, expanding its reach, and stewarding the organization’s story for the future.

Donna holds a Bachelor of Arts and a master’s degree in marketing from Philadelphia University. She lives in Southern California with her husband, Jack, and their three daughters. Here is their discussion:

Over the arc of your career, what are some lessons learned on brand management and storytelling?

Wow, there are so many lessons, but one of the earliest ones has stayed with me all these years. I was working at adidas U.S.A., and my boss brought me into the design studio where sketches were covering the walls. He asked me, “What do you think will sell?” I immediately pointed to ten designs I personally loved. Without missing a beat, he pulled them off the wall and sent me to Times Square with one assignment: sit, watch, and really study every adidas customer who walked by. So, I did. And not just once—this went on for weeks.

Eventually, I came back into that same design room, and when he asked me the question again, my answer was completely different. I didn’t say, “I like these.” I said, “Our customer will buy these.” He took everything else down and left those ten designs on the wall. That moment changed the way I thought about brand forever. It taught me that brand is not about my personal taste, my instincts, or what I happen to love. It is about paying close attention to the people you serve—their hopes, their needs, their passions, and the story they already carry in their hearts about the brand.

The Joni and Friends brand is not about me, my ideas, or even our marketing plans.

In ministry, that lesson feels even more important. The Joni and Friends brand is not about me, my ideas, or even our marketing plans. It is about faithfully caring for the story God has entrusted to this ministry and honoring the people whose lives reveal the heart of that story. And really, it is also about extending a warm invitation to donors and volunteers—to say, come be part of this with us. There is meaningful ministry happening here, and there is a place for you in it.

What has been most effective in building Joni and Friends’ brand?

At Joni and Friends, it was a simple but intentional shift: brand first, marketing second, and fundraising third. We believe fundraising should be the natural outpouring of a trusted relationship, not the first ask. So many nonprofits cultivate relationships after a donor gives a gift. We cultivate the relationship first which leads to trust.

Strong branding gives our message clarity and consistency; marketing helps carry that message to the right audiences; and fundraising becomes an invitation to participate in something meaningful. This approach has helped us move beyond transactions and build deeper trust with donors, families, churches, and partners who believe in the dignity and God-given purpose of every person affected by disability.

Our job is to faithfully steward this ministry by sharing real-life stories, measurable outcomes, and the hope found in Christ through the lives of people living with disability. Then we must give that to Jesus as he stands on the shoreline, trusting he will fill the nets. We throw them, he fills them. When people see the work, understand the impact, and feel connected to the mission, generosity follows.

What are some top ways you tell Joni and Friends’ story today?

Today, some of our most powerful storytelling happens through video—especially on Instagram. Video allows people to not only hear a story but to feel it. In just a few seconds, a viewer can see the face of a family impacted by disability, hear the emotion in a parent’s voice, watch a wheelchair recipient experience new freedom, or witness the joy of Christ reflected in someone’s smile. Those moments create connection in a way words alone often cannot.

Today, some of our most powerful storytelling happens through video—especially on Instagram.

Our social presence gives us a unique opportunity to meet people in their feed and invite them into the heart of the ministry through short, authentic, visual stories. We are not simply posting content; we are opening a window into lives being changed by the love of Christ. Some stories are deeply moving, some are joyful, and some even make people laugh—but all of them point to the dignity, purpose, and hope God brings to every life. For us, storytelling is not about chasing attention. We believe it is ministry. It is about helping people see what God is doing and inviting them to care, pray, give, volunteer, and join us in the mission.

How does sharing stories of those you serve connect with donors’ hearts?

This is the easy part because we create unforgettable moments. When you watch a child receive a wheelchair for the first time and realize they can now move independently, or see a mother moved to tears because someone is loving and caring for her child in a way even her own family has struggled to do, it is unforgettable. Those moments touch the heart because they reveal the real people behind the mission.

But at Joni and Friends, we also believe donors are part of the ministry, not simply supporters of it. We get to know them personally, pray with them, care for them, and walk alongside them. Many times, our teams are the first people they call when life gets hard, when they need prayer, or when they simply need someone to listen. In that sense, our donors are also people we serve. When they see lives changed through the work, and experience genuine care themselves, they do more than give—they belong. They become the true “friends” of Joni and Friends.

How can we tell stories well to inspire action?

I believe every strong ministry story needs a simple, honest arc. First, we must clearly share the need: What is the problem? Who is waiting? What burden is this family carrying? That need creates an emotional connection and helps donors understand why the ministry matters. They have to know the ministry matters before they will respond.

Then we show how Joni and Friends is responding through real-life examples—families receiving care, children receiving wheelchairs, parents finding encouragement, or people with disabilities being seen, valued, and loved in the name of Christ. Donors need to understand not only what they are funding, but how their generosity helps meet a real and urgent need.

Finally, we must invite action with clarity and urgency. More children are waiting for wheelchairs. More families are waiting for a Family Retreat. And more people affected by disability are longing for practical help and gospel hope. The goal is not simply to move people emotionally, but to invite them meaningfully into what God is already doing.

What encouragement would you share with other ministry storytellers today?

Make sure the story is real. In a world where people constantly wonder, “Is that news story true? Is that image real? Was this created by AI?” trust matters more than ever. Ministry storytellers have a sacred responsibility to tell stories accurately, beautifully, and with deep honor for the people being served.

Trends can be useful, and we pay attention to them, but every trend must be filtered through the truth of your mission, your brand, and the people whose stories you are stewarding. If it does not fit naturally, it should not lead the story.

Most importantly, ask God first. He already knows the story that needs to be told and the hearts that need to hear it.

Most importantly, ask God first. He already knows the story that needs to be told and the hearts that need to hear it. I often share with my team that Isaiah 43:19 is a marketing theme verse: “See, I am doing a new thing… I am making a way in the wilderness and streams in the wasteland.” That is what faithful storytelling can do. It’s a new story. It can make a way for people to understand the ministry, see what God is doing, and join us, in the streams, in the work he has called us to do.

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Learn more at joniandfriends.org