All organizations have good stories. It could be a story about the people you help and the communities you serve. It could be a story about the programs and services you provide. It could be a story about the changes you make in a system or institution. It can also be a story about why you do the work that you do.
The difference among good stories, interesting stories, and great stories depend on many elements and factors. But if your organization can not effectively communicate its story, it does not matter what story you tell.