avi chai academy 3
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Avi Chai Tech AcademyWorkshop #3:Fundraising and StorytellingMay 5, 2011
Today’s Agenda Opening Discussion: Facing Obstacles Today’s theme: Pulling it all together-
Integration! Overview of Social Fundraising Case Study: Greenfield Hebrew Academy A Generous Offer Lunch Telling & Disseminating Your Story
How’s It Going?Journaling & Discussion
It’s been a month… What have you done during this time?
What things feel like the barriers or obstacles when you go home?
Are their systemic barriers? What are culture problems vs. technology problems?
How can you envision your school “being” different, rather than “doing” different?
Integration
Photo credit: Cynan Jones
Don’t be a one man
band
Integration
Photo credit: Flickr User Right Eye
Conduct the Symphony
Growing Pains
What different skills, processes, assumptions, attitudes do you need to grow into a symphony conductor?
What changes when you move from “Doing” to “Being”?
Who are the members of your orchestra?
Social Fundraising
Alumni
Grandparents
Prospective Families
Community Leaders
Parents
NTC Scholarships
Causes Birthday Wish
Lessons from America’s Giving Challenge: The Case Foundation
Personal AppealsPeople naturally respond more frequently to personal appeals from family and friends. 35% rated messaging to friends through
Facebook as most effective; 32%rated personal email to friends, family
and colleagues as effective or most effective; and
25% rated email to existing organizational donor base as effective or most effective.
Spreading Out The Work, and Make It Social
Atlas Corps recruited 150 “Campaign Captains” who agreed to get between 5-10 of their friends to give during the contest.
One Captain made a challenge to his friends: if100 friends donated to Atlas Corps he would go on a 30-mile bike ride in his underwear.
Create sample templates & language to use Volunteers to add momentum (their own
videos, etc.) A laptop with wifi during drop off and pickup
at school?
Greenfield Hebrew Academy
http://www.youtube.com/watch?v=jnIsUGcCcfM
GHA Results
$100,000 grand prize in Bing contest Over 13,000 views on YouTube Over 24,000 Votes on Bing “Bing-a-Lings” 15 parent volunteers Email list grew 5x larger School Enrollment for next school year up
70%
Why GHA Won Content was personal and actionable. Well done but not slick. Daily webisodes created and shared
during final campaign sustained interest. Here is the final thank you video: http://www.youtube.com/watch?v=SvQgc70-nJY&feature=related
Engaging with parents and students in enthusiastic ways
LUNCH!Please sit with your coaches
Share projects at whatever stage.Please turn in project updates.
What is a
STORY
What’s a “story”? Illustrates life – meaning
and purpose Is “truth” – a window into a
person’s reality Makes you feel emotionally
connected to something or someone.
Evokes empathy – you see yourself in the story.
You are carried somewhere. And it lingers with you.
“The truth isn’t just what happened, but how we felt about it when it happened and how we feel about it now.”
-Andy Goodman
Strategic Storytelling
Get Prepared … And Organized … And Passionate
Preparation:Who Are You Trying to Engage?
Preparation: Invade Their Brains What do they
already assume? What do they
already know? What experiences
have they already had?
What values do they hold about this topic?
What do they want or hope for?
What are they worried about?
Organization:Create Structure & Flow
One point only – don’t try to do too much. What’s your theme?
Who’s your hero? Shape the beginning, middle
& end. How are we going to get to
that end?
Take a stab at it!What’s your story?
Organization:Story Assets – Getting The Goods Together
Characters Video Photos Quotes or
insights Word paintings Movies, music
and pop culture Metaphors
Organization: Group Ideas by Themes of Three
Chronology Geography Generations Advantages/
Disadvantages Causation Extremes and
Middle Ground Anything!
Passion: 3 ElementsVerbal
The words you
choose
UCLA
Vocal Your voice and tone
Visual Body
language, facial
expressions
Passion: 3 Elements in Action
Passion:Made to Stick Principles
SUCCES principles Simple Unexpected Concrete Credible Emotional Stories
UCLA
Passion:What does the donor get out of it?
RMDH Story
Real stories
Discovering the community’s stories
Mommy Bloggers Spreading the Word
AJWS Story
http://www.youtube.com/watch?v=-wQgm2e1IHk
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