bigger storytelling: new engagement paradigm for fundraising and direct marketing

Telling a Bigger Story: New Engagement Paradigm5th Annual Bridge Conference, Washington DCPresented by Michael Margolis, Get Storied

Tweepl:@getstoried#BridgeConf

P O P Q U I ZDigging into Brand Perceptions

Study in 2009 by BBMG of 2,000 consumers asked what brands they perceive as most environmentally and socially responsible in America.

BEST WORST

People don’t buy your product, solution, or idea - they buy the story that’s attached to it.

ALUMNI

INVESTFAITH

You are all professional storytellers.

National Storytelling Festival: Jonesborough, TN

The Larger Narrative

Narrative is about relationship.

identityperceptionmeaning

valuesbeliefsconnection

Visionaries. Innovators.Entrepreneurs.‣How do you translate what’s new & different into wider acceptance?

‣How do you get others to see, care, believe in the same things you do?

Storytelling Manifesto

15 Storytelling Axioms

New Mindset/Language}Reframe Persuasion

Sold 2,000+ print copies, 5,000+ downloads

Hiya, I’m Michael

I advise biz, npos, and creatives on how to get others to believe in their story.

Social Media StorytellingPushing boundaries of narrative

Business & Brand Re-InventionShifting perceptions and identity

Change & Social InnovationHow translate ideas into acceptance

publisherpodcasterjournalistprofessorfashion designeruniversity dean

consultantspeaker

Why do we give?

EXERCISE

Find a partner. Share a story about a cause you support with your own money.

“I had to know and understand my own story before I could listen to and help other people with theirs.” - Barack Obama

> context> culture> change

FIND BIGGER STORY

CONTEXT

Numbers are down20

What if the game has changed?

People aren’t believing, identifying, and buying into the old stories anymore.

DISBELIEF

And everybody’s story matters.

Everybody’s a storyteller.

Storytelling might have just hit a tipping-point

Fundamental Values Shift

Boomers to Millenials

CULTURE

culture = the stories we share in common

To learn about a culture, listen to the stories.

To change a culture, change the stories.

Let’s talk about the culture of:

fundraising and direct marketing

operatingmyths3

Social Media is Silver Bullet

HOW to tell the story

Having a story that’s WORTH telling

Crisis, Disaster, & Pity2

HEROES

VILLAINS

Self-righteous indignation

fight or flight

You can’t change anything you hate.

Here’s the Bigger Story!

Sources of Meaning

1: act/deed 2: experience value 3: suffering

strategies3

Stop beggin’ for money

Start building relationships

Brand Story Engagement

!! Mission

!! Needs/interests

!! Dreams/aspirations

Meaningful

experiences Emotional

capital

Pride of

belonging

!! Memorable acts

!! Symbolic celebration

!! Social connection

!! Self-identification

!! Co-creation

!! Status/recognition

OWNERSHIP PLATFORM MOTIVATION

How Donors/Members Locate Themselves in Your Story

Invite people to express

themselves & be part of something

Country Store Grinders Mill, Piedmont, SC

Shift to the bigger, universal story.

‣$5MM biz transformation of community nonprofit

‣Re-invented story, linking past/future into relevance

‣Story: what it means to be a working woman

The multi-million dollar renovation of Laniākea into a Downtown Women’s Club “with a mission” broadened the appeal and benefits of membership

Hawai’i Women’s Org

Every brand needs a back story.

Your Origins Define You

Consider the circumstances for how you gained your powers.

Everybody Dreams: Achieve Impossible

CHANGE

Old Story New Story

Elders/Retired 60 is the new 30

Twilight Years Third-Age

Tireless Defender

Transactional

Resource Center

Relational

The Evolution of AARP: Creating a Contrast Frame

INDIVIDUAL Versus TEAMSpecial Olympics is trying to address the

challenge of social isolation. Despite the highs of game-day achievement, athletes return back to their lives and experience

separation or exclusion.

Old Story New Story

I am special We are similarIndividual achievement

Inclusion

Social cohesion

The Evolution of Special Olympics: Creating a Contrast Frame

Collaborative successCompetitive glory

Separate

Create your own contrast frame describing the conceptual shift from the old story to the new story

Old Story New Story

Evolution of Fundraising/Marketing: Creating a Contrast Frame

crisis/fear ownership/opportunity

guilting & shaming

name/face/person

identity/lifestyle

transactional

number

relational

Nobody reallylikes a change story.

People want a continuity story; it’s our job to connect the dots.

> context> culture> change

FIND BIGGER STORY

Deep Narrative Workshop

Emotions

Perceptions

Fundraising/Marketing CampaignPositioning, Messaging, Re-Framing

}Identity

CreateAlignment

Raffle + Book Signing

Act Now - You Will Receive

✓ Copy of today’s slides ✓ 5 chances to win 5 books✓ 12 Qs > fundraising story✓ Discount on the workshop✓ Monthly e-newsletter

Storytelling is like fortune-telling. The act of choosing a certain story determines probability of its future outcome.

GetStoried.com

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