crafting stories to support fundraising

Stories That Support Our Fundraising on Valley Gives

Day…and Beyond

Presented by Debra Askanase

2

Former nonprofit

executive director,

program manager,

community organizer

Deep passion for movement-

building and change

organizations

debra@communityorganizer20.com

Digital Engagement

Strategist

About Debra Askanase

Today’s Workshop

• Why stories resonate

• Sharing Small Moment Stories using social media

• Finding your organizational and project stories

• Elements of a great story

• Developing your own story

*Personal stories and gossip make up 65% of our daily conversations

http://www.scientificamerican.com/article.cfm?id=the-secrets-of-storytelling

All day long, we tell stories

When we hear a story, we try to relate it to one of our existing experiences

Decoding Experiencing

Read numbers, lists, text

Read/hear stories

Our brains process stories differently

http://lifehacker.com/5965703/the-science-of-storytelling-why-telling-a-story-is-the-most-powerful-way-to-activate-our-brains

We remember stories because we empathetically experience them

http://lifehacker.com/5965703/the-science-of-storytelling-why-telling-a-story-is-the-most-powerful-way-to-activate-our-brains

http://waggeneredstrom.com/what-we-do/social-innovation/report-digital-persuasion/

* *Small Moment Stories

All year long, leverage social media to share

“Small Moment Stories”

It can be this simple

Instagram posts

* Search Instagram with web.stagram.com

https://rally.org/starday

What do these stories have in common?

* *Sourcing Stories

How can we create a culture of storytelling within our

organizations?

Share Pair Discussion

What environment contributes towards

staff finding and unearthing your

organization’s stories?

What obstructs or prevents your staff

from finding stories?

* *Elements of a Strong Story

Long form or short, they all have similar elements

https://www.youtube.com/user/nonprofitvideoawards

• Simplifies a complex idea to its essence

• There is a story arc

– Faces adversity, finds allies, overcomes adversity

• The story arc creates a connection with the audience

• Has a relatable “main character”

• Involves sympathy and empathy

– The character has a problem => sympathy

– The character seeks a solution => empathy

• There is “a stake” involved for the main character

• Gives the audience one strong message

• Inspires action

A strong story…

A story without stakes --is just an essay

https://www.flickr.com/photos/65847570@N00/4155173518/

Make sure it’s a story, not an idea

Idea

Fight back against cancer.

Story

Meet Jordan. Learn who she is, what has happened to her, what’s in the way, and how she fights back. Will she succeed?

Did this story have…

• A relatable character?

• Story arc

• Description

• Problem (empathy)

• Solution (sympathy)

• Stakes: What the character is overcoming

• A specific call to action?

• A “phrase that pays” in the story?

https://www.youtube.com/watch?v=tUQ1vdJQWn0

Look out for the Phrase That Pays*

*The one that you can translate into the ask. Thank you Marc Pitman!

* *

4 Types of Stories You Have Right NOW

Founding/Founder’s stories

Our People stories

What You Do stories

Impact stories

What stories do you have on hand?

• Has a complex idea, simplified: Can you explain the story in one sentence

• Has a relatable main character. Who’s yours?

• Has a story arc with sympathy, empathy, and stakes.

– The character has a problem => sympathy

– The character seeks a solution => empathy

• What is “the stake” involved for the main character?

• Inspires action! How does your story inspire action?

Reminder: A story…

* *Creating Strong Visuals

Consider impact and viewpoints

Select what speaks to the heart

5 Visual Content Tips

1. Don’t assume others will react to visuals the same way you do. Test visuals.

2. Pair photos with words for impact. Use genuine photos, not stock images.

3. Invest the most in the first image that you show. First impressions get top billing in the mind.

4. People relate to people. Use people-centric photos.

5. Think about the emotion you want the visual to convey.

Choose the best visual media for your story and your organizational capacity

Stat

ic P

ho

to S

tory

telli

ng • Instagram

• Pinterest

• Flickr

• Tumblr

• Jpeg

• Tag galaxy

Dat

a V

izSt

ory

telli

ng • Infographics

• Maps

• Dipity

• Visual.ly

• Mindmaps

• ThingLink

Vid

eo S

tory

telli

ng • YouTube

• Animoto

• Vimeo

• Vine

Cu

rate

d S

tory

telli

ng • Storify

• Scoop.it

• Kontribune

• Paper.li

• Twitter

Share your story everywhere

• Social media

• Website

• Email

• Microsite

• Your fundraising page

• Newsletters

Storytelling Development:Final Checklist

• Say the story out loud• Aim for the heart• Test images• Test stories• Make it personal (Gideon, Izzy) including sympathetic & empathetic• Make the story bold• Beginning, middle and end• Create a sense of urgency• One awesome visual early on in your story• Talk about the money: why you need it, what the gap is, how much

is needed• Make it seem attainable!• Invite donors to be part of the solution

A few great Valley Gives 2013 Stories…

Gandara Mental Health, Inc

http://www.razoo.com/story/Gandara-Center

Easthampton Community Center

https://www.youtube.com/watch?v=Y8NXNLQHLhk

Whole Children

http://vimeo.com/81019452

Don’t forget to have fun!

http://www.flickr.com/photos/83346641@N00/3578775702/

Don’t forget to have fun!I’m happy to answer any

follow-up questions!

Email: debra@communityorganizer20.com

Website: communityorganizer20.com

Blog: http://communityorganizer20.com

Linkedin: linked.com/in/debraaskanase

Twitter: @askdebra

Other slides: slideshare.net/debask

Telephone: (617) 682-2977