bigger storytelling: new engagement paradigm for fundraising and direct marketing

(c) 2009 Michael Margolis www.getstoried.com 1

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

(c) 2009 Michael Margolis www.getstoried.com

Tweepl:@getstoried#BridgeConf

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P O P Q U I ZDigging into Brand Perceptions

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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.

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ALUMNI

INVESTFAITH

ETHOS


You are all professional storytellers.

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National Storytelling Festival: Jonesborough, TN


The Larger Narrative

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Narrative is about relationship.

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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?

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Storytelling Manifesto

15 Storytelling Axioms

New Mindset/Language}Reframe Persuasion

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


Hiya, I’m Michael

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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?

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EXERCISE

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

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“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

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FIND BIGGER STORY


CONTEXT

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Numbers are down20


What if the game has changed?

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

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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

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culture = the stories we share in common

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To learn about a culture, listen to the stories.

To change a culture, change the stories.

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Let’s talk about the culture of:

fundraising and direct marketing

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operatingmyths3


Social Media is Silver Bullet

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1


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HOW to tell the story

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>

Having a story that’s WORTH telling


Crisis, Disaster, & Pity2


HEROES

VILLAINS


Self-righteous indignation

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fight or flight


You can’t change anything you hate.

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Here’s the Bigger Story!


Sources of Meaning

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


strategies3


Stop beggin’ for money


Start building relationships


Brand Story Engagement

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!! Mission

!! Needs/interests

!! Dreams/aspirations

1 2 3

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

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Country Store Grinders Mill, Piedmont, SC


Shift to the bigger, universal story.

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‣$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.

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Your Origins Define You

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Consider the circumstances for how you gained your powers.


Everybody Dreams: Achieve Impossible


CHANGE

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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.

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Old Story New Story


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


TOOL

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

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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.

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> context> culture> change

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FIND BIGGER STORY


Deep Narrative Workshop

Emotions

Perceptions

Fundraising/Marketing CampaignPositioning, Messaging, Re-Framing

}Identity

CreateAlignment

BRAND


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.


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