crafting stories to support fundraising
TRANSCRIPT
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
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
• 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
Share your story everywhere
• Social media
• Website
• 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: [email protected]
Website: communityorganizer20.com
Blog: http://communityorganizer20.com
Linkedin: linked.com/in/debraaskanase
Twitter: @askdebra
Other slides: slideshare.net/debask
Telephone: (617) 682-2977