powerful storytelling

JANUARY 14, 2015

POWERFUL STORYTELLING

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TrueSense® Marketing

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100+ RMHC Families Interviewed

Chicago Cleveland Austin Atlanta

Kansas City DelawareAugustaSouthern California

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Real Stories = Real Results• Sharing stories and powerful photos is

proven fundraising — creating an emotional connection with donors and showing them their gifts at work.

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drives

Donors’ gifts are an emotional transaction, not just financial.

Stories are one way to connect emotion and giving.


“Giving does good things for me.”

R E M E M B E R …

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• We learn from an early age …

We’re Hardwired for Stories

• Stories help us make sense of the world and create order.

• Research indicates that emotional content = better recall of key points weeks later.

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Everyone Has a Story• What engages you will likely engage others• What is it about a particular story that makes it

memorable and engaging?• Think of it as sitting on a gold mine of stories• Mine those nuggets!

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Why Stories Matter

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Social Media• Instant communication


• Stories must be even more powerful to capture attention and mindshare

• Stories matter — they can alter attitudes, behaviors, and beliefs

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Your Brain on Stories

Stories that are emotionally compelling actually alter brain activity. To do so, they must:


• Capture and hold attention (a scarce resource in the brain)

• Create tension• Make us feel empathy for the characters• Transport us into their world

A Tale of Two Studies

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Study #1• Paul J. Zak, Ph.D., neuroeconomist:

Why Your Brain Loves Good Storytelling (Harvard Business Review)

• Study measured blood levels of oxytocin (“The moral molecule”) before and after a video story

• Would a compelling, emotionally charged story have an impact on generosity and philanthropy?


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Study #1• Oxytocin (“feel good” hormone) synthesis was

observed after the character-driven story, and fueled the drive to help others:


“The amount of oxytocin released by the brain predicted how much people were willing to help others; for example, donating money to a charity associated with the narrative.”

“Why Your Brain Loves Good Storytelling”; Harvard Business Review (Paul J. Zak)

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Study #2

Study measured results of direct mail letters asking for a donation to an anti-hunger charity


• Stats about millions of starving children • Another focusing on only one starving little girl• Third combined the two: story about the little

girl and millions like her

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Study #2• Those who read the story of the little girl

gave twice as much!• One-to-one connection triggers brain, heart response• Statistics trigger the mind’s calculator• Personal connections increase giving, and

stories do that

“Sympathy and callousness: The impact of deliberative thought on donations to identifiable and statistical victims”; Study authors: Deborah Small, George Lowenstein, Paul Slovic)


Story Sleuthing

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Story Sleuthing: How to Start

Think about your mission statement. Boil it down to one sentence. Some suggestions:


• Helping Families Heal• Keeping Families Together• Sharing Love and Support• Others?

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Story Sleuthing: Where to Look• Families• Extended family (grandparents)• Volunteers• Staff• Social workers• Your donors


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Story Sleuthing: What to Do

• Listening is greater than talking. Try to listen 70% of the time. Let your families do most of the talking.

• Observing is greater than note-taking. Look for non-verbal cues to inform your story. They can reveal interesting details you’ll want to include.

• A conversation is greater than an interview. Make families feel comfortable. Think of it as having a conversation over coffee.


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Story Sleuthing: How to Prep• Prepare questions (but don’t rely on them)• Bring blank paper/crayons. Ask a child or sibling to draw

something that makes them happy. Provides a conversation starter and also gives you time to speak with parents.

• Find an environment where families are most comfortable

• Details = the most memorable parts


Story Structure

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ArcAudienceAngleActionAnswerAffirm

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Arc• The basic structure of your story: a beginning,

a middle, and an end • Typically include a hero’s journey — the basis of many

Hollywood movies and TED talks• The hero, and the journey, engender empathy• Allow us to be part of the story• Keep your goal in mind as you form your story arc

(engagement, financial target, etc.)


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E X A M P L E S :

Medical details may not matter to some audiences, butif your high-end donor is a physician, they might!

Audience• First rule: Know your audience!• Online/digital stories for a younger audience

(shorter stories)• Longer stories for print• Sharing a story with a high-end donor


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Angle• This is the hook — what draws your

reader/listener in and keeps them listening

• Helps keep attention and engageright away

• Make it different, interesting, compelling• Unusual lead-ins draw people in

and keep them engaged longer

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Action• Action or tension that indicates a problem


E X A M P L E S :

A family whose child needs treatment hours away but can’t afford a hotel.

~A mom who quit her job to

take care of her child.

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E X A M P L E :

The family found an RMH and was welcomed in with open arms.

Answer• The resolution, if there is one


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E X A M P L E :

The out-of-work parent had fewer worries, because a homemade dinner was served by

volunteers each night.

Answer


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Affirm• Another rule: Show, don’t tell

– But for nonprofit storytelling … show AND tell• Always make your listener or reader a part of the story:

– “You helped, because …”– “Your gift meant that …”– “You gave hope to …”


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Tips for the Call to Action• Make it about the child/family, not RMHC• Use “you” judiciously• Remind your audience that they have a personal stake

in every story you share• Show (and tell) how they are part of the story because

they are a hero


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My Top 10 RMHC Story Tips

1. Ask unusual interview questions2. Use open-ended questions to elicit a longer response3. Ask what the family would do without RMHC4. Start with a quote5. End with a quote


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My Top 10 RMHC Story Tips

6. Don’t forget to get the child’s perspective7. Never forget that your donors/audience

are heroes in the story8. Flesch-Kincaid readability tests, or other readability

scales, to ensure writing is clear and effective9. Check for story action and answer10. Share the details that stick


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Build an RMHC Story Bank

Building a bank of stories will help you tell the right story to the right audience.• Keep each story, related photos, signed releases,

and audio/video in the same folder• Organize by subject or category (e.g. specific diagnoses

or programs)• Create a master spreadsheet that lists all stories,

where they were used, updates, and notes


Real Stories = Real Results

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Meet Eli

We sat down with Eli and his father. Eli wasn’t feeling well. He was tired, and he didn’t want to talk about his cancer. So we talked about something he loved: baseball. He mentioned going to a game while it rained. We then asked: If it could rain anything from the sky during a game, what would that be? His answer: confetti cake. And that’s where we began his story …


Photos: Some Rules

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Photos: Some Rules

• A photo of one or two people is better than a group shot• Eye contact is important• Showing a child during treatment touches hearts and

visually demonstrates the need• Real photos are more memorable and authentic than

professional/in-studio ones


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PhotosRMHC’s iconic image …Photos showing a visibly ill child being supported by a family member demonstrate your mission of keeping families together


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Be a Story Ambassador• Powerful stories connect people• They touch our brains and our hearts• They make us do something

(donate, become a better person, learn)• They cause introspection and action• They change attitudes, beliefs, and behaviors• RMHC stories have all of the scientific benchmarks of

being among the most powerful stories you can tell


So, the next timesomeone asks you what

RMHC does …

… share a story!

For more information, please contact:

Jeff NickelSenior Vice PresidentTrueSense Marketing

[email protected]

mailto:[email protected]

mailto:[email protected]

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