storytelling: an ancient strategy for a new world
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StorytellingAn ancient strategy for
a new world
Holly Minch UC Berkeley Center for Health Leadership
January 30, 2012
Holding good ideas up to the light
INTENTIONClarity of goals and the means to track progress towards them
ILLUMINATIONInformation and perspective to inform action
INSPIRATIONPassion and purpose working together to create momentum
INSIGHTAlignment of people, purpose, and resources preparing you to meet challenges in a new way
INSPIRATIONIL
LUM
INAT
ION
INTENTION
INSIGHT IMPACT
Power of Stories
Smart Professionals Tell Stories, Too
Strategic Storytelling
Kivi Leroux Miller www.nonprofitmarketingguide.com
Five questions you should answer with
stories…
Strategic Storytelling
1What Do
Other People Think About This?
2Are People
Here Like Me?
3DoesThis
Work?
4What
Difference Can a Single
Person Make?
5Can I
Come Along?
Story-based Strategies
Public Education
FundraisingPolicy
Advocacy
OrganizingLitigation
Direct ServicePolitics
Storytelling as Best Practice
How stories strengthen your organization, engage your audience, and advance your mission.
by Andy Goodman
IDENTITY
“I got this tattoo when...”
“At my first job, I...”
“Today on Facebook...”
“On the morning of
9/11...”
“I became a l do-gooder because...”
CULTURE
The Triumphant Individual
Story
The Mob at the Gates
Story
The Rot at the Top Story
The Benevolent Community
Story
TRIBAL IDENTITY & CULTURE
“The Nature of Our
Challenge”
“How We Started”
“Performance”
“Where We Are Going”
“Emblematic Success”
“How We’re Striving to Improve”
LIGHTBOX IDENTITY & CULTURE
“The Nature of Our
Challenge”
Moratorium on butt-
backwards strategy
“How We Started”
Crisitunity
“Performance”The parable of
the plumber
“Where We Are Going”
“Emblematic Success”
“How We’re Striving to Improve”
The day we retire
early
ICUC saves $2.1M for families
John Edwards,
local realtor
TRIBAL IDENTITY & CULTURE
“The Nature of Our
Challenge”
“How We Started”
“Performance”
“Where We Are Going”
“Emblematic Success”
“How We’re Striving to Improve”
What are your
headlines?
• Concept
• Capture
• Collect
• Commit
Building your library of stories
Lunch Break!
Elements of
Successful Stories
RESOLUTION
PROTAGONIST
BARRIER
What Makes a Good Story?
BARRIER
BARRIERINCITING INCIDENT
GOAL
ACT I ACT II ACT III
WIDENTHE LENS
• Name names!
• Less telling, more showing.
• The right details paint the picture.
Storytelling Tips
What’s your story?
Storytelling Tools
Storytelling Web Sites
Storytelling Web Sites
Web Site Storytelling Best Practices
• Show us the characters – support the story with photos and video
• Weave the elements – integrate core story throughout site
• Provide opportunities for others – let people share their stories
Video Storytelling
Video Storytelling Best Practices
• Keep it short– 90-120 seconds
• First person – people who can tell story firsthand
• Details– choose TITLE carefully – include URL in video
Podcast Storytelling
Podcast Storytelling Best Practices
• Invest in a good microphone
• Conversations make good listening
• Edit into content chunks
• Plan for mobility – use to your advantage
• Use the iTunes store to push podcast content to interested audiences
Social Media Storytelling
Social Media Storytelling Best Practices
• Empower and align many voices to share stories
• Invite stories; ask questions
• Push stories out through all social media channels
What are your
ideas?
INSPIRATIONIL
LUM
INAT
ION
INTENTION
INSIGHT IMPACT
