storytelling as reinforcement of mission
DESCRIPTION
This is an overview of DSVP's Storytelling Initiative. This strategy engaged a variety of stakeholders, captured a large quantity of communication assets, and has produced a variety of communication pieces over the course of a year. This is how we do strategic communications on a shoestring budget and keep our social media outlets fresh!TRANSCRIPT
Storytelling as Reinforcement of Mission
Stacy CaldwellExecutive Director
Dallas Social Venture Partners@SCaldwell
www.dsvp.org@DallasSVP
Who do you represent?• Who are your people?
• How are they important to your mission?
• How do you portray them?
Marketing Vs. Strategic Communication
THEN – Marketing
•Brand Identity•Key Messages•Sell/ Promote•Outwardly Focused•Persuasive•Focus Groups•Traditional Media•Then
NOW – Strategic Communications•A function of mission•Embraces complexity•Asks Questions, Engages•An organizing tool •Listening•Crowd Sourcing•Social Media•Now
Push Approach
• Predetermined programs & goals
• “Pushed” to the end user by promotion
• Rigid infrastructure and delivery methods
• Top Down Approach
• One to many
Pull Approach
• Grassroots/ Many to One
• How can we be more relative to our base?
• Informed by needs & interest of audience
• Flexible, innovative and responsive by nature
Why Pull for Nonprofits
• Prove value to community
• Reflect diversity of stakeholders
• Engage and inform stakeholders
• Portray Authentic Communications
Cultivating Content
• Listen & Watch
• Get to Know
• Ask
• Document
Collecting Content
• Capture
• Document
• Archive Smartly
• USE IT
Elements of DSVP’s STAR Initiative
An intentional strategy to capture a foundation of communication content– Prepare & Fact Find– Identify and Engage the Tellers & Subjects– Capture the Stories & Photos– Analyze the Data– Archive and USE the content
The Creative Roles
• Project Manager – Tracks content, archives and reports it appropriately, keeps people communicating, track progress
• Writer- prep work, interviews, notes, stories, inventory
• Photographer – on-site photography, rapport with subject, technical expert
• Editor – ensures quality and consistency of tone, pulls quotes, identifies powerful stories and quotes for further exploration
Project Deliverables
• Stat Sheet
• Interview Notes
• 2 Page Story
• 30-60 Images
• Inventory Sheet
Capture the Stories
• Communicate the program to your stakeholders
• Identify what you want to learn and whose voice you want to amplify
• Prepare • Developing format &
questions• Set up Interviews
Capturing Images• What is truly interesting
about your work?• Set the scene, what are
you looking for?• A day in the life of the
mission vs. special events
• Articulate your vision• Rapport & Cultural
Sensitivity
Cultivating the Work
• Coordinate and track
• Editing Protocol
• Content Meetings
• Subject Release Forms
Tangible Results
• 13 Stories Captured
• 31 Complete Interviews
• 40 Useable Quotes
• 583 Images
Outcomes Achieved• Began an oral and written tradition• Identified stories that validates the work and
presence of our mission• Calling positive attention to our Stakeholders• Re-enforcing our value with our funders
Endless Distribution Possibilities
• Newsletters• Email Blasts• Website• Brochures• Podcasts• Annual Report• Cards• Exhibits
Have Fun!