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Event: Hands On Tech Boston workshop - http://www.handsontechboston.org/ - Hands On Tech is an organization that provides Boston nonprofits with technology assistance and training.Topic: Nonprofit Storytelling in a Digital WorldDate: October 17, 2013Discussion Facilitator: Julie Campbell, Nonprofit Consultant & Mission Marketer - J Campbell Social Marketinghttp://jcsocialmarketing.com/2013/10/nonprofit-use-storytelling/ - Slides from her presentation & other resources
Notes:
Takeaways: Why storytelling is so vital to a successful nonprofit Digital tools to use
The point of stories is so people remember their emotional response to what you are telling them.
People don’t remember bullet points/facts/statistics People respond to emotions Feelings – not logic – drive donations Stories need to express your mission to the lay person Statistics might shock and awe but they will rarely get people to take action
Storytelling will not: Fix bad management Replace other marketing strategies Fix a lousy program Replace fundraising tactics like direct asks and one-to-one meetings
But, if done well, it will augment all other communication efforts.
Don’t ignore the data: Stories alone aren’t enough You must show what you are doing is important
How to do storytelling: Think of your target audience Stories have a trajectory Don’t candy-coat – need to be authentic Ideas for stories: This is how we started, this is who we are, this is who we help etc.
Check out: Storytellersforgood.com/videos
Mindset shift: Need to change current nonprofit communications mindset Most nonprofit communications are boring, not compelling and easy to ignore
Why is this? How can we change this?
Good example of a storytelling nonprofit: Tickle up Mali
Types of stories: Value stories – core values of nonprofit – example: The Robin hood Foundation
o http://www.robinhood.org/rhsandy#section-1 o Video starts immediately with people who have been helped and you immediately
connecto Social proof that people care about organization – statistics & good quoteso Efficient & effective
Creation Stories – Founder stories, where & how? – example: Environmental Defense Fund
o They play up the strong foundation and grassroots beginning approach Striving to Improve – these stories express resiliency, show that the organization is
always trying to improve and mistakes/lessons learned – example: The Denver Foundation
o http://www.nonprofitinclusiveness.org/10-years-10-stories o Stories told by nonprofits the foundation has awarded grants to, nonprofits discuss
what they’ve learned and what they need to work on, they focused on their target audience and what would resonate with them
o These stories also help other organizations
Stories should cover: The why: your cause & the lives you change The how: your programs & services The what: what is the impact you are having in the world If your organization disappeared tomorrow what would happen?
Where to find them: Everywhere! Everyone is responsible in creating stories – cannot exist in silos It is not just the marketing person’s job Need to get out on the frontlines to create good stories
Everyone has a story: It might not be the one that you can use but it might lead you to an idea or person who
can help or has a story to share Bood: “Stories that Sell” – Casey Hibbard Praise letters – talk with submitters/collect more details Ask clients – include a “Share your story” page on your website, conduct surveys, ask at
live events
Stay positive!
Keep it varied Make-A-Wish Foundation doesn’t just tell stories about the people they benefit. They
also tell the stories of the wish grantors, volunteers and their celebrities.
Examples: Bay Areas Committee on the Shelter-less
o They use a video of a mother telling the story of how she was saved by COTS & half way through you see she’s talking to a huge audience
The Lazarex Cancer Foundationo The bracelet story – tells the story of a couple that helps Lazarex through making
bracelets and selling them because the foundation helped their son Per Scholas
o IT professional job training organization – tells stories of people who have been helped/now have careers
Houston Ballet o Their Flickr gives you a backstage pass at what one of their shows looks like.
Instead of always hearing stories about the dancers you see a different side of the story and what goes into putting on a performance.
Andy Goodman Quote: “Find the story, think of it as gold, then you mold it into what you need, tailor it to who you are talking to.”
Get started: Have a system Capture and save your story
o Dropbox, google drive, basecamp – something accessible from any device Social media committee – story witnesses
Define Goals: Priorities? Fundraising? Structure stories around your goals
Empower others: Can’t do it alone Hold a staff member meeting to train on storytelling Change the culture – have an email list serve to exchange stories
Think like a journalist
Channels for storytelling: Webinars Blogs Websites Email newsletters Publications Social media Public speaking User generated – think about how you can encourage your entire community to share
their personal stories
Multi-channel Be where your supporters are Be consistent in your brand & your stories You don’t have to tell the exact same story across all channels though
Videos Youtube.com/nonprofits Stories that are shareable Simple is better 1 to 2 minutes – loose people every 10-20 seconds How will you visually tell your story? Who will guide the narrative? What do you want the audience to do after? Start with a bang! Beginning say what is at stake, middle what has changed & end what
does the future look like? followed by a call to action what do you want your viewers to be compelled to do?
Break the fourth wall – more interesting storytelling ideas Create a candid “making of” video for a fundraising, advocacy or awareness campaign
you are launching – if you were up until 4a.m. stuffing envelopes – show that Live broadcast the results of a fundraising campaign and the decisions you are making
based on those results Develop a “why I do this work” video series that shows why the staff have dedicated
their lives to this cause Create a fun photo board of staff desks – including those in exotic locations and those
who are not
Promote your stories: Use influencers – people with large social media following – editors/publications Using online brand ambassadors – actively cultivate them Partnerships with other organizations, companies, businesses - “brandscapping” Blogs Celebrities
What makes a story memorable? Book “Made to Stick” – Dan & Chip Heath
1. Simple2. Unexpected3. Concrete4. Credible5. Emotional
Common mistakes: Using only facts – not a story If there is no reason for the story – can’t understand/relate No context No protagonist Thinking that slick video production will make a great story – iPhone videos can get the
job done fine Silo-ing the stories Thinking it is a one-time deal Not making the story timely or relevant
In conclusion…
For nonprofit storytelling – photos & videos are key to communicating your mission
The Next Mile Project media lab will be holding a “Nonprofit Storytelling” lunch series session on December 10, 2013.