The document discusses the role of research in effective storytelling. It notes that storytelling starts with gathering robust data through appropriate questions. The analysis of data should be balanced, rigorous, and transparent. Key themes and differences in perspectives should be identified. Findings must be substantiated by evidence and supported by participants. Presentations should concisely articulate the story and incorporate visual elements while avoiding complexity or boredom. Audience needs and the presenter's confidence are also important for successful storytelling.

1. The role of research in
storytelling
CharityComms Storytelling Seminar
Jo Graham, January 22 2015

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8. • Is the sample robust?
• Are the questions appropriate?
o Clear and easy to follow
o Jargon free
o Audience friendly language
o Not leading
What are the key ingredients for storytelling?
It starts at the very beginning; a very good place to
start
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9. • No right or wrong way to analyse data (whether numbers or
words) but it should be:
o Balanced
o Rigorous, thorough, methodical and systematic
o Transparent and accessible to others
• Identify themes and sub themes and differences/similarities
between different audiences
• Substantiate ideas with the data and quotes that support it
Continues through to the analysis . . .
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10. • Double check figures
• Sense check findings – would participants be happy to
be represented this way?
• Refer back to your research objectives or the research
team who carried out the research
Apply some checks and balances
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11. • Visual, presenting data in different ways, brevity
• Articulate the story in a nutshell at the beginning of the
presentation
• And don’t mess with the classics!
The final ingredient - building and
presenting the story
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12. What might get in the way of telling a good
story?
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Running out of time
Drowning in information
Complexity
Boring!

13. What can improve success? Consider the
audience and be a presentation superhero!
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Needs of the audience
Confidence

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17. Seminar
22 January 2015
London
#charitystorytelling
Storytelling:
bringing your
communications to life
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