Storytelling as Reinforcement of Mission Stacy Caldwell Executive 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?

Who are your people?

How are they important to your mission?

How do you portray them?

Marketing Vs. Strategic Communication NOW – Strategic Communications A function of mission Embraces complexity Asks Questions, Engages An organizing tool Listening Crowd Sourcing Social Media Now 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

THEN – Marketing

Brand Identity

Key Messages

Sell/ Promote

Outwardly Focused

Persuasive

Focus Groups

Traditional Media

Then

Push Approach Predetermined programs & goals “Pushed” to the end user by promotion Rigid infrastructure and delivery methods Top Down Approach One to many

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

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

Prove value to community

Reflect diversity of stakeholders

Engage and inform stakeholders

Portray Authentic Communications

Cultivating Content Listen & Watch Get to Know Ask Document

Listen & Watch

Get to Know

Ask

Document

Collecting Content Capture Document Archive Smartly USE IT

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

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 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

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

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

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

Coordinate and track

Editing Protocol

Content Meetings

Subject Release Forms

Tangible Results 13 Stories Captured 31 Complete Interviews 40 Useable Quotes 583 Images

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

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

Newsletters

Email Blasts

Website

Brochures

Podcasts

Annual Report

Cards

Exhibits

Have Fun!