Storytelling as Reinforcement of Mission

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?

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

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!

Storytelling as Reinforcement of Mission

by DSVP on Sep 10, 2009

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