Tell (And Sell) Your Organization's Story

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Poster session from the National Council for Behavioral Health on April 2015. In an environment where it’s increasingly difficult to communicate your message through all the noise, telling and selling good stories about your organization can make the difference between being heard or invisible. Commit to crafting great narratives, even around data, when you’re reporting results. This strategy will more easily tout your organization’s successes, build relationships and inspire people to action.

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Tell (And Sell) Your Organization's Story

  1. 1. Tell (And Sell) Your Organization’s Story
  2. 2. fellowshiphouse.org/successes Case Example
  3. 3. Mental Health Center of Denver mhcd.org Case Example
  4. 4. cpinc.org Case Example
  5. 5. centerstone.org Case Example
  6. 6. Why Tell Your Organization’s Story?
  7. 7. Rationale • Connect to your audience. • Increase donations or followers. • Tout your organization’s credibility and successes. • Build trust and relationships with your community. • Inspire people to action. #1
  8. 8. Cut Through Information Overload Source: http://blog.hubspot.com/marketing/b2b-content-storytelling-infographic • 79% scan the web instead of reading word for word. • 90% of professionals admit to throwing away important information. • In 2012, 5.2 trillion ads served on the Internet. • 700,000 Google searches performed every 60 seconds. #2
  9. 9. Before You Get Started
  10. 10. Determine Purpose • Emotional or functional benefit? • Call to action? – Donate Now! – Call Your Congress Rep! • Ongoing? i.e. blog, newsletter feature. • One time use? i.e. annual report , news article. #3
  11. 11. Target Audience Clients? General Public? Media? Funders? Legislators? Future Employees? #4
  12. 12. Determine Goals • Increase donations or fundraising? • Bring more clients to your agency? • Help win a grant? • Place media articles? • Increase followers on social media? • Generate volunteer requests? • Reach out to legislators? • All of the above? #5
  13. 13. Telling and Selling
  14. 14. Good Storytelling • Decide your tone and use it consistently. ( i.e. funny, serious, casual, formal) • Use statistics and research to make your story relevant. • Spare no detail to bring your subjects to life. • Be honest, and even describe your learning experience with a failure. #6
  15. 15. Good Storytelling • Be concise and don’t ramble. Create a clear beginning, middle and end. • Copyedit your work, errors detract from the story you are telling. • Use photos and videos to enhance your story. #7
  16. 16. How to Sell Your Story • Develop theme and campaign. • Hook to awareness events. (i.e. Mental Health Month) • Create a story home. (i.e. blog, newsletter or website page) • Utilize social media, tweet chats and hash tag campaigns. #8
  17. 17. How to Sell Your Story • Add videos and pictures. (also a good storytelling element) • Pitch to the media as human interest piece. • Incorporate in brochures, annual reports, legislative work. #9
  18. 18. Tracking Success
  19. 19. Measurements • Google analytics to evaluate website traffic before and after storytelling campaign. • Use bitly.com when sharing story links. • Measure likes, shares and retweets. • Sumall.com • Tweetreach.com • Facebook analytics • keyhole.co #10
  20. 20. Before and After Look Dependent on Goals! What Happened? • Increased fundraising • More volunteers • Media placement • Legislative action • Additional Clients #11
  21. 21. About Kristin Battista-Frazee • Author The Pornographer’s Daughter • Social Worker • Marketing Professional • Writer
  22. 22. Interested In Telling Your Organization’s Story? KristinBattistaFrazee.com kbfrazee@gmail.com 703.599.9162 I Can Help. Contact Me.

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