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To Raise More Money, Tell A Story
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To Raise More Money, Tell A Story


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From the story of creation to the flood of Noah to the Gilgamesh Epic, our ancestors have taught us that the most effective device for learning and engagement as well as to motivate action is the …

From the story of creation to the flood of Noah to the Gilgamesh Epic, our ancestors have taught us that the most effective device for learning and engagement as well as to motivate action is the story.

This Webinar will apply the art of storytelling to the development process–most particularly the major gifts face-to-face solicitation and stewardship functions.

The webinar is intended for senior professionals and volunteers who engage with the public, both one-on-one or in group settings.

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  • 1. Sponsored by:To Raise More Money, Tell AStoryDavid A. MerskyJune 12, 2013Twitter Hashtag - #npwebPartOf:
  • 2. Sponsored by:Advising nonprofits in:• Strategy• Planning• Organizational 969-1881info@synthesispartnership.comINTEGRATED PLANNINGPartOf:
  • 3. Sponsored by:PartOf:Coming this June
  • 4. Sponsored by:Today’s SpeakerDavid A. MerskyFounder and Managing DirectorMersky, Jaffe & AssociatesAssisting with chat questions:Jamie Maloney, 4GoodFounding Director of Nonprofit Webinars and Host:Sam Frank, Synthesis PartnershipPartOf:
  • 5. To Raise More Money,Tell a StoryJune 12, 2013©2013 Mersky, Jaffe & Associates
  • 6. ©2013 Mersky, Jaffe & Associates
  • 7. Let me tell you a story….©2013 Mersky, Jaffe & Associates
  • 8. The State of Philanthropy inAmerica Today:A View from the Field©2013 Mersky, Jaffe & Associates
  • 9. 2011 charitable givingTotal = $298.42 billion
  • 10. Types of recipients of contributions, 2011Total = $298.42 billion
  • 11. Q:How do you get yourpiece of the pie?©2013 Mersky, Jaffe & Associates
  • 12. A:Telling Your Story:Make a Compelling andImpactful Case©2013 Mersky, Jaffe & Associates
  • 13. ©2013 Mersky, Jaffe & Associates
  • 14. STORYTELLING FOR LEADERS©2013 Mersky, Jaffe & Associates
  • 15. Finding Your Stories• Actively seek out stories– send surveys to clients and donors– create a share-your-story page on your web site– interview people throughout the agency• Focus on how the agency has made adifference, changed or save lives• Stories trump statistics©2013 Mersky, Jaffe & Associates
  • 16. Power of Stories• Best way to connect people to your mission,vision and values• Everyone can/should be a storyteller– board members– program staff– volunteers– donors– clients• Storytellers as advocates in the community©2013 Mersky, Jaffe & Associates
  • 17. The Power of Stories• Stories are game changers• Do not talk about agency needs or programor things it provides• Focus on effect agency has on people’s lives• Three kind of stories– Involvement– Impact– Thank You©2013 Mersky, Jaffe & Associates
  • 18. Involvement Story• Why you got involved• Why you donate time, talent and treasure• Make it personal—your story• Gauge your audience’s interest• Share your values• Does the audience share values of your agency©2013 Mersky, Jaffe & Associates
  • 19. Impact Story• Demonstrates the “need” in the community• Defines a type of client, particular service• Demonstrates impact of donor who givesbecause agency meets the need• Don’t talk about services of agency• Focus on one “client” and outcome©2013 Mersky, Jaffe & Associates
  • 20. Thank You Story• Simple and powerful• Donors are insufficiently thanked• Donors feel special when personally thanked—particularly by a volunteer leader• Show donor impact their gift made• Focus on one “client” and outcome©2013 Mersky, Jaffe & Associates
  • 21. Questions to Ask Yourself• Who is your audience?• What are you trying to accomplish?• After you have shared your story, what do youwant the audience to think feel do©2013 Mersky, Jaffe & Associates
  • 22. The Four C’s of Storytelling• Character At least two characters—the “beneficiary” and the agency• Connection The bridge between the audience and the agency• Conflict What restrains the beneficiary from achieving what hewants—external and internal• Conquest The outcome—how the problem is resolved©2013 Mersky, Jaffe & Associates
  • 23. Storytelling: Details to Include• Be wary—too much can derail a story• Only use details that move the story along Tell more about the characters so audience can relate Help audience better understand depth of conflict Clarify how agency resolves conflict• Facts v. Emotions• Think about what details will be of interest toyour audience©2013 Mersky, Jaffe & Associates
  • 24. Seven Story Triggers• Ownership—get audience to feel invested• Mystery—don’t make story predictable• Uniqueness—something new/fresh to audience• Familiarity—help audience relate• Humanity—something human when cause is not• Contrast—difference agency makes• Urgency—why now©2013 Mersky, Jaffe & Associates
  • 25. 3 Phrases to Engage Audience• Can you imagine…how that must have felt…• Have you ever…experienced…• Would you like to…know more©2013 Mersky, Jaffe & Associates
  • 26. Craft an Impact Story• Who or what will be the main character?• What is the largest obstacle of the main character?• What are some unique details of the problem?• What does agency do to alleviate problem?• How does main character mentally cope?• How do donors “fix” the problem?• Why is agency the right one to tackle problem?©2013 Mersky, Jaffe & Associates
  • 27. ©2013 Mersky, Jaffe & Associates
  • 28. Ten Rules to Remember1. Stories are about agency’s impact in community2. Have a personal connection to the story3. Know why you are telling the story4. Connect with your audience first—shared values5. Main character=client not agency©2013 Mersky, Jaffe & Associates
  • 29. Ten Rules to Remember6. Hero is agency and its donors7. Use outer and inner conflict to drive story8. Only include details that move story along9. Practice, practice, practice10.Tell story with passion©2013 Mersky, Jaffe & Associates
  • 30. ©2013 Mersky, Jaffe & Associates
  • 31. Mersky, Jaffe& AssociatesFinancial and Human ResourceDevelopment Solutions for Nonprofits800.361.8689 413.556.1074 faxwww.merskyjaffe.comOFFICES IN BOSTON AND NEW YORK©2013 Mersky, Jaffe & Associates
  • 32. Sponsored by:Find listings for our current seasonof webinars and register at:NonprofitWebinars.comPartOf: