@robjwu /
STORYTELLING FOR
NONPROFIT
CROWDFUNDING
Rob Wu, CEO of CauseVox
@robjwu /
FREE EBOOK!
Get our free ebook on Hollywood storylines you
can use for crowdfunding:
http
://www.causevox.com/eb...
@robjwu /
STORYTELLING MATTERS
• It drives donations
• It drives sharing (especially on social media)
• It builds a moveme...
@robjwu /
–You
“I don’t know how to tell a good
story”
@robjwu /
–You
“I don’t dig wells or help kids; my story
isn’t sexy”
@robjwu /
–You
“I have a fundraising appeal – isn’t
that my story?”
@robjwu /
CLASSIC STORYLINES
@robjwu /
OVERCOMING THE MONSTER
#1
@robjwu /
Protagonist sets out to defeat a deadly force or
antagonist that threatens him or his home and
community.
@robjwu /
WHEREYOU’VE SEEN IT
OVERCOMING THE MONSTER: JAMES
BOND
@robjwu /
WHEREYOU’VE SEEN IT
OVERCOMING THE MONSTER:
AVENGERS
@robjwu /
STORYLINE CONCEPT
Protagonis
t
Call to
Action
Antagonis
t
Defea
t
Defea
t
Silv
a
Chitaur
i
Bon
d
Heroe
s
Skyfal
...
@robjwu /
@robjwu /
https://www.youtube.com/watch?v=TLqqJkKeJMk
@robjwu /
STORYLINE CONCEPT
Protagonis
t
Call to
Action
Antagonis
t
Earth
Rights
Film
s
Corp
s
@robjwu /
IDEAS IN ACTION
• Embrace that you are the underdog.
• If there is no clear antagonist, define the enemy
or thre...
@robjwu /
RAGS TO RICHES / REBIRTH
#2
@robjwu /
Protagonist starts out as poor and
downtrodden, but rises in the world through
wealth, status, love, and more. M...
@robjwu /
The main character(s) has an inner
transformation that leads to a new
perspective on life.
@robjwu /
RAGS TO RICHES: PURSUIT OF
HAPPYNESS
@robjwu /
REBIRTH: A CHRISTMAS
CAROL
@robjwu /
STORYLINE CONCEPT
Protagonis
t
Call to
Action
Antagonis
t
Provid
e
Lif
e
Chris
Gardne
r
Pursuit of
Happyness
Gen...
@robjwu /
@robjwu /
https://www.youtube.com/watch?v=
TLqqJkKeJMk
@robjwu /
STORYLINE CONCEPT
Protagonis
t
Call to
Action
Antagonis
t
Harr
y
Overcom
e
Homelessnes
s
@robjwu /
IDEAS IN ACTION
• Tell the story of a disadvantaged kid that got into
Harvard.
• Tell a story of a cancer surviv...
@robjwu /
IDEAS IN ACTION
• Flashback videos or Tweeting past events as if
they were today
• Q&A interviews before and aft...
@robjwu /
THE QUEST /VOYAGE
#3
@robjwu /
Protagonist and companions set out to acquire
an important object or reach a destination,
encountering perils an...
@robjwu /
QUEST: WIZARD OF
OZ
@robjwu /
QUEST: LORD OF THE
RINGS
@robjwu /
STORYLINE CONCEPT
Protagonis
t
Call to
Action
Antagonis
t
Go
home
Rin
g
Witc
h
Bad
Guy
Dorth
y
Hobbi
t
Wizard of...
@robjwu /
@robjwu /
http://www.youtube.com/watch?v=VwMnVJ8NS2g
@robjwu /
@robjwu /
STORYLINE CONCEPT
Protagonis
t
Call to
Action
Antagonis
t
Wear a
dress
Education
funding
Yo
u
Do it in
a Dress
G...
@robjwu /
IDEAS IN ACTION
• Think of your mission as a quest, and map out the
journey (literally: make a map!), recruit
co...
@robjwu /
TRAGEDY
#4
@robjwu /
The main character is a villain who delves
deeper into darkness before ultimately falling
too far, and dies.
@robjwu /
TRAGEDY: BREAKING
BAD
@robjwu /
STORYLINE CONCEPT
Protagonis
t
Foll
y
Antagonis
t
Prid
e
Sel
f
Walte
r
Breaking
Bad
@robjwu /
@robjwu /
http://vimeo.com/2159457
9
@robjwu /
STORYLINE CONCEPT
Protagonis
t
Call to
Action
Antagonis
t
Destructio
n
Peopl
e
Tsunam
i
Japan
Tsunami
@robjwu /
IDEAS IN ACTION
• Tread lightly with sad and dark storytelling to
avoid the dreaded “poverty or charity porn.”
•...
@robjwu /
STORYLINE SUMMARY
1. Overcoming the monster
2. Rags to riches / Rebirth
3. Quest /Voyage
4. Tragedy
@robjwu /
LET’S STAY IN TOUCH!
Rob Wu, CEO of CauseVox
www.causevox.com
@robjwu / @causevox
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8 Ways to Tell Stories for Crowdfunding

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Rob Wu, CEO, CauseVox

Twitter Handle: @RobJWu


Fundraising campaigns are driven by a special type of story­­–– the campaign story. In this talk, Rob will go through ten examples of compelling campaign stories and what makes them great.

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  • Greet audience!!!
    Original presentation sucked. Instead, we’re going to talk about movies
    About Rob
    - CEO of CauseVox, a crowdfunding platform for nonprofits, causes, and social good projects.
    - Launched a crowdfunding campaign for the Red Cross that raised $120k in 10 days. Recently raised $20k for another crowdfunding campaign last year.
    What makes us different…stories should come first (branding, customization, blog posting)
  • Every nonprofit has a great story. You’re on the front lines of making change which gives you an incredible amount of material to work with.
    1-2-3
    But there are challenges…
  • Every nonprofit has a great story. You’re on the front lines of making change which gives you an incredible amount of material to work with.
    1-2-3
    But there are challenges…
  • Alot of challenges, but there’s an easy solution.
  • Having an compelling story is easier than you think if you go back to the basics.
    You can take advantage of this…
    4 story lines. Are you guys ready?
  • Your classic good guy and bad guy story.
  • Holla
    I always wanted to be James Bond.
    - In Skyfall // James Bond has to save MI-6 from a bad guy.
  • Holla.
    I always wanted to be Iron Man
    In Avengers…
    Where you’ve seen it: Jaws, Moby Dick, War of the Worlds, World War Z, The Walking Dead.
  • - EarthRights International takes on corporate human rights abusers via advocacy and litigation.
    - Crowdfunded a documentary film series & training curricula that will empower activists in their pursuit of justice.
  • Other real world examples: Invisible Children’s Kony 2012, Malaria No More
  • Holla.
    Chris Gardner’s wife leaves him. He works to get a job and eventually becomes a millionaire.
    Where you’ve seen it: Slumdog Millionaire, Rocky, Cinderella, Aladdin, Wolf of Wall Street
  • Holla.
    Scrooge
    Where you’ve seen it: It’s a Wonderful Life, Remember the Titans
  • Storyline is about transformation of oneself
  • http://projectrenewalgivingtuesday2013.causevox.com/
  • http://www.youtube.com/watch?v=SgarS68U0Cc
    You might have seen Harry as a homeless man on the train years ago. Since childhood he has lived on the streets and spent almost 30 years in prison during his life. But now Harry is back! It is our honor to introduce you to Harry Dickerson, who gives us hope for New Yorkers still struggling to reclaim their lives.
    [Project Renewal's innovative programs provide comprehensive help to New Yorkers with mental illness, addiction, or both--where and when they need it most. Every year men and women reclaim hope and find renewed health, homes, and jobs at Project Renewal.]
  • Other real world examples: Lance Armstrong, Detroit’s comeback, Back On My Feet, Dress for Success
  • story is more about the journey than the destination
  • Where you’ve seen it: The Wizard of Oz, Lord of the Rings, Indiana Jones, Lost
  • Where you’ve seen it: The Wizard of Oz, Lord of the Rings, Indiana Jones, Lost
  • The key to this storyline is to focus on the journey.
    This storyline is great for p2p fundraising
  • http://www.youtube.com/watch?v=VwMnVJ8NS2g
  • Real world examples: Lewis & Clark, landing on the moon, Water For People’s goal of Everyone Forever, War Veterans,
  • Obamacare
    Where you’ve seen it: Macbeth, Scarface, Anna Karenina, Breaking Bad
  • http://vimeo.com/21594579
  • Real world examples: the villain in nonprofits is usually disease or some other antagonistic force. ASPCA, Sally Struthers, natural disasters
  • You have a story to share.
    Can be combined.
    Start today.
  • 8 Ways to Tell Stories for Crowdfunding

    1. 1. @robjwu / STORYTELLING FOR NONPROFIT CROWDFUNDING Rob Wu, CEO of CauseVox
    2. 2. @robjwu / FREE EBOOK! Get our free ebook on Hollywood storylines you can use for crowdfunding: http ://www.causevox.com/ebooks/hollywood-storylines-no /
    3. 3. @robjwu / STORYTELLING MATTERS • It drives donations • It drives sharing (especially on social media) • It builds a movement
    4. 4. @robjwu / –You “I don’t know how to tell a good story”
    5. 5. @robjwu / –You “I don’t dig wells or help kids; my story isn’t sexy”
    6. 6. @robjwu / –You “I have a fundraising appeal – isn’t that my story?”
    7. 7. @robjwu / CLASSIC STORYLINES
    8. 8. @robjwu / OVERCOMING THE MONSTER #1
    9. 9. @robjwu / Protagonist sets out to defeat a deadly force or antagonist that threatens him or his home and community.
    10. 10. @robjwu / WHEREYOU’VE SEEN IT OVERCOMING THE MONSTER: JAMES BOND
    11. 11. @robjwu / WHEREYOU’VE SEEN IT OVERCOMING THE MONSTER: AVENGERS
    12. 12. @robjwu / STORYLINE CONCEPT Protagonis t Call to Action Antagonis t Defea t Defea t Silv a Chitaur i Bon d Heroe s Skyfal l Avenger s
    13. 13. @robjwu /
    14. 14. @robjwu / https://www.youtube.com/watch?v=TLqqJkKeJMk
    15. 15. @robjwu / STORYLINE CONCEPT Protagonis t Call to Action Antagonis t Earth Rights Film s Corp s
    16. 16. @robjwu / IDEAS IN ACTION • Embrace that you are the underdog. • If there is no clear antagonist, define the enemy or threat. • Rally supporters by showing them what the enemy can do.
    17. 17. @robjwu / RAGS TO RICHES / REBIRTH #2
    18. 18. @robjwu / Protagonist starts out as poor and downtrodden, but rises in the world through wealth, status, love, and more. May include momentary loss of it all and grows up because of it.
    19. 19. @robjwu / The main character(s) has an inner transformation that leads to a new perspective on life.
    20. 20. @robjwu / RAGS TO RICHES: PURSUIT OF HAPPYNESS
    21. 21. @robjwu / REBIRTH: A CHRISTMAS CAROL
    22. 22. @robjwu / STORYLINE CONCEPT Protagonis t Call to Action Antagonis t Provid e Lif e Chris Gardne r Pursuit of Happyness Generosit y Self Scroog e A Christmas Carol
    23. 23. @robjwu /
    24. 24. @robjwu / https://www.youtube.com/watch?v= TLqqJkKeJMk
    25. 25. @robjwu / STORYLINE CONCEPT Protagonis t Call to Action Antagonis t Harr y Overcom e Homelessnes s
    26. 26. @robjwu / IDEAS IN ACTION • Tell the story of a disadvantaged kid that got into Harvard. • Tell a story of a cancer survivor. • Good opportunity for personal narratives or testimonials.
    27. 27. @robjwu / IDEAS IN ACTION • Flashback videos or Tweeting past events as if they were today • Q&A interviews before and after with someone going through a “rebirth” process. • Letters to my former self, a timeline of milestones and achievements
    28. 28. @robjwu / THE QUEST /VOYAGE #3
    29. 29. @robjwu / Protagonist and companions set out to acquire an important object or reach a destination, encountering perils and obstacles along the way.
    30. 30. @robjwu / QUEST: WIZARD OF OZ
    31. 31. @robjwu / QUEST: LORD OF THE RINGS
    32. 32. @robjwu / STORYLINE CONCEPT Protagonis t Call to Action Antagonis t Go home Rin g Witc h Bad Guy Dorth y Hobbi t Wizard of Oz Lord of the Rings Supporter s Team D Team F
    33. 33. @robjwu /
    34. 34. @robjwu / http://www.youtube.com/watch?v=VwMnVJ8NS2g
    35. 35. @robjwu /
    36. 36. @robjwu / STORYLINE CONCEPT Protagonis t Call to Action Antagonis t Wear a dress Education funding Yo u Do it in a Dress Grow a beard Breast cancer Yo u Beards for Boobs
    37. 37. @robjwu / IDEAS IN ACTION • Think of your mission as a quest, and map out the journey (literally: make a map!), recruit companions (partners, supporters), and stock up on supplies. • Get supporters to tell stories of their journey via personal fundraising pages
    38. 38. @robjwu / TRAGEDY #4
    39. 39. @robjwu / The main character is a villain who delves deeper into darkness before ultimately falling too far, and dies.
    40. 40. @robjwu / TRAGEDY: BREAKING BAD
    41. 41. @robjwu / STORYLINE CONCEPT Protagonis t Foll y Antagonis t Prid e Sel f Walte r Breaking Bad
    42. 42. @robjwu /
    43. 43. @robjwu / http://vimeo.com/2159457 9
    44. 44. @robjwu / STORYLINE CONCEPT Protagonis t Call to Action Antagonis t Destructio n Peopl e Tsunam i Japan Tsunami
    45. 45. @robjwu / IDEAS IN ACTION • Tread lightly with sad and dark storytelling to avoid the dreaded “poverty or charity porn.” • Be strategic with imagery and personal stories to make a point and show what happens if you DON’T make progress on your mission.
    46. 46. @robjwu / STORYLINE SUMMARY 1. Overcoming the monster 2. Rags to riches / Rebirth 3. Quest /Voyage 4. Tragedy
    47. 47. @robjwu / LET’S STAY IN TOUCH! Rob Wu, CEO of CauseVox www.causevox.com @robjwu / @causevox

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