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The Importance of Storytelling
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The Importance of Storytelling

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  • 1. THE ART OFSTORYTELLING
  • 2. “Every year 15 million children die of hunger.”“Between 100 and 140 million children are vitamin A deficient”“1.2 billion people are undernourished, a sizableincrease from its „06 estimate of 854 million people.”
  • 3. “About 183 million children weigh less than they should for their age.” “More than 70% of malnourished children live in Asia, 26% in Africa & 4% in Latin America & the Caribbean.” “30,000 children die daily of consequences of poverty”
  • 4. Statistics have a dulling effect. Individual stories move people to act.The examples that follow demonstrate this in thecontext of motivating people to give to charity.
  • 5. In one experiment, research subjects were divided into several groups, andeach person was asked to donate $5 to alleviate hunger abroad. Half The Sky;
  • 6. One group was told themoney would go to Rokia, a7 year old girl in Mali. Half The Sky;
  • 7. Another group was told that the money would go toaddress malnutrition among 21 million African. Half The Sky;
  • 8. The third group was told that the donations would goto Rokia as the first group, but this time her ownhunger was presented as part of the backgroundtapestry of global hunger, with some statistics thrownin. Half The Sky;
  • 9. People were much more willing to donate to Rokiathan to 21 million hungry people, and even amention of the larger problem made people lessinclined to help her. Half The Sky;
  • 10. Even the right animal evokes a similar sympathy. A dog stranded on a shiparoused so much pity that $48,000 in private money was spent trying torescue it — and that was before the Coast Guard stepped in. New York Times
  • 11. A story leaves a lasting impression because itconnects emotionally with its audience.
  • 12. Remember….how you tell your story matters. People want to know why you care and why they should care.A personal story provides significantly more impact than a statistic alone.
  • 13. tTelling the right story, in the right waycan change people‟s minds, inspirethem and compel them to act.
  • 14. waggeneredstrom.com