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How to Find & Tell Stories that Cause Donors to Give Again
 

How to Find & Tell Stories that Cause Donors to Give Again

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The most powerful way to connect people to your mission is by telling a story that causes the listener to feel something. Your organization is already filled with these kinds of stories, but when you ...

The most powerful way to connect people to your mission is by telling a story that causes the listener to feel something. Your organization is already filled with these kinds of stories, but when you share them, do your listeners take action? Do they make another gift? Volunteer again? Or bring others into your organization as new guests and donors?

Learn from Master Storyteller, Lori L. Jacobwith, whose stories and coaching has already helped nonprofit organizations raise more than $200 million from individual donors. Lori will share tools and strategies to help you engage your team (yes you have a team!) to identify and share powerful stories so you retain more donors AND raise more money.

Lori L. Jacobwith has a passion for the positive. Her strategies & tools have helped organizations to collectively raise more than $200 million from individual donors over the past decade. She has coached and trained thousands across North America to raise more money and powerfully share their stories.

Lori is the founder of the Ignited Online Fundraising Community, the author of Nine Steps to a Successful Fundraising Campaign and the “must-read” fundraising coaching blog: Withism’s From Lori: Boldness, Clarity and Wisdom for Fundraising Professionals.

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    How to Find & Tell Stories that Cause Donors to Give Again How to Find & Tell Stories that Cause Donors to Give Again Presentation Transcript

    • How to Find & Tell Stories that Cause Donors to Give Again Presented by:
    • Lori L. Jacobwith • LJacobwith LJacobwith Master storyteller, trainer & coach
    • Lori L. Jacobwith • • LJacobwith LJacobwith Master storyteller, trainer & coach 25+ years in social profit sector
    • Lori L. Jacobwith • • LJacobwith 25+ years in social profit sector • LJacobwith Master storyteller, trainer & coach Measurable: Since 2001 I’ve helped organizations raise $200 million from individual donors. And counting.
    • Lori L. Jacobwith • • LJacobwith 25+ years in social profit sector • LJacobwith Master storyteller, trainer & coach Measurable: Since 2001 I’ve helped organizations raise $200 million from individual donors. And counting. • Coached more than 3000 organizations and as many stories.
    • Author of the Only Step-by-Step Storytelling System www.lorijacobwith.com/storytellingsystem
    • What We Will Cover  What is storytelling
    • What We Will Cover  What is storytelling  Why tell stories?
    • What We Will Cover  What is storytelling  Why tell stories?  What donors want
    • What We Will Cover  What is storytelling  Why tell stories?  What donors want  Where to find great stories
    • What We Will Cover  What is storytelling  Why tell stories?  What donors want  Where to find great stories  A framework to help craft your story
    • What do you want supporters to do?
    • Information Deluges Us
    • How can you stand out?
    • There is a secret to cutting through the clutter of day to day noise…
    • Your Impact on Real People
    • Storytelling: A Narrative Account …of real or imagined events. ~ Source: National Storytelling Association
    • What Storytelling is Not You are not a newspaper or news reporter that shares objective and careful stories.
    • Storytelling At its core, storytelling is the art of using language, vocalization, and/or physical movement and gesture to reveal the elements and images of a story to a specific, live audience. ~ Source: National Storytelling Association
    • What action do supporters take when you share your stories?
    • Great Gaping Disconnect What people want when they support a cause: ~ Katya Andresen, Network for Good
    • Great Gaping Disconnect What people want when they support a cause: To make a difference ~ Katya Andresen, Network for Good
    • Great Gaping Disconnect What people want when they support a cause: To make a difference To feel personally connected to something greater than themselves ~ Katya Andresen, Network for Good
    • Great Gaping Disconnect What people want when they support a cause: To make a difference To feel personally connected to something greater than themselves To feel useful ~ Katya Andresen, Network for Good
    • Great Gaping Disconnect What people want when they support a cause: To make a difference To feel personally connected to something greater than themselves To feel useful To get the warm glow of giving ~ Katya Andresen, Network for Good
    • Great Gaping Disconnect What people get when they support a cause: A tax receipt Statistics, facts & figures A newsletter…sometimes An appeal to give (more) money There needs to be more of what people want in their experience with us.
    • Great Gaping Disconnect What people get when they support a cause:
    • Great Gaping Disconnect What people get when they support a cause: A tax receipt
    • Great Gaping Disconnect What people get when they support a cause: A tax receipt Statistics, facts & figures
    • Great Gaping Disconnect What people get when they support a cause: A tax receipt Statistics, facts & figures A newsletter…sometimes
    • Great Gaping Disconnect What people get when they support a cause: A tax receipt Statistics, facts & figures A newsletter…sometimes An appeal to give (more) money
    • Great Gaping Disconnect What people get when they support a cause: A tax receipt Statistics, facts & figures A newsletter…sometimes An appeal to give (more) money There needs to be more of what people want in their experience with us.
    • Startling Statistic
    • Startling Statistic Nearly 50% of donors stop giving for reasons connected to “a failure to communicate.” ~ Penelope Burk & Cygnus Applied Research
    • Who Do You Want to Retain? Source: Agents of Good.org
    • Regular Feedback & Reinforcement
    • Why are stories so important*? *From Lisa Cron: Wired for Story
    • Why are stories so important*? • We “THINK” in story *From Lisa Cron: Wired for Story
    • Why are stories so important*? • We “THINK” in story • Every decision we make is based on the story we tell ourselves. *From Lisa Cron: Wired for Story
    • Why are stories so important*? • We “THINK” in story • Every decision we make is based on the story we tell ourselves. • If we don’t feel something we can’t make a decision *From Lisa Cron: Wired for Story
    • Why are stories so important*? • Facts: Wake up the brain. *From Lisa Cron: Wired for Story
    • Why are stories so important*? • Facts: Wake up the brain. • Stories: Allow us to experience the facts. *From Lisa Cron: Wired for Story
    • Knowledge Alone Does Not Cause People to Take Action
    • Stories of Your Impact …create unforgettable emotional connections
    • Mission Moments Lori’s Definition: “Any short, inspirational, example of how your organization is making an impact.”
    • Mission Moments Lori’s Definition: “Any short, inspirational, example of how your organization is making an impact.”  Must be an example of a real person.
    • Mission Moments Lori’s Definition: “Any short, inspirational, example of how your organization is making an impact.”  Must be an example of a real person.  Could be a client, staff person, volunteer and certainly can be a board member.
    • Mission Moments http://bit.ly/MissionMomentsFromLori
    • Where to find stories?
    • Where to find stories? We take for granted:
    • Where to find stories? We take for granted: 1. People understand what kind of impact examples you are looking for.
    • Where to find stories? We take for granted: 1. People understand what kind of impact examples you are looking for. 2. People know how to tell a story.
    • Where to find stories? Remember: Most people don’t know HOW to do what you are asking.
    • Finding Powerful Stories Important factors:
    • Finding Powerful Stories Important factors: 1. Who do you ask for mission moment examples?
    • Finding Powerful Stories Important factors: 1. Who do you ask for mission moment examples? 2. What questions do you ask?
    • Finding Powerful Stories Important factors: 1. Who do you ask for mission moment examples? 2. What questions do you ask? 3. Where do you ask the questions?
    • 1. Who to Ask?
    • Who to Ask? Let’s make a list…
    • 2. What do you ask them?
    • Finding Powerful Stories  Open-ended questions.
    • Finding Powerful Stories  Open-ended questions.  Ask questions that gets “at” a story but doesn’t feel like you are putting the person on the spot.
    • Finding Powerful Stories  Open-ended questions.  Ask questions that gets “at” a story but doesn’t feel like you are putting the person on the spot.  The responsibility to “find” the story is yours. Ask more questions to glean the “nuggets” to build the story.
    • Help Identify Mission moments Ask Questions:
    • Help Identify Mission moments Ask Questions: 1. Who have you met at our organization that inspires you?
    • Help Identify Mission moments Ask Questions: 1. Who have you met at our organization that inspires you? 2. What is your own “mission moment” that makes you want to be a part of our organization?
    • Help Identify Mission moments Ask Questions: 1. Who have you met at our organization that inspires you? 2. What is your own “mission moment” that makes you want to be a part of our organization? 3. Add your own.
    • 3. Where to Ask the Questions?
    • Where to Ask the Questions?
    • Turning a Mission Moment into a Story
    • Lori’s Storytelling Criteria Boring2Brilliant.com
    • Lori’s Storytelling Criteria • Tell a story about an actual person using name/age/descriptors so your listener can visualize. Boring2Brilliant.com
    • Lori’s Storytelling Criteria • Tell a story about an actual person using name/age/descriptors so your listener can visualize. • Use words that emotionally connect the listener to your work and the person you’re speaking about. No jargon. Boring2Brilliant.com
    • Lori’s Storytelling Criteria • Tell a story about an actual person using name/age/descriptors so your listener can visualize. Boring2Brilliant.com • Use words that emotionally connect the listener to your work and the person you’re speaking about. No jargon. • Share specific examples of YOUR work and how it makes a difference in the life of a real person
    • Lori’s Storytelling Criteria • Tell a story about an actual person using name/age/descriptors so your listener can visualize. Boring2Brilliant.com • Use words that emotionally connect the listener to your work and the person you’re speaking about. No jargon. • Share specific examples of YOUR work and how it makes a difference in the life of a real person • The story must be short – 2 minutes or less.
    • Before and After
    • Storytelling: How Do We Do This?
    • Lori’s 6-Step Process 1. Identify one person.
    • Lori’s 6-Step Process 2. Learn & jot down as much about them as you can.
    • Lori’s 6-Step Process 2. Learn & jot down as much about them as you can. 3. Write down all of the exact results.
    • Lori’s 6-Step Process 4. Make a list of transformations due to your involvement and their results.
    • Lori’s 6-Step Process 5. Circle the words that stand out and are emotionally connecting.
    • Emotionally connecting words • Abandoned • Blessed The placement of emotionally engaging words and phrases, is key to creating a powerful story. • Emotionally bruised • Spiritually & physically broken • Weary • More?
    • Lori’s 6-Step Process 6. Now fit the story into the framework & practice telling your story.
    • Lori’s 6-Step Process 6. Now fit the story into the framework & practice telling your story. Often.
    • Even Shorter
    • Using the Same Story Again
    • Storytelling & Board Members http://bit.ly/BoardMembersStorytelling [This link is case sensitive]
    • People will forget what you said. People will forget what you did. But people will never forget how you made them feel. ~ Maya Angelou
    • Lots of Ways To Stay Connected Free Weekly BLOG: WITHISM’S FROM LORI: Boldness, clarity and wisdom for fundraising professionals making a difference Available at: Amazon.com LJacobwith @LJacobwith Download - Free Resources page: LoriJacobwith.com
    • Steps to Creating a Storytelling Culture
    • Steps to Creating a Storytelling Culture 1. Infuse your mission into all meetings, discussions, events by sharing a story.
    • Steps to Creating a Storytelling Culture 1. Infuse your mission into all meetings, discussions, events by sharing a story. 2. Ask board members, staff, donors & others for examples of people that have inspired them from your organization.
    • Steps to Creating a Storytelling Culture 1. Infuse your mission into all meetings, discussions, events by sharing a story. 2. Ask board members, staff, donors & others for examples of people that have inspired them from your organization. 3. Make it fun, safe & easy to “learn” HOW to share a powerful client example.
    • Steps to Creating a Storytelling Culture 1. Infuse your mission into all meetings, discussions, events by sharing a story. 2. Ask board members, staff, donors & others for examples of people that have inspired them from your organization. 3. Make it fun, safe & easy to “learn” HOW to share a powerful client example. 4. Include lots of written & told stories via social media, website, donors visits
    • Moving Forward Share: One thing you learned How will you create a storytelling culture?
    • How to Find & Tell Stories that Cause Donors to Give Again Go forth and find & share powerful stories Questions? Thank you!
    • Next Webinar: The Reality of SEO for Nonprofits 11/20 - 2:30pm EST bloomerang.co/resources/webinars