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Avi chai academy 3

Avi chai academy 3



Presentation to the Avi Chai Academy - third workshop on social fundraising and storytelling. May 5, 2011

Presentation to the Avi Chai Academy - third workshop on social fundraising and storytelling. May 5, 2011



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    Avi chai academy 3 Avi chai academy 3 Presentation Transcript

    • Avi Chai Tech Academy
      Workshop #3:
      Fundraising and Storytelling
      May 5, 2011
    • Today’s Agenda
      Opening Discussion: Facing Obstacles
      Today’s theme: Pulling it all together- Integration!
      Overview of Social Fundraising
      Case Study: Greenfield Hebrew Academy
      A Generous Offer
      Telling & Disseminating Your Story
    • How’s It Going?Journaling & Discussion
      It’s been a month… What have you done during this time?
      What things feel like the barriers or obstacles when you go home?
      Are their systemic barriers? What are culture problems vs. technology problems?
      How can you envision your school “being” different, rather than “doing” different?
    • Integration
      Don’t be
      a one man band
      Photo credit: Cynan Jones
    • Integration
      Conduct the Symphony
      Photo credit: Flickr User Right Eye
    • Growing Pains
      What different skills, processes, assumptions, attitudes do you need to grow into a symphony conductor?
      What changes when you move from “Doing” to “Being”?
      Who are the members of your orchestra?
    • Social Fundraising
      Prospective Families
      Community Leaders
    • NTC Scholarships
    • Causes Birthday Wish
    • Lessons from America’s Giving Challenge: The Case Foundation
      Personal AppealsPeople naturally respond more frequently to personal appeals from family and friends.
      35% rated messaging to friends through Facebook as most effective;
      32%rated personal email to friends, family and colleagues as effective or most effective; and
      25% rated email to existing organizational donor base as effective or most effective.
    • Spreading Out The Work, and Make It Social
      Atlas Corpsrecruited 150 “Campaign Captains” who agreed to get between 5-10 of their friends to give during the contest.
      One Captain made a challenge to his friends: if100 friends donated to Atlas Corps he would go on a 30-mile bike ride in his underwear.
      Create sample templates & language to use
      Volunteers to add momentum (their own videos, etc.)
      A laptop with wifi during drop off and pickup at school?
    • Greenfield Hebrew Academy
    • GHA Results
      $100,000 grand prize in Bing contest
      Over 13,000 views on YouTube
      Over 24,000 Votes on Bing
      “Bing-a-Lings” 15 parent volunteers
      Email list grew 5x larger
      School Enrollment for next school year up 70%
    • Why GHA Won
      Content was personal and actionable.
      Well done but not slick.
      Daily webisodes created and shared during final campaign sustained interest. Here is the final thank you video: http://www.youtube.com/watch?v=SvQgc70-nJY&feature=related
      Engaging with parents and students in enthusiastic ways
    • LUNCH!
      Please sit with your coaches
      Share projects at whatever stage.
      Please turn in project updates.
    • What is a STORY
    • What’s a “story”?
      Illustrates life – meaning and purpose
      Is “truth” – a window into a person’s reality
      Makes you feel emotionally connected to something or someone.
      Evokes empathy – you see yourself in the story.
      You are carried somewhere.
      And it lingers with you.
      “The truth isn’t just what happened, but how we felt about it when it happened and how we feel about it now.” 
      -Andy Goodman
    • Strategic Storytelling
      Get Prepared … And Organized … And Passionate
    • Preparation:Who Are You Trying to Engage?
    • Preparation: Invade Their Brains
      • What do they already assume?
      • What do they already know?
      • What experiences have they already had?
      • What values do they hold about this topic?
      • What do they want or hope for?
      • What are they worried about?
    • Organization:Create Structure & Flow
      One point only – don’t try to do too much. What’s your theme?
      Who’s your hero?
      Shape the beginning, middle & end.
      How are we going to get to that end?
      Take a stab at it!
      What’s your story?
    • Organization:Story Assets – Getting The Goods Together
      Quotes or insights
      Word paintings
      Movies, music and pop culture
    • Organization: Group Ideas by Themes of Three
      • Chronology
      • Geography
      • Generations
      • Advantages/Disadvantages
      • Causation
      • Extremes and Middle Ground
      • Anything!
    • Passion: 3 Elements
      The words you choose
      Your voice and tone
      Body language, facial expressions
    • Passion: 3 Elements in Action
    • Passion:Made to Stick Principles
      SUCCES principles
            Simple       Unexpected       Concrete       Credible       Emotional       Stories
    • Passion:What does the donor get out of it?
    • RMDH Story
      Mommy Bloggers Spreading the Word
      Real stories
      Discovering the community’s stories
    • AJWS Story