STORYTELLING FOR IMPACT
Monday, September 9, 13
STORYTELLING IS IN
MY BLOOD
Monday, September 9, 13
STORYTELLING IS IN ALL OF
OUR ROOTS
Monday, September 9, 13
BUT WE KNOW STUFFTHAT
NOBODY ELSE DOES
Monday, September 9, 13
HISTORICALLY
NONPROFITS HAVE
TAKEN ONTHE ROLE
OF EXPERTS AND
EVANGELISTS OF
THEIR CAUSE
Monday, September 9, 13
THE SHORT ANSWER IS NO
Monday, September 9, 13
TODAY EVERYBODY
THINKSTHEY ARE AN
EXPERT AND
EVERYBODY HAS A
PLATFORM
Monday, September 9, 13
Monday, September 9, 13
YOUR AUDIENCE IS IN
CONTROL OFYOUR MESSAGE
“Ideas today are never fixed: they’re owned and modified
by everyone.They move th...
TOTELL A GOOD STORY,
YOU MUST KNOWYOUR AUDIENCE
• Who needs to know your story
• What about your story will move your audi...
YOU MUST UNDERSTAND WHATYOUR
AUDIENCETHINKSTHEY KNOW ABOUT
YOUR CAUSE
Monday, September 9, 13
USE LOW-COST
METHODSTO
REINFORCE WHATTHEY
DO KNOW,AND WHAT
THEY ARE ALREADY
SHARING ABOUTYOUR
CAUSE
Monday, September 9, 13
LOW-COST STORYTELLING
METHODS - GOVISUAL
• Pinterest now has 70 million users
• Pinterest had the largest year-over-year
i...
CONTENTTHAT GETS SHAREDTHE MOST
APPEALSTOTHESE EMOTIONS:
AMUSING
ANGER
CONTROVERSIAL
CUTE
FEARFUL
ILLUMINATING
INSPIRING
S...
GOD MADE A DOG
Monday, September 9, 13
KEYSTO CREATING STRONG
SOCIALVIDEOS
• Design it to be sharable
• Have a beginning, middle, and end
• Create conflict
• Don’...
THEN FIND A WAYTOTEACH
THEM WHATTHEY DON’T KNOW
Monday, September 9, 13
FOR COMPLEX AND
HIGHLY COMPELLING
ISSUES ENSURE SUCCESS
BY PROVIDING MULTI-
DIMENSIONAL WAYSTO
ENGAGE
Monday, September 9,...
Monday, September 9, 13
MAKEYOUR CAUSE
THEIR CAUSE
• Find your voice
• Be transparent & authentic
• Be relevant & intentional
• Reach people where...
WHAT STORY WILL CREATE
THE GREATEST PASSION?
‘Supporters generally need a strong cause to rally around
and support.While i...
- INVISIBLE CHILDREN USED
STORYTELLINGTO SHINE
LIGHT ON A LITTLE KNOWN
WAR CRIMINAL
-THE RESULTING
DOCUMENTARY WAS AVIRAL
...
CARING EQUALS
• Increased funding
• Increased support
• Increased engagement
• Increased resources
• Improved outcomes
Mon...
ONCETHEY CARE,THEIR
MUST BE A SIMPLE WAY
FORTHEMTO ENGAGE
Monday, September 9, 13
Monday, September 9, 13
IT’S NOT ENOUGHTO
CREATE EXCITEMENT
WITHOUT ONGOING
ENGAGEMENT
Monday, September 9, 13
Monday, September 9, 13
YOUR MARKETING EFFORTS
SHOULD BE MULTI-DIMENSIONAL
• Multiple platforms: online + offline
• Multiple voices: yours + your a...
Monday, September 9, 13
DON'T LEAVETHEM
HANGING
Monday, September 9, 13
SHOWTHEIR IMPACT ON
YOUR CAUSE
• 93% of consumers want to know what organizations are doing
to make the world a better pla...
WHAT'SYOUR STORY?
Monday, September 9, 13
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Texas Nonprofit Summit - Storytelling for Impact

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Texas Nonprofit Summit - Storytelling for Impact

  1. 1. STORYTELLING FOR IMPACT Monday, September 9, 13
  2. 2. STORYTELLING IS IN MY BLOOD Monday, September 9, 13
  3. 3. STORYTELLING IS IN ALL OF OUR ROOTS Monday, September 9, 13
  4. 4. BUT WE KNOW STUFFTHAT NOBODY ELSE DOES Monday, September 9, 13
  5. 5. HISTORICALLY NONPROFITS HAVE TAKEN ONTHE ROLE OF EXPERTS AND EVANGELISTS OF THEIR CAUSE Monday, September 9, 13
  6. 6. THE SHORT ANSWER IS NO Monday, September 9, 13
  7. 7. TODAY EVERYBODY THINKSTHEY ARE AN EXPERT AND EVERYBODY HAS A PLATFORM Monday, September 9, 13
  8. 8. Monday, September 9, 13
  9. 9. YOUR AUDIENCE IS IN CONTROL OFYOUR MESSAGE “Ideas today are never fixed: they’re owned and modified by everyone.They move through networks at the will of their members and without that activity, they die.” Jonah Sachs, “Story Wars” Monday, September 9, 13
  10. 10. TOTELL A GOOD STORY, YOU MUST KNOWYOUR AUDIENCE • Who needs to know your story • What about your story will move your audience • Know your end game Monday, September 9, 13
  11. 11. YOU MUST UNDERSTAND WHATYOUR AUDIENCETHINKSTHEY KNOW ABOUT YOUR CAUSE Monday, September 9, 13
  12. 12. USE LOW-COST METHODSTO REINFORCE WHATTHEY DO KNOW,AND WHAT THEY ARE ALREADY SHARING ABOUTYOUR CAUSE Monday, September 9, 13
  13. 13. LOW-COST STORYTELLING METHODS - GOVISUAL • Pinterest now has 70 million users • Pinterest had the largest year-over-year increase in audience of any social network in 2012 • Instagram has over 120 million monthly active users and was bought by Facebook for $1 Billion • Photos receive 2x more likes than text posts on Facebook • Videos are shared on Facebook 12x more than text posts and links combined • OnYouTube 100 million users are taking social actions (liking, sharing) every week Monday, September 9, 13
  14. 14. CONTENTTHAT GETS SHAREDTHE MOST APPEALSTOTHESE EMOTIONS: AMUSING ANGER CONTROVERSIAL CUTE FEARFUL ILLUMINATING INSPIRING SHOCKING THE JOURNAL OF PSYCHOLOGICAL SCIENCE 2011 Monday, September 9, 13
  15. 15. GOD MADE A DOG Monday, September 9, 13
  16. 16. KEYSTO CREATING STRONG SOCIALVIDEOS • Design it to be sharable • Have a beginning, middle, and end • Create conflict • Don’t lecture • Use classic storytelling techniques • Get people hooked in the first 30 seconds Monday, September 9, 13
  17. 17. THEN FIND A WAYTOTEACH THEM WHATTHEY DON’T KNOW Monday, September 9, 13
  18. 18. FOR COMPLEX AND HIGHLY COMPELLING ISSUES ENSURE SUCCESS BY PROVIDING MULTI- DIMENSIONAL WAYSTO ENGAGE Monday, September 9, 13
  19. 19. Monday, September 9, 13
  20. 20. MAKEYOUR CAUSE THEIR CAUSE • Find your voice • Be transparent & authentic • Be relevant & intentional • Reach people where they are Monday, September 9, 13
  21. 21. WHAT STORY WILL CREATE THE GREATEST PASSION? ‘Supporters generally need a strong cause to rally around and support.While it can be about a global or national issue, it must have some personal and/or local relevance.Most causes have emotional as well as rational drivers —something participants are passionate about, and can “put their heart into.”’ Ogilvy 2013 study on social movements Monday, September 9, 13
  22. 22. - INVISIBLE CHILDREN USED STORYTELLINGTO SHINE LIGHT ON A LITTLE KNOWN WAR CRIMINAL -THE RESULTING DOCUMENTARY WAS AVIRAL VIDEO PHENOMENON - 3.7 MILLION PEOPLE PLEDGEDTHEIR SUPPORT OF THE EFFORTSTO ARREST JOSEPH KONY Monday, September 9, 13
  23. 23. CARING EQUALS • Increased funding • Increased support • Increased engagement • Increased resources • Improved outcomes Monday, September 9, 13
  24. 24. ONCETHEY CARE,THEIR MUST BE A SIMPLE WAY FORTHEMTO ENGAGE Monday, September 9, 13
  25. 25. Monday, September 9, 13
  26. 26. IT’S NOT ENOUGHTO CREATE EXCITEMENT WITHOUT ONGOING ENGAGEMENT Monday, September 9, 13
  27. 27. Monday, September 9, 13
  28. 28. YOUR MARKETING EFFORTS SHOULD BE MULTI-DIMENSIONAL • Multiple platforms: online + offline • Multiple voices: yours + your audience • Multiple activities: support + action + advocacy • Multiple outcomes: short + long-term Monday, September 9, 13
  29. 29. Monday, September 9, 13
  30. 30. DON'T LEAVETHEM HANGING Monday, September 9, 13
  31. 31. SHOWTHEIR IMPACT ON YOUR CAUSE • 93% of consumers want to know what organizations are doing to make the world a better place • 89% of global consumers take part in activities to address societal issues • 71% report being confused by the messaging organizations are using to talk about their efforts/impact Edelman goodpurpose study Monday, September 9, 13
  32. 32. WHAT'SYOUR STORY? Monday, September 9, 13
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