This document discusses the power of storytelling for social causes and non-profits. It outlines 5 key elements of an effective social story: 1) the storyteller or narrator who leads a movement, 2) the princess or mission to be rescued, 3) the clear villain to be defeated, 4) the listener in the role of the hero, and 5) a magic object that empowers the hero to defeat the villain. It provides examples of organizations like UNICEF, Greenpeace, and Charity Water that have successfully framed their work in story form and outlines principles for engaging audiences and inspiring action through social storytelling.

1. SocialTelling

2. “Be the change
you want to
see in the
world”
Gandhi

3. And let the
world see it!!

4. This is social
telling:
the third sector
storytelling.
4

5. A Story to Thrill
5

6. With 5 simple
elements
6

7. 1- A Storyteller
(NGO as
Storyteller)
7

8. 2- A princess to be
saved (Mission)
8

9. 3- A Villain
(A clear enemy to be
destroyed, overthrown
or brought down)
9

10. 4 - The listener in
the role of hero
(Member as an actor)
10

11. 5-
And a magic object
(granted to the hero by the
NGO to fight the enemy)
11

12. And with all this, the
ability to CONVERT IT
INTO A SOCIAL ACT
12

13. Brand building
Story building
13

14. A great brand
is a great story
14

15. Stories have
the ability to
change the
world
15

16. STORIES
MANIFESTO
16

17. A great story is
the one that will
make you laugh
and cry at the
same time
17

18. A great story
conquers you
beyond reason
18

19. A great story is
the one that you
make yours
forever.
19

20. A story casts you
and makes you a
prince in front of a
dragon with a
sword in one hand
and a shield in the
other
20

21. A great story
grabs your heart
with a loop and
takes you flying to
a corner across
the world in less
than a second.
21

22. A great story
has no owner, it
belongs to the
world
22

23. A great story has
the ability to make
you jump ahead to
the next sentence
of the next line
making you feel
co-creator
23

24. A great story
gives you the
power to dream
and see another
worlds
24

25. A great story can
make you feel
deeply unhappy
for something
that never
happened to you
25

26. A great story has
the ability to
unite millions of
people making
them feel like
indispensable
heroes
26

27. A great story is one
that you share with
your people, and
your people with
others, and so on
until it reaches
everyone by itself.
27

28. But above all a
great story
vanquishes
evil and
always has a
happy ending.
28

29. Why
Storytelling?
29

30. Social telling. Story telling – fundraising /
appeals / non profit
• The rules to convert stories of good and evil
have been part of us for decades, even
centuries, and of the overall global cultural
imagery and our heritage for constructing
narrative.
30

31. Social Telling, Stories from Ever
• From Vladimir Propp (Russia 1897), author of the
Morphology of the Folktale (Morfológiya skazki)
to Andrew Stanton, the creator of Pixar and films
like ToyStory, Nemo ... It has been argued that
the creation of stories is culturally pre-defined
and the proper use of that technique is the best
tool for connecting with people.
31

32. Propp.
• Vladimir Propp, Russian author. In his
Morphology of the Folktale (1928), Propp, bases
the historical analysis of tales by relating
ethnological material from Africa, America, the
European classical world, the old East and
Russian folk storytelling, and concludes that
stories reflect previous mystical conceptions,
historically locatable.
32

33. Propp
The three basic principles are:
1. The constant and stable elements of the story
are the functions of the characters, regardless
of their roles or who executes them.
2. The number of functions (or actions) that
occur in the story, is limited.
3. The sequence of functions is always identical.
33

34. Vladimir Propp
“There is always a series of repetitive characters”. This
version is a mixture of his list and the one from Greimas,
some years later:
1.- Antagonist, aggressor, opponent
2. Issuer
3. Auxiliary (magic object)
4. Princess. Recipient.
5. Hero.
6. Mission
34

35. The problem of
NGOs is not
enormous
35

36. The problem of
NGOs is the
enormity
36

37. One?
37

38. story(ies)
38

39. Brands with only one
story forget that every
story has a “the end”.
Today brands need to
generate story(ies)
with a common axis

40. We have to work
on stories not
just one story.
40

41. Great stories can
make something
very complex
become simple and
close
41

42. Concrete is Tangible
Small is Attainable
Accessible is Involving
42

43. Examples of NGOs that have reduced
their great missions into specific goals
• Greenpeace..
• CharityWater.
• …
43

44. Just one example.
44

45. UNICEF CASE.

46. ENORMOUS:
1 billion people no access to
clean water

47. SOLUTION:
Let´s make it
accesible, small.

48. THE TAP
PROJECT

49. The 5 elements
49

50. STORYTELLER
MAGIC
PRINCESS
OBJECT
HEROE VILLAIN
50

51. 1- Story-teller.
The ROLE of
the NGO
51

52. The emitter, the active narrator
Andrew Stanton, the creator of Pixar Studio,
talked about it in a speech in TED about
story telling.
The keys of a good narrator are:
52

53. KNOWING YOUR
PUNCH LINE
53

54. EVERYTHING LEADS TO
A SINGULAR GOAL
54

55. NEVER SAY ANYTHING
WHICH IS NOT MEANT
TO GET YOUR GOAL
55

56. KEY POINTS FOR THE NARRATOR
• To move.
• To be transparent in their role.
• To generate projection on the partner.
• Being an expert and knowing the subject.
• But also…
56

57. LEAD A MOVEMENT
57

58. AND TRANSMIT WITH
FAITH AND ENERGY
THAT THIS MOVEMENT
COULD CHANGE THE
WORLD
58

59. To lead a movement
• “The real power of tribes has nothing to do with Internet and does have
to do with people”.
• “Leading is different from directing. To lead is to create changes in
which you do believe.”
• “Today marketing is about engaging the tribe and distribute products
and services with stories that spread”
• “There is a big difference between telling people what to do and
promoting a movement”

60. Being is
doing not
saying
60

61. Children watch
what you are, then
what you do and
finally what you say.
Rudolf Steiner.
61

62. CHARITY
WATER
62

63. 2- The Princess
to be saved
63

64. DEFINE IT
• CONCRETE
• IT CLEARLY REFLECTS THE PROBLEM
• BE CAREFULL SHOWING PAIN.

65. It´s about to be
rescued
65

66. DEFINE IT
• USE CLOSENESS, FRIENDLINESS AND
CREATIVITY.
• WORK WITH THE POWER OF POSITIVENESS

67. Example:
SAVE THE
CHILDREN
67

68. IDENTIFY
EVERYBODY
WITH THE
PRINCESS
68

69. 69

70. Commercial:
WWF
70

71. 3- The Villain
71

72. • Define well who he is: the evil to defeat.
• Give it a certain personality.

73. Make him BIG

74. But beatible

75. CAJA MADRID
CASE
75

76. Obra Social.
Alzheimer
76

77. 4- The Hero
77

78. INVOLVE THE
SPECTATOR TO
ENDORSE THE STORY.
78

79. FROM THE BEGINING,
TURN THE SPECTATOR
INTO A CO-CREATOR
OF YOUR PROJECT
79

80. THE USE OF “WE”
80

81. THE CONCRETION OF
WHAT DO YOU DO
81

82. SPANISH NGO
From a simple idea
based on
something all of us
can do
82

83. Chemo playing
flies by
83

84. We all have games
console that we
don´t use anymore
84

85. “donate the games
console you don´t
use anymore”
85

86. “and we´ll give it to
cancer children in
hospitals in your
name”
86

87. 87

88. In less that two years old: close to 20.000
followers on facebook, 170.000 € of fundraising
and most important all kids with cancer at
hospitals in Spain with a console games to make
thems chemo flie by.
Making feel everybody as heroes for being part of
the growing of the NGO.
88

89. 5- The Magic
Object
89

90. 5
THE MAGIC OBJECT
• An item belonging to the real world
• In a real or symbolic way have the magic
attribute to destroy the villain and save the
princess
• It gives the listener real power: the power to
defeat the enemy in a really easy way
90

91. From every
platform of today,
fundraising,
crowdfunding…
91

92. 92

93. …till great ideas
93

94. PILLS
AGAINST
OTHER’S
PAIN
94

95. HELP I´VE
CUT MY
SELF
BANDAGE
DKMS
95

96. And when you
have
everything,
LETS DO IT
SOCIAL
96

97. The Cluetrain Manifesto
• Markets are conversations.
• Let’s convert them into benefits for the
brand.

98. • INTERACT WITH THE WORLD IN ITS WORLD
• USE THE NETWORKS AS IDEAS ABOVE THE
MESSAGE
• USE TECHNOLOGY AS A TOOL
98

99. Sometimes the
Social becomes an
Storytelling itself
99

100. AMNESTY
SHAZAM
100

101. BE FAST.
ISRAEL
ANTIDRUG
AUTHORITY
101

102. STORYTELLER
LEAD A MOVEMENT
TRANSMIT THE FAITH TO CHANGE THE WORLD
IDENTIFY WHO TO DEFEAT AND WHO TO SAVE
MAKE PEOPLE FEEL THAT THEY ARE BUILDING
THE PROJECT WITH YOU
GIVE THEM A MAGIC OBJECT, AND GIVE THEM A
HUNDRED IF YOU CAN
MAKE IT SOCIAL IN THE NET
AND TELL EVERYONE, TELL STORIES
TO LEAD A MOVEMENT, …
102

103. Thank you very much
www.unoentrecienmil.org
@unoentrecienmil
jose@unoentrecienmil.org
103