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Storytelling for Nonprofits


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Wondering how to tell your nonprofit's story? Unsure if you even have good stories to tell? The following presentation has been created to address just that. You'll learn why you should be telling your story, how to effectively tell your story, and more.

Published in: Marketing
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Storytelling for Nonprofits

  1. 1. Today We Will: ● Discuss why storytelling is important for your brand ● Learn where to find your stories ● Learn how to share your stories: ○ Knowing your audience ○ Define audience personas ● Discuss Elements of Compelling Stories ● Learn creative ways to tell stories ● Share storytelling guidelines
  2. 2. Storytelling: A part of the human experience What does storytelling have to do with my brand ?
  3. 3. Storytelling is Everything! “Marketing is no longer about the stuff that you make, but about the stories you tell. In the social media age, your company must build the best product you can because customers will talk about your products and services on social media platforms and in real life. Without great products, you’ll have trouble selling. Products need stories to provide context and human emotion. They provide the beginning, middle and end.” – Seth Godin
  4. 4. Branding = Storytelling
  5. 5. You need stories because... stories help you connect! Image Courtesy of “I realized the importance of having a great story today is really what separates companies. People don’t just wear our shoes, they tell our story.” - Blake Mycoskie founder and chief shoe giver, TOMS
  6. 6. The role of storytelling… a foundation for strategy! A brand’s story isn’t “just something businesses should refer to every time they launch a marketing campaign or issue a press release. It should be the foundations on which a future growth strategy is built.” – Marketing Week
  7. 7. The role of storytelling in Marketing “show your customer how your product makes him the hero of his story.” – Bernadette Jiwa
  8. 8. Ikea’s “Start Something New” Folding Chair
  9. 9. How Do You Find Stories? Find the best story that creates instant comprehension and emotional connection.
  10. 10. Exercise: Story Brainstorm
  11. 11. Questions to ask: 1. Who is someone your organization has helped recently? 2. Who are your donors? Why did they get involved? 3. What special projects/initiatives do you have over the next six months? 4. Have your volunteers shared stories of people they’ve encountered? 5. Have you told your volunteers’ personal stories? 6. Who are your corporate partners? Have you told their stories?
  12. 12. Humans = Needed Element
  13. 13. “It is difficult for people to generate empathy for a group or a collective. Empathy comes from identifying with ONE person, getting into the shoes of that ONE person, and feeling the same emotions as that ONE person. If you want people to feel something, give them one person to empathize with.”
  14. 14. Nonprofit Review: Auditory-Verbal Center, Inc.
  15. 15. Your stories always need to connect to your nonprofit
  16. 16. Five steps to creating a compelling story 1. Find the right people 2. Build the conflict 3. Show how your organization solved a problem, helped a person, made a difference. What did you accomplish together? 4. Incorporate a call to action 5. Use memorable, high-quality visuals – photos, videos
  17. 17. Know Your Audiences
  18. 18. Image Courtesy of MYcustomer Audience Personas: Sample
  19. 19. Audience Personas: The Who Clients Donors Volunteers Gender: _________________ _________________ _________________ Age: _________________ _________________ _________________ Annual Household Income: _________________ _________________ _________________ Location: _________________ _________________ _________________ Marital Status: _________________ _________________ _________________ Children: _________________ _________________ _________________ Levels of Education: _________________ _________________ _________________ Hobbies and Interests: _________________ _________________ _________________
  20. 20. Audience Personas: The Who Client Persona Name: ______________________ Career: Industries: _______________________________________________________________ Jobs Role/Title: _______________________________________________________________ Areas of Study: _______________________________________________________________ Information Sources: News Sources: _______________________________________________________________ Blogs: _______________________________________________________________ Social Networks: _______________________________________________________________ Shopping Preferences: Brick and Mortar Retailers: _______________________________________________________________ Online Retailers: _______________________________________________________________ Dining Preference: _______________________________________________________________
  21. 21. Audience Personas: The What Client Challenges: _______________________________________________________________________________ _______________________________________________________________________________ _______________________________________________________________________________ Client Goals: _______________________________________________________________________________ _______________________________________________________________________________ _______________________________________________________________________________ Client Quotes/Testimonials: _______________________________________________________________________________ _______________________________________________________________________________ _______________________________________________________________________________
  22. 22. Audience Personas: The How What can we do to help our Client overcome their challenges? _______________________________________________________________________________ _______________________________________________________________________________ _______________________________________________________________________________ What can we do to help out Client achieve their goals? _______________________________________________________________________________ _______________________________________________________________________________ _______________________________________________________________________________ Marketing Message - Draft a message addressing your Client’s solution: _______________________________________________________________________________ _______________________________________________________________________________ _______________________________________________________________________________
  23. 23. Nonprofit Review: Good Samaritan
  24. 24. Creative Ways to Tell Stories
  25. 25. The impact of Visual Storytelling
  26. 26. A recent Google study found that 57%of people who watch a video go on to make a donation. Yes, you read that right - over half!
  27. 27. Don’t be afraid of using video
  28. 28. Rob Mottola’s tips for creating budget-conscious videos 1. Shoot landscape NOT vertical! 2. Use a stabilizing device or small tripod. 3. Use a microphone. 4. If a person is speaking directly to the camera/phone, make sure the phone is close to the person. 5. Make sure there is at least one light source hitting the person in the face. 6. Don’t put the person in front of windows, but you can use windows as your light source. 7. Know how much data space is on your phone. 8. Use your phone’s slow motion feature. 9. Use editing software such as iMovie or Wondershare Filmora. Professional software includes Avid Media Composer, Adobe Premiere Pro, EditShare Lightworks Pro, Sony Vegas Pro, Grass Valley Edius Pro/Elite, Apple Final Cut Pro X.
  29. 29. Power of Storytelling Via Social Media
  30. 30. Nonprofit Review: Promise686
  31. 31. Make time for Storytelling
  32. 32. What’s your organization’s voice?
  33. 33. Storytelling Guidelines 1. What information can be shared about clients/volunteers? Do you need to change details to protect privacy? 2. What words should not be used when talking about your nonprofit? 3. Are there issues that should not be shared? 4. What tone should be used when communicating about your nonprofit? For example, is humor okay? 5. Are there certain photos that can’t be used? 6. Do you want to stay away from certain perceptions? 7. Who needs to approve stories? 8. How long should stories be?
  34. 34. Need more help? We’d be happy to talk to you about your branding and marketing needs! Amanda Sutt Rock Paper Scissors 178 E Crogan St, Suite 220 Lawrenceville, GA 30046 678-442-1825 Heather Loveridge Magnolia Media Group 678-488-0816