Storytelling
Tuesday, April 15, 2014
12pm – 2pm
Independence Blue Cross
1901 Market Street, 23rd Floor
#CoalitionU
Rev. Dr. Lorina Marshall Blake
President
Independence Blue Cross Foundation
• Vice President of Community Affa...
Tweet your questions
#Coalition U
Follow @CoalitionU
#CoalitionU
The Power of Storytelling
• A compelling story inspires people to get
involved and gives them a reason to
supp...
Tweet your questions
#Coalition U
Follow @CoalitionU
Organizational Storytelling:
Breaking Through the Clutter
Tim Spreitzer, SVP
Tierney
hellotierney.com
tspreitzer@tierneyag...
7
My Clever Agency http://www.mycleveragency.com/ 8
So, how do you break through?
Build an emotional connection
You must emotionally connect your
audience to your message; give your
stakeholders a reason ...
11
Emotion
Proud
Smart
Compassion
Sad
Inspired
HappyEmpowered
Compelled to Act
12
13
“P&G understands the
importance of building an
emotional brand connection with
their customers. They also know
their ta...
14
Put your audience first#1
Lead with your message#2
Starts with great storytelling
Anecdotes
Examples
Details
Facts
Key ...
15
Give it 3 parts#4
Starts with great storytelling
Opening Body ClosingOpening Body Closing
Introduce a villain & hero#5
...
Putting it into action.
• The Salvation Army of Greater Philadelphia used story telling
to help raise awareness and drive donations to support the...
Questions?
Tim Spreitzer, SVP
Tierney
tspreitzer@tierneyagency.com
(215) 790-4417
Kate O’Neil, AD
Tierney
koneil@tierneyag...
#CoalitionU
Putting your Story into an
Appeal Letter
• “Set the stage” for your story
• Strong opening sentence or impactf...
#CoalitionU
Putting your Story into an
Appeal Letter
• Connect the reader emotionally
• Include 3 very clear asks througho...
#CoalitionU
Putting your Story into an
Appeal Letter
Tactics that Work!
• Use variable data (e.g. “Dear John” vs. “Dear
Fr...
#CoalitionU
Putting your Story into an
Appeal Letter
Tactics that Work!
• Read draft letter out loud to others
• Use outer...
Group Sessions
Your story should follow these guidelines:
– Articulate your organization’s mission
– No more than 2 minute...
Follow @CoalitionU
Follow @UACoalition
___________________________
Special Thanks to our Co-sponsor
Independence Blue Cros...
Coalition U Storytelling and Creating a great fundraising letter
Coalition U Storytelling and Creating a great fundraising letter
Coalition U Storytelling and Creating a great fundraising letter
Coalition U Storytelling and Creating a great fundraising letter
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Coalition U Storytelling and Creating a great fundraising letter

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Use emotional and compelling storytelling techniques to create a compelling fundraising letter

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Coalition U Storytelling and Creating a great fundraising letter

  1. 1. Storytelling Tuesday, April 15, 2014 12pm – 2pm Independence Blue Cross 1901 Market Street, 23rd Floor
  2. 2. #CoalitionU Rev. Dr. Lorina Marshall Blake President Independence Blue Cross Foundation • Vice President of Community Affairs for Independence Blue Cross • UAC Board Member and co-chairs the UAC Marketing Committee • Over 35 years’ experience in Corporate Management, Public Relations and Communications • Serves as an associate minister at the Vine Memorial Baptist Church Hostess
  3. 3. Tweet your questions #Coalition U Follow @CoalitionU
  4. 4. #CoalitionU The Power of Storytelling • A compelling story inspires people to get involved and gives them a reason to support your work! • Stories powerfully connect us to our listeners • Stories trigger the ancient human muscle of the imagination
  5. 5. Tweet your questions #Coalition U Follow @CoalitionU
  6. 6. Organizational Storytelling: Breaking Through the Clutter Tim Spreitzer, SVP Tierney hellotierney.com tspreitzer@tierneyagency.com Kate O’Neil, Account Dir. Tierney hellotierney.com koneil@tierneyagency.com
  7. 7. 7
  8. 8. My Clever Agency http://www.mycleveragency.com/ 8
  9. 9. So, how do you break through?
  10. 10. Build an emotional connection You must emotionally connect your audience to your message; give your stakeholders a reason to act
  11. 11. 11 Emotion Proud Smart Compassion Sad Inspired HappyEmpowered Compelled to Act
  12. 12. 12
  13. 13. 13 “P&G understands the importance of building an emotional brand connection with their customers. They also know their target audience well and what makes them feel.” - Colin Shaw CEO, Beyond Philosophy
  14. 14. 14 Put your audience first#1 Lead with your message#2 Starts with great storytelling Anecdotes Examples Details Facts Key Message M B Keep it simple#3 Constantly ask “So What?” Met the goal; more to do Improved efficiency How many people are still in need? More people will be served this year
  15. 15. 15 Give it 3 parts#4 Starts with great storytelling Opening Body ClosingOpening Body Closing Introduce a villain & hero#5 Use visuals when you can#6 Repeat the take-away#7
  16. 16. Putting it into action.
  17. 17. • The Salvation Army of Greater Philadelphia used story telling to help raise awareness and drive donations to support their summer programs through the “Christmas in July” campaign. 17 The Salvation Army
  18. 18. Questions? Tim Spreitzer, SVP Tierney tspreitzer@tierneyagency.com (215) 790-4417 Kate O’Neil, AD Tierney koneil@tierneyagency.com (215) 790-4367 hellotierney.com
  19. 19. #CoalitionU Putting your Story into an Appeal Letter • “Set the stage” for your story • Strong opening sentence or impactful quote • Make your letter personal • Include organization’s mission and accomplishments
  20. 20. #CoalitionU Putting your Story into an Appeal Letter • Connect the reader emotionally • Include 3 very clear asks throughout the letter • Make your letter personal • Make it easy to give • Make the donor the hero
  21. 21. #CoalitionU Putting your Story into an Appeal Letter Tactics that Work! • Use variable data (e.g. “Dear John” vs. “Dear Friend”) • Include photos or images • Indent paragraphs, use bolded lines, italics, underline
  22. 22. #CoalitionU Putting your Story into an Appeal Letter Tactics that Work! • Read draft letter out loud to others • Use outer envelope to create a sense of urgency • Personalize as much as possible
  23. 23. Group Sessions Your story should follow these guidelines: – Articulate your organization’s mission – No more than 2 minutes in length OR 1 -2 paragraphs – Be compelling – Have a call to action/Ask
  24. 24. Follow @CoalitionU Follow @UACoalition ___________________________ Special Thanks to our Co-sponsor Independence Blue Cross Thank You!!

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