Storytelling as Reinforcement of Mission


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This is an overview of DSVP's Storytelling Initiative. This strategy engaged a variety of stakeholders, captured a large quantity of communication assets, and has produced a variety of communication pieces over the course of a year. This is how we do strategic communications on a shoestring budget and keep our social media outlets fresh!

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Storytelling as Reinforcement of Mission

  1. 1. Storytelling as Reinforcement of Mission Stacy Caldwell Executive Director Dallas Social Venture Partners @SCaldwell @DallasSVP
  2. 2. Who do you represent? <ul><li>Who are your people? </li></ul><ul><li>How are they important to your mission? </li></ul><ul><li>How do you portray them? </li></ul>
  3. 3. Marketing Vs. Strategic Communication <ul><li>NOW – Strategic Communications </li></ul><ul><li>A function of mission </li></ul><ul><li>Embraces complexity </li></ul><ul><li>Asks Questions, Engages </li></ul><ul><li>An organizing tool </li></ul><ul><li>Listening </li></ul><ul><li>Crowd Sourcing </li></ul><ul><li>Social Media </li></ul><ul><li>Now </li></ul><ul><li>THEN – Marketing </li></ul><ul><li>Brand Identity </li></ul><ul><li>Key Messages </li></ul><ul><li>Sell/ Promote </li></ul><ul><li>Outwardly Focused </li></ul><ul><li>Persuasive </li></ul><ul><li>Focus Groups </li></ul><ul><li>Traditional Media </li></ul><ul><li>Then </li></ul>
  4. 4. Push Approach <ul><li>Predetermined programs & goals </li></ul><ul><li>“Pushed” to the end user by promotion </li></ul><ul><li>Rigid infrastructure and delivery methods </li></ul><ul><li>Top Down Approach </li></ul><ul><li>One to many </li></ul>
  5. 5. Pull Approach <ul><li>Grassroots/ Many to One </li></ul><ul><li>How can we be more relative to our base? </li></ul><ul><li>Informed by needs & interest of audience </li></ul><ul><li>Flexible, innovative and responsive by nature </li></ul>
  6. 6. Why Pull for Nonprofits <ul><li>Prove value to community </li></ul><ul><li>Reflect diversity of stakeholders </li></ul><ul><li>Engage and inform stakeholders </li></ul><ul><li>Portray Authentic Communications </li></ul>
  7. 7. Cultivating Content <ul><li>Listen & Watch </li></ul><ul><li>Get to Know </li></ul><ul><li>Ask </li></ul><ul><li>Document </li></ul>
  8. 8. Collecting Content <ul><li>Capture </li></ul><ul><li>Document </li></ul><ul><li>Archive Smartly </li></ul><ul><li>USE IT </li></ul>
  9. 9. Elements of DSVP’s STAR Initiative <ul><li>An intentional strategy to capture a foundation of communication content </li></ul><ul><ul><li>Prepare & Fact Find </li></ul></ul><ul><ul><li>Identify and Engage the Tellers & Subjects </li></ul></ul><ul><ul><li>Capture the Stories & Photos </li></ul></ul><ul><ul><li>Analyze the Data </li></ul></ul><ul><ul><li>Archive and USE the content </li></ul></ul>
  10. 10. The Creative Roles <ul><li>Project Manager – Tracks content, archives and reports it appropriately, keeps people communicating, track progress </li></ul><ul><li>Writer - prep work, interviews, notes, stories, inventory </li></ul><ul><li>Photographer – on-site photography, rapport with subject, technical expert </li></ul><ul><li>Editor – ensures quality and consistency of tone, pulls quotes, identifies powerful stories and quotes for further exploration </li></ul>
  11. 11. Project Deliverables <ul><li>Stat Sheet </li></ul><ul><li>Interview Notes </li></ul><ul><li>2 Page Story </li></ul><ul><li>30-60 Images </li></ul><ul><li>Inventory Sheet </li></ul>
  12. 12. Capture the Stories <ul><li>Communicate the program to your stakeholders </li></ul><ul><li>Identify what you want to learn and whose voice you want to amplify </li></ul><ul><li>Prepare </li></ul><ul><li>Developing format & questions </li></ul><ul><li>Set up Interviews </li></ul>
  13. 13. Capturing Images <ul><li>What is truly interesting about your work? </li></ul><ul><li>Set the scene, what are you looking for? </li></ul><ul><li>A day in the life of the mission vs. special events </li></ul><ul><li>Articulate your vision </li></ul><ul><li>Rapport & Cultural Sensitivity </li></ul>
  14. 14. Cultivating the Work <ul><li>Coordinate and track </li></ul><ul><li>Editing Protocol </li></ul><ul><li>Content Meetings </li></ul><ul><li>Subject Release Forms </li></ul>
  15. 15. Tangible Results <ul><li>13 Stories Captured </li></ul><ul><li>31 Complete Interviews </li></ul><ul><li>40 Useable Quotes </li></ul><ul><li>583 Images </li></ul>
  16. 16. Outcomes Achieved <ul><li>Began an oral and written tradition </li></ul><ul><li>Identified stories that validates the work and presence of our mission </li></ul><ul><li>Calling positive attention to our Stakeholders </li></ul><ul><li>Re-enforcing our value with our funders </li></ul>
  17. 17. Endless Distribution Possibilities <ul><li>Newsletters </li></ul><ul><li>Email Blasts </li></ul><ul><li>Website </li></ul><ul><li>Brochures </li></ul><ul><li>Podcasts </li></ul><ul><li>Annual Report </li></ul><ul><li>Cards </li></ul><ul><li>Exhibits </li></ul>
  18. 22. Have Fun!