1. Storytelling: Blog Your
Way Into Their Hearts
Fund Development & Marketing Track
Deb Frockt
Director of Marketing & Communications
Jewish Family Service of Seattle

2. why we created it
 Breathe new life into our storytelling
 Develop a stronger digital presence
 Provide donor relations team with more
robust resources

3. To inspire and engage current and prospective donors
& volunteers by sharing compelling content that:
 is engaging, informative & accessible
 demonstrates the JFS impact
 showcases expertise & leadership
 reflects the faces & values of supporters
 empowers advocacy on key issues
 provides a platform for dialogue
what we wanted

4. how we started
 browsing and research
 defined objectives for primary
communication tools
 extend & modernize brand
 content planning
 internal communication
 driving traffic via enews

7. assume mobile
65%
of email

8. addition by subtraction
 create for the platform
 one concise story
 format wisely
 make long pieces a series on the same
topic
 make multiple themed-pieces different
posts

9. internal content partners
 subject matter experts
 non-writers as writers
 non-writers as share content providers
 visual content providers
 volunteers, VISTA/Americorps, interns

10. external partners
 program partners, supporting
organizations, volunteer groups
 media outlets
 community leaders or organizations

11. mind your p’s & q’s
 review process & sign-off
 notify of posting schedule
 share good news
 acknowledge contributors publically and
privately

12. I don’t remember a time when we weren’t involved with JFS. My dad was President of the JFS
Board of Directors when I was young, and the agency was always important to our family. Now with
my own kids, we’ve been able to be hands-on with JFS, collecting food and even sorting it at JFS.
Just recently, JFS published a list of items the Food Bank needs. That list is on our fridge,
and our family commitment is to buy 2-3 items each time we make a trip to Costco and involve the
kids in bringing the items to the agency.

14. cross-platform storytelling
ESL Class Teaches More Than English
1. blog – volunteer
interview
2. newsletter –
student portraits
3. blog – student
stories

15. the clothesline project

16. re-purpose

18. addition by addition
nearly 3x the engagement
Without
Blog
With
Blog
Open Rate 23% 23%
Click Rate 6.5% 18.3%

19. social media engine