Storytelling for Nonprofits - KCNE Conference
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Session focusing on content marketing and how to share your story. Course: Storytelling for Nonprofits hosted by Kitsap Center for Nonprofit Excellence and Kitsap Community Foundation. March 24 – 8-5 p.m. Speaker: Erica Klinger, Director of Marketing, Seattle Foundation
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Storytelling for Nonprofits - KCNE Conference
- 1. the heart & science of philanthropy 24 March 2016 | Erica Klinger, Director of Marketing
- 3. The Heart
- 4. You have a great story, now how do you share it?
- 5. The content marketing team is your friend
- 6. Story Format Share your story using multiple mediums, make it interesting (engaging) and “shareable.”
- 7. Scan-ability Highlight just a few main points and make them stand out!
- 8. “Sticky” Headlines Be persuasive - what, why, how, or when? On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar. —David Ogilvy “Father of advertising”
- 9. Formula Example = philanthropy “18 Fascinating Ways to Donate and Smile in Less than 5 Minutes” Use numbers + an interesting adjective + verb + trigger words + promise
- 10. Activity: _________ Innovation Restores ______________With ________ _______________ And Could Save Thousands From _________. promise what? adjective community issue noun
- 11. Deliver on Your Promise Promise: Subscribe to be part of an exclusive look behind the scenes at the role of a community foundation. Join us as we chronicle the choices and motivations of philanthropists in a fascinating three-month journey that ultimately gives $1 million dollars to nonprofits in the community by September 2015.
- 12. Together, we work to create equality of opportunity in our community, with strategies for philanthropic investment that creates lasting change. GiveTogether
- 13. Brand Ambassadors Build a list of people that will share you content in their social networks. • Employees • Volunteers • Board • Family • Friends • Media and bloggers • Celebrities
- 14. The Science
- 15. Story analysis, work smarter not harder
- 20. Activity: Calculate Year over Year (YOY) Growth Traffic May 2015= 1220 visits per month Traffic May 2014 = 720 visits per month Traffic now minus traffic last year. 1220-720 = 500 Take 500 x (100) / 720 (the original amount) Multiplying by 100 (calculate to %) 69% YOY growth rate
- 21. Distribute through all digital channels Donate
- 22. Drive to an action – remove friction
- 23. All about the timing– when to make an ASK?
- 24. Set your goals and have a clear Call to Action (CTA)
- 26. Make telling a story, fun. Fun
- 27. Questions?
Editor's Notes
- Add heart an
- Video, photos, visualizations (compare text boring, to creative interesting – summer givetogether infographic) Put it in multiple mediums, build your content, creative Simplify complex information into something scanneable Compare boring headline vs. interesting actionable headline Mad Libs – fill in the blanks activity as a group (5) headline that is also SEO friendly
- Video, photos, visualizations (compare text boring, to creative interesting – summer givetogether infographic) Put it in multiple mediums, build your content, creative Simplify complex information into something scanneable Compare boring headline vs. interesting actionable headline Mad Libs – fill in the blanks activity as a group (5) headline that is also SEO friendly
- Video, photos, visualizations (compare text boring, to creative interesting – summer givetogether infographic) Put it in multiple mediums, build your content, creative Simplify complex information into something scanneable Compare boring headline vs. interesting actionable headline Mad Libs – fill in the blanks activity as a group (5) headline that is also SEO friendly
- Video, photos, visualizations (compare text boring, to creative interesting – summer givetogether infographic) Put it in multiple mediums, build your content, creative Simplify complex information into something scanneable Compare boring headline vs. interesting actionable headline Mad Libs – fill in the blanks activity as a group (5) headline that is also SEO friendly
- Video, photos, visualizations (compare text boring, to creative interesting – summer givetogether infographic) Put it in multiple mediums, build your content, creative Simplify complex information into something scanneable Compare boring headline vs. interesting actionable headline Mad Libs – fill in the blanks activity as a group (5) headline that is also SEO friendly
- Video, photos, visualizations (compare text boring, to creative interesting – summer givetogether infographic) Put it in multiple mediums, build your content, creative Simplify complex information into something scanneable Compare boring headline vs. interesting actionable headline Mad Libs – fill in the blanks activity as a group (5) headline that is also SEO friendly
- Blog post or web page KEY TO CAPTURE AN EMAIL, related content Email blast and eNewsletter Ambassadors email with easy sharing links Social Networks SMS Text Paid Media Social Search ads Banner ads
- Human behavior = this is too hard – I give up! Keep the message and path simple Different channels have different goals – EMAIL & Mail for $ Email long form Email short form Example: YouTube screenshot – where do they go? End screen with CTA (GiveBIG)
- Human behavior = this is too hard – I give up! Keep the message and path simple Different channels have different goals – EMAIL & Mail for $ Email long form Email short form Example: YouTube screenshot – where do they go? End screen with CTA (GiveBIG)
- Human behavior = this is too hard – I give up! Keep the message and path simple Different channels have different goals – EMAIL & Mail for $ Email long form Email short form Example: YouTube screenshot – where do they go? End screen with CTA (GiveBIG)
- Human behavior = this is too hard – I give up! Keep the message and path simple Different channels have different goals – EMAIL & Mail for $ Email long form Email short form Example: YouTube screenshot – where do they go? End screen with CTA (GiveBIG)
- Human behavior = this is too hard – I give up! Keep the message and path simple Different channels have different goals – EMAIL & Mail for $ Email long form Email short form Example: YouTube screenshot – where do they go? End screen with CTA (GiveBIG)
- Duamish