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Telling Your Rotary Story Online

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You probably have a club website, but are you using it to its
full potential? Rotary’s web team will talk about writing
content and telling stories to inspire your members and
intrigue potential Rotarians.

Published in: Marketing
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Telling Your Rotary Story Online

  1. 1. Telling Your Rotary Story OnlineTelling Your Rotary Story Online Teresa Schmedding, managing editor, Rotary International June 13, 2017 Rotary International Convention
  2. 2. TITLE | 2 People are wired to hear stories One Spot/https://visual.ly/science-storytelling • Our brains are more active when we hear stories • Strong stories inspire us to act http://bit.ly/RotaryTeresa
  3. 3. TITLE | 3 We learn through stories • Stories connect us to strangers • Stories allow listeners to turn an idea into their own idea and experience • Stories create emotional resonance http://bit.ly/RotaryTeresa
  4. 4. TITLE | 4 Which would you read? Thrifty widow leaves her entire £1.2MILLION fortune to help poor children in Africa Retired music teacher Helen Ruddock, 96, spent as little as possible on food and clothes and invested shrewdly The Rotary Foundation of the United Kingdom receives gift of £1.25 million from accomplished pianist and teacher http://bit.ly/RotaryTeresa
  5. 5. TITLE | 5 Rotary.org Helen Ruddock of Suffolk, England bequeathed a generous donation of £1.25 million to The Rotary Foundation. Having passed away in 2015 at the age of 96, and although not a Rotarian herself, Mrs Ruddock had a passion for improving the lives of others. Her introduction to Rotary and The Rotary Foundation was made by a close friend, who was a member of the Rotary Club of Halstead Despite not being a member of Rotary, Mrs. Ruddock exhibited many of the values of Rotary throughout her life with her involvement in her local community and by devoting her time and talents to help others. for a number of years. http://bit.ly/RotaryTeresa
  6. 6. TITLE | 6 Mirror A frugal widow who lived without any luxuries has left her estate of more than £1.25million to charity. Helen Ruddock, 96, spent as little as possible on food and clothes and used buses despite being a millionaire. The retired music teacher amassed her fortune by shrewdly investing on the stock market and buying and selling property. The thrifty pensioner, who had no children or close family, shocked her friends by leaving a net estate of £1,269,628. http://bit.ly/RotaryTeresa
  7. 7. TITLE | 7 Who is your audience? • Internal: Instill pride in Rotarians • External: Make people want to join, volunteer, donate Content that appeals to external audience will appeal to internal, but not vice versa http://bit.ly/RotaryTeresa
  8. 8. TITLE | 8 What drives people to join? • Passion for a cause • Friendships, connections • Conveys value to world • They want to do something • Make a difference • Belief http://bit.ly/RotaryTeresa
  9. 9. TITLE | 9 What drives donors to give? • Passion for a cause • They want to do something • Memorialize someone • Belief http://bit.ly/RotaryTeresa
  10. 10. TITLE | 10 What do people think Rotary is?
  11. 11. TITLE | 11 Great storytelling at Rotary The best stories are: 1.Action-oriented 2.Leaders 3.Inclusive 4.Innovative 5.Diverse 6.Global 7.Demonstrates impact http://bit.ly/RotaryTeresa
  12. 12. TITLE | 12 On rotary.org http://bit.ly/RotaryTeresa
  13. 13. TITLE | 13 On rotary.org
  14. 14. TITLE | 14 Our stories need to • Contain with characters and conflict • Show impact • Show action • Change Rotary’s image • Be polished, professional • Appeal to external audience • Feel true, honest http://bit.ly/RotaryTeresa
  15. 15. TITLE | 15 What about digital? http://bit.ly/RotaryTeresa
  16. 16. TITLE | 16 In a digital world • Hyperconnected people are inundated with information. – You need to stand out from the clutter. http://bit.ly/RotaryTeresa
  17. 17. TITLE | 17 Every 60 seconds online http://www.dr4ward.com @drDR4WARD http://bit.ly/RotaryTeresa
  18. 18. TITLE | 18 In a digital world One Spot/https://visual.ly/science-storytelling http://bit.ly/RotaryTeresa
  19. 19. TITLE | 19 Optimize for digital • 1-2 sentences per paragraph • 20-25 words per sentence • Break up your content with – Lists – Breakheads – Art – Numbers http://bit.ly/RotaryTeresa
  20. 20. TITLE | 20 Rotary.org Helen Ruddock of Suffolk, England bequeathed a generous donation of £1.25 million to The Rotary Foundation. Having passed away in 2015 at the age of 96, and although not a Rotarian herself, Mrs Ruddock had a passion for improving the lives of others. Her introduction to Rotary and The Rotary Foundation was made by a close friend, who was a member of the Rotary Club of Halstead Despite not being a member of Rotary, Mrs. Ruddock exhibited many of the values of Rotary throughout her life with her involvement in her local community and by devoting her time and talents to help others. for a number of years. http://bit.ly/RotaryTeresa
  21. 21. TITLE | 21 Mirror A frugal widow who lived without any luxuries has left her estate of more than £1.25million to charity. Helen Ruddock, 96, spent as little as possible on food and clothes and used buses despite being a millionaire. The retired music teacher amassed her fortune by shrewdly investing on the stock market and buying and selling property. The thrifty pensioner, who had no children or close family, shocked her friends by leaving a net estate of £1,269,628. http://bit.ly/RotaryTeresa
  22. 22. TITLE | 22 Wait! Don’t be afraid to go long • Respect reader’s time • Is this long because it’s rich with detail, characters, conflict? • Is this long because you have a lot you want to say? http://bit.ly/RotaryTeresa
  23. 23. TITLE | 23 Questions? Slides available at http://bit.ly/RotaryTeresa
  24. 24. TITLE | 24 Don’t forget “In our world of 24/7 news feeds, social media, etc., we are trying to drink from a firehose of information, and we’re finding ourselves bowled over yet still thirsty. … The storytelling movement is about restoring … a more authentic means of learning from each other and drawing meaning from our own experiences." — Sarah White, “A Storied Career” by Katharine Hansen, PhD http://bit.ly/RotaryTeresa

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