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How to Craft A Memorable Special Appeal for Your Event

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How to Craft A Memorable Special Appeal for Your Event

  1. 1. How to craft a memorable Special appeal story Presenter: Shanon Doolittle, Founder & Principal, Doogooder Twitter: @sldoolittle | #storytellingnonprofit
  2. 2. Question Quickie What event popped into your mind when you signed up for this webinar?
  3. 3. reasons why most special appeals fail
  4. 4. 11 Not identifying your audience
  5. 5. 12 Not having a purpose in mind
  6. 6. 13 An unprepared and nervous speaker
  7. 7. When it comes to events, we often make the mistake of spending too much time on logistics and not enough on programming.
  8. 8. A story can have an extremely powerful effect on an individual. And the most successful special appeals tell a compelling story.
  9. 9. STEP #1: YOUR STORY
  10. 10. places to find great stories
  11. 11. 11 Your clients and their families
  12. 12. 12 Your donors
  13. 13. 13 Your staff and volunteers
  14. 14. Question Quickie How do you collect stories at your organization?
  15. 15. What makes a great story? of storytelling
  16. 16. 11 CHARACTER
  17. 17. 12 CONNECTION
  18. 18. 13 CONFLICT
  19. 19. 14 CONQUEST
  20. 20. Find the story with the biggest, hairiest conflict. The bigger the conflict, the more engaged the audience will be.
  21. 21. STEP #3: YOUR SPEAKER
  22. 22. traits to look for when finding a speaker
  23. 23. 11 The speaker is scriptable.
  24. 24. 12 The speaker is passionate.
  25. 25. 13 The speaker is unpolished.
  26. 26. Do not dump raw emotion on the shoulders of the audience. A chin quivering is fine but bawling one’s eyes out is not.
  27. 27. STEP #3: YOUR SPEAKER
  28. 28. Speaker Preparation Timeline Activity Week Review event program run of show with speaker. Provide storytelling brainstorm questions. 1/20 (6 weeks from event) Select speaker story. Review story structure with speaker. Request first draft by 2/7. 1/27 (5 weeks from event) Check in with speaker and answer questions. 2/3 (4 weeks from event) Review revised draft with event team. Provide feedback to speaker. Request revised draft by 2/14. 2/10 (3 weeks from event) Rehearse ask with speaker. Suggest minor tweaks, if needed. Request final speech by 2/17. 2/17 (2 weeks from event) Provide speaker agenda and logistics. Sends notes of gratitude and encouragement. 2/24 (1 week from event)
  29. 29. SAMPLE QUESTIONS: 1. What do you remember about your experience with math as a child? 2. If you were a number, what number would you be and why? 3. As a teacher, why do you love most about our program? 4. How our program transformed the life of one of your students? What was the struggle? The turnaround point? How was the student’s life changed for the better? 5. Why should someone donate to our program?
  30. 30. reasons why story structure matters
  31. 31. A framework helps to reduce rambling and information overload.
  32. 32. Different parts of a story balance each other. Too much of any one part can make your story tedious and confusing.
  33. 33. It organizes and optimizes the timing of the characters, events and details of the story.
  34. 34. Story Structure
  35. 35. Keep the story simple and limit details that don’t move the story forward. Fill the room with emotion, end end with a clear call to action.
  36. 36. Question Quickie What’s one nugget from today’s webinar you’d like to put into action this year?
  37. 37. Q&A
  38. 38. Call me maybe Ping: Blog: Tweet: @sldoolittle