2014 NPD The 5 Essential Stories Fundraisers Should Be Sharing on Social Media
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The 5 Essential Stories Fundraisers Should Be Sharing on Social Media Kalynn Amadio Ikalynn, Inc. Fundraising through social media is becoming more common because people feel good about giving, and giving online is easy. Story is the heart of your message and social media really values stories. What stories resonate with donors? There are 5 essential stories fundraising professionals and non-profits should be sharing on social media to drive engagement and grow the donor base. get these 5 stories right and you will strengthen donor relationships, create emotional connections that keep current supporters engaged and prospective supporters wanting to learn more about your cause. LEARNING OBJECTIVES/TAKEAWAYS: • Identify and understand the 5 essential stories to share • Identify 5 powerful ways to share these stories • How to make your fundraising efforts more social to improve social media ROI (return on investment)
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2014 NPD The 5 Essential Stories Fundraisers Should Be Sharing on Social Media
- 1. The 5 Essential Stories Fundraisers Should Be Telling On Social Media 2014 Ikalynn, LLC 914.295.0104 kamadio@ikalynn.com
- 2. 2014 Ikalynn, LLC 914.295.0104 kamadio@ikalynn.com
- 3. Communication Learning 2014 Ikalynn, LLC 914.295.0104 kamadio@ikalynn.com
- 4. Telling Stories is Better Than Telling Facts 2014 Ikalynn, LLC 914.295.0104 kamadio@ikalynn.com
- 5. Stories engage the Heart 2014 Ikalynn, LLC 914.295.0104 kamadio@ikalynn.com
- 6. Stories are Vital 2014 Ikalynn, LLC 914.295.0104 kamadio@ikalynn.com
- 7. Stories can be Shared 2014 Ikalynn, LLC 914.295.0104 kamadio@ikalynn.com
- 8. Stories capture Attention 2014 Ikalynn, LLC 914.295.0104 kamadio@ikalynn.com
- 9. Essential Story #1 2014 Ikalynn, LLC 914.295.0104 kamadio@ikalynn.com
- 10. The Big WHY 2014 Ikalynn, LLC 914.295.0104 kamadio@ikalynn.com
- 11. Greenpeace's goal is to ensure the ability of the earth to nurture life in all its diversity. 2014 Ikalynn, LLC 914.295.0104 kamadio@ikalynn.com
- 12. 2014 Ikalynn, LLC 914.295.0104 kamadio@ikalynn.com
- 13. Essential Story #2 2014 Ikalynn, LLC 914.295.0104 kamadio@ikalynn.com
- 14. Social Proof 2014 Ikalynn, LLC 914.295.0104 kamadio@ikalynn.com
- 15. “When people are abused and assaulted, it is like the doors to their souls slam shut. The goal of Joyful Heart is to let the light, and the life, back in – to banish the darkness and let the healing begin.” ~ Mariska Hargitay 2014 Ikalynn, LLC 914.295.0104 kamadio@ikalynn.com
- 16. 2014 Ikalynn, LLC 914.295.0104 kamadio@ikalynn.com
- 17. Facebook’s CEO Mark Zuckerberg challenged Microsoft Founder Bill Gates to the #ALSIceBucketChallenge 2014 Ikalynn, LLC 914.295.0104 kamadio@ikalynn.com
- 18. No Celebrities? No Problem! 2014 Ikalynn, LLC 914.295.0104 kamadio@ikalynn.com
- 19. Essential Story #3 2014 Ikalynn, LLC 914.295.0104 kamadio@ikalynn.com
- 20. Your Founder 2014 Ikalynn, LLC 914.295.0104 kamadio@ikalynn.com
- 21. AmeriCare Founder Robert Macauley advises, "You act now and worry about the red tape later". 2014 Ikalynn, LLC 914.295.0104 kamadio@ikalynn.com
- 22. Ask these questions: Why was your organization started to begin with? Who identified the need? What was that like for them? What were their struggles in the beginning? 2014 Ikalynn, LLC 914.295.0104 kamadio@ikalynn.com
- 23. Essential Story #4 2014 Ikalynn, LLC 914.295.0104 kamadio@ikalynn.com
- 24. Continuous Improvement 2014 Ikalynn, LLC 914.295.0104 kamadio@ikalynn.com
- 25. 2014 Ikalynn, LLC 914.295.0104 kamadio@ikalynn.com
- 26. Essential Story #5 2014 Ikalynn, LLC 914.295.0104 kamadio@ikalynn.com
- 27. The Impact 2014 Ikalynn, LLC 914.295.0104 kamadio@ikalynn.com
- 28. Pin caption: Children dance in a child-friendly space in Central African Republic. For a little while they can forget the horrors of conflict. ~UNICEF Canada 2014 Ikalynn, LLC 914.295.0104 kamadio@ikalynn.com
- 29. “My name is Natalia,” she says. “I’m the President.” 2014 Ikalynn, LLC 914.295.0104 kamadio@ikalynn.com
- 30. Covenant House Rights of Passage Program 2014 Ikalynn, LLC 914.295.0104 kamadio@ikalynn.com
- 31. An entire section of the website where advocates can share their personal stories and band together. 2014 Ikalynn, LLC 914.295.0104 kamadio@ikalynn.com
- 32. 5 Ways To Tell Your Story 2014 Ikalynn, LLC 914.295.0104 kamadio@ikalynn.com
- 33. Pictures Video Writing Verbally By Others 2014 Ikalynn, LLC 914.295.0104 kamadio@ikalynn.com
- 34. Web: ikalynn.com www.facebook.com/kalynn.amadio twitter.com/kalynnamadio www.linkedin.com/kalynnamadio www.pinterest.com/kalynnamadio plus.google.com/+KalynnAmadio www.youtube.com/KalynnAmadio kamadio@ikalynn.com Blog: www.kalynnamadio.com 2014 Ikalynn, LLC 914.295.0104 kamadio@ikalynn.com
- 35. Learn More: ActLocalMarketing.com #ACTLOCALmarketing BoomersUltimateGuidePodcast.com @BoomersUltimate 2014 Ikalynn, LLC 914.295.0104 kamadio@ikalynn.com
- 36. The 5 Essential Stories Fundraisers Should Be Telling On Social Media 2014 Ikalynn, LLC 914.295.0104 kamadio@ikalynn.com
Editor's Notes
- From the time you were little, you loved stories. It probably started with your mom or dad and continued with your favorite teachers.
- Sharing stories helps us remember important facts. It is one of the earliest forms of communication and teaching.
- Telling stories is better than telling facts. When we hear facts, we tend to get analytical, listening with a different part of our brain, and we naturally try to debunk the data. Stories we listen to and believe because they engage our heart and emotions. Use facts to support your story not as the story.
- Connecting with a donors emotional center is always a priority. If you can connect to their emotion, you can sway them to your cause.
- They are fundamental to how we relate to each other.
- When stories are retold, they spread your message because those sharing are doing the work for you. We love to gossip and tell stories.
- Stories capture us in ways no other form of communication can. They hold our attention far longer than any type of advertising or marketing message. They capture us in ways facts simply cannot. Adults have an 8 second attention span.
- Now that I’ve explained why stories matter more than facts, let’s look at the 5 stories every non-profit should be telling. #1
- The first story is what I call your Big WHY? You may have heard it called your value or values & ethics story. The big WHY of your organization is essentially why it exists. Why do you do what you do? This is the story that relates the core values and ethics that are at the heart of your organization. People donate to specific non-profits based on shared values
- Greenpeace: Facebook “Greenpeace’s goal is to ensure the ability of the earth to nurture life in all its diversity.”
- Greenpeace: Website and Twitter Core values are clearly defined on their website
- The 5 stories every non-profit should be telling. #2
- Celebrity endorsements as social proof. It’s a fact that we listen and follow what famous people are up to. When you can get celebrities, politicians or business tycoons to share your Big WHY or how your why connects to their why, it’s a win-win. Example: NFL players PSA for the NO More movement to end domestic violence.
- Since the Ray Rice incident, the Joyful Heart Foundation has the opportunity to enlist the NFL and its players to their cause.
- ALS
- When you can make providing social proof fun you have the chance to go viral as with the ALS Ice Bucket Challenge this past summer.
- Even without celebrities, you can provide social proof by sharing the efforts of your volunteers.
- The 5 stories every non-profit should be telling. #3
- Founder stories can be very powerful. Millard Fuller had a crisis of conscience that led him to reevaluate his life and values. The end result was the founding of Habitat for Humanity.
- AmeriCares: A third of the children burned to death, many of the remaining victims were critically injured. Soon after, the Pentagon announced that it would not have the resources to rescue the children for 10 days. The world received the news of the crash with dismay, shock and a widespread sense of helplessness. One individual decided to take action. Robert C. Macauley, a paper broker from New Canaan, Conn., immediately chartered a Boeing 747 to rescue the young survivors. Within 48 hours, the children were safe in California. Born of unbounded compassion and sheer audacity, this mission set the stage for many to come. When human lives are at stake, Macauley has no patience for bureaucracy. "You act now," Macauley advises, "and worry about the red tape later".
- Founder story questions.
- The 5 stories every non-profit should be telling. #4
- Share how your organization is meeting the challenges, learning and improving. Where is your movement taking hold and where are you having trouble?
- Share how grants were used. Especially consider sharing what you learned when things did not go as planned and how your organization rallied and redefined if need be. Don’t be afraid to share what was learned from mistakes.
- The 5 stories every non-profit should be telling. #5
- Impact stories: These stories are by far the most important. Donors, volunteers, staff, stakeholders – they all want to know what impact your organization is having on the problem, the cause and the world.
- With every water project that charity: water implements, we require communities to elect a water committee. We traveled to Mozambique to meet them. Neatly lined up in matching blue T-shirts, are five members of the local water committee. They stand tall, three men and two women, as they introduce themselves and their responsibilities one by one. The final introduction — which comes from the seemingly shy 15-year-old girl on the end. “My name is Natalia,” she says. “I’m the President.” “How?!” I ask. “I was chosen because I know how to read and write.” Natalia responds. “But also because I can maintain progress.” Her committee members nod in agreement, and it becomes clear that Natalia is not your average 15-year-old.
- Covenant House Through Rights of Passage, our kids learn to do their own shopping, cooking, and cleaning, and they even socialize with their "neighbors," often sharing meals and developing friendships with them. While learning these important life skills, ROP residents are also required to complete their education and hold down a job.
- March of Dimes Share your Story profiles. Individual profiles and sharing fosters community and commitment to the cause.
- Telling stories is better than telling facts. When we hear facts, we tend to get analytical, listening with a different part of our brain, and we naturally try to debunk the data. Stories we listen to and believe because they engage our heart and emotions. Use facts to support your story not as the story.
- Pictures: Consider the quality and content of your photos Video: Use your smartphone or a simple HD camera with lavaliere mic. Writing: Collect and create a bank of stories. Ask staff, volunteers, board members – anyone who is involved with your mission. Verbally: Written stories can be shared verbally at meetings, speaking events and ultimately on video for social media. Have others share for you: Encourage those who believe in your message share it by telling their own stories
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