Who's Telling Your Nonprofit Story?

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bbcon 2013

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Who's Telling Your Nonprofit Story?

  1. 1. Who’s Telling YOUR Story? Increasing the effectiveness of your communication, one story at a time PRESENTED BY MARC A. PITMAN FUNDRAISINGCOACH.COM Twitter: @marcapitman Hashtag: #bbcon
  2. 2. More New 501(c)3’s Each Year Statistics from National Center for Charitable Statistics http://nccsdataweb.urban.org/ 0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 1,600,000 1,800,000 1995 1998 2000 2005 2008
  3. 3. Who am I?  Author of Ask Without Fear! and Who’s Telling Your Story?  Creator of Fundraising Kick www.FundraisingKick.com  Extensive experience in marketing and fundraising in education, healthcare, arts, and professional associations  Train nonprofit leaders around the world & regularly sought out by media outlets
  4. 4. Goals 1. To overwhelm you with useful information 2. To give you 2 very practical exercises to get you started on your stories
  5. 5.  Campfire picture with people talking
  6. 6. Even cavemaen told stories! 1. “The one that got away”
  7. 7.  Huge DNA picture strand
  8. 8. “Story Proof: The Science Behind the Startling Power of Story” by Kendall Haven
  9. 9. This isn’t your father’s media It used to be that 3 ads reached 85% of viewers. Not anymore!
  10. 10. LOTS of distraction & fragmentation Now there are literally HUNDREDS of TV options! Alone!
  11. 11. You need to breakthrough!  So how do you break through?  STORIES!
  12. 12.  A trip to the grocery store
  13. 13. Set structure of storytelling 2300 years ago
  14. 14. Set structure of storytelling 2300 years ago –Beginning, Middle, End
  15. 15. Set structure of storytelling 2300 years ago –Beginning, Middle, End –Has a hero
  16. 16.  Has to be a person The hero has to be a person
  17. 17. Set structure of storytelling 2300 years ago –Beginning, Middle, End –Has a hero –Needs CONFLICT (hero+obstacle=conflict)
  18. 18. Good Night Moon vs. Disney vs. Mission Impossible No conflict
  19. 19. Some conflict Good Night Moon vs. Disney vs. Mission Impossible
  20. 20. Good Night Moon vs. Disney vs. Mission Impossible Lots of conflict!
  21. 21. Set structure of storytelling 2300 years ago –Beginning, Middle, End –Has a hero –Needs CONFLICT (hero+obstacle=conflict) –The storyteller works to help the listener be immersed in the story
  22. 22. Storytelling for Dummies Act 1: Get hero up a tree
  23. 23. Storytelling for Dummies Act 1: Get hero up a tree Act 2: Throw rocks at him
  24. 24. Storytelling for Dummies Act 1: Get hero up a tree Act 2: Throw rocks at him Act 3: Get him down
  25. 25. 5 Buckets for Stories  Let’s look at 5 typical buckets of stories  Especially non-disaster relief stories
  26. 26. 5 Buckets for Stories 1. Founding Story
  27. 27. 5 Buckets for Stories 1. Founding Story 2. Mess Up Stories
  28. 28. 5 Buckets for Stories 1. Founding Story 2. Mess Up Stories 3. Suffering Stories
  29. 29. 5 Buckets for Stories 1. Founding Story 2. Mess Up Stories 3. Suffering Stories 4. Phoenix Stories
  30. 30. 5 Buckets for Stories 1. Founding Story 2. Mess Up Stories 3. Suffering Stories 4. Phoenix Stories 5. Glorious End Stories
  31. 31.  m
  32. 32. In control = Out of touch “The more in control we are, the more out of touch we become…” —A.G. Lafley, CEO P&G
  33. 33.  New social media tools cropping up all the time! So many ways people can talk about you!
  34. 34. How do you give people a script?
  35. 35. Picture of Elevator  Or people in an elevator
  36. 36. Organizing Stories with The Rule of 3’s
  37. 37. Organizing Stories with The Rule of 3’s 0. Define Your Jennifer
  38. 38. Organizing Stories with The Rule of 3’s 0. Define Your Jennifer 1. 3 Attributes
  39. 39. Organizing Stories with The Rule of 3’s 0. Define Your Jennifer 1. 3 Attributes 2. 3 Channels
  40. 40. Organizing Stories with The Rule of 3’s 0. Define Your Jennifer 1. 3 Attributes 2. 3 Channels 3. 3 Times a Month for 3 Months
  41. 41. Organizing Stories with The Rule of 3’s 0. Define Your Jennifer
  42. 42. Make it a as clear a picture as possible  Saddleback Sam
  43. 43. Organizing Stories with The Rule of 3’s 0. Define Your Jennifer 1. 3 Attributes
  44. 44. Organizing Stories with The Rule of 3’s 0. Define Your Jennifer 1. 3 Attributes 2. 3 Channels
  45. 45. Organizing Stories with The Rule of 3’s 0. Define Your Jennifer 1. 3 Attributes 2. 3 Channels
  46. 46. Horse vet picture
  47. 47. Organizing Stories with The Rule of 3’s 0. Define Your Jennifer 1. 3 Attributes 2. 3 Channels 3. 3 Times a Month for 3 Months
  48. 48. Repeat. Repeat. Repeat.
  49. 49. Organizing Stories with The Rule of 3’s 0. Define Your Jennifer 1. 3 Attributes 2. 3 Channels 3. 3 Times a Month for 3 Months Attributes Channels A 1 B 2 C 3
  50. 50. Organizing Stories with The Rule of 3’s 0. Define Your Jennifer 1. 3 Attributes 2. 3 Channels 3. 3 Times a Month for 3 Months Attributes Channels A 1 B 2 C 3 Attributes Channels B 1 C 2 A 3
  51. 51. Organizing Stories with The Rule of 3’s 0. Define Your Jennifer 1. 3 Attributes 2. 3 Channels 3. 3 Times a Month for 3 Months Attributes Channels A 1 B 2 C 3 Attributes Channels B 1 C 2 A 3 Attributes Channels C 1 A 2 B 3
  52. 52. Storytelling Resources  www.FundraisingCoach.com/storytelling  501 Videos www.MovieMondays2.com  Andy Goodman www.agoodmanonline.com  Cliff Atkinson www.SociableMedia.com  Doug Stevenson www.DougStevenson.com  Kendall Haven www.KendallHaven.com  Fund Coaches www.FundCoaches.com  Send me an email at marc@fundraisingcoach.com to get my free email newsletter & a free copy of my guide to email solicitation.

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