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How to Find & Tell Stories that
Cause Donors to Give Again

Presented by:
Lori L. Jacobwith
•

LJacobwith
LJacobwith

Master storyteller, trainer & coach
Lori L. Jacobwith
•
•

LJacobwith
LJacobwith

Master storyteller, trainer & coach
25+ years in social profit sector
Lori L. Jacobwith
•
•

LJacobwith

25+ years in social profit sector

•

LJacobwith

Master storyteller, trainer & coach

...
Lori L. Jacobwith
•
•

LJacobwith

25+ years in social profit sector

•

LJacobwith

Master storyteller, trainer & coach

...
Author of the Only
Step-by-Step Storytelling System

www.lorijacobwith.com/storytellingsystem
What We Will Cover
 What is storytelling
What We Will Cover
 What is storytelling
 Why tell stories?
What We Will Cover
 What is storytelling
 Why tell stories?

 What donors want
What We Will Cover
 What is storytelling
 Why tell stories?

 What donors want
 Where to find great stories
What We Will Cover
 What is storytelling
 Why tell stories?

 What donors want
 Where to find great stories

 A frame...
What do you want
supporters to do?
Information Deluges Us
How can you stand out?
There is a secret to
cutting through the
clutter of day to day
noise…
Your Impact on Real People
Storytelling: A Narrative Account

…of real or imagined events.
~ Source: National Storytelling Association
What Storytelling is Not

You are not a
newspaper or news
reporter that shares
objective and careful
stories.
Storytelling
At its core, storytelling is
the art of using language,
vocalization, and/or
physical movement and
gesture to...
What action do supporters take
when you share your stories?
Great Gaping Disconnect
What people want when they
support a cause:

~ Katya Andresen, Network for Good
Great Gaping Disconnect
What people want when they
support a cause:
To make a difference

~ Katya Andresen, Network for Go...
Great Gaping Disconnect
What people want when they
support a cause:
To make a difference

To feel personally connected to
...
Great Gaping Disconnect
What people want when they
support a cause:
To make a difference

To feel personally connected to
...
Great Gaping Disconnect
What people want when they
support a cause:
To make a difference

To feel personally connected to
...
Great Gaping Disconnect
What people get when they
support a cause:
A tax receipt
Statistics, facts & figures
A newsletter…...
Great Gaping Disconnect
What people get when they
support a cause:
Great Gaping Disconnect
What people get when they
support a cause:
A tax receipt
Great Gaping Disconnect
What people get when they
support a cause:
A tax receipt
Statistics, facts & figures
Great Gaping Disconnect
What people get when they
support a cause:
A tax receipt
Statistics, facts & figures
A newsletter…...
Great Gaping Disconnect
What people get when they
support a cause:
A tax receipt
Statistics, facts & figures
A newsletter…...
Great Gaping Disconnect
What people get when they
support a cause:
A tax receipt
Statistics, facts & figures
A newsletter…...
Startling Statistic
Startling Statistic
Nearly 50% of donors
stop giving for reasons
connected to
“a failure to
communicate.”
~ Penelope Burk ...
Who Do You Want to Retain?

Source: Agents of Good.org
Regular Feedback
& Reinforcement
Why are stories so important*?

*From Lisa Cron: Wired for Story
Why are stories so important*?
• We “THINK” in story

*From Lisa Cron: Wired for Story
Why are stories so important*?
• We “THINK” in story

• Every decision we make is
based on the story we tell
ourselves.

*...
Why are stories so important*?
• We “THINK” in story

• Every decision we make is
based on the story we tell
ourselves.
• ...
Why are stories so important*?

• Facts: Wake up the brain.

*From Lisa Cron: Wired for Story
Why are stories so important*?

• Facts: Wake up the brain.
• Stories: Allow us to experience
the facts.
*From Lisa Cron: ...
Knowledge Alone Does Not
Cause People to Take Action
Stories of Your Impact

…create
unforgettable
emotional
connections
Mission Moments
Lori’s Definition:
“Any short, inspirational, example of
how your organization is making an
impact.”
Mission Moments
Lori’s Definition:
“Any short, inspirational, example of
how your organization is making an
impact.”
 Mus...
Mission Moments
Lori’s Definition:
“Any short, inspirational, example of
how your organization is making an
impact.”
 Mus...
Mission Moments

http://bit.ly/MissionMomentsFromLori
Where to find stories?
Where to find stories?

We take for granted:
Where to find stories?

We take for granted:
1. People understand what kind
of impact examples you are
looking for.
Where to find stories?

We take for granted:
1. People understand what kind
of impact examples you are
looking for.
2. Peo...
Where to find stories?

Remember:
Most people don’t know
HOW to do what you
are asking.
Finding Powerful Stories
Important factors:
Finding Powerful Stories
Important factors:
1. Who do you ask for mission
moment examples?
Finding Powerful Stories
Important factors:
1. Who do you ask for mission
moment examples?
2. What questions do you ask?
Finding Powerful Stories
Important factors:
1. Who do you ask for mission
moment examples?
2. What questions do you ask?
3...
1. Who to Ask?
Who to Ask?

Let’s make a list…
2. What do you ask them?
Finding Powerful Stories
 Open-ended questions.
Finding Powerful Stories
 Open-ended questions.
 Ask questions that gets “at”
a story but doesn’t feel like you are
putt...
Finding Powerful Stories
 Open-ended questions.
 Ask questions that gets “at”
a story but doesn’t feel like you are
putt...
Help Identify Mission moments
Ask Questions:
Help Identify Mission moments
Ask Questions:
1. Who have you met at our organization
that inspires you?
Help Identify Mission moments
Ask Questions:
1. Who have you met at our organization
that inspires you?

2. What is your o...
Help Identify Mission moments
Ask Questions:
1. Who have you met at our organization
that inspires you?

2. What is your o...
3. Where to Ask the Questions?
Where to Ask the Questions?
Turning a Mission Moment
into a Story
Lori’s Storytelling Criteria
Boring2Brilliant.com
Lori’s Storytelling Criteria
• Tell a story about an actual person
using name/age/descriptors so your
listener can visuali...
Lori’s Storytelling Criteria
• Tell a story about an actual person
using name/age/descriptors so your
listener can visuali...
Lori’s Storytelling Criteria
• Tell a story about an actual person
using name/age/descriptors so your
listener can visuali...
Lori’s Storytelling Criteria
• Tell a story about an actual person
using name/age/descriptors so your
listener can visuali...
Before and After
Storytelling: How Do We Do This?
Lori’s 6-Step Process

1. Identify one
person.
Lori’s 6-Step Process

2. Learn & jot down
as much about
them as you can.
Lori’s 6-Step Process

2. Learn & jot down
as much about
them as you can.
3. Write down all of
the exact results.
Lori’s 6-Step Process

4. Make a list of
transformations
due to your
involvement and
their results.
Lori’s 6-Step Process

5. Circle the
words that
stand out and
are emotionally
connecting.
Emotionally connecting words
• Abandoned
• Blessed

The placement of
emotionally engaging
words and phrases, is key
to cre...
Lori’s 6-Step Process

6. Now fit the
story into the
framework &
practice telling
your story.
Lori’s 6-Step Process

6. Now fit the
story into the
framework &
practice telling
your story.

Often.
Even Shorter
Using the Same Story Again
Storytelling & Board Members

http://bit.ly/BoardMembersStorytelling
[This link is case sensitive]
People will forget what you said. People will
forget what you did. But people will never
forget how you made them feel.
~ ...
Lots of Ways To Stay Connected
Free Weekly BLOG:
WITHISM’S FROM LORI:
Boldness, clarity and wisdom
for fundraising profess...
Steps to Creating a
Storytelling Culture
Steps to Creating a
Storytelling Culture
1. Infuse your mission into all meetings,
discussions, events by sharing a story.
Steps to Creating a
Storytelling Culture
1. Infuse your mission into all meetings,
discussions, events by sharing a story....
Steps to Creating a
Storytelling Culture
1. Infuse your mission into all meetings,
discussions, events by sharing a story....
Steps to Creating a
Storytelling Culture
1. Infuse your mission into all meetings,
discussions, events by sharing a story....
Moving Forward

Share:
One thing you learned
How will you create a
storytelling culture?
How to Find & Tell Stories that
Cause Donors to Give Again
Go forth and find &
share powerful stories

Questions?
Thank yo...
Next Webinar:

The Reality of SEO
for Nonprofits
11/20 - 2:30pm EST
bloomerang.co/resources/webinars
How to Find & Tell Stories that Cause Donors to Give Again
How to Find & Tell Stories that Cause Donors to Give Again
How to Find & Tell Stories that Cause Donors to Give Again
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How to Find & Tell Stories that Cause Donors to Give Again

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The most powerful way to connect people to your mission is by telling a story that causes the listener to feel something. Your organization is already filled with these kinds of stories, but when you share them, do your listeners take action? Do they make another gift? Volunteer again? Or bring others into your organization as new guests and donors?

Learn from Master Storyteller, Lori L. Jacobwith, whose stories and coaching has already helped nonprofit organizations raise more than $200 million from individual donors. Lori will share tools and strategies to help you engage your team (yes you have a team!) to identify and share powerful stories so you retain more donors AND raise more money.

Lori L. Jacobwith has a passion for the positive. Her strategies & tools have helped organizations to collectively raise more than $200 million from individual donors over the past decade. She has coached and trained thousands across North America to raise more money and powerfully share their stories.

Lori is the founder of the Ignited Online Fundraising Community, the author of Nine Steps to a Successful Fundraising Campaign and the “must-read” fundraising coaching blog: Withism’s From Lori: Boldness, Clarity and Wisdom for Fundraising Professionals.

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How to Find & Tell Stories that Cause Donors to Give Again

  1. 1. How to Find & Tell Stories that Cause Donors to Give Again Presented by:
  2. 2. Lori L. Jacobwith • LJacobwith LJacobwith Master storyteller, trainer & coach
  3. 3. Lori L. Jacobwith • • LJacobwith LJacobwith Master storyteller, trainer & coach 25+ years in social profit sector
  4. 4. Lori L. Jacobwith • • LJacobwith 25+ years in social profit sector • LJacobwith Master storyteller, trainer & coach Measurable: Since 2001 I’ve helped organizations raise $200 million from individual donors. And counting.
  5. 5. Lori L. Jacobwith • • LJacobwith 25+ years in social profit sector • LJacobwith Master storyteller, trainer & coach Measurable: Since 2001 I’ve helped organizations raise $200 million from individual donors. And counting. • Coached more than 3000 organizations and as many stories.
  6. 6. Author of the Only Step-by-Step Storytelling System www.lorijacobwith.com/storytellingsystem
  7. 7. What We Will Cover  What is storytelling
  8. 8. What We Will Cover  What is storytelling  Why tell stories?
  9. 9. What We Will Cover  What is storytelling  Why tell stories?  What donors want
  10. 10. What We Will Cover  What is storytelling  Why tell stories?  What donors want  Where to find great stories
  11. 11. What We Will Cover  What is storytelling  Why tell stories?  What donors want  Where to find great stories  A framework to help craft your story
  12. 12. What do you want supporters to do?
  13. 13. Information Deluges Us
  14. 14. How can you stand out?
  15. 15. There is a secret to cutting through the clutter of day to day noise…
  16. 16. Your Impact on Real People
  17. 17. Storytelling: A Narrative Account …of real or imagined events. ~ Source: National Storytelling Association
  18. 18. What Storytelling is Not You are not a newspaper or news reporter that shares objective and careful stories.
  19. 19. Storytelling At its core, storytelling is the art of using language, vocalization, and/or physical movement and gesture to reveal the elements and images of a story to a specific, live audience. ~ Source: National Storytelling Association
  20. 20. What action do supporters take when you share your stories?
  21. 21. Great Gaping Disconnect What people want when they support a cause: ~ Katya Andresen, Network for Good
  22. 22. Great Gaping Disconnect What people want when they support a cause: To make a difference ~ Katya Andresen, Network for Good
  23. 23. Great Gaping Disconnect What people want when they support a cause: To make a difference To feel personally connected to something greater than themselves ~ Katya Andresen, Network for Good
  24. 24. Great Gaping Disconnect What people want when they support a cause: To make a difference To feel personally connected to something greater than themselves To feel useful ~ Katya Andresen, Network for Good
  25. 25. Great Gaping Disconnect What people want when they support a cause: To make a difference To feel personally connected to something greater than themselves To feel useful To get the warm glow of giving ~ Katya Andresen, Network for Good
  26. 26. Great Gaping Disconnect What people get when they support a cause: A tax receipt Statistics, facts & figures A newsletter…sometimes An appeal to give (more) money There needs to be more of what people want in their experience with us.
  27. 27. Great Gaping Disconnect What people get when they support a cause:
  28. 28. Great Gaping Disconnect What people get when they support a cause: A tax receipt
  29. 29. Great Gaping Disconnect What people get when they support a cause: A tax receipt Statistics, facts & figures
  30. 30. Great Gaping Disconnect What people get when they support a cause: A tax receipt Statistics, facts & figures A newsletter…sometimes
  31. 31. Great Gaping Disconnect What people get when they support a cause: A tax receipt Statistics, facts & figures A newsletter…sometimes An appeal to give (more) money
  32. 32. Great Gaping Disconnect What people get when they support a cause: A tax receipt Statistics, facts & figures A newsletter…sometimes An appeal to give (more) money There needs to be more of what people want in their experience with us.
  33. 33. Startling Statistic
  34. 34. Startling Statistic Nearly 50% of donors stop giving for reasons connected to “a failure to communicate.” ~ Penelope Burk & Cygnus Applied Research
  35. 35. Who Do You Want to Retain? Source: Agents of Good.org
  36. 36. Regular Feedback & Reinforcement
  37. 37. Why are stories so important*? *From Lisa Cron: Wired for Story
  38. 38. Why are stories so important*? • We “THINK” in story *From Lisa Cron: Wired for Story
  39. 39. Why are stories so important*? • We “THINK” in story • Every decision we make is based on the story we tell ourselves. *From Lisa Cron: Wired for Story
  40. 40. Why are stories so important*? • We “THINK” in story • Every decision we make is based on the story we tell ourselves. • If we don’t feel something we can’t make a decision *From Lisa Cron: Wired for Story
  41. 41. Why are stories so important*? • Facts: Wake up the brain. *From Lisa Cron: Wired for Story
  42. 42. Why are stories so important*? • Facts: Wake up the brain. • Stories: Allow us to experience the facts. *From Lisa Cron: Wired for Story
  43. 43. Knowledge Alone Does Not Cause People to Take Action
  44. 44. Stories of Your Impact …create unforgettable emotional connections
  45. 45. Mission Moments Lori’s Definition: “Any short, inspirational, example of how your organization is making an impact.”
  46. 46. Mission Moments Lori’s Definition: “Any short, inspirational, example of how your organization is making an impact.”  Must be an example of a real person.
  47. 47. Mission Moments Lori’s Definition: “Any short, inspirational, example of how your organization is making an impact.”  Must be an example of a real person.  Could be a client, staff person, volunteer and certainly can be a board member.
  48. 48. Mission Moments http://bit.ly/MissionMomentsFromLori
  49. 49. Where to find stories?
  50. 50. Where to find stories? We take for granted:
  51. 51. Where to find stories? We take for granted: 1. People understand what kind of impact examples you are looking for.
  52. 52. Where to find stories? We take for granted: 1. People understand what kind of impact examples you are looking for. 2. People know how to tell a story.
  53. 53. Where to find stories? Remember: Most people don’t know HOW to do what you are asking.
  54. 54. Finding Powerful Stories Important factors:
  55. 55. Finding Powerful Stories Important factors: 1. Who do you ask for mission moment examples?
  56. 56. Finding Powerful Stories Important factors: 1. Who do you ask for mission moment examples? 2. What questions do you ask?
  57. 57. Finding Powerful Stories Important factors: 1. Who do you ask for mission moment examples? 2. What questions do you ask? 3. Where do you ask the questions?
  58. 58. 1. Who to Ask?
  59. 59. Who to Ask? Let’s make a list…
  60. 60. 2. What do you ask them?
  61. 61. Finding Powerful Stories  Open-ended questions.
  62. 62. Finding Powerful Stories  Open-ended questions.  Ask questions that gets “at” a story but doesn’t feel like you are putting the person on the spot.
  63. 63. Finding Powerful Stories  Open-ended questions.  Ask questions that gets “at” a story but doesn’t feel like you are putting the person on the spot.  The responsibility to “find” the story is yours. Ask more questions to glean the “nuggets” to build the story.
  64. 64. Help Identify Mission moments Ask Questions:
  65. 65. Help Identify Mission moments Ask Questions: 1. Who have you met at our organization that inspires you?
  66. 66. Help Identify Mission moments Ask Questions: 1. Who have you met at our organization that inspires you? 2. What is your own “mission moment” that makes you want to be a part of our organization?
  67. 67. Help Identify Mission moments Ask Questions: 1. Who have you met at our organization that inspires you? 2. What is your own “mission moment” that makes you want to be a part of our organization? 3. Add your own.
  68. 68. 3. Where to Ask the Questions?
  69. 69. Where to Ask the Questions?
  70. 70. Turning a Mission Moment into a Story
  71. 71. Lori’s Storytelling Criteria Boring2Brilliant.com
  72. 72. Lori’s Storytelling Criteria • Tell a story about an actual person using name/age/descriptors so your listener can visualize. Boring2Brilliant.com
  73. 73. Lori’s Storytelling Criteria • Tell a story about an actual person using name/age/descriptors so your listener can visualize. • Use words that emotionally connect the listener to your work and the person you’re speaking about. No jargon. Boring2Brilliant.com
  74. 74. Lori’s Storytelling Criteria • Tell a story about an actual person using name/age/descriptors so your listener can visualize. Boring2Brilliant.com • Use words that emotionally connect the listener to your work and the person you’re speaking about. No jargon. • Share specific examples of YOUR work and how it makes a difference in the life of a real person
  75. 75. Lori’s Storytelling Criteria • Tell a story about an actual person using name/age/descriptors so your listener can visualize. Boring2Brilliant.com • Use words that emotionally connect the listener to your work and the person you’re speaking about. No jargon. • Share specific examples of YOUR work and how it makes a difference in the life of a real person • The story must be short – 2 minutes or less.
  76. 76. Before and After
  77. 77. Storytelling: How Do We Do This?
  78. 78. Lori’s 6-Step Process 1. Identify one person.
  79. 79. Lori’s 6-Step Process 2. Learn & jot down as much about them as you can.
  80. 80. Lori’s 6-Step Process 2. Learn & jot down as much about them as you can. 3. Write down all of the exact results.
  81. 81. Lori’s 6-Step Process 4. Make a list of transformations due to your involvement and their results.
  82. 82. Lori’s 6-Step Process 5. Circle the words that stand out and are emotionally connecting.
  83. 83. Emotionally connecting words • Abandoned • Blessed The placement of emotionally engaging words and phrases, is key to creating a powerful story. • Emotionally bruised • Spiritually & physically broken • Weary • More?
  84. 84. Lori’s 6-Step Process 6. Now fit the story into the framework & practice telling your story.
  85. 85. Lori’s 6-Step Process 6. Now fit the story into the framework & practice telling your story. Often.
  86. 86. Even Shorter
  87. 87. Using the Same Story Again
  88. 88. Storytelling & Board Members http://bit.ly/BoardMembersStorytelling [This link is case sensitive]
  89. 89. People will forget what you said. People will forget what you did. But people will never forget how you made them feel. ~ Maya Angelou
  90. 90. Lots of Ways To Stay Connected Free Weekly BLOG: WITHISM’S FROM LORI: Boldness, clarity and wisdom for fundraising professionals making a difference Available at: Amazon.com LJacobwith @LJacobwith Download - Free Resources page: LoriJacobwith.com
  91. 91. Steps to Creating a Storytelling Culture
  92. 92. Steps to Creating a Storytelling Culture 1. Infuse your mission into all meetings, discussions, events by sharing a story.
  93. 93. Steps to Creating a Storytelling Culture 1. Infuse your mission into all meetings, discussions, events by sharing a story. 2. Ask board members, staff, donors & others for examples of people that have inspired them from your organization.
  94. 94. Steps to Creating a Storytelling Culture 1. Infuse your mission into all meetings, discussions, events by sharing a story. 2. Ask board members, staff, donors & others for examples of people that have inspired them from your organization. 3. Make it fun, safe & easy to “learn” HOW to share a powerful client example.
  95. 95. Steps to Creating a Storytelling Culture 1. Infuse your mission into all meetings, discussions, events by sharing a story. 2. Ask board members, staff, donors & others for examples of people that have inspired them from your organization. 3. Make it fun, safe & easy to “learn” HOW to share a powerful client example. 4. Include lots of written & told stories via social media, website, donors visits
  96. 96. Moving Forward Share: One thing you learned How will you create a storytelling culture?
  97. 97. How to Find & Tell Stories that Cause Donors to Give Again Go forth and find & share powerful stories Questions? Thank you!
  98. 98. Next Webinar: The Reality of SEO for Nonprofits 11/20 - 2:30pm EST bloomerang.co/resources/webinars

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