Avi chai academy 3


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Presentation to the Avi Chai Academy - third workshop on social fundraising and storytelling. May 5, 2011

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Avi chai academy 3

  1. 1. Avi Chai Tech Academy<br />Workshop #3:<br />Fundraising and Storytelling<br />May 5, 2011<br />
  2. 2. Today’s Agenda<br />Opening Discussion: Facing Obstacles<br />Today’s theme: Pulling it all together- Integration!<br />Overview of Social Fundraising<br />Case Study: Greenfield Hebrew Academy <br />A Generous Offer<br />Lunch<br />Telling & Disseminating Your Story<br />
  3. 3. How’s It Going?Journaling & Discussion<br />It’s been a month… What have you done during this time?<br />What things feel like the barriers or obstacles when you go home? <br />Are their systemic barriers? What are culture problems vs. technology problems?<br />How can you envision your school “being” different, rather than “doing” different?<br />
  4. 4. Integration<br />Don’t be <br />a one man band<br />Photo credit: Cynan Jones<br />
  5. 5. Integration<br />Conduct the Symphony<br />Photo credit: Flickr User Right Eye<br />
  6. 6. Growing Pains<br />What different skills, processes, assumptions, attitudes do you need to grow into a symphony conductor?<br />What changes when you move from “Doing” to “Being”?<br />Who are the members of your orchestra?<br />
  7. 7. Social Fundraising<br />Alumni <br />Prospective Families<br />Parents<br />Community Leaders<br />Grandparents<br />
  8. 8.
  9. 9. NTC Scholarships<br />
  10. 10. Causes Birthday Wish<br />
  11. 11. Lessons from America’s Giving Challenge: The Case Foundation<br />Personal AppealsPeople naturally respond more frequently to personal appeals from family and friends. <br />35% rated messaging to friends through Facebook as most effective;<br />32%rated personal email to friends, family and colleagues as effective or most effective; and <br />25% rated email to existing organizational donor base as effective or most effective.<br />
  12. 12. Spreading Out The Work, and Make It Social<br />Atlas Corpsrecruited 150 “Campaign Captains” who agreed to get between 5-10 of their friends to give during the contest. <br />One Captain made a challenge to his friends: if100 friends donated to Atlas Corps he would go on a 30-mile bike ride in his underwear. <br />Create sample templates & language to use<br />Volunteers to add momentum (their own videos, etc.)<br />A laptop with wifi during drop off and pickup at school?<br />
  13. 13. Greenfield Hebrew Academy<br /> http://www.youtube.com/watch?v=jnIsUGcCcfM<br />
  14. 14. GHA Results<br />$100,000 grand prize in Bing contest<br />Over 13,000 views on YouTube<br />Over 24,000 Votes on Bing<br />“Bing-a-Lings” 15 parent volunteers<br />Email list grew 5x larger<br />School Enrollment for next school year up 70%<br />
  15. 15. Why GHA Won<br />Content was personal and actionable.<br />Well done but not slick.<br />Daily webisodes created and shared during final campaign sustained interest. Here is the final thank you video: http://www.youtube.com/watch?v=SvQgc70-nJY&feature=related<br />Engaging with parents and students in enthusiastic ways<br />
  16. 16. LUNCH!<br />Please sit with your coaches<br />Share projects at whatever stage.<br />Please turn in project updates.<br />
  17. 17. What is a STORY<br />
  18. 18.
  19. 19. What’s a “story”?<br />Illustrates life – meaning and purpose<br />Is “truth” – a window into a person’s reality<br />Makes you feel emotionally connected to something or someone.<br />Evokes empathy – you see yourself in the story.<br />You are carried somewhere.<br />And it lingers with you.<br />“The truth isn’t just what happened, but how we felt about it when it happened and how we feel about it now.”  <br /> -Andy Goodman<br />
  20. 20. Strategic Storytelling<br />Get Prepared … And Organized … And Passionate<br />
  21. 21. Preparation:Who Are You Trying to Engage?<br />
  22. 22. Preparation: Invade Their Brains<br /><ul><li>What do they already assume?
  23. 23. What do they already know?
  24. 24. What experiences have they already had?
  25. 25. What values do they hold about this topic?
  26. 26. What do they want or hope for?
  27. 27. What are they worried about?</li></li></ul><li>Organization:Create Structure & Flow<br />One point only – don’t try to do too much. What’s your theme?<br />Who’s your hero?<br />Shape the beginning, middle & end.<br />How are we going to get to that end?<br /> Take a stab at it!<br /> What’s your story?<br />
  28. 28. Organization:Story Assets – Getting The Goods Together<br />Characters<br />Video<br />Photos<br />Quotes or insights<br />Word paintings<br />Movies, music and pop culture<br />Metaphors<br />
  29. 29. Organization: Group Ideas by Themes of Three<br /><ul><li>Chronology
  30. 30. Geography
  31. 31. Generations
  32. 32. Advantages/Disadvantages
  33. 33. Causation
  34. 34. Extremes and Middle Ground
  35. 35. Anything!</li></li></ul><li>Passion: 3 Elements<br />Verbal <br />The words you choose<br />Vocal <br />Your voice and tone<br />Visual <br />Body language, facial expressions <br />UCLA<br />
  36. 36. Passion: 3 Elements in Action<br />
  37. 37. Passion:Made to Stick Principles<br />SUCCES principles <br />      Simple       Unexpected       Concrete       Credible       Emotional       Stories<br />UCLA<br />
  38. 38. Passion:What does the donor get out of it?<br />
  39. 39.
  40. 40. RMDH Story<br />Mommy Bloggers Spreading the Word<br />Real stories<br />Discovering the community’s stories<br />
  41. 41.
  42. 42. AJWS Story<br />http://www.youtube.com/watch?v=-wQgm2e1IHk<br />