Storytelling Basics for Non-Profits

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We all know that stories about individuals are the most effective way to get donors to respond to fundraising appeals. In fact, it is really quite unusual to receive appeals these days that don't include a story of a particular person whose life was affected by a charity's work. But it’s not enough to just tell a story. We must tell a story that connects with our audience and leave a lasting impression that impacts their philanthropic relationship with our cause.

Join us to learn how to do just that.

Presenters: Vanessa Chase, Fundraising and Communications Strategist, Founder of TheStorytellingNonprofit.com; and Jenny Taylor, Community Manager, GuideStar USA (moderator)

Published in: Government & Nonprofit
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Storytelling Basics for Non-Profits

  1. 1. WELCOME! STORYTELLING BASICS FOR NON-PROFITS Presented by Vanessa Chase & Guidestar
  2. 2. Vanessa Chase Fundraising and Communications Strategist www.TheStorytellingNonprofit.com Speaker: Association of fundraising professionals, Council for Advancement and Support of Education, npEngage, BBCON14, Association of Donor Relations Professionals Clients: BC Children’s Hospital Foundation, Hope for the Nations, Wagner Hills Farm Society, A Rocha Canada, Boucher Instuitue of Naturopathic Medicine
  3. 3. Share Your Thoughts What’s your role at your non-profit? What are you hoping to learn during today’s webinar?
  4. 4. WHY STORYTELLING
  5. 5. RESULTS Increase in overall revenue by $150k Over 200 major gifts prospects identified Massive improvements to donor relations
  6. 6. TODAY’S AGENDA Storytelling in the fundraising context How to create a storytelling strategy 5 step process for collecting and developing stories The benefits of engaging your community
  7. 7. WHAT IS STORYTELLING Storytelling is the process of combining facts and narrative in order to communicate a message and an emotion to a target audience.
  8. 8. WHEN YOU DON’T TELL STORIES you’re not able to connect in an impactful way donors don’t understand donors stop caring they feel unconnected, so they sever ties
  9. 9. THE DONOR KNOWLEDGE GAP The Donor The Organization Stories
  10. 10. STORIES AS SOLUTIONS Stories help bridge the Donor Knowledge Gap in two key ways: The Organization they provide context they emotionally connect your donors to the cause.
  11. 11. 5 KEYS TO STORYTELLING DEFINE YOUR GOAL & CORE MESSAGE KNOW YOUR AUDIENCE CHARACTER & CONFLICT COLLECTING STORIES SHARING STORIES
  12. 12. DEFINE YOUR GOAL & CORE MESSAGE let strategy drive your efforts identify a goal and a core message what is the end goal of telling this story?
  13. 13. DEFINE YOUR GOAL & CORE MESSAGE YOUR CORE MESSAGE what is the overarching message that you want to convey? (the reason why someone would answer the call to action)
  14. 14. University of Toronto h#p://boundless.utoronto.ca/story/holly-­‐zoe-­‐ ka8a/
  15. 15. KNOW YOUR AUDIENCE Create an audience profile
  16. 16. CHARACTER Client Staff Members Board Members Volunteers Donors Community Advocates
  17. 17. CONFLICT conflict is the problem that your character needs to solve conflict’s solution makes your donors feel like a hero
  18. 18. Cancer Care Connection
  19. 19. COLLECTING STORIES KNOW WHAT THEY NEED “Tell me a story.” is far too broad, be specific: “I’m writing our donor stewardship report and I want to be able to share a story about someone from (program name). Ideally, someone who has had a positive experience in the program and you think has really benefited from it. Do you have any thoughts about people who might be good to speak to?”
  20. 20. COLLECTING STORIES CREATE TOOLS Put tools and systems in place to collect stories: create a story collection form send out a monthly email
  21. 21. SHARING STORIES USE YOUR STORY STRATEGY What are you funding priorities? When will you be communicating/soliciting donors? What opportunities do you have for storytelling?
  22. 22. SHARING STORIES Month Campaign/ Funding Priority Fundraising Tac7c #1 Fundraising Tac7c #2 Donor Stewardship Other January February March April May
  23. 23. STORYTELLING CAN TRANSFORM YOUR NON-­‐PROFIT
  24. 24. STORYTELLING CAN TRANSFORM YOUR NON-­‐PROFIT The most important stories are the ones you tell yourself and the ones you tell each other.
  25. 25. QUESTIONS?
  26. 26. THANK YOU! www.thestorytellingnonprofit.com vanessa@thestorytellingnonprofit.com @vanessaechase storytellingnp/

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