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HOWTO TELL STORIES THAT
TAKE PEOPLE FROM
PASSIVETO PASSIONATE
Storytelling Summer School Lesson #2
www.jcsocialmarketing.c...
WELCOME STUDENTS!
What is Storytelling Summer School?
• 6 weekly Facebook Live videos with actionable ways to use storytel...
UPCOMING LESSONS –
FRIDAYS AT NOON EST ON FACEBOOK
 Week 1: 5 types of stories to collect and to share on your digital ch...
STORYTELLING
SUMMER SCHOOL IS
SPONSORED BY
Storytelling in the Digital Age:A
Guide for Nonprofits
Now available on Amazon!...
WHAT WE WILL COVERTODAY
• How to drive your donors, supporters, and online fans to take action through compelling
storytel...
GET THE CHEAT SHEET – HOW TO CREATE A
CULTURE OF STORYTELLING ATYOUR NONPROFIT
• Storytelling Summer School students – kee...
4 STEPS TO SUCCESSFUL STORYTELLING
1. Grabs attention.
2. Elicits an emotional response.
3. Asks for an action.
4. Inspire...
Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school
Source: http://www.bethkanter.org/sowhat/
VISUALS &VIDEO AREVITAL TO STORYTELLING
• 4X as many consumers would prefer to watch a video about a product than to read
...
FIRST STEP – GRAB ATTENTION
• This is why video works so well.
• Movement!
• Color.
• Eye-catching.
• Great visuals are es...
Click on photo to play video in your browser.
FIRST STEP – GRAB ATTENTION
• What is unexpected?
• What is timely?
• What would happen if you closed your doorsTOMORROW?
...
SECOND STEP – ELICIT EMOTION
• Get people “passionately inspired or pissed off.” – Chelsea Clinton
• “If you need to water...
KNOWYOUR AUDIENCE
• You have to know your audience first and foremost before crafting an emotional story.
• If you don’t k...
Click on photo to play video in your browser.
STEP 3 – ASK FOR AN ACTION
• You have their attention and interest – do not squander it!
• One CTA (call-to-action).
• Abs...
STEP 4 – INSPIRE SHARING
• Why do people share online?
• ForYOU – to help, entertain, or enlighten someone else
• For I – ...
Source: http://eleventygroup.com/2015/10/06/what-compels-people-to-share-online/
HOMEWORK
• Choose one story from the 5 stories you collected last week.
• Brainstorm:
• What visual element can we add to ...
UPCOMING LESSONS –
FRIDAYS AT NOON EST ON FACEBOOK
 Week 1: 5 types of stories to collect and to share on your digital ch...
STORYTELLING
SUMMER SCHOOL IS
SPONSORED BY
Storytelling in the Digital Age:A
Guide for Nonprofits
Now available on Amazon!...
How to Tell Stories that Take People from Passive to Passionate
How to Tell Stories that Take People from Passive to Passionate
How to Tell Stories that Take People from Passive to Passionate
How to Tell Stories that Take People from Passive to Passionate
How to Tell Stories that Take People from Passive to Passionate
How to Tell Stories that Take People from Passive to Passionate
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How to Tell Stories that Take People from Passive to Passionate

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What I cover in this presentation, lesson 2 of Storytelling Summer School - sign up at www.jcsocialmarketing.com/school

How to drive your donors, supporters, and online fans to take action through compelling storytelling;

Why visuals are so vital to effective storytelling;

The 4 Steps to Successful Storytelling;

Examples from different nonprofits using effective visual storytelling in their online campaigns.

Published in: Government & Nonprofit
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How to Tell Stories that Take People from Passive to Passionate

  1. 1. HOWTO TELL STORIES THAT TAKE PEOPLE FROM PASSIVETO PASSIONATE Storytelling Summer School Lesson #2 www.jcsocialmarketing.com/school
  2. 2. WELCOME STUDENTS! What is Storytelling Summer School? • 6 weekly Facebook Live videos with actionable ways to use storytelling to raise awareness and funds for your nonprofit; • Freebie downloads, checklists, planners, and more; • Invitation to the Private Facebook community, where you can exchange ideas with other nonprofit professionals and ask for my personalized advice. Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school
  3. 3. UPCOMING LESSONS – FRIDAYS AT NOON EST ON FACEBOOK  Week 1: 5 types of stories to collect and to share on your digital channels (website, email, social media) during your next fundraising campaign • Week 2: How to craft stories that will take your community from passive to PASSIONATE • Week 3: Solutions to the 6 biggest digital storytelling challenges faced by nonprofits • Week 4: 10 specific ways to use digital storytelling in your next fundraising campaign • Week 5: How to fill in a Digital Storytelling Calendar to stay on track and never run out of ideas • Week 6: Battle-tested tools to rock your digital storytelling Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school
  4. 4. STORYTELLING SUMMER SCHOOL IS SPONSORED BY Storytelling in the Digital Age:A Guide for Nonprofits Now available on Amazon! More info: http://amzn.to/2vF5RPF Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school Click on the book!
  5. 5. WHAT WE WILL COVERTODAY • How to drive your donors, supporters, and online fans to take action through compelling storytelling • Why visuals are so vital to effective storytelling • The 4 Steps to Successful Storytelling • Examples from different nonprofits using effective visual storytelling in their online campaigns Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school
  6. 6. GET THE CHEAT SHEET – HOW TO CREATE A CULTURE OF STORYTELLING ATYOUR NONPROFIT • Storytelling Summer School students – keep an eye out on your inbox as you should have received it in your weekly email. • You can also download it here: http://www.jcsocialmarketing.com/storytellingculture Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school
  7. 7. 4 STEPS TO SUCCESSFUL STORYTELLING 1. Grabs attention. 2. Elicits an emotional response. 3. Asks for an action. 4. Inspires sharing. Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school
  8. 8. Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school Source: http://www.bethkanter.org/sowhat/
  9. 9. VISUALS &VIDEO AREVITAL TO STORYTELLING • 4X as many consumers would prefer to watch a video about a product than to read about it. • Facebook users spend 3X more time watching live videos than traditional videos. • Tweets with visuals get 150% more retweets than those without. • Visuals are processed by our brains 60,000x faster than text. • Forrester Research found that your content is 50x more likely to make it to the first page of Google if it includes video. Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school
  10. 10. FIRST STEP – GRAB ATTENTION • This is why video works so well. • Movement! • Color. • Eye-catching. • Great visuals are essential. Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school
  11. 11. Click on photo to play video in your browser.
  12. 12. FIRST STEP – GRAB ATTENTION • What is unexpected? • What is timely? • What would happen if you closed your doorsTOMORROW? Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school
  13. 13. SECOND STEP – ELICIT EMOTION • Get people “passionately inspired or pissed off.” – Chelsea Clinton • “If you need to water down your story to appeal to everyone, it will appeal to no one.” – Seth Godin • “I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” – Maya Angelou Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school
  14. 14. KNOWYOUR AUDIENCE • You have to know your audience first and foremost before crafting an emotional story. • If you don’t know them – ASKTHEM. • What are the top 5 reasons that your donors support you? • Use their words and their language – create aTRIBE. Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school
  15. 15. Click on photo to play video in your browser.
  16. 16. STEP 3 – ASK FOR AN ACTION • You have their attention and interest – do not squander it! • One CTA (call-to-action). • Absurdly easy to complete. Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school
  17. 17. STEP 4 – INSPIRE SHARING • Why do people share online? • ForYOU – to help, entertain, or enlighten someone else • For I – to say something about who I am and what I stand for • ForWE – to build or maintain relationships • ForTHEM – to help, support, or draw attention to an issue of importance Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school
  18. 18. Source: http://eleventygroup.com/2015/10/06/what-compels-people-to-share-online/
  19. 19. HOMEWORK • Choose one story from the 5 stories you collected last week. • Brainstorm: • What visual element can we add to this story so it will grab attention? • What emotion are we attempting to elicit from our audience? • What ONETHING do we want them to do after viewing/reading this story? • What will inspire people to share this story with others? • Review the How to Create a Storytelling Culture atYour Nonprofit cheat sheet: http://www.jcsocialmarketing.com/storytellingculture Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school
  20. 20. UPCOMING LESSONS – FRIDAYS AT NOON EST ON FACEBOOK  Week 1: 5 types of stories to collect and to share on your digital channels (website, email, social media) during your next fundraising campaign  Week 2: How to craft stories that will take your community from passive to PASSIONATE • Week 3: Solutions to the 6 biggest digital storytelling challenges faced by nonprofits • Week 4: 10 specific ways to use digital storytelling in your next fundraising campaign • Week 5: How to fill in a Digital Storytelling Calendar to stay on track and never run out of ideas • Week 6: Battle-tested tools to rock your digital storytelling Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school
  21. 21. STORYTELLING SUMMER SCHOOL IS SPONSORED BY Storytelling in the Digital Age:A Guide for Nonprofits Now available on Amazon! More info: http://amzn.to/2vF5RPF Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school Click on the book!

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