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Nonprofit Storytelling: How to Tell Stories That Take Supporters from Passive to Passionate

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In this webinar, "How to Tell Stories That Take Supporters from Passive to Passionate", you will learn some new storytelling tricks that will boost your social media engagement and donor retention efforts.

Network for Good along with Julia Campbell, author of Storytelling in the Digital Age: A Guide for Nonprofits, will share tips, tricks, and examples from nonprofits using great storytelling to build engagement and deepen the relationship with supporters.

You'll learn:
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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Nonprofit Storytelling: How to Tell Stories That Take Supporters from Passive to Passionate

  1. 1. HOW TO TELL STORIES THAT TAKE PEOPLE FROM PASSIVE TO PASSIONATE Julia Campbell @JuliaCSocial www.jcsocialmarketing.com
  2. 2. ABOUT ME Mom of 2 Returned Peace Corps Volunteer (Senegal 2000- 2002) Former Development and Marketing Director at small shops Author, Storytelling in the Digital Age: A Guide for Nonprofits Passionate digital storytelling evangelist Blog: www.jcsocialmarketing.com/blog
  3. 3. WHAT WE WILL COVER TODAY The 4 Steps to Successful Storytelling How to drive your donors, supporters, and online fans to take action through compelling storytelling Why visuals are so vital to effective storytelling Examples from different nonprofits using effective visual storytelling in their online campaigns TWEET @JULIACSOCIAL@NETWORK4GOOD
  4. 4. WE ARE ALL STORYTELLERS.
  5. 5. POLL QUESTION Do you share stories of your impact on social media and other digital channels? Frequently Semi-regularly Hardly ever We haven’t started yet
  6. 6. 4 STEPS TO SUCCESSFUL VISUAL STORYTELLING Grab attention. 1 Elicit an emotional response. 2 Ask for an action. 3 Inspire sharing. 4
  7. 7. FIRST STEP – GRAB ATTENTION This is why video works so well. Movement! Color. Eye-catching. “Thumb-stopping.” Great visuals are essential. TWEET @JULIACSOCIAL@NETWORK4GOOD
  8. 8. FIRST STEP – GRAB ATTENTION What is unexpected? What is timely? What is provocative? What would happen if you closed your doors TOMORROW? TWEET @JULIACSOCIAL@NETWORK4GOOD
  9. 9. https://www.youtube.com/watch?time_continue=3&v=SelvUz8Zr3k
  10. 10. 2) MAKE ME FEEL SOMETHING! The only way to reach people is to get them “passionately inspired or pissed off.” – Chelsea Clinton
  11. 11. KNOW YOUR AUDIENCE You have to know your audience first and foremost before crafting an emotional story. If you don’t know them – ASK THEM. What are the top 5 reasons that your donors support you? Use their words and their language – “People like us do things like this.” Surveys, Segmenting/Targeting, Custom Questions on Network for Good TWEET @JULIACSOCIAL@NETWORK4GOOD
  12. 12. TWITTER: @JULIACSOCIAL
  13. 13. TWEET @JULIACSOCIAL@NETWORK4GOOD
  14. 14. POLL QUESTION Which emotion do you think would best move your supporters from passive to passionate? Inspiration Anger Sadness Hope
  15. 15. 3) ASK FOR AN ACTION Only one call-to-action (CTA) per story.
  16. 16. TWITTER: @JULIACSOCIAL SOURCE: HTTP://WWW.BETHKANTER.ORG/SOWHAT/
  17. 17. TWEET @JULIACSOCIAL@NETWORK4GOOD
  18. 18. TWEET @JULIACSOCIAL@NETWORK4GOOD
  19. 19. 4) INSPIRE SHARING
  20. 20. “SO, TELL US YOUR STORY…” What is your favorite memory? How has our program made you feel? How did you feel when you first discovered us? What is one reason that you continue to support us? What impact have you witnessed in the community because of our work?
  21. 21. POLL QUESTION Have you ever asked your community to share their stories on social media? Yes, and it worked well Yes, but we didn’t get a lot of responses No, not yet
  22. 22. HOW DO WE GET MORE SOCIAL MEDIA ENGAGEMENT WITH STORYTELLING?
  23. 23. FACEBOOK NEWS FEED PRIORITIZES “MEANINGFUL INTERACTIONS” IN PUBLIC POSTS. TWITTER: @JULIACSOCIAL
  24. 24. “INSPIRING CONVERSATION” Facebook Live video Stories
  25. 25. SHARE MORE LIVE VIDEO. Facebook reported that Facebook Live videos get 6x more interactions than regular video. Facebook reported that Facebook Live videos get 6x more interactions than regular video. Facebook users spend 3x more time watching live videos than a video that’s no longer live. Facebook users spend 3x more time watching live videos than a video that’s no longer live. 22 They also comment more than 10x more during live videos. They also comment more than 10x more during live videos. TWITTER: @JULIACSOCIAL
  26. 26. FACEBOOK LIVE
  27. 27. BATTLE-TESTED TOOLS Canva Adobe Spark Animoto WordSwag mobile app
  28. 28. BATTLE-TESTED TOOLS Boomerang Prisma Over Picstitch
  29. 29. BATTLE-TESTED TOOLS Network for Good Designer emails Text blasts Fundraising pages
  30. 30. POLL QUESTION Which tool are you most excited to try out for your storytelling campaigns? Canva WordSwag Animoto Facebook Live All of them!
  31. 31. THANK YOU! JULIA@JCSOCIALMARKETING.COM TWITTER: @JULIACSOCIAL WWW.FACEBOOK.COM/JCSOCIALMARKETING

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