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Who's Telling YOUR Story? - 2011 Centre on Philanthropy Bermuda

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These are the slides for "Who's Telling YOUR Story?" as presented at the 2011 "Change Your World" conference by the Centre on Philanthropy.

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Who's Telling YOUR Story? - 2011 Centre on Philanthropy Bermuda

  1. 1. Who’s Telling YOUR Story? Increasing the effectiveness of your communication, one story at a time Marc A. Pitman, FundraisingCoach.com Third Sector Conference 2011 Twitter: @marcapitman
  2. 2. More New 501(c)3’s Each Year Statistics from National Center for Charitable Statistics http://nccsdataweb.urban.org/
  3. 7. Goals <ul><li>To overwhelm you with useful information </li></ul><ul><li>To give you 2 very practical exercises to get you started on your stories </li></ul>
  4. 8. <ul><li>Campfire picture with people talking </li></ul>
  5. 9. <ul><li>Huge DNA picture strand </li></ul>
  6. 10. This isn’t your father’s media <ul><li>It used to be that 3 ads reached 85% of viewers. </li></ul><ul><li>Not anymore! </li></ul>
  7. 11. LOTS of distraction & fragmentation <ul><li>Now there are literally HUNDREDS of TV options! Alone! </li></ul>
  8. 12. You need to breakthrough! <ul><li>So how do you break through? </li></ul><ul><li>STORIES! </li></ul>
  9. 13. The Centre on Philanthropy <ul><li>By increasing visibility and focusing on positive outcomes, this communication will have a positive impact on residents’ likelihood to donate... most residents learn about [on-Island] charities seeking donations through newspaper advertising OR THROUGH WORD OF MOUTH . Television and radio advertising are also effective mediums for charities to communicate their needs. </li></ul>
  10. 14. <ul><li>A trip to the grocery store </li></ul>
  11. 15. <ul><li>Set structure of storytelling 2300 years ago </li></ul><ul><ul><li>Beginning, Middle, End </li></ul></ul>
  12. 16. <ul><li>Set structure of storytelling 2300 years ago </li></ul><ul><ul><li>Beginning, Middle, End </li></ul></ul><ul><ul><li>Has a hero </li></ul></ul>
  13. 17. <ul><li>Set structure of storytelling 2300 years ago </li></ul><ul><ul><li>Beginning, Middle, End </li></ul></ul><ul><ul><li>Has a hero </li></ul></ul><ul><ul><li>Needs CONFLICT (hero+obstacle=conflict) ‏ </li></ul></ul>
  14. 18. <ul><li>Set structure of storytelling 2300 years ago </li></ul><ul><ul><li>Beginning, Middle, End </li></ul></ul><ul><ul><li>Has a hero </li></ul></ul><ul><ul><li>Needs CONFLICT (hero+obstacle=conflict) ‏ </li></ul></ul><ul><ul><li>The storyteller works to help the listener be immersed in the story </li></ul></ul>
  15. 19. Storytelling for Dummies <ul><li>Act 1: Get hero up a tree </li></ul>
  16. 20. Storytelling for Dummies <ul><li>Act 1: Get hero up a tree </li></ul><ul><li>Act 2: Throw rocks at him </li></ul>
  17. 21. Storytelling for Dummies <ul><li>Act 1: Get hero up a tree </li></ul><ul><li>Act 2: Throw rocks at him </li></ul><ul><li>Act 3: Get him down </li></ul>
  18. 22. Be sure to use a “phrase that pays” (Doug Stevenson <ul><li>The phrase that pays </li></ul>
  19. 23. Your Stories = Your Culture
  20. 24. Your Stories = Your Culture <ul><li>Founding Story </li></ul>
  21. 25. Your Stories = Your Culture <ul><li>Founding Story </li></ul><ul><li>Mess Up Stories </li></ul>
  22. 26. Your Stories = Your Culture <ul><li>Founding Story </li></ul><ul><li>Mess Up Stories </li></ul><ul><li>Suffer Stories </li></ul>
  23. 27. Your Stories = Your Culture <ul><li>Founding Story </li></ul><ul><li>Mess Up Stories </li></ul><ul><li>Suffer Stories </li></ul><ul><li>Phoenix Stories </li></ul>
  24. 28. Your Stories = Your Culture <ul><li>Founding Story </li></ul><ul><li>Mess Up Stories </li></ul><ul><li>Suffer Stories </li></ul><ul><li>Phoenix Stories </li></ul><ul><li>Glorious End Stories </li></ul>
  25. 30. In control = Out of touch <ul><li>“ The more in control we are, the more out of touch we become…” </li></ul><ul><li>— A.G. Lafley, CEO P&G </li></ul>
  26. 32. How do you give people a script?
  27. 33. Picture of Elevator <ul><li>Or people in an elevator </li></ul>
  28. 34. Organizing Stories <ul><li>with The Rule of 3’s </li></ul>
  29. 35. Organizing Stories <ul><li>with The Rule of 3’s </li></ul><ul><li>0. Define Your Jennifer </li></ul>
  30. 36. Organizing Stories <ul><li>with The Rule of 3’s </li></ul><ul><li>0. Define Your Jennifer </li></ul><ul><li>1. 3 Attributes </li></ul>
  31. 37. Organizing Stories <ul><li>with The Rule of 3’s </li></ul><ul><li>0. Define Your Jennifer </li></ul><ul><li>1. 3 Attributes </li></ul><ul><li>2. 3 Channels </li></ul>
  32. 38. Organizing Stories <ul><li>with The Rule of 3’s </li></ul><ul><li>0. Define Your Jennifer </li></ul><ul><li>1. 3 Attributes </li></ul><ul><li>2. 3 Channels </li></ul><ul><li>3. 3 Times a Month for 3 Months </li></ul>
  33. 39. Repeat. Repeat. Repeat.
  34. 40. Horse vet picture
  35. 41. Libraries have a great story to tellHow <ul><li>OCLC’s “How Libraries Stack Up” 2010 </li></ul>
  36. 42. Libraries have a great story to tellHow <ul><li>OCLC’s “How Libraries Stack Up” 2010 </li></ul>
  37. 43. Here’s a way to tell the story <ul><li>This is a video of a girl telling how excited she was to get her first library card! </li></ul>
  38. 45. <ul><li>Wrap up </li></ul><ul><ul><li>Problem:Tons of new nonprofits; outpacing population </li></ul></ul><ul><ul><li>Solution: Uncovering and communicating your uniqueness in ways that “hand a script” to those around you </li></ul></ul><ul><ul><li>Climax: The ah-ha of someone saying your script back to you! </li></ul></ul>
  39. 46. Storytelling Resources <ul><li>Andy Goodman www.agoodmanonline.com </li></ul><ul><li>Cliff Atkinson www.SociableMedia.com </li></ul><ul><li>Doug Stevenson www.DougStevenson.com </li></ul><ul><li>Marc A. Pitman www.FundraisingCoach.com [email_address] </li></ul><ul><ul><ul><li>@marcapitman </li></ul></ul></ul>Give me your card to get a free copy of these slides & my bi-weekly ezine.

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