SlideShare a Scribd company logo
1
Telling stories from the
field that resonate
Lucy Taylor, Editorial Manager
Authentic &
effective
Awareness Engagement Support Retention
My job is to tell
stories…
Engagement
Support
Retention
1. Focus on the right stories
Very scientific Venn diagram
STORY MAGIC*
What your
audience cares
about
Your message
*Emotion AKA the feels (e.g. uplifting, moving, surprising,
outrage)
2. The right treatments
Rohingya refugee
education
3. Maximise the value
To recap:
1. Focus on the right stories
2. Decide the right treatments
3. Maximise your effort
Thank you!
Contact me:
Lucy.taylor@vsoint.org
@lucyreckons

More Related Content

More from Raw London

40,000 Strong - how strong creative led to strong fundraising results for Hel...
40,000 Strong - how strong creative led to strong fundraising results for Hel...40,000 Strong - how strong creative led to strong fundraising results for Hel...
40,000 Strong - how strong creative led to strong fundraising results for Hel...
Raw London
 
Winning hearts and minds at Christmas with Action for Children
Winning hearts and minds at Christmas with Action for ChildrenWinning hearts and minds at Christmas with Action for Children
Winning hearts and minds at Christmas with Action for Children
Raw London
 
Alice and Save the Children’s further adventures in Legacy Land
Alice and Save the Children’s further adventures in Legacy LandAlice and Save the Children’s further adventures in Legacy Land
Alice and Save the Children’s further adventures in Legacy Land
Raw London
 
The power of listening to your audience
The power of listening to your audienceThe power of listening to your audience
The power of listening to your audience
Raw London
 
Effective Charity Fundraising TV Creative: Observations From A Media Agency P...
Effective Charity Fundraising TV Creative: Observations From A Media Agency P...Effective Charity Fundraising TV Creative: Observations From A Media Agency P...
Effective Charity Fundraising TV Creative: Observations From A Media Agency P...
Raw London
 
Mobilising thousands with MS Society’s biggest ever campaign: #ScrapPIP20m
Mobilising thousands with MS Society’s biggest ever campaign: #ScrapPIP20mMobilising thousands with MS Society’s biggest ever campaign: #ScrapPIP20m
Mobilising thousands with MS Society’s biggest ever campaign: #ScrapPIP20m
Raw London
 
In-house and integrated: delivering Diabetes UK's mental health campaign (on ...
In-house and integrated: delivering Diabetes UK's mental health campaign (on ...In-house and integrated: delivering Diabetes UK's mental health campaign (on ...
In-house and integrated: delivering Diabetes UK's mental health campaign (on ...
Raw London
 
How Canal & River Trust made one TV advert into a multi-channel brand awarene...
How Canal & River Trust made one TV advert into a multi-channel brand awarene...How Canal & River Trust made one TV advert into a multi-channel brand awarene...
How Canal & River Trust made one TV advert into a multi-channel brand awarene...
Raw London
 
Raw - Trends and opportunities for charity video in 2019
Raw - Trends and opportunities for charity video in 2019Raw - Trends and opportunities for charity video in 2019
Raw - Trends and opportunities for charity video in 2019
Raw London
 
NSPCC - A not so innovative innovative campaign
NSPCC - A not so innovative innovative campaignNSPCC - A not so innovative innovative campaign
NSPCC - A not so innovative innovative campaign
Raw London
 
Dec - Quick! collaborate! how the dec launched its fastest ever appeal
Dec - Quick! collaborate! how the dec launched its fastest ever appealDec - Quick! collaborate! how the dec launched its fastest ever appeal
Dec - Quick! collaborate! how the dec launched its fastest ever appeal
Raw London
 
BHF - How we ended up in the delivery room with a case study and a camera
BHF - How we ended up in the delivery room with a case study and a cameraBHF - How we ended up in the delivery room with a case study and a camera
BHF - How we ended up in the delivery room with a case study and a camera
Raw London
 
Time to change - In Your Corner: Harnessing the power of friendship to achiev...
Time to change - In Your Corner: Harnessing the power of friendship to achiev...Time to change - In Your Corner: Harnessing the power of friendship to achiev...
Time to change - In Your Corner: Harnessing the power of friendship to achiev...
Raw London
 
How Marie Curie put their supporters at the forefront of their social media s...
How Marie Curie put their supporters at the forefront of their social media s...How Marie Curie put their supporters at the forefront of their social media s...
How Marie Curie put their supporters at the forefront of their social media s...
Raw London
 
Fresh Egg - Using customer experience insight to transform charity comms
Fresh Egg - Using customer experience insight to transform charity commsFresh Egg - Using customer experience insight to transform charity comms
Fresh Egg - Using customer experience insight to transform charity comms
Raw London
 
Bibblio - Content is king, but discovery is queen
Bibblio - Content is king, but discovery is queenBibblio - Content is king, but discovery is queen
Bibblio - Content is king, but discovery is queen
Raw London
 
Raw London - A strategic approach to video content.
Raw London - A strategic approach to video content.Raw London - A strategic approach to video content.
Raw London - A strategic approach to video content.
Raw London
 
Communicating with impact
Communicating with impactCommunicating with impact
Communicating with impact
Raw London
 
How content can empower your users
How content can empower your usersHow content can empower your users
How content can empower your users
Raw London
 
The risk of not taking risk
The risk of not taking riskThe risk of not taking risk
The risk of not taking risk
Raw London
 

More from Raw London (20)

40,000 Strong - how strong creative led to strong fundraising results for Hel...
40,000 Strong - how strong creative led to strong fundraising results for Hel...40,000 Strong - how strong creative led to strong fundraising results for Hel...
40,000 Strong - how strong creative led to strong fundraising results for Hel...
 
Winning hearts and minds at Christmas with Action for Children
Winning hearts and minds at Christmas with Action for ChildrenWinning hearts and minds at Christmas with Action for Children
Winning hearts and minds at Christmas with Action for Children
 
Alice and Save the Children’s further adventures in Legacy Land
Alice and Save the Children’s further adventures in Legacy LandAlice and Save the Children’s further adventures in Legacy Land
Alice and Save the Children’s further adventures in Legacy Land
 
The power of listening to your audience
The power of listening to your audienceThe power of listening to your audience
The power of listening to your audience
 
Effective Charity Fundraising TV Creative: Observations From A Media Agency P...
Effective Charity Fundraising TV Creative: Observations From A Media Agency P...Effective Charity Fundraising TV Creative: Observations From A Media Agency P...
Effective Charity Fundraising TV Creative: Observations From A Media Agency P...
 
Mobilising thousands with MS Society’s biggest ever campaign: #ScrapPIP20m
Mobilising thousands with MS Society’s biggest ever campaign: #ScrapPIP20mMobilising thousands with MS Society’s biggest ever campaign: #ScrapPIP20m
Mobilising thousands with MS Society’s biggest ever campaign: #ScrapPIP20m
 
In-house and integrated: delivering Diabetes UK's mental health campaign (on ...
In-house and integrated: delivering Diabetes UK's mental health campaign (on ...In-house and integrated: delivering Diabetes UK's mental health campaign (on ...
In-house and integrated: delivering Diabetes UK's mental health campaign (on ...
 
How Canal & River Trust made one TV advert into a multi-channel brand awarene...
How Canal & River Trust made one TV advert into a multi-channel brand awarene...How Canal & River Trust made one TV advert into a multi-channel brand awarene...
How Canal & River Trust made one TV advert into a multi-channel brand awarene...
 
Raw - Trends and opportunities for charity video in 2019
Raw - Trends and opportunities for charity video in 2019Raw - Trends and opportunities for charity video in 2019
Raw - Trends and opportunities for charity video in 2019
 
NSPCC - A not so innovative innovative campaign
NSPCC - A not so innovative innovative campaignNSPCC - A not so innovative innovative campaign
NSPCC - A not so innovative innovative campaign
 
Dec - Quick! collaborate! how the dec launched its fastest ever appeal
Dec - Quick! collaborate! how the dec launched its fastest ever appealDec - Quick! collaborate! how the dec launched its fastest ever appeal
Dec - Quick! collaborate! how the dec launched its fastest ever appeal
 
BHF - How we ended up in the delivery room with a case study and a camera
BHF - How we ended up in the delivery room with a case study and a cameraBHF - How we ended up in the delivery room with a case study and a camera
BHF - How we ended up in the delivery room with a case study and a camera
 
Time to change - In Your Corner: Harnessing the power of friendship to achiev...
Time to change - In Your Corner: Harnessing the power of friendship to achiev...Time to change - In Your Corner: Harnessing the power of friendship to achiev...
Time to change - In Your Corner: Harnessing the power of friendship to achiev...
 
How Marie Curie put their supporters at the forefront of their social media s...
How Marie Curie put their supporters at the forefront of their social media s...How Marie Curie put their supporters at the forefront of their social media s...
How Marie Curie put their supporters at the forefront of their social media s...
 
Fresh Egg - Using customer experience insight to transform charity comms
Fresh Egg - Using customer experience insight to transform charity commsFresh Egg - Using customer experience insight to transform charity comms
Fresh Egg - Using customer experience insight to transform charity comms
 
Bibblio - Content is king, but discovery is queen
Bibblio - Content is king, but discovery is queenBibblio - Content is king, but discovery is queen
Bibblio - Content is king, but discovery is queen
 
Raw London - A strategic approach to video content.
Raw London - A strategic approach to video content.Raw London - A strategic approach to video content.
Raw London - A strategic approach to video content.
 
Communicating with impact
Communicating with impactCommunicating with impact
Communicating with impact
 
How content can empower your users
How content can empower your usersHow content can empower your users
How content can empower your users
 
The risk of not taking risk
The risk of not taking riskThe risk of not taking risk
The risk of not taking risk
 

Recently uploaded

How to Use AI to Write a High-Quality Article that Ranks
How to Use AI to Write a High-Quality Article that RanksHow to Use AI to Write a High-Quality Article that Ranks
How to Use AI to Write a High-Quality Article that Ranks
minatamang0021
 
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Smart Tools, Smarter Business -15 AI Tools to Optimize Your Workflows from Id...
Smart Tools, Smarter Business -15 AI Tools to Optimize Your Workflows from Id...Smart Tools, Smarter Business -15 AI Tools to Optimize Your Workflows from Id...
Smart Tools, Smarter Business -15 AI Tools to Optimize Your Workflows from Id...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
How to Kickstart Content Marketing With A Small Team - Dennis Shiao
How to Kickstart Content Marketing With A Small Team - Dennis ShiaoHow to Kickstart Content Marketing With A Small Team - Dennis Shiao
How to Kickstart Content Marketing With A Small Team - Dennis Shiao
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Yes, It's Your Fault Book Launch Webinar
Yes, It's Your Fault Book Launch WebinarYes, It's Your Fault Book Launch Webinar
Yes, It's Your Fault Book Launch Webinar
Demandbase
 
Story Telling Master Class - Jennifer Morilla
Story Telling Master Class - Jennifer MorillaStory Telling Master Class - Jennifer Morilla
Playlist and Paint Event with Sony Music U
Playlist and Paint Event with Sony Music UPlaylist and Paint Event with Sony Music U
Playlist and Paint Event with Sony Music U
SemajahParker
 
Gokila digital marketing| consultant| Coimbatore
Gokila digital marketing| consultant| CoimbatoreGokila digital marketing| consultant| Coimbatore
Gokila digital marketing| consultant| Coimbatore
dmgokila
 
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Amsive
 
PickUp_conversational AI_Capex, Inc._20240611
PickUp_conversational AI_Capex, Inc._20240611PickUp_conversational AI_Capex, Inc._20240611
PickUp_conversational AI_Capex, Inc._20240611
Shuntaro Kogame
 
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
PickUp_conversational AI_Capex, Inc._20240610
PickUp_conversational AI_Capex, Inc._20240610PickUp_conversational AI_Capex, Inc._20240610
PickUp_conversational AI_Capex, Inc._20240610
Shuntaro Kogame
 
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
SEO in the AI Era - Trust, Quality and Content Discovery - Andy CrestodinaSEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Google Ads Vs Social Media Ads-A comparative analysis
Google Ads Vs Social Media Ads-A comparative analysisGoogle Ads Vs Social Media Ads-A comparative analysis
Google Ads Vs Social Media Ads-A comparative analysis
akashrawdot
 
Global Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby
Global Growth Starts With Translation - How To Unlock Global Markets - Tim KirbyGlobal Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby
Global Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...
Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...
Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions
 

Recently uploaded (20)

Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...
Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...
Unleash the Power of Storytelling - Win Hearts, Change Minds, Get Results - R...
 
How to Use AI to Write a High-Quality Article that Ranks
How to Use AI to Write a High-Quality Article that RanksHow to Use AI to Write a High-Quality Article that Ranks
How to Use AI to Write a High-Quality Article that Ranks
 
Mastering Email Campaign Automation Strategies and Best Practices - Michelle...
Mastering Email Campaign Automation Strategies and Best Practices  - Michelle...Mastering Email Campaign Automation Strategies and Best Practices  - Michelle...
Mastering Email Campaign Automation Strategies and Best Practices - Michelle...
 
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
Crafting Seamless B2B Customer Journeys - Strategies for Exceptional Experien...
 
Smart Tools, Smarter Business -15 AI Tools to Optimize Your Workflows from Id...
Smart Tools, Smarter Business -15 AI Tools to Optimize Your Workflows from Id...Smart Tools, Smarter Business -15 AI Tools to Optimize Your Workflows from Id...
Smart Tools, Smarter Business -15 AI Tools to Optimize Your Workflows from Id...
 
How to Kickstart Content Marketing With A Small Team - Dennis Shiao
How to Kickstart Content Marketing With A Small Team - Dennis ShiaoHow to Kickstart Content Marketing With A Small Team - Dennis Shiao
How to Kickstart Content Marketing With A Small Team - Dennis Shiao
 
Yes, It's Your Fault Book Launch Webinar
Yes, It's Your Fault Book Launch WebinarYes, It's Your Fault Book Launch Webinar
Yes, It's Your Fault Book Launch Webinar
 
Story Telling Master Class - Jennifer Morilla
Story Telling Master Class - Jennifer MorillaStory Telling Master Class - Jennifer Morilla
Story Telling Master Class - Jennifer Morilla
 
Playlist and Paint Event with Sony Music U
Playlist and Paint Event with Sony Music UPlaylist and Paint Event with Sony Music U
Playlist and Paint Event with Sony Music U
 
Gokila digital marketing| consultant| Coimbatore
Gokila digital marketing| consultant| CoimbatoreGokila digital marketing| consultant| Coimbatore
Gokila digital marketing| consultant| Coimbatore
 
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...
 
PickUp_conversational AI_Capex, Inc._20240611
PickUp_conversational AI_Capex, Inc._20240611PickUp_conversational AI_Capex, Inc._20240611
PickUp_conversational AI_Capex, Inc._20240611
 
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
Digital Marketing Trends - Experts Insights on How to Gain a Competitive Edge...
 
PickUp_conversational AI_Capex, Inc._20240610
PickUp_conversational AI_Capex, Inc._20240610PickUp_conversational AI_Capex, Inc._20240610
PickUp_conversational AI_Capex, Inc._20240610
 
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
SEO in the AI Era - Trust, Quality and Content Discovery - Andy CrestodinaSEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
SEO in the AI Era - Trust, Quality and Content Discovery - Andy Crestodina
 
Google Ads Vs Social Media Ads-A comparative analysis
Google Ads Vs Social Media Ads-A comparative analysisGoogle Ads Vs Social Media Ads-A comparative analysis
Google Ads Vs Social Media Ads-A comparative analysis
 
Global Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby
Global Growth Starts With Translation - How To Unlock Global Markets - Tim KirbyGlobal Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby
Global Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby
 
Amazing and On Point - Ramon Ray, USA TODAY
Amazing and On Point - Ramon Ray, USA TODAYAmazing and On Point - Ramon Ray, USA TODAY
Amazing and On Point - Ramon Ray, USA TODAY
 
Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...
Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...
Future-Proof Like Beyoncé - Syncing Email and Social Media for Iconic Brand L...
 
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
Get Off the Bandwagon - Separating Digital Marketing Myths from Truth - Scott...
 

Authentic and effective: Telling stories from the field that resonate