Oli Lewington, engagement director, Cystic Fibrosis Trust Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. GETTING YOUR
STORY RIGHT
@olilewington

2. Creating seamless cross-channel
experiences requires compelling
storytelling above all else.

3. [MIXING BOARD]

4. [MULTI-OMNI-CROSS TEXT ART IMAGE]

5. [Big data image – Matrix code]
Data is all well and good,
but it has to be guided by story

6. [new baby (heel prick?)]

7. [technology image]

8. [tools image]
Technology is the set
of tools you use to
guide your supporters
through your story.

9. Driven by story

10. [“emotional storytelling” images]
 Guy Kawasaki enchantment quote
Successful cross-
channel
experiences stem
from compelling,
emotive stories.

11. [puzzle or “bang” image]

12. CONSISTENT

13. SEAMLESS

14. AVAILABLE

15. CONTEXTUAL

16. [consistent pattern image]
Marketing is like
a meringue.

17. One size doesn’t fit
all in marketing or
storytelling.

18. [bundle of string image]

21. [globe image]The challenge
for charities is
creating the
right world to
tell our stories.

22. [charity water screen grab]

24. [train commute image]Seamlessness is
about more than just
being able to
complete a
purchase between
mobile and desktop.

25. [train commute image]Seamlessness is about
creating a smooth
journey across your
channels.

27. [hurricane Matthew image]

33. [multi-screen TV centre image]

34. [audience image]Your audience
always dictates the
best platforms and
channels to use.

36. [crown and sceptre image]
To have impact,
your story must be
in the right context.

37. [journey/map image]

38. [bereavement image]

39. Putting it into action

40. UNDERSTANDING YOUR
CUSTOMER JOURNEY

41. PICKING YOUR CHANNELS

42. CRAFTING YOUR STORY

43. COLLECTING AND USING DATA

44. J.F.D.I.

45. Understanding
your supporter’s
unique journey to
you and with you is
critical to telling
the right story

48. [pick your channels]

49. Craft your (compelling) storyA great story is
clear, concise
and compelling

50. [data image]Only measure what you can action.

52. UST

53. UST UCKING

54. UST UCKING O

55. UST UCKING O T

56. UST UCKING O T

59. JFDI
 It doesn’t take a huge investment and infinite resources to tell stories
well
 Yes, the more resources you have the more diverse you can be
across media etc, but…

60. GETTING YOUR
STORY RIGHT
@olilewington

61. Visit the CharityComms website to
view slides from past events, see
what events we have coming up
and to check out what else we do:
www.charitycomms.org.uk

62. 27 October 2016
London
#charitydigital
Digital
conference