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Mobilize Donors in Digital
The document emphasizes the importance of storytelling in enhancing digital engagement for organizations, advocating that content quality outweighs mere presence on digital platforms. It outlines key steps such as prioritizing digital strategies, focusing on meaningful content, and extending the narratives around initiatives to avoid donor fatigue and foster connections. Strategies like personal storytelling and interactive engagement are highlighted as essential to mobilizing support and attention online.
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Mobilize Donors in Digital
- 1. Mobilize Donors inDigital The Power of Storytelling May 7, 2014 by Sean Howard as seen at the Blue North Summit 1
- 2. 2 “Interruptive marketing withno perceived value is increasingly ignored or avoided by consumers.” - Justin Kirby, Best of Branded Content Marketing
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- 4. 4 The future ofonline giving is tied to telling stories that matter.
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- 12. 12 1. Get yourdigital priorities straight
- 13. 13 Technologies are goingextinct at a never before seen rate
- 14. 14 An app willnot save you.
- 15. 15It’s about integratingdigital into your organization
- 16. 16Size Matters, but… Reachin social is constrained by the strength of our relationships
- 17. 17 Thus the valueof our digital investment is defined by our capacity to engage our followers Follow / fan Consume / like Engage / share Activate / mobilize
- 18. 18 Thus the valueof our digital investment is defined by our capacity to engage our followers Is what we say interesting? Are we relevant? What does our content say about the sharer? Follow / fan Consume / like Engage / share Activate / mobilizeHow much do I care?
- 19. 19 This is theleast effective revenue generating tool on the Internet. No matter how you dress it up.
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- 23. 23It’s About theContent Everyone thinks about where to be online and how their logo appears When it’s the content that people engage with, not the logo.
- 24. 24 2. Focus oncontent that matters to your audience.
- 25. Donor fatigue (giveus money, give us money, give us money, etc.) Lack of dedicated digital resources Organization not in the business of creating content Repurposing of other content is generally not a viable strategy 25Key Challenges
- 26. 26 Full report link:http://bit.ly/2014contentstudy
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- 29. 29 Our Mandate AudienceInterests We have a publishing problem
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- 32. 32 sports classical studies live music festivals rock concerts bollywood movies world history LiveOrchestral Music high school band
- 33. 33 sports classical studies live music festivals rock concerts bollywood movies world history LiveOrchestral Music high school band Raptors in the playoffs TSO had success with arrangements in the past Rapper Drake known for support of TO/Raptors
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- 37. Content calendars arenot a content strategy They can be a useful tool but are prone to mindless content 37Content Calendars
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- 39. Wonderful presentation onstory streams vs. content calendars by Jon Crowley and Jeremy Wright http://bit.ly/storystreams 39Story Streams
- 40. 40Story Streams Blocking Charts Createframework for future content Align on priorities and number of posts per story stream
- 41. 41Story Streams Core MandateSupporting Beliefs Story Streams Story Streams Story Streams Supporting Beliefs Actors / Voices Actors / Voices Actors / Voices Story Streams
- 42. 42Story Streams Support Dollarsat Work 40% Key Events 20% Founding Values 10% Behind the Scenes 10% Impact Stories 20%
- 43. Make it matter! Ouraudiences are trained to filter out the noise. Be able to pitch the benefits of an initiative in 5 words or less. 43When we do talk about ourselves
- 44. 44 Trees so youcan breathe!
- 45. 45 Help a childin need
- 46. 46 Remember how tobe human
- 47. 47 3. Expand andextend the stories we tell.
- 48. Greenpeace put outa whitepaper titled “Top 5 tips for actions that mobilize online” based on a workshop on what they learned in 2013 Full report: http://bit.ly/1mwREcW 48Greenpeace tips
- 49. Suspense / Jeopardy Toooften we wait until after an action has succeeded to communicate the results. We lose the opportunity to build suspense. What risks do we face? What is difficult about this initiative? Not all initiatives should be successful. There should be a sense of jeopardy. How can you take the event and extend it forward in time? 49Greenpeace tips
- 50. Personal Stories Who isinvolved in the initiative? Can I relate to them? What drives the people involved? Why are they doing this? What other voices can we highlight? The affected? The volunteers? The community? It should be about “ordinary people doing extraordinary things.” 50Greenpeace tips
- 51. Interact - MakeIt Collective Involve your audience in the story! Have many ways to get involved - not just donations. Can they volunteer? Sign a petition? Send messages of support to the people affected or involved? Can they engage with key supporters? Can they participate from home? Push for solidarity. 51Greenpeace tips
- 52. Make it Long Ittakes time for a story to gain traction and for people to join in and share it. Begin the story well in advance of the initiative. Continue the story after the initiative is over. What are the results? Check back in on the initiative. 52Greenpeace tips
- 53. 53 3. Expand andextend the stories we tell. Recap 1. Get your digital priorities straight 2. Focus on content that matters to your audience.
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- 55. Start on theback of the worksheet. Write down two to three initiatives your organization has recently completed or is working on that you believe would be of interest to your audience Pick one and write it down on the top of the worksheet Write a pitch for this initiative in 5 words or less Be sure to answer “WHY SHOULD WE CARE?” 555 minutes
- 56. Greenpeace framework Identify howyou can expand and extend the stories you can tell around the initiative you selected List each idea you come up with in the appropriate box 568-10 minutes
- 57. Share and supportone another Pitch your idea to your table (in 5 words or less) Then give one example of how you could extend or expand the story of this initiative 578 minutes
- 58. Sean Howard The ConnectedBrand sean@theconnectedbrand.ca 647 272 9361 twitter.com/passitalong ca.linkedin.com/in/seanhoward/ 58