Stories: the spine tingle, the science and the systems. South West Regional Group, 5 February 2016

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Alex Vernon, associate, Mile 91 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

Government & Nonprofit

What’s happened?
We forget about the emotion that
drove the founding of a charity.
We stop talking about why we
exist and instead use jargon to talk
about what we do.

So why do stories work?
• Science!
• Our brains are made
that way
• They simplify
complexity
• They create an
emotional
connection

What makes a good story?
• Not all good stories are
good stories for you
• Your story needs to
embody your values, be
relevant to your
organisation’s work
• It must show change
and impact

Ingredients of a Good Story
• PICK
• Content
• Characters
• Beginning, middle, end
• Hero, villain
• Happy ever after

Interview Skills
It doesn’t matter how
interesting a person’s
experiences are - if
they don’t speak it you
can’t show it! A good
interview makes or
breaks your story…

Crafting Your Questions
• Plot story on paper
• Work backwards
• Order logically
• Start light
• Open questions
• Describe and explain

But how to find those stories?
• Plan
• Be visible
• People first not deadlines
• Look at existing systems
and processes
• Develop your staff
• Celebrate success
• Storytellers are VIPs

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

South West Regional Group
5 February 2016
Bristol
#ccsouthwest
The art of
storytelling

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