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Storytelling for Non-profits
The document discusses the significance of storytelling in branding and organizational identity, emphasizing that effective stories help convey brand values and engage audiences. It outlines essential components of good storytelling, branding archetypes, and highlights the concept of brand journalism as a means to create ongoing narratives. The text also offers practical tools and techniques for crafting compelling stories and engaging content.
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Storytelling for Non-profits
- 1. our stories findingand telling stories that make a difference for our organizations with Teresa Decker
- 2.
- 3. stories… • Helpus understand the world; collections of narratives that bring meaning • Past, present and future • From interviews to our favorite songs, stories help explain who we are and build identity
- 4. “Each of usis a hero in our own personal myths.” ― Jonah Sachs, Winning the Story Wars
- 5. a good story • Easy to understand and focused message • Has someone in mind as the audience • Makes you curious, think, feel or do • Is personal and real • Beginning, middle and end?
- 6. who is yourbrand? • Your brand as a person • You are the brand mentor, not the hero • Yoda vs Luke Skywalker Jonathan Sachs | Winning the Story Wars
- 7. 1. brand archetypes • Archetypes are characters in stories seen throughout time • Remember brands are like people; and people are characters • Nurturer, Artist, Connector, Traditionalist, Dreamer, Motivator, etc. 40 Design | forty.co
- 8. 2. brand valueexamples Compassion Truth Justice Playfulness Perfection Beauty Simplicity Wholeness Uniqueness Competence Efficiency Order Imagination Innovation Health Change Love Prosperity Knowledge Creativity Optimism Courage Relationships Dignity
- 9. brand heroes •Who? Someone living or experiencing your brand values • Doesn’t have to embody every value • When people tell their story it builds a platform to tell our organizations’ story
- 10. Our brand valuesare expressed through the heroes of our stories.
- 11. brand journalism •We’ve all become “news” organizations • Content creation (reporter) and curation (editor) • Think like a journalist for your brand
- 12. “Brand journalism createsan evolving brand story. It is the best way to attract and interest consumers with a continuing flow of valuable, relevant, integrated and engaging content -- advertising, articles, blog posts, social media, live events, videos and social media..” ― Larry Light, Ad Age
- 13. “cover” your beat • Be curious, be brave • Have your questions ready • Leave your desk • Ask your “sources” • Study your craft • Stay practical, think “micro stories” • Stuck? News cycle driven, seasonal, goal or action driven, uniqueness
- 14. sources • Peopleon the ground • Have a pulse of the organization • The friendliest/most helpful people Nonprofit Hub | Lori Jacobwith
- 15. questions: sources •Who have you met lately that made you love your job or feel proud to work here? • What brought them to us? • How are we helping? • What’s your favorite thing about her? • What do you think that he would say about us? Nonprofit Hub | Lori Jacobwith
- 16. questions: heroes •What does that mean? • Why do think that is? • Simplify. How would you explain this to your grandmother? • Reflecting back “So it sounds like you are saying…”
- 17. story killers •Curse of Knowledge - Your expertise is getting in the way • Vanity - Me, me, me, me • Drowning in data - Spitting out numbers
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- 19. curiosity: blog Philanthropy831 Blog | Community Foundation Santa Cruz County
- 20. simplicity: twitter ADay In The Life NPR’s Michele Martin | Women in Tech
- 21. authentic: user generatedcontent Story Corps |Themes
- 22. impactful: annual report Opportunity Fund | Data done right
- 23. sensory: video Storytellersfor Good & Eat Grub | Pulls you in
- 24. feeling & emotion:instagram Humans of NY | Imagery and words joy, humor, sadness, anger, concern, empathy, empowerment, inspiration
- 25. feeling & emotion:instagram Grandma Betty 33 | Imagery and words joy, humor, sadness, anger, concern, empathy, empowerment, inspiration
- 26. go cover yourbeat! • Humans of NY model • Pair up - someone you don’t know • One compelling quote • One compelling photo
- 27. starter questions •What’s an example of the problem or work your organization does? • Why is it meaningful? • Why is that important to you? Why is this important to our community? • What’s the toughest part about your job? • What about your work makes you smile? • Five years from today what do you hope people will say about your work? Your organization?
- 28. Who’s Brave? Emailme now with your quote and photo here! Send both to teresa@tersearuizdecker.com
- 29. Amy Mascarenas "Ourclients are super generous. You really get to know them. We have to build that trust." Amy Mascarenas, El Pajaro CDC By Michelle Luedtke
- 30. tools to explore • Canva, easel.ly, Haiku deck, and Stocksy • Square Space • Soundcloud, Stellar, Adobe Voice, Hyperlapse and Animoto, • Oldies but goodies: Calendar, Audacity, iMovie, Keynote, Flickr Creative Commons, Pixlr • Non-profit tech for good, nonprofit hub, socialbrite
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Editor's Notes
- #6 Paraphrasing Maya Angelou: “People will forget what you told them. They will forget what you did. But they will never forget how you made them feel.” - See more at: http://www.socialbrite.org/2012/04/11/nonprofit-storytelling-tips-from-pros/#sthash.ZFeKaOAO.dpuf
- #7 Yoda image http://www.business2community.com/social-media/social-media-and-storytelling-part-2-back-to-the-future-0522790#!bLpafz
- #8 http://forty.co/wp-content/uploads/2014/01/brand-archetypes.pdf https://www.facebook.com/FortyDesign/photos_stream
- #9 http://forty.co/wp-content/uploads/2014/01/brand-archetypes.pdf https://www.facebook.com/FortyDesign/photos_stream
- #15 http://www.nonprofithub.org/nonprofit-marketing-plan/where-can-nonprofits-find-good-stories-to-share/
- #16 http://www.nonprofithub.org/nonprofit-marketing-plan/where-can-nonprofits-find-good-stories-to-share/
- #20 Dale Owen’s story, estate planning not sexy but they used someone to make it real. The LEAD makes you curious. Who is this man? Why is he being compared to Gates, Packard or Baskin? http://www.cfscc.org/Philanthropy831Blog/tabid/114/PostID/131/Remembering-Dale-Owen-a-Man-with-a-Plan.aspx
- #21 Think small. A day in the life recounts experiences in real time, show impact in the making. https://blog.twitter.com/2014/npr-showcases-twitter-chats-for-social-storytelling https://storify.com/TellMeMoreNPR/nprwit-a-day-in-the-life
- #22 Your stories are real and are our stories SJSU example uc santa cruz valentine’s day FINDMORE http://storycorps.org/about/
- #23 Data done right http://www.opportunityfund.org/2013/ Charity Water
- #24 https://www.youtube.com/user/nonprofitvideoawards/featured Do Gooder Awards for Video http://ladogooder.com/2014lawinners/ http://www.socialbrite.org/2011/04/21/8-great-examples-of-nonprofit-storytelling/