Storytelling for Impact

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Jay Geneske, Director of Digital, The Rockefeller Foundation Twitter Handle: @JGeneske Stories have the power to spark movements, raise armies of volunteers, and even change the world. But stories with impact don’t just happen—they’re strategically planned, creatively crafted and designed to achieve measurable outcomes. So once you have the right story, how can you make the most of it across social media, web, and email? In this session, we’ll explore how to use your organization’s best stories across channels for better outreach, fundraising, and impact reporting.

Social Media

Who are you people?
Jereme Bivins
Digital Media Manager, The Rockefeller Foundation
@jcbivins
Jay Geneske
Director of Digital, The Rockefeller Foundation
@jgeneske
#SM4NP

Big brands are winning the
social impact story war.
#SM4NP @jgeneske

http://www.hatchforgood.org
#SM4NP @jgeneske

Your mission statement is not your story.
#SM4NP @jgeneske

“If history were taught in the form of stories, it would
never be forgotten.”
~ Rudyard Kipling, The Collected Works
Jeff Widener / AP
#SM4NP @jcbivins

We’re all storytellers now
DayOne for
iPhone
#SM4NP @jcbivins

Content
• Pictures?
• Data-packed reports?
• Event Tweets?
#SM4NP @jcbivins

The 40/60 Rule*
* http://bit.ly/40-60
#SM4NP @jcbivins
• 40% creating, 60% marketing
• Who should see this?
• Where should they see it?
• What do I want them to do?

• Blog and Website
• Social Media
• Email
• The Real World
#SM4NP @jcbivins
Platforms

Evaluation
• Dollars raised
• New partners or
volunteers
• Site traffic, share of
conversation, or media
coverage
#SM4NP @jcbivins

Snake Eating an Elephant
#SM4NP @jcbivins

Things To Do Right Now*
#SM4NP @jcbivins
• Ask your team and your partners for content (i.e. 1 photo, 1 quote, 1 short phone-
shot video, etc.) when they go out into the field.
• Build your story bank
• Research new tools or platforms by reading Mashable!, TechCrunch, Wired, The
Verge, and other outlets
• Reuse your old content. Not everything you’ve shared is dated.
* (or maybe tomorrow when you get back to the office)

Stay in Touch:
Jereme Bivins
Digital Media Manager, The Rockefeller Foundation
@jcbivins
Jay Geneske
Director of Digital, The Rockefeller Foundation
@jgeneske
#SM4NP

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