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Storytelling for Nonprofits - KCNE Conference
The document outlines effective strategies for sharing philanthropic stories, emphasizing the importance of engaging content, scannable formats, persuasive headlines, and incorporating multiple mediums. It encourages organizations to build a network of brand ambassadors for wider content distribution and highlights the need for measuring digital engagement and growth over time. Additionally, it stresses the importance of setting clear goals and a strong call to action to drive donor participation.
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Storytelling for Nonprofits - KCNE Conference
- 1. the heart &science of philanthropy 24 March 2016 | Erica Klinger, Director of Marketing
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- 4. You have agreat story, now how do you share it?
- 5. The content marketing teamis your friend
- 6. Story Format Share yourstory using multiple mediums, make it interesting (engaging) and “shareable.”
- 7. Scan-ability Highlight just afew main points and make them stand out!
- 8. “Sticky” Headlines Be persuasive- what, why, how, or when? On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar. —David Ogilvy “Father of advertising”
- 9. Formula Example = philanthropy“18 Fascinating Ways to Donate and Smile in Less than 5 Minutes” Use numbers + an interesting adjective + verb + trigger words + promise
- 10. Activity: _________ Innovation Restores______________With ________ _______________ And Could Save Thousands From _________. promise what? adjective community issue noun
- 11. Deliver on YourPromise Promise: Subscribe to be part of an exclusive look behind the scenes at the role of a community foundation. Join us as we chronicle the choices and motivations of philanthropists in a fascinating three-month journey that ultimately gives $1 million dollars to nonprofits in the community by September 2015.
- 12. Together, we workto create equality of opportunity in our community, with strategies for philanthropic investment that creates lasting change. GiveTogether
- 13. Brand Ambassadors Build alist of people that will share you content in their social networks. • Employees • Volunteers • Board • Family • Friends • Media and bloggers • Celebrities
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- 15. Story analysis, work smarternot harder
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- 20. Activity: Calculate Year overYear (YOY) Growth Traffic May 2015= 1220 visits per month Traffic May 2014 = 720 visits per month Traffic now minus traffic last year. 1220-720 = 500 Take 500 x (100) / 720 (the original amount) Multiplying by 100 (calculate to %) 69% YOY growth rate
- 21. Distribute through alldigital channels Donate
- 22. Drive to anaction – remove friction
- 23. All about thetiming– when to make an ASK?
- 24. Set your goalsand have a clear Call to Action (CTA)
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- 26. Make telling astory, fun. Fun
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Editor's Notes
- #2 Add heart an
- #7 Video, photos, visualizations (compare text boring, to creative interesting – summer givetogether infographic) Put it in multiple mediums, build your content, creative Simplify complex information into something scanneable Compare boring headline vs. interesting actionable headline Mad Libs – fill in the blanks activity as a group (5) headline that is also SEO friendly
- #8 Video, photos, visualizations (compare text boring, to creative interesting – summer givetogether infographic) Put it in multiple mediums, build your content, creative Simplify complex information into something scanneable Compare boring headline vs. interesting actionable headline Mad Libs – fill in the blanks activity as a group (5) headline that is also SEO friendly
- #9 Video, photos, visualizations (compare text boring, to creative interesting – summer givetogether infographic) Put it in multiple mediums, build your content, creative Simplify complex information into something scanneable Compare boring headline vs. interesting actionable headline Mad Libs – fill in the blanks activity as a group (5) headline that is also SEO friendly
- #10 Video, photos, visualizations (compare text boring, to creative interesting – summer givetogether infographic) Put it in multiple mediums, build your content, creative Simplify complex information into something scanneable Compare boring headline vs. interesting actionable headline Mad Libs – fill in the blanks activity as a group (5) headline that is also SEO friendly
- #11 Video, photos, visualizations (compare text boring, to creative interesting – summer givetogether infographic) Put it in multiple mediums, build your content, creative Simplify complex information into something scanneable Compare boring headline vs. interesting actionable headline Mad Libs – fill in the blanks activity as a group (5) headline that is also SEO friendly
- #14 Video, photos, visualizations (compare text boring, to creative interesting – summer givetogether infographic) Put it in multiple mediums, build your content, creative Simplify complex information into something scanneable Compare boring headline vs. interesting actionable headline Mad Libs – fill in the blanks activity as a group (5) headline that is also SEO friendly
- #22 Blog post or web page KEY TO CAPTURE AN EMAIL, related content Email blast and eNewsletter Ambassadors email with easy sharing links Social Networks SMS Text Paid Media Social Search ads Banner ads
- #23 Human behavior = this is too hard – I give up! Keep the message and path simple Different channels have different goals – EMAIL & Mail for $ Email long form Email short form Example: YouTube screenshot – where do they go? End screen with CTA (GiveBIG)
- #24 Human behavior = this is too hard – I give up! Keep the message and path simple Different channels have different goals – EMAIL & Mail for $ Email long form Email short form Example: YouTube screenshot – where do they go? End screen with CTA (GiveBIG)
- #25 Human behavior = this is too hard – I give up! Keep the message and path simple Different channels have different goals – EMAIL & Mail for $ Email long form Email short form Example: YouTube screenshot – where do they go? End screen with CTA (GiveBIG)
- #26 Human behavior = this is too hard – I give up! Keep the message and path simple Different channels have different goals – EMAIL & Mail for $ Email long form Email short form Example: YouTube screenshot – where do they go? End screen with CTA (GiveBIG)
- #27 Human behavior = this is too hard – I give up! Keep the message and path simple Different channels have different goals – EMAIL & Mail for $ Email long form Email short form Example: YouTube screenshot – where do they go? End screen with CTA (GiveBIG)
- #28 Duamish