Storytelling in Web Design for Nonprofits
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The document discusses how storytelling is important for web design. It suggests that stories are effective because they are memorable, help create sustainable brands, and inspire people. The presentation provides guidance on how to design a story bank by considering characters, plot, and narrative point of view. It encourages attendees to get creative with storytelling.
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Storytelling in Web Design for Nonprofits
- 1. Storytelling In Web Design PRESENTED BY MAGGIE HALL 11/17/2011 Footer 1
- 2. Storytelling In Web Design PRESENTED BY MAGGIE HALL 11/17/2011 Footer 2
- 3. Storytelling In Web Design PRESENTED BY MAGGIE HALL 11/17/2011 Footer 3
- 4. Story is Paramount 11/17/2011 Footer 4
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- 6. Storytelling In Web Design PRESENTED BY MAGGIE HALL 11/17/2011 Footer 6
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- 10. Why Are Stories Effective? How Do I Create My Own? Inspire Me! 11/17/2011 Footer 10
- 11. Memorable Structure 11/17/2011 Footer 11
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- 13. Sustainable Brands 11/17/2011 Footer 13
- 14. How Do I Design My Own Story Bank? 11/17/2011 Footer 14
- 15. Characters Plot Narrative Point of View 11/17/2011 Footer 15
- 16. Who You Are & What You Do 11/17/2011 Footer 16
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- 22. Plot 11/17/2011 Footer 22
- 23. The Anatomy of Great Nonprofit Stories 11/17/2011 Footer 23
- 24. "Try to appeal to a person's higher self," suggests Klein, who publishes the Grassroots Fundraising Journal. It's part of what psychologist Abraham Maslow called self- Storytelling actualization: People express themselves most fully when contributing to something bigger than themselves. 101 11/17/2011 Footer 24
- 25. "Try to appeal to a person's higher self," suggests Klein, who publishes the Grassroots Fundraising Journal. It's part of what psychologist Abraham Maslow called self- Storytelling actualization: People express themselves most fully when contributing to something bigger than themselves. 101 11/17/2011 Footer 25
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- 27. Narrative Point of View 11/17/2011 Footer 27
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- 29. Get Creative! 11/17/2011 Footer 29
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- 47. 120 characters or less, please. STORY IS PARAMOUNT. 11/17/2011 Footer 47
Editor's Notes
- IntroductionI have been a web designer with Blackbaud for almostfour years.I believe it is my life’s purpose create positive change in the world, through you. Thank you for this opportunity to speak to you today.
- Technical vs. passion. I’m excited to be able to speak about the topic that I am most passionate about……
- Everyone in this room has big dreams for making the world a better place.Today I would like to explore the ultimate question that will help us reach this goal: What drives your audience to share and contribute to your philanthropic vision? Blackbaud products task system vs. personal connection / emotional connection. I am proposing that the answer to this question is…..
- Here’s my BIG PITCH: STORY is the most effective form of presentation and if it’s not front and center in your online marketing efforts, it should be.Here’s my BIG PROMISE: you will leave this presentation with the inspiration and tools you need to begin designing a story bank that will help you meet a high-priority business goal that you have planned for the next six months.
- Story in web design is a extensive topic. 1) a device, 2) a framework capture and sell an idea; or narrative techniques to craft an interaction (allowing for an arc in the user experience). Today we will focus on using story as a self-contained device to capture and sell an individual philanthropic vision. Let’s strip marketing of technology for a moment and get back to the basics…..
- Similar to you, here’s a man with a BIG vision. In 1963, Dr. Martin Luther King, Jr. had adream.How did he accomplish this feat without the internet!? Blackbaud software? single most important element in online marketing today and in the traditional media of yesterday, were the sameNot Just…./ The web is a global network of connected people. network of people who then shared and contributed to his vision individually or through their social networksMartin Luther King spoke to a. It is the same system today, except amplified.
- 1963:1) story 2) packaging 3) a system 4) networkforconversationToo often, organizations makethe task system the sole solution.
- story 2) packaging 3) a system 4) networkforlisteningandsharing -
- 1) story 2) packaging 3) a system 4) networkforlisteningandsharing -System: CNN heros VOTING,
- I’m going to talk to you about Why Stories are an effective online marketing toolHow you can begin composing your own story bankReview inspirational ways of packaging stories
- Product of evolution /Ancestors. Designed for memorization and engagement / passed down.The structure of a story causes a physical reaction in the audience.Water cooler /mutual friend, rather than some fictional character, emotional investment in characters
- Think about why we give to organizations. Science: Giver higher psychological gains from a gift because we are building the relationship. Therefore, our #1 goal should be to cultivate a relationship through stories. Telling stories for social acceptance is also a driver, Abraham Maslow’s Self Actualization, an easily memorized and engaging story that has social value.
- Through these strong relationships we build buildsustainable brands through loyal constituencies.
- Before we get creative, we need to be informed.
- Crucial elements of stories and storytelling include ……….
- Make your organization brand simple, approachable authentic. Show us “Who You Are and What You Do” in a simple way. Do you have a mission or are you on a mission? Dan PallottaHarvard Business Review Stories are great because you’re able to show your reader why they should buy instead of telling them. Steve Jobs and Walt Disney…….They're not the product of a writing exercise. Verb Target Outcome
- Story structure: likeable hero / encounters a roadblock / emerges transformedWe think we are the hero, we are yoda, the mentor. Your audience is your hero. They determine if your story has meaning and decided to be engaged.Your storymust spread in order to be effective. If you put your idea out there and your audience does not grab it and hold it close to their heart, the chances of your vision impact the world is slim. The stories should not be about ourselvesAbout how donors connect to the cause we mutually care about.
- Your audience is your hero.Thinkabout any relationship?! ………………What bad marketers do is make assumptions about what makes their audience happy. Know your audience and what drives them emotionally (human-centered design, IDEO - empathy)
- Explain BB processaudience analysis & User Research Create personasthrough online surveyspollsworkshopsfocus groupsclosed social network discussions When you know your audience well, what you’re really tuning in to is the way your people view the world. UNFAIR ADVANTAGEAnd when you understand the worldview your prospects share – the things they believe – you can frame your story in a way that resonates so strongly with themthat you enjoy an “unfair” advantage over your competition.
- Melinda Gates: Coke's secretassociate the product with the kind of life that people want to liveLATIN AMERICA: family life = happinessSOUTH AFRICA: community respect = happinesscoke forms marketing campaigns around their audience
- I was in Annapolis Maryland two weeks ago with the modern day Chesapeake Bay Foundation. On our lunch break, we asked 20 volunteers what inspires them personally, to support the Foundation. We were surprised. You will always be surprised by what you find. If you do not ask, there's only one word to describe your marketing style: arrogant, ok one more work: blind. The volunteers overwhelmingly came to one conclusion: the people behind the foundation are paramount, they inspire their audience be better people. Have you seen As Good As it Gets with Jack Nicholson? "You make me want to me a better man" he says to Helen Hunt. This is the primary emotional driver for the Chesapeake".
- After Characters, we have plot
- Choose ONE business goal, ONE story, One Call to Action (two secondary calls to action).It is more simple to measure the outcome of your efforts when systems are simplified. PRIORITIZE AND SIMPLIFY. Think back to Dan Pallotta, we need a SIMPLE and approachable challenge and sollutionAnother reason to simplify is that we need a global moral that everyone can relate to, a global society issue. Simplifying your storie’s purpose will help create a more effective moral… For instance, the moral of “Beauty and the Beast” is that we shouldn’t judge people by their looks. This is globallllll!
- choose a specific call to action, poetic drama at the end, use visuals to represent your happy ending
- Active struggle: Let’s say there’s a story about some really bad guys who steal a boy’s dog. The boy is sitting on his couch, crying, missing his dog terribly.A few moments later, a police officer knocks on the door and delivers the slobbering, excited dog back to the boy. Boring.We’d rather see the boy chasing down the bad guys, trying to get his beloved dog back himself.Great contrast and resistance between what it and what could be makes a better story
- Duarte formulacall to action / new blissBeware of simply trying to “pluck heartstrings” in your stories. Often we see videos about who we are what we do, with no call to action? – business goal!!!!
- Narrative point of view --> which determines the manner through which the story is communicatedPeople want to hear directly from the people who are making an impact and the people who are being impacted – people in the FIELD A statement from your Board member who is not in the field won’t cut it..
- Now we are informed, let’s get creative!
- Start with the expensive option!Video is extremely powerful
- here is a simple way to record a video without a complex amount of scenes or editing
- Check The Do Lecturesforinspiration
- packaging: http://www.youtube.com/watch?v=IeQ28GawQaU&feature=player_embeddedThank you notes! Talk about making your audience the hero, who wouldn’t love to post a video about how great they are on Facebook?
- http://37signals.com/speaksInterviews are a great idea for storytelling, frame your questions in the exact order of the story structure you want! Check 37 signals for inspiration
- http://animals.nationalgeographic.com/animals/blue-whale-interactive#The “threats” outlines “what is” and “whatcouldbe”Ifthiswere a nonprofit, I wouldcreate a landing page that is more emotionallyengaging, maybe even assign a name to the whale
- Hip, progressive community of inspiring writers
- Ifyour business goal is event-based, focus on the peoplethatwillbeaffected, not the generalcause
- http://www.nikebetterworld.com/uses JavaScript extensively to create a parallax scrolling effect, HTML5 The creative agency that worked with Nike, Wieden+Kennedy, came up with the story and then crafted the packagingSo many designers come up with a cool technology and then craft the idea to fit the technology.
- Ebook:ePub or Keynote or PDF
- podcast
- http://thewhalehunt.org/whalehunt.html
- Google Earth Outreach gives non-profits and public benefit organizations the knowledge and resources they need to visualize their cause and tell their story in Google Earth & Maps to the hundreds of millions of people who use them.
- Ideo- human-centered design kit
- IDEO human-centered design
- Articlesandblogging , sequentiallyinstead of self-containedstories