1. STORYTELLING FOR IMPACT
Monday, September 9, 13

2. STORYTELLING IS IN
MY BLOOD
Monday, September 9, 13

3. STORYTELLING IS IN ALL OF
OUR ROOTS
Monday, September 9, 13

4. BUT WE KNOW STUFFTHAT
NOBODY ELSE DOES
Monday, September 9, 13

5. HISTORICALLY
NONPROFITS HAVE
TAKEN ONTHE ROLE
OF EXPERTS AND
EVANGELISTS OF
THEIR CAUSE
Monday, September 9, 13

6. THE SHORT ANSWER IS NO
Monday, September 9, 13

7. TODAY EVERYBODY
THINKSTHEY ARE AN
EXPERT AND
EVERYBODY HAS A
PLATFORM
Monday, September 9, 13

8. Monday, September 9, 13

9. YOUR AUDIENCE IS IN
CONTROL OFYOUR MESSAGE
“Ideas today are never fixed: they’re owned and modified
by everyone.They move through networks at the will of
their members and without that activity, they die.”
Jonah Sachs, “Story Wars”
Monday, September 9, 13

10. TOTELL A GOOD STORY,
YOU MUST KNOWYOUR AUDIENCE
• Who needs to know your story
• What about your story will move your audience
• Know your end game
Monday, September 9, 13

11. YOU MUST UNDERSTAND WHATYOUR
AUDIENCETHINKSTHEY KNOW ABOUT
YOUR CAUSE
Monday, September 9, 13

12. USE LOW-COST
METHODSTO
REINFORCE WHATTHEY
DO KNOW,AND WHAT
THEY ARE ALREADY
SHARING ABOUTYOUR
CAUSE
Monday, September 9, 13

13. LOW-COST STORYTELLING
METHODS - GOVISUAL
• Pinterest now has 70 million users
• Pinterest had the largest year-over-year
increase in audience of any social
network in 2012
• Instagram has over 120 million monthly
active users and was bought by
Facebook for $1 Billion
• Photos receive 2x more likes than text
posts on Facebook
• Videos are shared on Facebook 12x
more than text posts and links combined
• OnYouTube 100 million users are taking
social actions (liking, sharing) every week
Monday, September 9, 13

14. CONTENTTHAT GETS SHAREDTHE MOST
APPEALSTOTHESE EMOTIONS:
AMUSING
ANGER
CONTROVERSIAL
CUTE
FEARFUL
ILLUMINATING
INSPIRING
SHOCKING
THE JOURNAL OF PSYCHOLOGICAL SCIENCE 2011
Monday, September 9, 13

15. GOD MADE A DOG
Monday, September 9, 13

16. KEYSTO CREATING STRONG
SOCIALVIDEOS
• Design it to be sharable
• Have a beginning, middle, and end
• Create conflict
• Don’t lecture
• Use classic storytelling techniques
• Get people hooked in the first 30 seconds
Monday, September 9, 13

17. THEN FIND A WAYTOTEACH
THEM WHATTHEY DON’T KNOW
Monday, September 9, 13

18. FOR COMPLEX AND
HIGHLY COMPELLING
ISSUES ENSURE SUCCESS
BY PROVIDING MULTI-
DIMENSIONAL WAYSTO
ENGAGE
Monday, September 9, 13

19. Monday, September 9, 13

20. MAKEYOUR CAUSE
THEIR CAUSE
• Find your voice
• Be transparent & authentic
• Be relevant & intentional
• Reach people where they are
Monday, September 9, 13

21. WHAT STORY WILL CREATE
THE GREATEST PASSION?
‘Supporters generally need a strong cause to rally around
and support.While it can be about a global or national
issue, it must have some personal and/or local
relevance.Most causes have emotional as well as rational
drivers —something participants are passionate about,
and can “put their heart into.”’
Ogilvy 2013 study on social movements
Monday, September 9, 13

22. - INVISIBLE CHILDREN USED
STORYTELLINGTO SHINE
LIGHT ON A LITTLE KNOWN
WAR CRIMINAL
-THE RESULTING
DOCUMENTARY WAS AVIRAL
VIDEO PHENOMENON
- 3.7 MILLION PEOPLE
PLEDGEDTHEIR SUPPORT OF
THE EFFORTSTO ARREST
JOSEPH KONY
Monday, September 9, 13

23. CARING EQUALS
• Increased funding
• Increased support
• Increased engagement
• Increased resources
• Improved outcomes
Monday, September 9, 13

24. ONCETHEY CARE,THEIR
MUST BE A SIMPLE WAY
FORTHEMTO ENGAGE
Monday, September 9, 13

25. Monday, September 9, 13

26. IT’S NOT ENOUGHTO
CREATE EXCITEMENT
WITHOUT ONGOING
ENGAGEMENT
Monday, September 9, 13

27. Monday, September 9, 13

28. YOUR MARKETING EFFORTS
SHOULD BE MULTI-DIMENSIONAL
• Multiple platforms: online + offline
• Multiple voices: yours + your audience
• Multiple activities: support + action + advocacy
• Multiple outcomes: short + long-term
Monday, September 9, 13

29. Monday, September 9, 13

30. DON'T LEAVETHEM
HANGING
Monday, September 9, 13

31. SHOWTHEIR IMPACT ON
YOUR CAUSE
• 93% of consumers want to know what organizations are doing
to make the world a better place
• 89% of global consumers take part in activities to address
societal issues
• 71% report being confused by the messaging organizations
are using to talk about their efforts/impact
Edelman goodpurpose study
Monday, September 9, 13

32. WHAT'SYOUR STORY?
Monday, September 9, 13