This document discusses the importance and power of storytelling for nonprofits. It notes that with hundreds of media options today, nonprofits need stories to break through the clutter. The presenter outlines best practices for structuring stories, including having a hero, conflict, and immersing the listener. He recommends organizing stories using "The Rule of 3's" - defining an audience, choosing 3 attributes to focus on, sharing through 3 channels, 3 times a month for 3 months. Repeating stories in this structured way helps nonprofits effectively communicate their mission.

1. Who’s Telling YOUR Story?
Increasing the effectiveness of your
communication, one story at a time
PRESENTED BY MARC A. PITMAN
FUNDRAISINGCOACH.COM
Twitter: @marcapitman
Hashtag: #bbcon

2. More New 501(c)3’s Each Year
Statistics from National Center for Charitable Statistics http://nccsdataweb.urban.org/
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
1995 1998 2000 2005 2008

7. Who am I?
 Author of Ask Without Fear!
and Who’s Telling Your
Story?
 Creator of Fundraising Kick
www.FundraisingKick.com
 Extensive experience in
marketing and fundraising in
education, healthcare, arts,
and professional associations
 Train nonprofit leaders
around the world & regularly
sought out by media outlets

8. Goals
1. To overwhelm
you with useful
information
2. To give you 2
very practical
exercises to
get you started
on your stories

9.  Campfire picture with people talking

10. Even cavemaen told stories!
1. “The one that got away”

11.  Huge DNA picture strand

13. “Story Proof: The Science Behind
the Startling Power of Story”
by Kendall Haven

14. This isn’t your father’s media
It used to be that 3 ads reached 85% of viewers.
Not anymore!

15. LOTS of distraction & fragmentation
Now there are literally HUNDREDS of TV options! Alone!

16. You need to breakthrough!
 So how do you break through?
 STORIES!

17.  A trip to the grocery store

18. Set structure of
storytelling 2300
years ago

19. Set structure of
storytelling 2300
years ago
–Beginning, Middle, End

20. Set structure of
storytelling 2300
years ago
–Beginning, Middle, End
–Has a hero

21.  Has to be a person
The hero has to be a person

22. Set structure of
storytelling 2300
years ago
–Beginning, Middle, End
–Has a hero
–Needs CONFLICT
(hero+obstacle=conflict)

23. Good Night Moon vs. Disney vs. Mission Impossible
No conflict

24. Some conflict
Good Night Moon vs. Disney vs. Mission Impossible

25. Good Night Moon vs. Disney vs. Mission Impossible
Lots of conflict!

26. Set structure of
storytelling 2300
years ago
–Beginning, Middle, End
–Has a hero
–Needs CONFLICT
(hero+obstacle=conflict)
–The storyteller works to
help the listener be
immersed in the story

27. Storytelling for Dummies
Act 1: Get hero up a tree

28. Storytelling for Dummies
Act 1: Get hero up a tree
Act 2: Throw rocks at him

29. Storytelling for Dummies
Act 1: Get hero up a tree
Act 2: Throw rocks at him
Act 3: Get him down

30. 5 Buckets for Stories
 Let’s look at 5 typical buckets of
stories
 Especially non-disaster relief stories

31. 5 Buckets for Stories
1. Founding Story

32. 5 Buckets for Stories
1. Founding Story
2. Mess Up Stories

33. 5 Buckets for Stories
1. Founding Story
2. Mess Up Stories
3. Suffering Stories

34. 5 Buckets for Stories
1. Founding Story
2. Mess Up Stories
3. Suffering Stories
4. Phoenix Stories

35. 5 Buckets for Stories
1. Founding Story
2. Mess Up Stories
3. Suffering Stories
4. Phoenix Stories
5. Glorious End Stories

36.  m

37. In control = Out of touch
“The more in control
we are, the more out of
touch we become…”
—A.G. Lafley, CEO P&G

38.  New social media tools cropping up all the time!
So many ways people can talk about you!

39. How do you give people a script?

40. Picture of Elevator
 Or people in an elevator

41. Organizing Stories
with The Rule of 3’s

42. Organizing Stories
with The Rule of 3’s
0. Define Your Jennifer

43. Organizing Stories
with The Rule of 3’s
0. Define Your Jennifer
1. 3 Attributes

44. Organizing Stories
with The Rule of 3’s
0. Define Your Jennifer
1. 3 Attributes
2. 3 Channels

45. Organizing Stories
with The Rule of 3’s
0. Define Your Jennifer
1. 3 Attributes
2. 3 Channels
3. 3 Times a Month for 3 Months

46. Organizing Stories
with The Rule of 3’s
0. Define Your Jennifer

47. Make it a as clear a picture as possible
 Saddleback Sam

48. Organizing Stories
with The Rule of 3’s
0. Define Your Jennifer
1. 3 Attributes

49. Organizing Stories
with The Rule of 3’s
0. Define Your Jennifer
1. 3 Attributes
2. 3 Channels

50. Organizing Stories
with The Rule of 3’s
0. Define Your Jennifer
1. 3 Attributes
2. 3 Channels

51. Horse vet picture

52. Organizing Stories
with The Rule of 3’s
0. Define Your Jennifer
1. 3 Attributes
2. 3 Channels
3. 3 Times a Month for 3 Months

53. Repeat. Repeat. Repeat.

54. Organizing Stories
with The Rule of 3’s
0. Define Your Jennifer
1. 3 Attributes
2. 3 Channels
3. 3 Times a Month for 3 Months
Attributes Channels
A 1
B 2
C 3

55. Organizing Stories
with The Rule of 3’s
0. Define Your Jennifer
1. 3 Attributes
2. 3 Channels
3. 3 Times a Month for 3 Months
Attributes Channels
A 1
B 2
C 3
Attributes Channels
B 1
C 2
A 3

56. Organizing Stories
with The Rule of 3’s
0. Define Your Jennifer
1. 3 Attributes
2. 3 Channels
3. 3 Times a Month for 3 Months
Attributes Channels
A 1
B 2
C 3
Attributes Channels
B 1
C 2
A 3
Attributes Channels
C 1
A 2
B 3

58. Storytelling Resources
 www.FundraisingCoach.com/storytelling
 501 Videos www.MovieMondays2.com
 Andy Goodman www.agoodmanonline.com
 Cliff Atkinson www.SociableMedia.com
 Doug Stevenson www.DougStevenson.com
 Kendall Haven www.KendallHaven.com
 Fund Coaches www.FundCoaches.com

Send me an email at
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