501techNYC Storytelling Session
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Transcript of 501techNYC Storytelling Session
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How To Inspire Action and Build Movements With Video
#startstorytelling
Annie Escobar Ethan Goldwater
Rob Wu
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Why stories? Why now?
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We are a storytelling species.
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We are the stories we tell ourselves.
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Storytelling has been democratized.
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Your job is to catalyze your audience to be story-sharers.
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Why Video for Storytelling?
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Download the free e-book and worksheet:
www.startstorytelling.com
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[VIDEO] 3 Most Common Mistakes Non-Profits Make With Video
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Solving Problem 1: Eagerness Without Intentionality
Create a plan that is oriented towards your goals.
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Step 1: Examine Motivation and Resources
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Step 2: Build the Foundation
Who is your target audience? What is your vision? What makes you different? What is your personality?
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Step 3: Develop the Core Message
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Step 4: Refine the Story
1. Brainstorm a story that will communicate core message
2. Define protagonist and the 'train'
3. Confirm visual approach
4. Develop the story structure
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Step 5: Check Back In
Will this video be meaningful to our supporters? Is this content sharable?
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Step 6: Set Goals
Fundraising | Advocacy | Engagement
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Step 7: Logistics
decide Budget | Outsourcing | Timeline
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Problem 2: The Program Trap
Solution: Tell Compelling Stories
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Tell stories that are SHARABLE.
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There is no such thing as just a story. A story is always charged with meaning... And we can be sure that if we know a story well enough to tell it, it carries meaning for us. -Robert Fulford
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What videos work? Powerful Non-profit Video Genres
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Impact Stories It's not what you do, but why you do it.
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Movement Portraits
What vision unites your supporters? What inspires them to take action?
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Vision Video
What kind of world do you want to create? What is unique about how are you making that happen? Theory of Change.
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Advocacy Film
What is the experience of the people who are affected by your issue?
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Campaign Launch Film
What big/achievable goal are you trying to achieve & why does your supporters' actions matter?
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Microsites/Online Annual Reports Tell impact stories and create a campaign.
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[Ibi's Story]
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It's all about vision and impact.
Ingredients of videos that inspire
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Focus on one individual.
Ingredients of videos that inspire
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Made to Stick
Simple. Unexpected. Credible. Concrete. Emotional. Story.
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Tell anecdotes that demonstrate transformation.
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Make your organization a movement.
We all want to belong.
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3 plots proven to inspire
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Challenge plot A protagonist succeeds against an enemy.
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Connection plot People develop a connection over a divide.
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Creativity Plot Someone makes a breakthrough.
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Structuring an impact story
Protagonists are people, not programs or organizations.
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Step 1: Pose a Question Open gaps before you close them.
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Step 2: Tell the Story of the Struggle
What's at stake?
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Step 3: The moment of change
What insight or change occurred? (your core message)
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Step 4: Resolution with Revelation
One step towards your vision.
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Step 5: Call to Action
What can your audience do & how does their action matter?
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Our call to action:
Write me an email tonight or tomorrow with a question, a connection or a collaboration.
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Metrics Study: Campaign & Video!
Total Raised: $1,203,072 Average Raised: $80,205
Sampled 15 successful online fundraising campaigns
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Metrics Study: Campaign & Video!
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Campaign that raised the least did
not use a video
Metrics Study: Campaign & Video!
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Metrics Study: Campaign & Video!
Top 3 highest grossing campaigns told impact stories.
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Metrics Study: Campaign & Video!
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- Social tools - Campaign toolkits - Boilerplate text - Coaching
What else has to happen?!
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ONE GIRL AUSTRALIA!CASE STUDY!
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MEDIA ASSETS!
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MEDIA ASSETS!
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MEDIA ASSETS!
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MEDIA ASSETS!
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Download the free e-book and worksheet:
www.startstorytelling.com
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Continue the conversation.
@ListenInPict Facebook.com/ListenInPictures
@causevox Facebook.com/causevox