Engaging Your Nonprofit Community Through Storytelling & Social Media

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Social Media: Whats Hot And Whats Not

Engaging Your Nonprofit Community Through Storytelling and Social MediaJulia CampbellDigital Marketing Strategist for Nonprofitshttp://www.jcsocialmarketing.com Peoples United Nonprofit ConsortiumSeptember 15, 2015@JuliaCSocial

@JuliaCSocial

Storytelling Is Not New#npstory @JuliaCSocial @giftworksFirst modern public awareness campaign 1787, the Society for Effecting the Abolition of the Slave TradeUsed stories conditions in the slave trade, broadsides (graphics), public speaking, advocacyMixed facts and emotional appeals

Why Storytelling?

#npstory @JuliaCSocial @giftworks

Why Storytelling?People dont remember bullet points. People respond to emotion.Feelings, not analytical thinking, drive actions.@JuliaCSocial

What Storytelling Will Not DoFix bad management. Fix a lousy product or service. Replace other fundraising & marketing strategies.Replace tried-and-true fundraising tactics.BUT if done well, it will augment all other communication efforts! @JuliaCSocial

How To Do Storytelling?Think of your audience FIRST and ALWAYS. How can you tell a story in a way that will resonate with them?What is important to them? What will inspire them to action? @JuliaCSocial

The Bad NewsDonor retention is at an ALL TIME low. 70% of all donorsthat nonprofits recruit into giving a gift never donate again to that organization! (AFP) @JuliaCSocial

Boomers spend 19 hours a week online.71% use a social networking site daily with Facebook being the most popular.36% of boomers ages 50 and over own a smartphone, and 32% own a tablet.@JuliaCSocial

73% of online adults use at least one social networking site daily!MYTH: Older Donors Arent Online

Your donors ages 74+ are the fastest-growing demographic on social networks.@JuliaCSocial

The Good NewsMore than 7 in 10 US charity and nonprofit social media administrators found the channels useful for raising money!1/3 of charities said it was VERY USEFUL for fundraising! Just 11% said it wasnt useful for fundraising.@JuliaCSocial

Requires A Change In MindsetBecome a storytelling organization.Most nonprofit communications are boring and org-centric.Focus on BENEFITS, not features. @JuliaCSocial

Types of Stories@JuliaCSocial

Creation StoriesContinuous Improvement Stories Behind-The-Scenes StoriesUser-Generated StoriesImpact Stories

Creation StoriesWhat was the need?What is the need now?Story of the foundersThe real WHY you exist@JuliaCSocialReference: http://www.thegoodmancenter.com

Creation StoriesExample Environmental Defense FundStarted by a small group of passionate conservationists in Long Island.They wanted to save the osprey, bald eagle and peregrine falcon.Went to court, got a ban on DDT in 1966. In 1972, they played a large role on a nationwide ban. They play up the strong foundation and grassroots approach which informs their work today. @JuliaCSocial

Continuous ImprovementExpress resiliencyShow that your org is always trying to improveMistakes, lessons learnedHelps other organizations@JuliaCSocialReference: http://www.thegoodmancenter.com

Continuous ImprovementExample The Denver Foundation10 Years 10 Stories Celebrating 10 years of inclusivenessStories from the Journey stories told by the nonprofits awarded grantsNonprofits discussed what they learned and what they still have to work on.Focused on their target audience and thought about what would resonate with them.@JuliaCSocial

Behind-The-Scenes StoriesFeature donorsFeature Board membersFeature staffFeature volunteers@JuliaCSocialReference: http://www.thegoodmancenter.com

Behind-The-ScenesCarolyn Miles of Save the ChildrenPinterest Board: http://www.pinterest.com/savethechildren/carolyn-s-corner/@JuliaCSocial

Behind-The-Scenes Stories@JuliaCSocial

Behind-The-Scenes Stories@JuliaCSocial

User-Generated Stories@JuliaCSocial

http://www.care.org/get-involved/international-womens-day/iamcourage

User-Generated Stories@JuliaCSocialhttp://share.marchofdimes.org/

User-Generated StoriesWhy Didnt You Just Leave?Writer Beverly Gooden shared her own reasons for staying in an abusive relationship on Twitter, using the hashtag #WhyIStayed.Within hours, hundreds of survivors were tweeting their own reasons for doing the same.@JuliaCSocial

http://www.huffingtonpost.com/2014/09/12/why-didnt-you-just-leave_n_5805134.html

Impact StoriesShowcase the difference you are makingShowcase the lives changedDoesnt have to be sugary sweet @JuliaCSocial

Impact StoriesThere was a point in time when Eddie didn't want to live. "I was standing on the verge of death," he says.

@JuliaCSocial

http://www.denverrescuemission.org/drm/stories/stories-eddie-2014

Impact StoriesGreater Twin Cities United WaySuccess Stories section on their websiteStart with the impact they had on the nonprofit, then a recipient of servicesMiguels story@JuliaCSocial

Impact StoriesAlways show donors where their money is going. Make them smile when they see the results their gift helped achieve. https://www.facebook.com/BostonChildrensHospital @JuliaCSocial

Include DataStories alone are not enough.You must be able to back up what you are doing or show that this is a real problem.#npstory @JuliaCSocial @giftworks

#npstory @JuliaCSocial @giftworks

Where To Find Stories?Everywhere! Everyone is responsible!Requires a big change of culture.No silos! Get on the front lines.Talk with people.@JuliaCSocial

Everyone Has A StoryEveryone has a story it might not be one that you can use, but it might lead you to an idea or person who can help.

@JuliaCSocial

@JuliaCSocial

Bay Areas Committee on the Shelterless (COTS)Video of a man whose life was saved by COTSNo multiple takes or tricky editingHes talking to an audience, live

#npstory @JuliaCSocial @giftworks

The Lazarex Cancer FoundationThe Bracelet Story one couple that helps Lazarex through fundraising because the organization helped their son

#npstory @JuliaCSocial @giftworks

Per ScholasIT professional job training organization free tech education to unemployed & low-income adults

#npstory @JuliaCSocial @giftworks

Houston BalletTheir Flickr account provides a backstage pass to their productions.

#npstory @JuliaCSocial @giftworks

Mine The GoldThink of the story itself as gold. You mine the gold, capture the story. Then you bring it back to your office and you need to pound that gold into different shapes and sizes depending on whom youre talking to, or also where youre telling it. ~ Andy Goodman#npstory @JuliaCSocial @giftworks

Getting StartedHave a system.Collecting stories and story ideas.Capture and save your stories Story BankDropbox, Google Docs, BasecampWhatever you use make sure it is accessibleSocial Media Committee story witnesses Figure out a way to start thinking through this lensiPhones, tablets, anyone can be a reporter#npstory @JuliaCSocial @giftworks

Getting StartedDefine goals. What are your priorities?Program development & fundraising structure around those storiesGetting on social media is not a strategy! #npstory @JuliaCSocial @giftworks

Getting StartedEmpower others. You cannot do it alone. Period.Hold a staff meeting to train on storytelling.Change the culture have an email listserv or start staff meetings with an exchange of stories.#npstory @JuliaCSocial @giftworks

Think Like A JournalistYou are a media organization.You need to be writers, publishers, photographers, videographersIts not about your organization, its about what you are doing in terms of impacting the world. Use different platforms depending.

#npstory @JuliaCSocial @giftworks

How To Get Good StoriesLook over all of those thank you notes! Ask clients include a share your story page on your website, conduct surveys, ask at live events.Be enthusiastic. Explain the purpose.Keep it varied. Make A Wish Foundation doesnt just tell about the people that benefit, they also tell the stories of the wish-granter, the volunteers and their sponsors.@JuliaCSocial

Promote Your StoriesIf you tell it, they will hear it!

Right??

Putting the stories on theright channels and thenpromoting them is HALFthe battle! @JuliaCSocial

Go MultichannelPrint, electronic, mobile and everything in between. Be where your donors are, not where you want them to be.@JuliaCSocial

Channels for StorytellingWebsiteBlogsEmail newslettersPublications Social media Public speaking, community educationUser-generated how can you encourage your online community to share their stories?

#npstory @JuliaCSocial @giftworks

St. Louis Childrens Hospital FoundationDirect mail, email, social mediaMissives from Josh, a 16-year-old patient at the hospitalUse humor, insider info, his genuine voice and personality@JuliaCSocial

The Childrens Center, Detroit

@JuliaCSocial

Use VideoThink about stories that are shareable. Dont say too many things!!! Simple is better. 1-2 minutes, lose viewers every 10-20 secondsHow will you visually tell your story?Who will guide the narrative?#npstory @JuliaCSocial @giftworks

Use VideoBeginning Whats at stake? The before (I was homeless)Middle What has changed?End What does the future look like? Call to ActionWhat will the viewer be compelled to do?

#npstory @JuliaCSocial @giftworks

Heres how to know if youre on the right track: if you stop (your) story in the middle, the audience will insist you finish it. Isnt that what you want?~Seth Godin@JuliaCSocial

http://sethgodin.typepad.com/seths_blog/2013/09/words-sentences-paragraphs-stories.html

My Two CentsWe all need