Non-Profit Storytelling & Donor Relations
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Transcript of Non-Profit Storytelling & Donor Relations
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Non-Profit Storytelling: The Basics You Need to Know to Build Better, More Loyal Relationships with
Donors
Vanessa ChaseThe Storytelling Non-profit
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Share Your Thoughts
What’s one thing you know about storytelling?
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Why Storytelling
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Common Problems
Resonating with donorsCommunicating clearlyBeing creative
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A Broken Approachyou’re not able to connect in an impactful way
donors don’t understand
they feel unconnected, so they sever ties
donors stop caring
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STORIES AS SOLUTIONS
Stories help bridge the Donor Knowledge Gap in two key ways: The Organization
they provide context
they emotionally connect your donors to the cause.
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The Donor Knowledge Gap
The Donor The OrganizationStories
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Share Your Thoughts
Is your organization doing a good job of bridging the
gap?
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What Is Storytelling
Storytelling is the process of combining facts and narrative in order to communicate a message
and an emotion to a target audience.
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Donor Relations + Storytelling
demonstrate accountability
provide context
make donors the hero
avoid too many facts
used in many touch points
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Telling Your Stories
DEFINE YOUR GOAL & CORE MESSAGEKNOW YOUR AUDIENCECHARACTER & CONFLICTCOLLECTING STORIES
SHARING STORIES
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Your Goal
let strategy drive your efforts identify a goal and a core message what is the end goal of telling this story?
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what is the overarching message that you want
to convey?
(the reason why someone would answer
the call to action)
Core Message
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University of Toronto
http://boundless.utoronto.ca/story/holly-zoe-katia/
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Know Your Audience
Am I your donor?
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Know Your AudienceCreate an audience profile
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Character
Client Staff Members
Board Members
Volunteers Donors Community Advocates
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Conflict
conflict is the problem that your character needs to solve
conflict’s solution makes your donors feel like a hero
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Cancer Care Connection
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Collecting StoriesKNOW WHAT THEY NEED
“Tell me a story.” is far too broad, be specific:
“I’m writing our donor stewardship report and I want to be able to share a story about someone from (program
name). Ideally, someone who has had a positive experience in the program and you think has really
benefited from it. Do you have any thoughts about people who might be good to speak to?”
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Collecting StoriesCREATE TOOLS
Put tools and systems in place to collect stories:
create a story collection form
send out a monthly email
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Sharing StoriesUSE YOUR STORY STRATEGY
When/how will you be communicating with donors?
What opportunities do you have for storytelling?
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Sharing Stories
Is what you’re doing working for your donors?
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Humane Society of New York
The Organization
http://www.pinterest.com/pinterestpower/non-profits-on-pinterest/
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Mercy Ships Canada
The Organization
http://mercyshipscanada.com
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UNICEF USA
The Organization
http://on.fb.me/VFxuVT
Subject Line: Your Impact in 16 Photos
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STORYTELLING CAN TRANSFORM YOUR NON-PROFIT
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STORYTELLING CAN TRANSFORM YOUR NON-PROFIT
The most important stories are the ones you tell yourself and the ones you tell
each other.
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QUESTIONS?
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Share Your Thoughts
What’s one thing that you’ve learned today?