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Using Storytelling in Fundraising - Nonprofit R+D · Storytelling 5 Our Goals Today • Get you...
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Storytelling www.NonprofitRD.com1
Using Storytelling in Fundraising
Rich DietzNonprofit R+D
@nonprofitrd
www.NonprofitRD.com/FB
www.NonprofitRD.com/IN
www.NonprofitRD.com/gplus
2014 Annual Education Conference
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Storytelling www.NonprofitRD.com2
Our Speaker
Rich DietzFounder of Nonprofit R+D -Technology Training for Nonprofit Professionals
Richard has over 20 years' experience working in and with a wide variety of nonprofit, political, and government organizations and holds a Masters in Social Welfare (MSW) from UC Berkeley.
You can find Rich on his website http://www.nonprofitrd.com or tweeting @nonprofitrd.
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Storytelling www.NonprofitRD.com3
Introductions
1. Name
2. Organization
3. Why are you here?
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Agenda
1. Introduction
2. Power of Storytelling
3. How to tell YOUR stories
4. How to use your stories
5. Examples
6. Live storytelling
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Our Goals Today
• Get you thinking about using stories in everything you do
• Get you to take action and test out some new ideas ASAP• Only way to improve is to get something out there and test
• Pick one or two ideas and add them to your campaigns today.
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1. Introduction
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Soap Box
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Text Heavy Slides… oh no!
I promise I do not just read the slides• Boring!
Why text heavy slides• You don’t have to take notes – the info is there for you later• You can focus on the “ah-ha” moments• They will still make sense 6 months from now
I more teacher, than speaker• Want you to learn and take action
Download at www.NonprofitRD.com/summit2013
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What you talkin’ about Willis?
SaaS, CRM, CMS
ROI, API, SEO
wysiwyg
Open-Source
Fundraising Platform
Blah, Blah, Blah
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Best Practices?
• A “best practice” = what works in your org
• Its like a buffet• Try and few things and see if you like them
• If it works, go back for more
• If not, try something else
• Testing is the key, – Much easier to do online
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Maslow’s Hierarchy of Needs
http://en.wikipedia.org/wiki/Maslows_hierarchy_of_needs
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Online Hierarchy of Needs
Need a strongFoundation
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Off Soap Box
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The Power of Storytelling
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Stories are memorable
Stories are easier to remember• This is how history was handed down for generations
Memorable stories also drive action • Made to Stick - Heath brothers
• Easily show “What you Do”
• Provides the motivation to do it
• Eg. / Jared for Subway
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Stories are compelling
Campaigns (with stories) are compelling… • Donation pages are not
What donors want to hear about:• Organizational Impact (80%)• Success Stories (74%)• More details about the organization (71%)• Info on financial accountability (43%)
Community Philanthropy 2.0 survey
Childhood Hunger vs. four-year old Marie
http://www.austinfoodbank.org/hunger-is-unacceptable/http://www.austinfoodbank.org/hunger-is-unacceptable/
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Storytelling www.NonprofitRD.com17
Stories = Passion
Inspire supporters with passion• Get a nonprofit person talking about successes – Passion
• Ask them to write an email – Boring
• Also get stories from supporters, volunteers, clients, etc.
Always write your won content
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danariely.com
Stories = Emotion & Connection
Stories create an emotional connection• Emotion >> Rationality
• Buy based on emotion / Rationalize it later with facts
People give to People (animals too)• Individual stories are more effective
• Late night infomercials
• Childhood Hunger vs. six-year old Marie
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Emotional Connection
Its all about the story• Individual stories more effective• Personal connection• Emotion = Action• Emotion >> Rationality
Video can do this easier than other mediums
• Reading vs. watching/listening
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Stories can show the “Why”
A Reason Why• Xerox study, Langer, Blank, and Chanowitz (1972)
• Cut in line to make copies
• 60% ---> 93% using only “because”
• A good reason was about the same
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Why is Compelling
Simon Sinek – Why is compelling and gets action• MLK – “I have a dream” not “I have a plan”• Apple – “Think Different”
• We challenge status quo.. We just happen to make great computers…wanna buy one?
• Simon Sinek: How great leaders inspire action (TED Talk)
http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html
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How to Tell Your Story
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Types of stories
The Success Story• #1 best way to start• Best way to show what you do and WHY
The Why We Do What We Do• Simon Sinek video• What makes you remarkable (Purple Cow)
Staff Stories• Show the passion• Why are they here and what do they do• Testimonials from clients / success stories
Cautionary Tale• What can happen if we don’t do what we do• Working together we can keep this from happening
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10 Immutable Laws of Storytelling
1. Stories are about people• No matter what the topic, relate back to people (or animals)• All about the individual, give them a name• Eg./ Policy think tank – laws still effect people
2. The people in the story have to want something• Gives them a reason to care and follow the story• Avoid the passive voice, all about action
3. Stories need to be fixed in time and space• Gives audience their bearings so they can paint the picture• Today, last week, 5 years ago -- Boise, New York, California?• Bonus – tie the story into current headlines or community issue
Source: The Ten Immutable Laws of Storytelling,Free Range Thinking by Andy Goodman, June 2007
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10 Immutable Laws of Storytelling
4. Let characters speak for themselves• Lends authenticity and connection
5. Audiences bore easily• Hook them right away, like an action movie• Make them want to know “How is this going to turn out?”
6. Stories speak the audiences language• Use the words and tone that your audience will understand
7. Stories stir up emotions• Remember, its emotion first -->> then rationality• You need to get above the noise, emotion is the hook
Source: The Ten Immutable Laws of Storytelling,Free Range Thinking by Andy Goodman, June 2007
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10 Immutable Laws of Storytelling
8. Stories don’t tell – They Show• Paint a vivid picture, as if they are right there• Share all 5 senses• Use photos and video• May need help with this one
9. Stories have at least one “moment of truth”• The moral of the story is ……..• We all want to see the insight, the truth, and how it applies to us
10. Stories have a clear meaning• What was this story all about?• If the audience can’t answer that question then you did not do your job
Source: The Ten Immutable Laws of Storytelling,Free Range Thinking by Andy Goodman, June 2007
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How to Use Your Stories
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Use them everywhere…
Website• The home base for everything you do online
• Drive all traffic back to your site and
• Tell the story there
Email• Use email to peak the interest, get the click
• Monthly newsletters no longer work – too much content, no time
• Tell stories over multiple emails
Social Media• Gives you something to talk about, people want to hear about
• Again, peak interest, get the click
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Use them everywhere…
Video• Best way to tell a story, uses more senses
• More likely to be shared and consumed
• 600% more effective than print alone (Wharton School of Business)
Events• Continue the story at the event
• Maybe even have the hero speak at the event!
Across all channels…. Same stories• Keep the conversation intact
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Multichannel Marketing
Keys for Multichannel Marketing
• Online should enhance and compliment your offline • And vice versa
• Don’t think of them as separate items
• Coordinate both into a cohesive “conversation”• Integrate the story across your channels
• Keep the conversation going in their head
• Multi-Part as well
• Ask supporters for their preference
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Fundraising Campaignswith Storytelling
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Fundraising Campaigns
THE key to online fundraising.. Or any fundraising for that matter
Fundraising Campaigns are the framework• You could run a successful campaign with just this info • Other Strategies and Tactics can then be added to this framework
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Definition: Fundraising Campaign
Most definitions something like:
“a campaign to raise money for some cause”
Our definition:“A coordinated series of actions that utilize
• a specific goal• a clear call to action• a sense of urgency (Timeline),
• a compelling story, and• part of a larger supporter cultivation system
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Our Definition
Coordinated series of actions• Not a donate button or a single email• Multi-appeal (7 Touches)
Specific Goal• Focus should be on a specific program or need• Monetary goal should be relevant to the need
• Not just a number, but what that number will mean
Clear call to action• What do you want them to do?• Tied to the specific goal
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Our Definition
Sense of urgency (Timeline)• Don’t let them put it off until later• Ex: If we don’t raise the money by Aug. 1st, then we can’t launch this school year
Compelling Story (Storytelling)• Stories increase emotion and donations• Tie the story into all communications
Part of larger supporter cultivation system• The donation is only a small part of the Fundraising Campaign• Continuous follow up and engagement – Long term benefits
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Examples
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Austin Humane Society
www.austinhumanesociety.org
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Campaign for Equal Justice
cej-oregon.org
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US Holocaust Memorial Museum
rememberme.ushmm.org/
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Action Steps
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Action Steps
Commit to telling more stories
Write your first story this week!
Select a few strategies or ideas and test
Take action, collect results, evaluate results
Take another action
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Sign Up for our email list
Get updates about our upcoming webinars and get our 5 part e-course:
NonprofitRD.com/of101
Or leave your name and email up here.
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Online Course Discount
Online Fundraising Bootcamp For Nonprofits
75% off this week – Only $47(Discount expires when version 2.0 launches)
www.NonprofitRD.com/TEFN14
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Download the slides and Online Course Discount:www.nonprofitrd.com/TEFN14
@nonprofitrd
www.NonprofitRD.com/FB
www.NonprofitRD.com/IN
www.NonprofitRD.com/gplus Rich [email protected]
Live Stories – Who wants to tell one?