InspiredInspired
GivingGivingUsing Stories Using Stories
to Increase Donationsto Increase Donations
© Karen Dietz, Just Story It! December 2011. All rights reserved.1
© Karen Dietz, Polaris Associates Consulting, Inc. August 2010. All rights reserved.
AdvantagesAdvantages
If you learn what I am about to show you, you will avoid:
Sounding like everyone else
Disengaged audiences
Donors not knowing the return on their investments
Not being able to demonstrate the impact of your work
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© Karen Dietz, Polaris Associates Consulting, Inc. August 2010. All rights reserved.
Why Fundraising Projects Fail Why Fundraising Projects Fail (Content)(Content)
• Deadened by data
• People avoiding you (guilt, pain, pity)
• Sounding like everyone else
• Being easily forgettable
• Developing only short-term relationships
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© Karen Dietz, Polaris Associates Consulting, Inc. August 2010. All rights reserved.
The DifferenceThe Difference
• Nonprofit fundraising researchNonprofit fundraising research
• We are all in the connection We are all in the connection businessbusiness
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© Karen Dietz, Polaris Associates Consulting, Inc. August 2010. All rights reserved.
What This Means For YouWhat This Means For You
1. You’ll get better at sharing stories
2. More impact & memorability
3. You will have greater success with your fundraising projects
4. You’ll engage donors in deeper and more meaningful ways
5. You’ll have a stronger foundation for building longer-term relationships
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© Karen Dietz, Polaris Associates Consulting, Inc. August 2010. All rights reserved.
GoalGoal
To connect, inspire, & influence on To connect, inspire, & influence on purposepurpose
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© Karen Dietz, Polaris Associates Consulting, Inc. August 2010. All rights reserved.
EnrolledEnrolledLet me
write you a check!
I want to
join!
I can’t wait to
volunteer!
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© Karen Dietz, Polaris Associates Consulting, Inc. August 2010. All rights reserved. 8
What Makes Stories Work?What Makes Stories Work?
© Karen Dietz, Polaris Associates Consulting, Inc. August 2010. All rights reserved. 9
No one ever marched on No one ever marched on Washington because of charts, Washington because of charts, graphs, or bullet pointsgraphs, or bullet points
© Karen Dietz, Polaris Associates Consulting, Inc. August 2010. All rights reserved.
The BrainThe BrainLeft Brain: Analytic
LinearLinear
LogicalLogical
LanguageLanguage
ReasoningReasoning
SkepticalSkeptical
#’s & Facts#’s & Facts
Emotionally Emotionally NeutralNeutral
Needs More Needs More InfoInfo
Right Brain: Sensory
RelationalRelational
ImaginativeImaginative
Non-verbal Non-verbal
IntuitionIntuition
Social Social CognitionCognition
Fills GapsFills Gaps
Emotionally Emotionally EngagedEngaged
Path to LimbicPath to Limbic
Limbic: the Emotional Brain
Where decisions are madeWhere decisions are made
Feelings of trust, loyalty, hopeFeelings of trust, loyalty, hope
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© Karen Dietz, Polaris Associates Consulting, Inc. August 2010. All rights reserved.
Making DecisionsMaking Decisions
• People make emotional People make emotional decisions with logical reasonsdecisions with logical reasons
• When people hear stories, When people hear stories, they typically feel safe, they typically feel safe, relaxed, and anticipate relaxed, and anticipate enjoymentenjoyment
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© Karen Dietz, Polaris Associates Consulting, Inc. August 2010. All rights reserved. 12
Your Brain on StoriesYour Brain on Stories
© Karen Dietz, Polaris Associates Consulting, Inc. August 2010. All rights reserved. 13
Two Brains on StoriesTwo Brains on Stories
© Karen Dietz, Polaris Associates Consulting, Inc. August 2010. All rights reserved. 14
Your Brain on Data
© Karen Dietz, Polaris Associates Consulting, Inc. August 2010. All rights reserved.
So How Do You Do THAT?So How Do You Do THAT?
People give because they are People give because they are emotionally touched and feel emotionally touched and feel connected to the storiesconnected to the stories
1.1. Listen for storiesListen for stories
2.2. Tell your storiesTell your stories
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© Karen Dietz, Polaris Associates Consulting, Inc. August 2010. All rights reserved.
Story ProcessStory Process
• Finding• Digging• Selecting• Crafting• Sharing/ Embodying
Media – oral, written, audio, video, graphics, iconMedia – oral, written, audio, video, graphics, icon
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© Karen Dietz, Polaris Associates Consulting, Inc. August 2010. All rights reserved.
What Stories?What Stories?
1.1. Your founding & the Your founding & the challenge you are challenge you are addressingaddressing
2.2. People & resultsPeople & results
3.3. The future your are creatingThe future your are creating
4.4. What’s my passion & What’s my passion & commitment?commitment?
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© Karen Dietz, Polaris Associates Consulting, Inc. August 2010. All rights reserved.
Why Some Stories FailWhy Some Stories Fail1. They are not stories2. Right story, wrong audience3. Poorly crafted stories -- Being
easily forgettable, not a strong message
4. Evoking undesirable emotions that remain unresolved
5. Not having a clear purpose6. Poor delivery7. Not building bridges/
understanding between people/groups
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© Karen Dietz, Polaris Associates Consulting, Inc. August 2010. All rights reserved.
Common MistakesCommon Mistakes
1. Not using authentic stories2. Telling ABOUT a story3. Not having a strong beginning4. Not having a powerful key
message or focused ending5. Not including action steps6. Lack of sensory material7. Not practicing with a partner8. Not finding opportunities for
sharing them orally
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© Karen Dietz, Polaris Associates Consulting, Inc. August 2010. All rights reserved.
NarrativesNarrativesAnything written or told in sentence and paragraph form
Information BasedEssaysDiariesLettersArticlesTextbooksDirectivesEncyclopedia entriesBriefsLecturesPowerPoint
All are narratives, some may be stories.Only a story is a story.
Plot-based event
descriptions I went to the store. I brought some bread. I walked home.
StoriesPersonal StoriesTalesLegendsMovies, PlaysBooks
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© Karen Dietz, Polaris Associates Consulting, Inc. August 2010. All rights reserved.
Crafting a Compelling StoryCrafting a Compelling StorySharing a personal experience
1. Where were you? What was the setting? Who was there?
2. What is the problem you faced?3. What were the challenges you faced?4. How did you feel?5. What happened? What happened
next?6. How was the problem resolved?7. How did you feel then?8. What is the lesson? What’s the
message of the story?
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© Karen Dietz, Polaris Associates Consulting, Inc. August 2010. All rights reserved.
Essential Story ElementsEssential Story ElementsEvery compelling story has:
1. Identifiable character(s), Goal/Motivation
2. Beginning, middle, end (set the stage + tell us what happened + a point)
3. Problem — resolution
4. Challenges/trouble/struggle
5. Key message
6. Sensory material (includes emotions)
7. Authenticity & urgency & call to action
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© Karen Dietz, Polaris Associates Consulting, Inc. August 2010. All rights reserved.
Structures to UseStructures to Use
What’s the most What’s the most elementary elementary structure to use?structure to use?
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© Karen Dietz, Polaris Associates Consulting, Inc. August 2010. All rights reserved.
Simple Story StructuresSimple Story Structures
• CCARL – context, challenge, – context, challenge, action, result, lessonaction, result, lesson
• PARLA --- problem, action, --- problem, action, result, learning, applicationresult, learning, application
• SHARE – situation, obstacle, – situation, obstacle, action, results, evaluationaction, results, evaluation
• SCARQE – situation, – situation, challenge, action, results-challenge, action, results-quantified, evaluationquantified, evaluation
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© Karen Dietz, Polaris Associates Consulting, Inc. August 2010. All rights reserved.
Version 1 -- MortonVersion 1 -- Morton
A case manager met with her client, Morton, on a bench in Harvard Square. Morton pointed to a window in Harvard Yard and said, “That was my dorm room.” He had graduated from Harvard earning a law degree. Mental illness led to alcoholism and then homelessness. Crescent helped Morton move into affordable elder housing. Today he is successfully managing his health challenges.
© Karen Dietz, Polaris Associates Consulting, Inc. August 2010. All rights reserved.
Version 2 -- MortonVersion 2 -- MortonOne day Jane, a Crescent case manager, met with her client Morton, on a bench in Harvard Square. Morton pointed to a window in Harvard Yard and said, “That was my dorm room.” Jane was stunned to learn that the older disheveled unshaven man wearing donated clothes and holes in his shoes had graduated from Harvard, earned a law degree, and been a successful lawyer. But over the years, stress had taken its toll. Mental illness crept in, led to alcoholism, the loss of his career and family, and then to utter homelessness. With Jane’s assistance, Crescent helped get Morton stabilized, move into affordable elder housing and volunteer at Crescent to help others like himself. Today, he is successfully managing his health challenges, working part time, and helping other homeless men transition off the streets. “Without Crescent ,” Morton says, “I’d be lost or dead. I certainly wouldn’t be able to help others like I do. I get to pay it forward every day now.” You too can help others like Morton. (CCARL)
© Karen Dietz, Polaris Associates Consulting, Inc. August 2010. All rights reserved.
What Are Desirable Emotions?What Are Desirable Emotions?Respect & dignityHopeTriumphRedemptionSelf-discovery, group identificationDetermination/persistenceJoyCalmCourageLoveExcitement
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© Karen Dietz, Polaris Associates Consulting, Inc. August 2010. All rights reserved.
Evaluation QuestionsEvaluation Questions1. Are you sharing a personal
experience or are you telling about a story?
2. Does the story told sustain individual/group identities or help to build bridges?
3. In telling a story are we making the unfamiliar familiar (sense-making)?
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© Karen Dietz, Polaris Associates Consulting, Inc. August 2010. All rights reserved.
Evaluation QuestionsEvaluation Questions4. Does the story help us
comprehend changes that disrupt our routines/sense of self?
5. Does the story create understanding?
6. Is the story about a particular event that speaks to a general principal or universal truth?
7. Does the story create a feeling of personal empowerment on the part of the listener that they can help?
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© Karen Dietz, Polaris Associates Consulting, Inc. August 2010. All rights reserved.
Evoking Stories From OthersEvoking Stories From Others
1.1. Model a storyModel a story2.2. Use story promptsUse story prompts3.3. Avoid asking information Avoid asking information
/ description questions/ description questions4.4. Use all you’ve learned Use all you’ve learned
about crafting stories to about crafting stories to guide you in asking for guide you in asking for what you want to hear what you want to hear
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© Karen Dietz, Polaris Associates Consulting, Inc. August 2010. All rights reserved.
Common Mistakes -- EvokingCommon Mistakes -- Evoking1. Thinking its about
storytelling instead of story sharing
2. Not modeling a story
3. Asking information questions
4. Not asking reflective questions
5. Not using prompts that evoke a story
6. Not using the power of groups
7. Ethical breaches – lack of validation or permission
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© Karen Dietz, Polaris Associates Consulting, Inc. August 2010. All rights reserved.
EthicsEthics
• Everyone has a story to tellEveryone has a story to tell
• RespectRespect
• PermissionsPermissions
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© Karen Dietz, Polaris Associates Consulting, Inc. August 2010. All rights reserved.
Stories Into MediaStories Into Media
1. Oral
2. Written
3. Audio
4. Video
5. Poster
6. Icon
What do you gain and lose in each media?
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© Karen Dietz, Polaris Associates Consulting, Inc. August 2010. All rights reserved.
Applying StoriesApplying Stories
Where else can I apply stories?1. Fund raising2. Donor relations3. Board relations4. Member relations5. Website6. Emails7. Direct mail8. Presentations & Events
When do you NOT tell stories?
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© Karen Dietz, Polaris Associates Consulting, Inc. August 2010. All rights reserved.
Taking ActionTaking Action1.1. Identify your organization’s core Identify your organization’s core
storiesstories
2.2. OutlineOutline
3.3. Key messageKey message
4.4. Identify emotionsIdentify emotions
5.5. Create an image deckCreate an image deck
6.6. Practice practice practicePractice practice practice
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© Karen Dietz, Polaris Associates Consulting, Inc. August 2010. All rights reserved.
Supporting MaterialsSupporting MaterialsJust Story It Website – www.juststoryit.com
1.1.PPT & RecordingPPT & Recording
2.2.Narrative Forms ChartNarrative Forms Chart
3.3.Essential Elements ChecklistEssential Elements Checklist
4.4.Core Stories WorksheetCore Stories Worksheet
5.5.Story Listening WorksheetStory Listening Worksheet
6.6.ArticlesArticles
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© Karen Dietz, Polaris Associates Consulting, Inc. August 2010. All rights reserved.
ContactContact
Karen Dietz, PhDJust Story It!
San Diego, CA 92102619-235-0052
www.juststoryit.com
• Karen is an organizational development professional specializing in stories. She is a business consultant, facilitator, trainer, storyteller, story coach to senior executives, and the former Executive Director of the National Storytelling Network.
• She has worked with organizations for over 25 years, and clients include Fortune 500 companies, business leaders, nonprofits, and community advocates.
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