View
348
Download
0
Category
Preview:
Citation preview
WELCOME STUDENTS!
What is Storytelling Summer School?
• 6 weekly Facebook Live videos with actionable ways to use storytelling to raise awareness and funds for your nonprofit;
• Freebie downloads, checklists, planners, and more;
• Invitation to the Private Facebook community, where you can exchange ideas with other nonprofit professionals and ask for my personalized advice.
Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school
UPCOMING LESSONS –FRIDAYS AT NOON EST ON FACEBOOK
Week 1: 5 types of stories to collect and to share on your digital channels (website, email, social media) during your next fundraising campaign
Week 2: How to craft stories that will take your community from passive to PASSIONATE
• Week 3: Solutions to the 6 biggest digital storytelling challenges faced by nonprofits
• Week 4: 10 specific ways to use digital storytelling in your next fundraising campaign
• Week 5: How to fill in a Digital Storytelling Calendar to stay on track and never run out of ideas
• Week 6: Battle-tested tools to rock your digital storytelling
Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school
STORYTELLING SUMMER SCHOOL IS SPONSORED BY
Storytelling in the Digital Age: A Guide for Nonprofits
Now available on Amazon!
More info: http://amzn.to/2vF5RPF
Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school
Click on the book!
GET THE DOWNLOAD – STORY COLLECTION WORKSHEET PART 2
• Storytelling Summer School students – keep an eye out on your inbox as you should have received it in your weekly email.
• You can also download it here: http://jcsocialmarketing.com/storyworksheet/
Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school
CHALLENGES ARE RAMPANT!
• By now you should be incredibly excited, enthusiastic, and motivated to collect fantastic stories and share them on digital channels.
• Good for you!
Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school
CHALLENGES ARE RAMPANT!
• Even the most resourceful and creative nonprofit marketer runs into challenges and obstacles along the digital storytelling journey.
• In this lesson, I will address the 6 most common nonprofit digital storytelling challenges, and propose some solutions for you.
Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school
Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school
Source: https://www.theodysseyonline.com/to-the-busy-heart
KEY POINTS
• Last week, we covered the 4 steps required to stand out online and get your audience from passive viewers/readers to PASSIONATE!
• Videos featuring the authentic stories of real people in real situations are without a doubt the most effective and engaging types of content online.
• Some nonprofits do face unique and particular challenges when collecting and sharing stories about their work on digital channels.
Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school
CHALLENGE #1 – WE’VE NEVER DONE THIS BEFORE
• Nonprofits like to keep their heads down and do their work.
• We feel entitled to donations and attention because of our impact.
• We are all media companies.
• It is not impossible to change the culture of your nonprofit.
• It’s mandatory.
Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school
SOLUTIONS
• Collect and share lots of examples
• Get outside help or professional training for the entire staff on working as a storytelling team
• Start each staff meeting and volunteer gathering with a story
• Share stories in internal communications
Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school
CHALLENGE #2 – CLIENT CONFIDENTIALITY
• This challenge often stops nonprofits before they even start!
• I’ve been there, and I understand this challenge very well
• Look at what you do have and what you can use
• Do not focus on what you do not have
Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school
SOLUTIONS
• Shield personal details
• Use a creatively-staged photo
• Use stock photography strategically and thoughtfully.
• WARNING: Do not use an image that you have seen a million times or one that is very generic looking and uninspiring.
Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school
SOLUTIONS
• Use Canva.com
• Use WordSwag (mobile app)
• Beth Kanter’s Ultimate List of Free or Low Cost Image Collections
Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school
CHALLENGE #3 – MY NONPROFIT IS TOO NEW OR SMALL
• Incredibly motivated and passionate fan base
• Closer proximity to donors and supporters
• Less bureaucracy, more nimble
• Celebrate your difference from the “big guys”
Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school
SOLUTIONS
• Start small – Founder’s Story
• New Player in Town story – what is the need?
• Future Plans story
• Be authentic
• Get personal
Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school
CHALLENGE #4 – OUR CAUSE ISN’T “SEXY”
• Real talk – a LOT of the work we do in the sector is thankless, controversial, and certainly not sexy!
• Stop comparing yourself to others
• Embrace your cause and your tribe
Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school
SOLUTIONS
• Examine your advantages
• Niche audiences require less information
• They are more vocal
• Make your cause sexy!
• Survey your supporters
• Activate your supporters
Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school
REAL WORLD EXAMPLE
• “When a disease is so rare, and there are no folks in your town, and few in your state who are going through what you are going through, you need a support group that encompasses people from all over the world.
• Getting to know people through the disorder has been an amazing experience and has created incredibly wonderful friendships and ties.”
• Source: http://www.pewinternet.org/2011/02/28/peer-to-peer-health-care-2
Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school
THE SOHANA RESEARCH FUND
• A tiny charity trying to find a cure for a very rare disease called recessive dystrophic epidermolysis bullosa (RDEB) - #EBTongueTwister
Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school
CHALLENGE #5 – MY SUPERVISOR DISTRUSTS SOCIAL MEDIA
• This is very common
• Respect their opinion and listen
• Fear of the breath-taking pace of change
• Don’t assume this though – older generations are using social media
• Change with data and results
Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school
SOLUTIONS – INTERNAL SOCIAL MEDIA POLICY
When developing this policy, answer the following:
• What information should always be confidential and why?
• What do breaches of confidentiality online look like?
• What are the consequences of violating this policy?
• What behavior is encouraged?
• What behavior is discouraged?
Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school
SOLUTIONS – INTERNAL SOCIAL MEDIA POLICY
• Nonprofit Social Media Policy Workbook, Idealware
• Social Media Policy Templates, Idealware
• 10 Must-Haves for Your Social Media Policy, Mashable
Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school
SOLUTIONS – MODEL AND ENCOURAGE
• Model appropriate behavior on social media
• No hard and fast lines anymore
• Hold trainings
• Demonstrate productive uses of social media
Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school
CHALLENGE #6 – CLIENTS DO NOT WANT TO SHARE THEIR STORIES
• Never assume
• Always be respectful
• Stories may be a way to heal
Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school
FIRST: EXAMINE WHAT IS REALLY GOING ON
• They may have had their trust broken before.
• They may feel exploited, used, or unappreciated.
• They may not want their experience to define them.
• They may not be sure how sharing their story will help others.
Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school
SOLUTIONS
If you absolutely cannot share past or present client stories:
Review Lesson 1 of Storytelling Summer School and collect the other 4 stories!
• Donor
• Volunteer
• Staff
• Community
Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school
HOMEWORK
• Review the Story Collection Worksheets you filled out in Lesson 1 and Lesson 2.
• Identify the areas where you may run into challenges and pushback.
• Commit to enacting a solution to each challenge.
• Be sure to let us know how you overcame your biggest digital storytelling challenges, over in the Facebook Group: https://www.facebook.com/groups/socialmediastorytelling/
Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school
UPCOMING LESSONS –FRIDAYS AT NOON EST ON FACEBOOK
Week 1: 5 types of stories to collect and to share on your digital channels (website, email, social media) during your next fundraising campaign
Week 2: How to craft stories that will take your community from passive to PASSIONATE
Week 3: Solutions to the 6 biggest digital storytelling challenges faced by nonprofits
• Week 4: 10 specific ways to use digital storytelling in your next fundraising campaign
• Week 5: How to fill in a Digital Storytelling Calendar to stay on track and never run out of ideas
• Week 6: Battle-tested tools to rock your digital storytelling
Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school
Recommended