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Finding, Creating, “Stories of Change” their use and impact
Vital Lands Network, IllinoisFebruary 2019
Workshop leader: Judy Anderson, Community ConsultantsP.O. Box 617; Kinderhook NY 12106518-758-7226 [email protected]: Community-consultants.com
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“I am only one, but still I am one.
I cannot do everything, but still I can do something.”
Edward Everett Hale
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Sign up for twice-monthly e-News: community-consultants.com
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You can find examples of conservation changing lives, in different ways, from land trusts across the country: Community-consultants.org OR the Land TrustAlliance Community Conservation website page
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“We should tell more stories…”
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“When I read something, or see something, I can relate to, I have a better chance of remembering it.”
Storytelling Tips; February 2019 10Lori Jacobwith
Storytelling Tips; February 2019 [email protected]
Stories create context, empathy
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Stories Create Connections
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Stories can compel us to act
Who are you working to connect with? Why?
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Before you start telling stories, understand your goals.
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2018 Nielsen Total Audience Report
“American adults spend over 11 hours per day listening to, watching, reading or generally interacting with media.”
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Stories are not:
• Reports
• List of actions or activities
• Statements of facts or observations
• Full of insider language (jargon)
• Devoid of emotion (without a purpose)
• Selfish
Where to find stories?
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When you want to motivate, persuade, or be remembered, start with a story of human struggle and eventual triumph. It will capture people’s hearts – by first attracting their brains.
Paul J. Zak, Trust Factor: The Science of Creating High-Performance Companies
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How you frame the story and impact is
important.
Giving is emotional, we have to
relate as humans
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1. Context
2. Problem (So What? Who Cares?), how does that impact the person/protagonist?
3. Solution
4. How did conservation help?
Make the reader the catalyst for change—not your land trust.
“Story of Change” Formula
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Conservation Stories,
Stories of Change
• What are the core areas of your work/focus?
• What will your readers (and NEW readers) relate to?
• What can you repurpose, in a new way?
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“The amount of oxytocin released by the brain predicted how much people were willing to help others; for example, donating money to a charity associated with the narrative.”
―Paul J. Zak, Harvard Business Review
It’s not about your organization, at first glace…
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http://luxstorymedia.com/the-power-of-visual-storytelling/
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“Oxytocin is produced when we are trusted or shown a kindness, and it motivates cooperation with others.
It does this by enhancing the sense of empathy, our ability to experience others’ emotions.”
―Paul J. Zak, Harvard Business Review
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Storytelling Tips; February 2019 29Andy Goodman
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Project Stories
Heritage,Family Health
Community, HelpingPushback
Emotional context, Share Values
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Shared Values Examples
Stories of Change: Conservation Changing Lives
• Illness, Health-what kind?
• Loneliness. Friendship
• Loss of identity. Sense of place
• Economic challenges. Better life ahead
• Lack of trust. New relationships
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Pixar Framework
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• Once upon a time…• Every day…• One day…• Because of that…• Because of that…[How
conservation helped]• Until finally…
[how someone’s life changed]
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Where to you find them?
• You create them—you make the news happen
• You listen for them—you look for places where people’s lives, or animals lives, are facing challenges.
• You re-imagine them—you identify new messengers, experiences, commonalities to draw people together.
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“Can you tell me a bit about…● What was life like before… • What happened? How did that make you feel?• What is life like now?”
• Listen.• Ask open-ended questions.• Find a place to walk, talk, get to know someone
as a person.• Explain why you want to tell a story about them.
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Where to Find Stories
• Volunteers, board, staff, partners
• Projects
• Community meetings
• Programs
• Grocery stores
• Schools
• Outside
Storytelling Tips; February 2019 36Business Insider
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Re-tell a story from a
different perspective
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Home• Family• Food, Water• Weather, climate change• Smart• Community• Roads, development• Disease, illness• Misunderstood• Compassion for, about
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Add one or two facts that support the urgency, need or call to action.
Extrapolate out, so people can understand the broader context.
Stories have a purpose. Often it’s to help people see the larger issue at hand and encourage action.
Storytelling Tips; February 2019 © Fiona Hicks Photography.Kaniksu Land Trust
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Summary Tips for Collecting Stories from the Field
Where do you tell them?• Blog and Website• Social Media• Press, Newsletters• Email, personal emails• In-person, field trips, programs• Board meetings, staff meetings• Foundation/grant reports
Adapted from John Haydon
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Picmonkey
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• Free for nonprofits• Templates for
nonprofits• Looks very
professional• You have to sign up
for it as a nonprofit
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“[The] most successful stories are moral, they teach us how to live, whether explicitly or implicitly, and bind us together around common values.”
―Jonathan Gottschall. The Storytelling Animal: How Stories Make Us Human
Find the shared values; build humanity and compassion
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Questions?Judy Anderson, Community [email protected]; Website: community-consultants.com518-758-7226
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