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Date 01, 2016 | Location
CRAFTING HIGH IMPACT STORIES FOR DONORS
TEFN April 23, 2018
• Founder: Girlstart
• Featured on: Oprah,
• CNN, the Today Show
• AFP Outstanding Fundraiser of the Year
• What Rachel does: custom training, board retreats, online classes
Weaknesses: chips, queso
Rachel Muir, CFRE
@rachelmuir
Free webinars: rachelmuir.com
Today’s handouts: rachelmuir.com/handouts
What Rachel does:
Custom training
Keynotes
Webinars
Workshops
Speaking
All on fundraising…
Learn more at www.rachelmuir.com
Crafting High Impact Stories for Donors
2
Why storytelling
works
3 steps to make data
come to life
Build a
storytelling
pipeline
Q & A
Story formats and eye candy
examples
Download slides: rachelmuir.com/handouts
STORYTELLING
WHAT CAN BRAIN INJURY PATIENTS TEACH ME ABOUT HIGH IMPACT STORIES FOR DONORS?
Humans are to thinking as cats are to
swimming. We can do it when we have to, but we’d much prefer not to.”
“
Daniel Kahneman, Thinking Fast and Slow
@rachelmuir Facebook.com/RachelMuirFundraising
Emotion helps our brains navigate alternatives and make decisions
Emotion needs no translation
WHEN YOU PACKAGE UP YOUR INSIGHTS AS A STORY…
YOU BUILD A BRIDGE FOR YOUR DATA TO THE INFLUENTIAL EMOTIONAL SIDE OF THE BRAIN
Stories connect the dots
65% of Ted talk content is stories.
People give for emotional reasons.
Give your cat cat food.
Give your donors
emotional information. Give your donors emotional information.”
“Jeff Brooks
Telling stories is the virtual equivalent of
taking donors on a field trip.
“
@rachelmuir Facebook.com/RachelMuirFundraising
Carmine Gallo, Talk Like Ted
The 1st gift is their attention
Attention isn’t free
Job one: avoid the
trash can.
How to Make Your Data
Come to Life
It’s not enough to just throw a bunch of charts
together and make them look good.“
@rachelmuir Facebook.com/RachelMuirFundraising
People hear statistics, but they feel stories.
Information sharing is not the same as building a relationship.
“
Ask yourself: What do these numbers say
emotionally?“
@rachelmuir Facebook.com/RachelMuirFundraising
Statistics make us numb
“One death is a tragedy. One million is a
statistic.” Josef Stalin.
Source: Big Think.com
“If I look at the mass I will never act. If I look at
the one, I will.” Mother Theresa.
BEFORE
AFTER
Data doesn’t create meaning. We do.
If your statistics are impressive use them,
but as a drunk might use a lamppost.Only for support, not illumination.”
“Jerry Panas, Making a Case Donors Will Love
@rachelmuir Facebook.com/RachelMuirFundraising
Fundraising is quest for empathy
Like it or not, great fundraising is bursting with
emotion. Using emotion in your fundraising is no more unethical than using oxygen to breathe.”
“
Jeff Brooks, Turn Your Words Into Money
@rachelmuir
Before
Last year we had over 125,000 patients in our Emergency Room.
We provide careful care to all.
Source: Jerry Panas, Making a Case Donors Will Love
After
Let me tell you about Julia. When the ambulancebrought her to the emergency room, all she could move were her eyes. Twelve years old. Hit and run. She was rushed into our examining room. A team of doctors...
Source: Jerry Panas, Making a Case Donors Will Love
Cat and healthcare…
9 WAYS TO TELL YOUR DATA STORY
9 Ways to tell your data story
Infographic
Unexpected narrator (i.e. inanimate object)
Client testimonial
Before/After
Video
Timeline/Timelapse
Behind the scenes
Compare/Contrast
Give your data a visual form
BEFORE
AFTER
What are the major stories that play out every year as you deliver your programs and services? Might you…
▪ Chronicle a student’s improvement?
▪ Follow a teen mom as she enrolls in your new parent program?
▪ Share a day in the life of student, teacher, or volunteer?
▪ Chronicle a day in the life from the perspective of an inanimate object (pencil, backpack, book) ?
BEHIND THE SCENES IDEAS…
FIRST WE KILL ALL THE
COMMON?DON’T TELL.
SHOW
TELLING
“We help the elderly overcome
social isolation by organizing
outings and social events.”
SHOWING
If you had visited 80-year-old Bill in his small flat a week ago you would have found him alone, watching television or
sitting silently. Thanks to you, yesterday was the first day of his new life. He was picked up by his peers, they went to the beach and he spent the day with another WW11 vet eating
fish and chips for and feeling the glow of friendship.
STORYTELLING TIPS ▪Good stories have conflict
▪Think about your story like a movie with a beginning, middle and end
▪Short - 2 minutes long
▪ Intensify with vivid language and intonation
▪Fewer works build trust
▪Lead with one central character (or family)
▪The best stories make complex ideas simple
▪Story is about cause or client, donor is hero
Don’t ask programs for stories. Ask them questions. “
Lori Jacobwith, Boring2brilliant.com
@rachelmuir Facebook.com/RachelMuirFundraising
Source: Boring 2 Brilliant.com Author Lori Jacobwith
Who did you turn away?
What made them come to us for services? What are we able to do for them? What are we not able to do for them?
Is there anyone you met lately that made you feel so proud we exist?
Get programs talking!
How Girlstart gets stories
@rachelmuir
Program staff author blog posts
Surveys
Program application questions
Video interviews with students & volunteers
Asking for them on social media
Questions?
THANK
YOU!!!
Thank you!
Download at
RachelMuir.com/
Guides
Thank you!
Follow me
@rachelmuir
Rachelmuir.com/handouts
Password “go”
Contact me
Facebook.com/RachelMuirFundraising
