Telling Your Ministry Story

in a Noisy World

Ultimate Financial & Legal Conference

Monday, October 28, 2019

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ABOUTPURSUANT

pursuant.com • 214.866.7700

Built by fundraisers for fundraisers!

• Relentless focus on data-driven strategies

• Perspective of having been in your shoes

• Partnerships built on trust and setting breakthrough goals together

• A full-service fundraising agency developing strategies across the

donor pyramid—from broad-based donors to mid-level and major

donor giving

WE BELIEVEexperience drives loyalty and loyalty drives value

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Our Clients’Unique Value

What DonorsDo

What Donors Say

BEHAVIORMOTIVATION

PURPOSE

WE LIVE AT THE INTERSECTION OF

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SAMPLE OF OUR DIVERSE AND TRUSTED PARTNERS

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TODAY, WE WILL COVER:

Facts vs. Story

Why Good Stories Matter

Art of Storytelling

How to Gather Stories

Visual Storytelling – Capturing the Perfectly Imperfect

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DO TELL!

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Tell me about the best story you’ve heard or seen recently…

1. What grabbed your attention?

2. What held your attention?

3. What were the emotions you felt?

4. What action did you take or think about taking?

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STORY SPINE: A SIMPLE OUTLINE FOR STORYTELLING

Once upon a time… (intro our protagonist)

and every day…

until one day…

and because of that…

and because of that…

and because of that…

until finally… (from OLD reality to crisis/drama point to seeking help)

and since that day… (the NEW reality)

and the moral of the story is… (the wider truth for application)

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What’s the difference between a story and a collection of facts?

A story is:• REAL

• PERSONAL

• RELATABLE

• RELEVANT

• ILLUSTRATIVE

• MEMORABLE

• IMPACTFUL

• TRANSFORMATIVE

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ABC MISSION – JIM’S STORY

Every 9 seconds in the U.S., a woman is assaulted or beaten, and studies suggest that up to 10 million children witness domestic violence annually.

Jim came from just such an abusive home, and it put him on a path of depression and drug abuse that ended in homelessness.

Fortunately, he found ABC Rescue Mission and the full range of emotional, physical, and spiritual help that you support.

Through counseling, he was able to overcome his addiction and the scars of his past.

Thanks to your generosity and his hard work, he’s been sober for three years and just got a promotion at his job!

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• Real – concrete problem

• Personal – no stats instead focused on impact of

domestic violence

• Relatable – what would you have done?

• Relevant – connected story to organization’s mission

• Illustrative –used words as pictures

• Memorable – details to help you remember account

• Impactful – gives the “why” behind his story

• Transformative – tells what happened when the

organization stepped in

How did Jim’s story embody the RIGHT story factors?

THE DIFFERENCE BETWEEN PRESENTING

A COLLECTION OF FACTS,

AND BEING ABLE TO

TELL A STORY,

IS THE QUALITY OF THE RESEARCH.

HOW DO YOU

GET VIVID,

DETAILED STORIES?

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• What was your situation like before you discovered the organization?

• How did you feel in that situation?

• What one moment in your life summed up the situation (a moment you realized just how big the problem was)?

• How did that situation affect your kids?

• How did you hear about the organization?

• How did you feel when you got help here?

• What two specific things did you learn that changed your thinking?

• What changed in your life as a result of that? Can you expand on that a little?

• How is your life different now because of that?

• Have people outside your family noticed the change?

• What makes you passionate about this organization? Why

does it matter to you?

• Was there a moment that defines your passion or changed

your thinking? How and why?

• What’s the most memorable experience you’ve had with

someone served by the organization? What happened to

cause them to ask for help from us? What are we doing to

help them?

• Is there anyone you’ve met lately who made you proud we

exist? Tell me about them and how YOU have indirectly or

directly helped them.

• How has your work at the organization changed you? What

do you get out of it?

SAMPLE QUESTIONS

“INTERNAL” STORIES—STAFF AND VOLUNTEERS: “EXTERNAL” STORIES—PEOPLE HELPED BY ORGANIZATION:

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ANYONE:

• What would you like to say to the donors whose support makes this work possible

• If someone was thinking about giving to the organization but wasn’t sure, what would you tell them?

“EXTERNAL” STORIES—DONORS NOT HELPED BY THE ORGANIZATION, BUT SUPPORT IT:

• How did you first hear about the organization?

• Why does this work matter to you? Was there a person

or moment that inspired your passion for this cause?

• Why did you decide to become a donor?

• How does it make you feel to be involved?

• Do you feel like your donations are being well used?

Why?

• What do you think this organization does better than

any other like it?

SAMPLE QUESTIONS

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WHO TO ASK?

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• People you serve

• Family of people you serve

• Current and former board members

• Long-time donors

• First-time donors

• Other staff

• Foundations (if applicable)

• Event sponsors

• Vendors and partners

• Elected officials

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• Gather direct quotes

• Collect more information than needed

• Record the interview whenever possible

• Get permission for sharing details

• Capture contact information for follow-ups

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Whose job is it to gather great stories?

EVERYONE ASSOCIATED WITH THE ORGANIZATION!* Create a culture of story-gathering *

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CULTURE OF STORY-GATHERING

Thought-Starters…

• Program applications

• Surveys

• Reception area collection box

• Question on Facebook

• Regular donor calls

• After online gift

• At staff meetings

• Set goals

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GOOD STORIES…

• Keep your organization’s message fresh and

differentiated

• Use illustrative words to create a descriptive,

sensory experience

• Communicate impact and good stewardship

of resources given

• Help people connect with your mission

• Prepare the reader/listener for a great offer

and ask

• Compel people to act 20

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VISUAL STORYTELLING

CAPTURE THE PERFECTLY IMPERFECT

The best photos:

• Are authentic and natural

• Capture a range of emotions

• Prompt and emotional response

• Relate to the story being told

• Complement and illuminate accompanying words

• Are captured in both color and black-and-white images

• Are high-resolution if being used in print

A picture is worth 1,000 words…if it tells a compelling story

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STORYTELLING THROUGH VIDEO

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PROFESSIONAL/EDITED MOBILE PHONE/UNEDITED

Both can communicate a message about your mission and impact

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VIDEO CONTENT EVERY NONPROFIT SHOULD CONSIDER

CREATING

1. Explainer Videos

2. “Meet The Team”

3. “Behind The Scenes” Videos

4. Testimonial Videos

5. Interview Videos

6. Personalized Video Emails

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CONCLUSION

ARE ESSENTIAL FOR…

✓ Activating

✓ Cultivating

✓ Stewarding

Donors (and other stakeholders) for years to come!25

Telling a compelling story Clear offer to show how donation helpsStrong case for support

thank you!

pursuant.com • 214.866.7700

Kim Richardson

kim.richardson@pursuant.com

214-866-7708