Using Storytelling in Fundraising - Nonprofit R+D · Storytelling 5 Our Goals Today • Get you thinking about using stories in everything you do • Get you to take action and test

Storytelling www.NonprofitRD.com1

Using Storytelling in Fundraising

Rich DietzNonprofit R+D

[email protected]

@nonprofitrd

www.NonprofitRD.com/FB

www.NonprofitRD.com/IN

www.NonprofitRD.com/gplus

2014 Annual Education Conference


Our Speaker

Rich DietzFounder of Nonprofit R+D -Technology Training for Nonprofit Professionals

Richard has over 20 years' experience working in and with a wide variety of nonprofit, political, and government organizations and holds a Masters in Social Welfare (MSW) from UC Berkeley.

You can find Rich on his website http://www.nonprofitrd.com or tweeting @nonprofitrd.


Introductions

1. Name

2. Organization

3. Why are you here?


Agenda

1. Introduction

2. Power of Storytelling

3. How to tell YOUR stories

4. How to use your stories

5. Examples

6. Live storytelling


Our Goals Today

• Get you thinking about using stories in everything you do

• Get you to take action and test out some new ideas ASAP• Only way to improve is to get something out there and test

• Pick one or two ideas and add them to your campaigns today.


1. Introduction


Soap Box


Text Heavy Slides… oh no!

I promise I do not just read the slides• Boring!

Why text heavy slides• You don’t have to take notes – the info is there for you later• You can focus on the “ah-ha” moments• They will still make sense 6 months from now

I more teacher, than speaker• Want you to learn and take action

Download at www.NonprofitRD.com/summit2013


What you talkin’ about Willis?

SaaS, CRM, CMS

ROI, API, SEO

wysiwyg

Open-Source

Fundraising Platform

Blah, Blah, Blah


Best Practices?

• A “best practice” = what works in your org

• Its like a buffet• Try and few things and see if you like them

• If it works, go back for more

• If not, try something else

• Testing is the key, – Much easier to do online


Maslow’s Hierarchy of Needs

http://en.wikipedia.org/wiki/Maslows_hierarchy_of_needs


Online Hierarchy of Needs

Need a strongFoundation


Off Soap Box


The Power of Storytelling


Stories are memorable

Stories are easier to remember• This is how history was handed down for generations

Memorable stories also drive action • Made to Stick - Heath brothers

• Easily show “What you Do”

• Provides the motivation to do it

• Eg. / Jared for Subway


Stories are compelling

Campaigns (with stories) are compelling… • Donation pages are not

What donors want to hear about:• Organizational Impact (80%)• Success Stories (74%)• More details about the organization (71%)• Info on financial accountability (43%)

Community Philanthropy 2.0 survey

Childhood Hunger vs. four-year old Marie

http://www.austinfoodbank.org/hunger-is-unacceptable/http://www.austinfoodbank.org/hunger-is-unacceptable/


Stories = Passion

Inspire supporters with passion• Get a nonprofit person talking about successes – Passion

• Ask them to write an email – Boring

• Also get stories from supporters, volunteers, clients, etc.

Always write your won content


danariely.com

Stories = Emotion & Connection

Stories create an emotional connection• Emotion >> Rationality

• Buy based on emotion / Rationalize it later with facts

People give to People (animals too)• Individual stories are more effective

• Late night infomercials

• Childhood Hunger vs. six-year old Marie


Emotional Connection

Its all about the story• Individual stories more effective• Personal connection• Emotion = Action• Emotion >> Rationality

Video can do this easier than other mediums

• Reading vs. watching/listening


Stories can show the “Why”

A Reason Why• Xerox study, Langer, Blank, and Chanowitz (1972)

• Cut in line to make copies

• 60% ---> 93% using only “because”

• A good reason was about the same


Why is Compelling

Simon Sinek – Why is compelling and gets action• MLK – “I have a dream” not “I have a plan”• Apple – “Think Different”

• We challenge status quo.. We just happen to make great computers…wanna buy one?

• Simon Sinek: How great leaders inspire action (TED Talk)

http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html


How to Tell Your Story


Types of stories

The Success Story• #1 best way to start• Best way to show what you do and WHY

The Why We Do What We Do• Simon Sinek video• What makes you remarkable (Purple Cow)

Staff Stories• Show the passion• Why are they here and what do they do• Testimonials from clients / success stories

Cautionary Tale• What can happen if we don’t do what we do• Working together we can keep this from happening


10 Immutable Laws of Storytelling

1. Stories are about people• No matter what the topic, relate back to people (or animals)• All about the individual, give them a name• Eg./ Policy think tank – laws still effect people

2. The people in the story have to want something• Gives them a reason to care and follow the story• Avoid the passive voice, all about action

3. Stories need to be fixed in time and space• Gives audience their bearings so they can paint the picture• Today, last week, 5 years ago -- Boise, New York, California?• Bonus – tie the story into current headlines or community issue

Source: The Ten Immutable Laws of Storytelling,Free Range Thinking by Andy Goodman, June 2007



4. Let characters speak for themselves• Lends authenticity and connection

5. Audiences bore easily• Hook them right away, like an action movie• Make them want to know “How is this going to turn out?”

6. Stories speak the audiences language• Use the words and tone that your audience will understand

7. Stories stir up emotions• Remember, its emotion first -->> then rationality• You need to get above the noise, emotion is the hook




8. Stories don’t tell – They Show• Paint a vivid picture, as if they are right there• Share all 5 senses• Use photos and video• May need help with this one

9. Stories have at least one “moment of truth”• The moral of the story is ……..• We all want to see the insight, the truth, and how it applies to us

10. Stories have a clear meaning• What was this story all about?• If the audience can’t answer that question then you did not do your job



How to Use Your Stories


Use them everywhere…

Website• The home base for everything you do online

• Drive all traffic back to your site and

• Tell the story there

Email• Use email to peak the interest, get the click

• Monthly newsletters no longer work – too much content, no time

• Tell stories over multiple emails

Social Media• Gives you something to talk about, people want to hear about

• Again, peak interest, get the click


Use them everywhere…

Video• Best way to tell a story, uses more senses

• More likely to be shared and consumed

• 600% more effective than print alone (Wharton School of Business)

Events• Continue the story at the event

• Maybe even have the hero speak at the event!

Across all channels…. Same stories• Keep the conversation intact


Multichannel Marketing

Keys for Multichannel Marketing

• Online should enhance and compliment your offline • And vice versa

• Don’t think of them as separate items

• Coordinate both into a cohesive “conversation”• Integrate the story across your channels

• Keep the conversation going in their head

• Multi-Part as well

• Ask supporters for their preference


Fundraising Campaignswith Storytelling


Fundraising Campaigns

THE key to online fundraising.. Or any fundraising for that matter

Fundraising Campaigns are the framework• You could run a successful campaign with just this info • Other Strategies and Tactics can then be added to this framework


Definition: Fundraising Campaign

Most definitions something like:

“a campaign to raise money for some cause”

Our definition:“A coordinated series of actions that utilize

• a specific goal• a clear call to action• a sense of urgency (Timeline),

• a compelling story, and• part of a larger supporter cultivation system


Our Definition

Coordinated series of actions• Not a donate button or a single email• Multi-appeal (7 Touches)

Specific Goal• Focus should be on a specific program or need• Monetary goal should be relevant to the need

• Not just a number, but what that number will mean

Clear call to action• What do you want them to do?• Tied to the specific goal


Our Definition

Sense of urgency (Timeline)• Don’t let them put it off until later• Ex: If we don’t raise the money by Aug. 1st, then we can’t launch this school year

Compelling Story (Storytelling)• Stories increase emotion and donations• Tie the story into all communications

Part of larger supporter cultivation system• The donation is only a small part of the Fundraising Campaign• Continuous follow up and engagement – Long term benefits


Examples


Austin Humane Society

www.austinhumanesociety.org


Campaign for Equal Justice

cej-oregon.org


US Holocaust Memorial Museum

rememberme.ushmm.org/


Action Steps


Action Steps

Commit to telling more stories

Write your first story this week!

Select a few strategies or ideas and test

Take action, collect results, evaluate results

Take another action


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@nonprofitrd

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www.NonprofitRD.com/IN

www.NonprofitRD.com/gplus Rich [email protected]

Live Stories – Who wants to tell one?

Documents

Using Storytelling in Fundraising - Nonprofit R+D · Storytelling 5 Our Goals Today • Get you thinking about using stories in everything you do • Get you to take action and test