How To Inspire Action and Build Movements With Video
#startstorytelling
Annie Escobar Ethan Goldwater
Rob Wu
Why stories? Why now?
We are a storytelling species.
We are the stories we tell ourselves.
Storytelling has been democratized.
Your job is to catalyze your audience to be story-sharers.
Why Video for Storytelling?
Download the free e-book and worksheet:
www.startstorytelling.com
[VIDEO] 3 Most Common Mistakes Non-Profits Make With Video
Solving Problem 1: Eagerness Without Intentionality
Create a plan that is oriented towards your goals.
Step 1: Examine Motivation and Resources
Step 2: Build the Foundation
Who is your target audience? What is your vision? What makes you different? What is your personality?
Step 3: Develop the Core Message
Step 4: Refine the Story
1. Brainstorm a story that will communicate core message
2. Define protagonist and the 'train'
3. Confirm visual approach
4. Develop the story structure
Step 5: Check Back In
Will this video be meaningful to our supporters? Is this content sharable?
Step 6: Set Goals
Fundraising | Advocacy | Engagement
Step 7: Logistics
decide Budget | Outsourcing | Timeline
Problem 2: The Program Trap
Solution: Tell Compelling Stories
Tell stories that are SHARABLE.
There is no such thing as just a story. A story is always charged with meaning... And we can be sure that if we know a story well enough to tell it, it carries meaning for us. -Robert Fulford
What videos work? Powerful Non-profit Video Genres
Impact Stories It's not what you do, but why you do it.
Movement Portraits
What vision unites your supporters? What inspires them to take action?
Vision Video
What kind of world do you want to create? What is unique about how are you making that happen? Theory of Change.
Advocacy Film
What is the experience of the people who are affected by your issue?
Campaign Launch Film
What big/achievable goal are you trying to achieve & why does your supporters' actions matter?
Microsites/Online Annual Reports Tell impact stories and create a campaign.
[Ibi's Story]
It's all about vision and impact.
Ingredients of videos that inspire
Focus on one individual.
Ingredients of videos that inspire
Made to Stick
Simple. Unexpected. Credible. Concrete. Emotional. Story.
Tell anecdotes that demonstrate transformation.
Make your organization a movement.
We all want to belong.
3 plots proven to inspire
Challenge plot A protagonist succeeds against an enemy.
Connection plot People develop a connection over a divide.
Creativity Plot Someone makes a breakthrough.
Structuring an impact story
Protagonists are people, not programs or organizations.
Step 1: Pose a Question Open gaps before you close them.
Step 2: Tell the Story of the Struggle
What's at stake?
Step 3: The moment of change
What insight or change occurred? (your core message)
Step 4: Resolution with Revelation
One step towards your vision.
Step 5: Call to Action
What can your audience do & how does their action matter?
Our call to action:
Write me an email tonight or tomorrow with a question, a connection or a collaboration.
Metrics Study: Campaign & Video!
Total Raised: $1,203,072 Average Raised: $80,205
Sampled 15 successful online fundraising campaigns
Metrics Study: Campaign & Video!
Campaign that raised the least did
not use a video
Metrics Study: Campaign & Video!
Metrics Study: Campaign & Video!
Top 3 highest grossing campaigns told impact stories.
Metrics Study: Campaign & Video!
- Social tools - Campaign toolkits - Boilerplate text - Coaching
What else has to happen?!
ONE GIRL AUSTRALIA!CASE STUDY!
MEDIA ASSETS!
MEDIA ASSETS!
MEDIA ASSETS!
MEDIA ASSETS!
Download the free e-book and worksheet:
www.startstorytelling.com
Continue the conversation.
@ListenInPict Facebook.com/ListenInPictures
@causevox Facebook.com/causevox
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