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"Why should I give to you, rather than some other organization, or not at all?"
SPECIAL THANKS TO OUR SPONSOR: NEXTAFTER
Every potential donor that comes to your donation page is asking themselves one single question:
"Why should I give to you, rather than some other organization, or not at all?"
And after analyzing how 127 nonprofit organizations responded to this fundamental value proposition question through email, social media, over the phone, and on their donation page – we arrived a startling conclusion.
There is an endemic failure amongst nonprofit organizations to effectively convey their value proposition.
In this study, you'll see the full results of our value proposition research, and learn how to write an effective value proposition for your organization.
DOWNLOAD AT
https://www.nextafter.com/nonprofit-value-proposition-research-study/
PRESENTER: BRADY JOSEPHSON
Brady is a charity strategist, marketer, professor, and writer. He founded Shift Philanthropy Inc. - on a mission to see more people giving and more causes - which operates a charity marketing agency, Shift Charity, and a nonprofit digital equipping company, Nonprofit Supply Co.
Brady is an adjunct professor at North Park University’s School of Business and Nonprofit Management, contributes to the HuffingtonPost, and manages his own blog recharity.ca.
FOLLOW
Twitter: @bradyjosephsonLinkedIn: /in/bradyjosephsonBlog: recharity.ca
HOUSEKEEPING
● Slides and recording will be sent out later● Write things down. For real. Everything.
○ Get at least 3 tangible, actionable items
● Participate○ Quizzes and Polls
■ Online at pollev.com/shiftcharity■ Text SHIFTCHARITY to 37607
○ Share and ask questions ■ Chat on the side■ On Twitter @nonprofitsupply #NPSCOWEBINAR
STORY
gofundme.com/2am4q7kk
Antonio Perez / Chicago Tribune
gofundme.com/2am4q7kk
STORY IS POWERFUL.STORY IS NOT FLUFF.STORY IS NOT ‘OURS’
TODAY
AGENDA
● What’s the problem storytelling helps solve?● Why do we love stories?● What are some story frameworks to help marketing and
fundraising?● What are some story formats to follow in communications and
fundraising?● What are some resources to learn more about good storytelling?● Q & A
DO YOU KNOW WHAT THIS ACRONYM MEANS?
WHAT THE HECK AM I TALKING ABOUT...
THE CURSE OF KNOWLEDGE.
Good call outs with colour but which of the three do you want me to do? Which of the three do I want to do? Focus on ONE at a time perhaps. Drop down selection is not ideal (but not terrible).
This is pretty good. Strong photo. Okay headline (what is sustainable change? What’s unique to Wellspring about that? Reinforcing subheadline with extra offer is nice.
This is not as good. What does ‘partnering’ mean? If you’re asking me to give or donate, ask me to give or donate.
A POMELO
Option A
This is the largest citrus fruit. The rind is very thick but soft and easy to peel away. The resulting fruit has a light yellow to coral pink finish and can vary
from juicy to slightly dry and from seductively spicy-sweet to tangy and tart.
Option B
It’s like a big grapefruit.
Your brain is like a 20 year old:
It wants pleasure and but doesn’t want to work for it.
So how can you combat the Curse of Knowledge and overcome your TMI (too
much information) tendency?
STORY
STORIES ARE TROJAN HORSES. (OR BUNNY RABBITS).
STORIES SPREAD. STORIES STICK.
What Spreads• Social Currency• Triggers• Emotion• Public• Practical Value• Stories
What Sticks• Simple• Unexpectedness• Credibility• Concreteness• Emotion• Stories
STORIES SPREAD. STORIES STICK.
What Spreads• Social Currency• Triggers• Emotion• Public• Practical Value• Stories
What Sticks• Simple• Unexpectedness• Credibility• Concreteness• Emotion• Stories
WE ARE HARDWIRED FOR STORY.
Graphic from One Spot.
DRIVEN BY EMOTION
What Spreads• Social Currency• Triggers• Emotion• Public• Practical Value• Stories
What Sticks• Simple• Unexpectedness• Credibility• Concreteness• Emotion• Stories
gofundme.com/2am4q7kk
Science Magazine
From ‘Future of StoryTelling: Paul Zak’
Stories help release oxytocin which increases giving which releases dopamine and oxytocin which makes us happy and
increases giving which releases dopamine and oxytocin which makes us happy and
increases giving which releases dopamine and oxytocin which makes us happy and
increases giving which...
THERE IS REAL ROI TO GOOD STORYTELLING
shiftcharity.com/case-studies
YOU ARE NOT THE HERO OF THE STORY.
YOU.
PIXAR FRAMEWORK
Once upon a time…
Every day…
One day…
Because of that…
Because of that…
Until Finally…
Daniel Pink’s To Sell Is Human
Nemo
Disney
Charity water
charity: water
Chipotle
Chipotle
GUSTAV’S FREYTAG DRAMATIC ARC
From ‘Future of StoryTelling: Paul Zak’
Push stories as close to impact - for them, not you - as possible.
NARRATIVE FRAMEWORK
Hatch for Good
There must be a problem to solve and someone to root for.
CONVERSION FRAMEWORK
Copyright MECLABS, Courtesy of NextAfter
Story Formats
1. Genesis2. Future3. Beneficiary4. Staff5. Donor/Supporter
Story Formats
1. Genesis2. Future3. Beneficiary4. Staff5. Donor/Supporter
Story Formats
1. Genesis2. Future3. Beneficiary4. Staff5. Donor/Supporter
Option A
Your $70 donation today will support water and health related projects around the world to help those who need it most.
Option B
Your $70 donation today will provide clean water for 2 people for life living in the remote village of Sasiga in Ethiopia.
Science of Giving: Experimental Approaches to the Study of Charity
Science of Giving: Experimental Approaches to the Study of Charity
Why People Don’t Give
1. Identifiable victim2. Sense of fairness3. Parochialism4. Money5. Diffusion of responsibility6. Futility
Story Formats
1. Genesis2. Future3. Beneficiary4. Staff5. Donor/Supporter
Option A
Let me tell you about a young boy who dreams of becoming a doctor. A dream that was taken away from him when a classmate punched him in the face causing a traumatic cataract. He lost sight in one eye. A $150 donation today can restore his sight and with it his dream.
Option B
This is Hery Moreno from Madagascar. He’s 10 years old and dreams of becoming a doctor. A dream that was taken away from him when a classmate punched him in the face causing a traumatic cataract. He lost sight in one eye. A $150 donation today can restore Hery’s sight and with it his dream.
Science of Giving: Experimental Approaches to the Study of Charity
Why People Don’t Give
1. Identifiable victim2. Sense of fairness3. Parochialism4. Money5. Diffusion of responsibility6. Futility
Story Formats
1. Genesis2. Future3. Beneficiary4. Staff5. Donor/Supporter
Story Formats
1. Genesis2. Future3. Beneficiary4. Staff5. Donor/Supporter
Science of Giving: Experimental Approaches to the Study of Charity
Antonio Perez / Chicago Tribune
Resources & References
● Winning the Story Wars● The Storytelling Nonprofit● Science of Giving: Experimental Approaches to the Study of Charity● charity: water● Chipotle● Dr. Paul Zak and The Future of Storytelling● Made to Stick● Contagious● Future Fundraising Now● recharity.ca ● Science Magazine● To Sell Is Human● Creativity Inc.
SPECIAL THANKS TO OUR SPONSOR: NEXTAFTER
Every potential donor that comes to your donation page is asking themselves one single question:
"Why should I give to you, rather than some other organization, or not at all?"
And after analyzing how 127 nonprofit organizations responded to this fundamental value proposition question through email, social media, over the phone, and on their donation page – we arrived a startling conclusion.
There is an endemic failure amongst nonprofit organizations to effectively convey their value proposition.
In this study, you'll see the full results of our value proposition research, and learn how to write an effective value proposition for your organization.
DOWNLOAD AT
https://www.nextafter.com/nonprofit-value-proposition-research-study/
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