How to Find & Tell Stories that Cause Donors to Give Again

How to Find & Tell Stories that Cause Donors to Give Again

Presented by:

Lori L. Jacobwith

• Master storyteller, trainer & coach

LJacobwith

LJacobwith

Lori L. Jacobwith


• 25+ years in social profit sector

LJacobwith

LJacobwith

Lori L. Jacobwith



• Measurable: Since 2001 I’ve helped organizations raise $200 million from individual donors. And counting.

LJacobwith

LJacobwith

Lori L. Jacobwith



• Measurable: Since 2001 I’ve helped organizations raise $200 million from individual donors. And counting.

• Coached more than 3000 organizations and as many stories.

LJacobwith

LJacobwith

Author of the Only Step-by-Step Storytelling System

www.lorijacobwith.com/storytellingsystem

What We Will Cover

What is storytelling

What We Will Cover


Why tell stories?

What We Will Cover


Why tell stories?

What donors want

What We Will Cover


Why tell stories?

What donors want

Where to find great stories

What We Will Cover


Why tell stories?

What donors want

Where to find great stories

A framework to help craft your story

What do you want supporters to do?

Information Deluges Us

How can you stand out?

There is a secret to

cutting through the

clutter of day to day

noise…

Your Impact on Real People

…of real or imagined events.~ Source: National Storytelling Association

Storytelling: A Narrative Account

You are not a

newspaper or news

reporter that shares

objective and careful

stories.

What Storytelling is Not

At its core, storytelling is the

art of using language,

vocalization, and/or physical

movement and gesture to

reveal the elements and

images of a story to a

specific, live audience.

~ Source: National Storytelling Association

Storytelling

What action do supporters take when you share your stories?

What people want when they support a cause:

~ Katya Andresen, Network for Good

Great Gaping Disconnect


To make a difference





To feel personally connected to something greater than themselves






To feel useful






To feel useful

To get the warm glow of giving~ Katya Andresen, Network for Good



What people get when they support a cause:

A tax receipt

Statistics, facts & figures

A newsletter…sometimes

An appeal to give (more) money

There needs to be more of what people want in their experience with us.





A tax receipt



A tax receipt




A tax receipt





A tax receipt






A tax receipt




There needs to be more of what people want in their experience with us.

Startling Statistic

Nearly 50% of donors stop giving for reasons

connected to “a failure to

communicate.” ~ Penelope Burk & Cygnus Applied Research

Startling Statistic

Who Do You Want to Retain?

Source: Agents of Good.org

Regular Feedback & Reinforcement

Why are stories so important*?

*From Lisa Cron: Wired for Story



• We “THINK” in story




• Every decision we make is based on the story we tell ourselves.




• Every decision we make is based on the story we tell ourselves.

• If we don’t feel something we can’t make a decision



• Facts: Wake up the brain.



• Facts: Wake up the brain.

• Stories: Allow us to experience the facts.

Knowledge Alone Does Not Cause People to Take Action

…create unforgettable

emotional connections

Stories of Your Impact

Mission Moments

Lori’s Definition:

“Any short, inspirational, example of how your organization is making an impact.”

Mission Moments



Must be an example of a real person.

Mission Moments



Must be an example of a real person.

Could be a client, staff person, volunteer and certainly can be a board member.

http://bit.ly/MissionMomentsFromLori

Mission Moments

Where to find stories?


We take for granted:



1. People understand what kind

of impact examples you are

looking for.



1. People understand what kind

of impact examples you are

looking for.

2. People know how to tell a

story.

Remember:

Most people don’t know

HOW to do what you

are asking.


Finding Powerful Stories

Important factors:


Important factors:

1. Who do you ask for mission

moment examples?


Important factors:


moment examples?

2. What questions do you ask?


Important factors:


moment examples?

2. What questions do you ask?

3. Where do you ask the

questions?

1. Who to Ask?

Who to Ask?

Let’s make a list…

2. What do you ask them?


Open-ended questions.



Ask questions that gets “at” a story but doesn’t feel like you are putting the person on the spot.



Ask questions that gets “at” a story but doesn’t feel like you are putting the person on the spot.

The responsibility to “find” the story is yours. Ask more questions to glean the “nuggets” to build the story.

Help Identify Mission moments

Ask Questions:


Ask Questions:

1. Who have you met at our organization that inspires you?


Ask Questions:


2. What is your own “mission moment” that makes you want to be a part of our organization?


Ask Questions:


2. What is your own “mission moment” that makes you want to be a part of our organization?

3. Add your own.

3. Where to Ask the Questions?

Where to Ask the Questions?

Turning a Mission Moment into a Story

Lori’s Storytelling Criteria

Boring2Brilliant.com


Boring2Brilliant.com• Tell a story about an actual person

using name/age/descriptors so your listener can visualize.




• Use words that emotionally connect the listener to your work and the person you’re speaking about. No jargon.





• Share specific examples of YOUR work and how it makes a difference in the life of a real person





• Share specific examples of YOUR work and how it makes a difference in the life of a real person

• The story must be short – 2 minutes or less.

Before and After

Storytelling: How Do We Do This?

1. Identify one person.

Lori’s 6-Step Process

2. Learn & jot down as much about them as you can.


2. Learn & jot down as much about them as you can.

3. Write down all of the exact results.


4. Make a list of transformations due to your involvement and their results.


5. Circle the words that stand out and are emotionally connecting.


• Abandoned

• Blessed

• Emotionally bruised

• Spiritually & physically broken

• Weary

• More?

Emotionally connecting words

The placement of

emotionally engaging words

and phrases, is key to creating

a powerful story.

6. Now fit the story into the framework & practice telling your story.


6. Now fit the story into the framework & practice telling your story.


Often.

Even Shorter

Using the Same Story Again

Storytelling & Board Members

http://bit.ly/BoardMembersStorytelling[This link is case sensitive]

People will forget what you said. People will forget what you did. But people will never forget how you made them feel.

~ Maya Angelou

Lots of Ways To Stay Connected

@LJacobwith

LJacobwith

Available at: Amazon.com

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making a difference

Download - Free Resources page: LoriJacobwith.com

Steps to Creating a Storytelling Culture


1. Infuse your mission into all meetings, discussions, events by sharing a story.



2. Ask board members, staff, donors & others for examples of people that have inspired them from your organization.




3. Make it fun, safe & easy to “learn” HOW to share a powerful client example.




3. Make it fun, safe & easy to “learn” HOW to share a powerful client example.

4. Include lots of written & told stories via social media, website, donors visits

Moving Forward

Share:

One thing you learned

How will you create a storytelling culture?

How to Find & Tell Stories that Cause Donors to Give Again

Go forth and find & share powerful stories

Questions?

Thank you!

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How to Find & Tell Stories that Cause Donors to Give Again