Storytelling as Reinforcement of Mission

Stacy CaldwellExecutive Director

Dallas Social Venture Partners@SCaldwell

www.dsvp.org@DallasSVP

Who do you represent?• Who are your people?

• How are they important to your mission?

• How do you portray them?

Marketing Vs. Strategic Communication

THEN – Marketing

•Brand Identity•Key Messages•Sell/ Promote•Outwardly Focused•Persuasive•Focus Groups•Traditional Media•Then

NOW – Strategic Communications•A function of mission•Embraces complexity•Asks Questions, Engages•An organizing tool •Listening•Crowd Sourcing•Social Media•Now

Push Approach

• Predetermined programs & goals

• “Pushed” to the end user by promotion

• Rigid infrastructure and delivery methods

• Top Down Approach

• One to many

Pull Approach

• Grassroots/ Many to One

• How can we be more relative to our base?

• Informed by needs & interest of audience

• Flexible, innovative and responsive by nature

Why Pull for Nonprofits

• Prove value to community

• Reflect diversity of stakeholders

• Engage and inform stakeholders

• Portray Authentic Communications

Cultivating Content

• Listen & Watch

• Get to Know

• Ask

• Document

Collecting Content

• Capture

• Document

• Archive Smartly

• USE IT

Elements of DSVP’s STAR Initiative

An intentional strategy to capture a foundation of communication content– Prepare & Fact Find– Identify and Engage the Tellers & Subjects– Capture the Stories & Photos– Analyze the Data– Archive and USE the content

The Creative Roles

• Project Manager – Tracks content, archives and reports it appropriately, keeps people communicating, track progress

• Writer- prep work, interviews, notes, stories, inventory

• Photographer – on-site photography, rapport with subject, technical expert

• Editor – ensures quality and consistency of tone, pulls quotes, identifies powerful stories and quotes for further exploration

Project Deliverables

• Stat Sheet

• Interview Notes

• 2 Page Story

• 30-60 Images

• Inventory Sheet

Capture the Stories

• Communicate the program to your stakeholders

• Identify what you want to learn and whose voice you want to amplify

• Prepare • Developing format &

questions• Set up Interviews

Capturing Images• What is truly interesting

about your work?• Set the scene, what are

you looking for?• A day in the life of the

mission vs. special events

• Articulate your vision• Rapport & Cultural

Sensitivity

Cultivating the Work

• Coordinate and track

• Editing Protocol

• Content Meetings

• Subject Release Forms

Tangible Results

• 13 Stories Captured

• 31 Complete Interviews

• 40 Useable Quotes

• 583 Images

Outcomes Achieved• Began an oral and written tradition• Identified stories that validates the work and

presence of our mission• Calling positive attention to our Stakeholders• Re-enforcing our value with our funders

Endless Distribution Possibilities

• Newsletters• Email Blasts• Website• Brochures• Podcasts• Annual Report• Cards• Exhibits

Have Fun!