storytelling to nurture loyalty and increase support

Storytelling to Nurture Loyalty and

Increase Support

June 22, 2016

• 45 minute webinar + 15 minutes for questions and answers • Ask questions through the Zoom Control Panel • Tweet during the webinar with #mStonerNow • Please fill out the post-webinar evaluation • Check your inbox tomorrow for the webinar recording and slide deck

The Plan

Voltaire Santos Miran Chief Executive Officer

@vsantosmiran

Mallory Wood Director of Marketing

@mallorywood

It’s holiday season, and your agency is about to send you a thank-you gift. What would you prefer:

A donation made in your name to a charity of the agency’s choosing. A foodie gift box from Zingerman’s deli.

Poll:

“Giving and affiliating are highly complex, intensely personal, and

somewhat fluid acts.”

- Me -

“Individuals are far quirkier than categories.”

- The Supporter Journey, Blackbaud -

To give you a new tool to frame and evaluate your storytelling for donors and alumni.

My Goal:

Agenda1. Mapping the Journey

2. Matching the Stories

3. Crafting the Narratives

4. A Word From Our Sponsor

5. Questions

Mapping the Journey

In order to serve your audiences, you need to understand them in a meaningful way.

The Assertion:

“Empathy is about understanding … what’s going on in a person’s head and heart … and acknowledging her reasoning and

emotions as valid, even when they differ from your own.”

Indi Young, Practical Empathy

“Supporters will expect you to know them, to get what they’re about, and to offer

them opportunities to steer the somewhat fluid form their journey will take.”

- The Support Journey, Blackbaud -

ENGAGE & INVEST LEAD & INSPIRE REFLECT & RECOMMIT

• Why am I doing this? • Do I belong here? • What sort of impact can I make here? • What sort of commitment am I willing to make? • Do others in the org share my values and priorities? • Is this org “for real?”

• I want to stay connected and to know what’s going on. • I think that this is a good investment of my time and money. • I realize and appreciate how my involvement has changed me. • I want to promote our organization actively.

• I’m ready to step up in the organization, and I believe I can have a bigger impact in a leadership role.

• I’ve got a lot of great ideas about things we can do, and I want to make things happen!

• How can we extend our reach and influence? • I want to make sure others have a good experience like I have.

• Am I having the impact that I want to have? • Is this the best investment of my time and resources? • Do I still have more to offer? • How am I benefitting from my involvement? • Do I believe that they appreciate, respect, and value me?

• Excitement: I’m so glad to have found this organization, and I want to be part of something bigger than myself.

• Apprehension: I hope I fit in. • Empowerment: I can make a difference through my involvement. • Acceptance: I belong here, and I feel cared for.

• Investment: This is important to me. • Enjoyment: I like the relationships that I’m building, and I value my

interactions with people who share my interests. • Pride: I’m part of something important. • Gratitude: I want to give back in some way. • Happiness: Helping others brings me joy.

• Thrill: I can make an even bigger impact in my new role. • Urgency: I need to get more people involved and invested. • Accomplishment: I feel good when I lend my expertise and give my

support, and I like the recognition. • Efficacy: Contributing makes me feel important. • Pressure: Others have stepped up, I should, too.

• Ambivalence: I’m not sure this is still “right” for me. • Appreciation: This organization makes a difference in the world. • Fear: Where to, if I decide to taper my involvement and support? • Hurt: I feel slighted or disrespected. • Inspiration: I want to continue with my involvement.

• Conversations with friends and colleagues

• Interactions with other organization peers and staff

• Conversations with other members

• Events and meetings • Organization- and industry-

specific news sources

• Respected local and national news sources

• Annual reports • Magazines and publications • Newsletters • Email communications • Online communities

• Posts, tweets, and other social media posts from supporters

• Institutional sites • Web searches • Personal interactions

STAGES

THOUGHTS

FEELINGS

ACTIONS

TRUSTED SOURCES

EXPLORE & ENJOY

Review outcomes

Search the web Involve and recruit family and friends

Visit organization sites Engage in social

Meet other supporters

Advocate via social

Benchmark our org’s progress

Accept leadership positionGive

Volunteer

Attend events

Build relationships

SubscribeBecome a member

Participate in online communities

Become a public spokesperson

Decide if now is the right time

to make a change

Consider long-term priorities

Talk with trusted advisors

Matching the Stories

When you understand the journey, you can create stories to support that journey.

The Assertion:

Storytelling is the act of framing an idea as a narrative to inform,

illuminate, and inspire.”

The Storyteller’s Secret

ENGAGE & INVEST LEAD & INSPIRE REFLECT & RECOMMIT

• Why am I doing this? • Do I belong here? • What sort of impact can I make here? • What sort of commitment am I willing to make? • Do others in the org share my values and priorities? • Is this org “for real?”

• I want to stay connected and to know what’s going on. • I think that this is a good investment of my time and money. • I realize and appreciate how my involvement has changed me. • I want to promote our organization actively.

• I’m ready to step up in the organization, and I believe I can have a bigger impact in a leadership role.

• I’ve got a lot of great ideas about things we can do, and I want to make things happen!

• How can we extend our reach and influence? • I want to make sure others have a good experience like I have.

• Am I having the impact that I want to have? • Is this the best investment of my time and resources? • Do I still have more to offer? • How am I benefitting from my involvement? • Do I believe that they appreciate, respect, and value me?

• Excitement: I’m so glad to have found this organization, and I want to be part of something bigger than myself.

• Apprehension: I hope I fit in. • Empowerment: I can make a difference through my involvement. • Acceptance: I belong here, and I feel cared for.

• Investment: This is important to me. • Enjoyment: I like the relationships that I’m building, and I value my

interactions with people who share my interests. • Pride: I’m part of something important. • Gratitude: I want to give back in some way. • Happiness: Helping others brings me joy.

• Thrill: I can make an even bigger impact in my new role. • Urgency: I need to get more people involved and invested. • Accomplishment: I feel good when I lend my expertise and give my

support, and I like the recognition. • Efficacy: Contributing makes me feel important. • Pressure: Others have stepped up, I should, too.

• Ambivalence: I’m not sure this is still “right” for me. • Appreciation: This organization makes a difference in the world. • Fear: Where to, if I decide to taper my involvement and support? • Hurt: I feel slighted or disrespected. • Inspiration: I want to continue with my involvement.

• Conversations with friends and colleagues

• Interactions with other organization peers and staff

• Conversations with other members

• Events and meetings • Organization- and industry-

specific news sources

• Respected local and national news sources

• Annual reports • Magazines and publications • Newsletters • Email communications • Online communities

• Posts, tweets, and other social media posts from supporters

• Institutional sites • Web searches • Personal interactions

STAGES

THOUGHTS

FEELINGS

ACTIONS

TRUSTED SOURCES

EXPLORE & ENJOY

Review outcomes

Search the web Involve and recruit family and friends

Visit organization sites Engage in social

Meet other supporters

Advocate via social

Benchmark our org’s progress

Accept leadership positionGive

Volunteer

Attend events

Build relationships

SubscribeBecome a member

Participate in online communities

Become a public spokesperson

Decide if now is the right time

to make a change

Consider long-term priorities

Talk with trusted advisors

ENGAGE & INVEST LEAD & INSPIRE REFLECT & RECOMMIT

• Why am I doing this? • Do I belong here? • What sort of impact can I make here? • What sort of commitment am I willing to make? • Do others in the org share my values and priorities? • Is this org “for real?”

• I want to stay connected and to know what’s going on. • I think that this is a good investment of my time and money. • I realize and appreciate how my involvement has changed me. • I want to promote our organization actively.

• I’m ready to step up in the organization, and I believe I can have a bigger impact in a leadership role.

• I’ve got a lot of great ideas about things we can do, and I want to make things happen!

• How can we extend our reach and influence? • I want to make sure others have a good experience like I have.

• Am I having the impact that I want to have? • Is this the best investment of my time and resources? • Do I still have more to offer? • How am I benefitting from my involvement? • Do I believe that they appreciate, respect, and value me?

• Excitement: I’m so glad to have found this organization, and I want to be part of something bigger than myself.

• Apprehension: I hope I fit in. • Empowerment: I can make a difference through my involvement. • Acceptance: I belong here, and I feel cared for.

• Investment: This is important to me. • Enjoyment: I like the relationships that I’m building, and I value my

interactions with people who share my interests. • Pride: I’m part of something important. • Gratitude: I want to give back in some way. • Happiness: Helping others brings me joy.

• Thrill: I can make an even bigger impact in my new role. • Urgency: I need to get more people involved and invested. • Accomplishment: I feel good when I lend my expertise and give my

support, and I like the recognition. • Efficacy: Contributing makes me feel important. • Pressure: Others have stepped up, I should, too.

• Ambivalence: I’m not sure this is still “right” for me. • Appreciation: This organization makes a difference in the world. • Fear: Where to, if I decide to taper my involvement and support? • Hurt: I feel slighted or disrespected. • Inspiration: I want to continue with my involvement.

• Conversations with friends and colleagues

• Interactions with other organization peers and staff

• Conversations with other members

• Events and meetings • Organization- and industry-

specific news sources

• Respected local and national news sources

• Annual reports • Magazines and publications • Newsletters • Email communications • Online communities

• Posts, tweets, and other social media posts from supporters

• Institutional sites • Web searches • Personal interactions

STAGES

THOUGHTS

FEELINGS

ACTIONS

TRUSTED SOURCES

EXPLORE & ENJOY

Review outcomes

Search the web Involve and recruit family and friends

Visit organization sites Engage in social

Meet other supporters

Advocate via social

Benchmark our org’s progress

Accept leadership positionGive

Volunteer

Attend events

Build relationships

SubscribeBecome a member

Participate in online communities

Become a public spokesperson

Decide if now is the right time

to make a change

Consider long-term priorities

Talk with trusted advisors

• Provide content on your site that speaks to both head and heart. • Provide multiple ways to engage at various levels. • Coordinate internal communications initiatives to make cultivation

seamless.

• Provide opportunities and training for leadership and meaningful interaction.

• Make information sharing as easy and seamless as possible.

• Affirm the individual’s value and illustrate the impact of their contribution.

• Learn more about a person’s goals and priorities. • Encourage ongoing/increased involvement.OPPORTUNITIES

• Provide ways for people to customize the type, frequency, and channels for their communication.

• Respond quickly. • Express genuine gratitude. • Listen to questions and feedback. • Demonstrate commitment to supporters as individuals.

Crafting the Narratives

Great storytelling for alumni and donors follows the principles of great storytelling. Period.

The Practice:

“A thought triggers the same regions of the brain that would be

activated if you were actually experiencing the event in real life.”

Carmine Gallo, The Storyteller’s Secret

“A compelling story with an emotional trigger alters our brain

chemistry, making us more trusting, understanding, and open to ideas.”

Paul Zak, Neuroscientist

23

Popular Themes

1. Fate

2. Ambition

3. Sacrifice

4. Transformation

5. Love

6. Vengeance

7. Resurrection

Credit: Tessa Wegert (http://bit.ly/tessawegert )

24

Popular Plots

1. Overcoming the Monster

2. Rags to Riches

3. The Quest

4. Voyage and Return

5. Comedy

6. Tragedy

7. Rebirth

Credit: Christopher Booker, The Seven Basic Plots (http://bit.ly/sevenbasicplots)

Exposition

Complication

Crisis

Climax

Resolution

Aristotle et. al.

Once Upon a Time …

One Day …

Because of That …

And Because of That …

Until, Finally …

Pixar

The Insight:

The most important stories are the ones that alumni and donors tell themselves and those around them.

The Insight:

The most important stories are the ones that alumni and donors tell themselves (about themselves) and (about) those around them.

The Insight:

The most important stories are the ones that alumni and donors tell (to) themselves and (to) those around them.

You must your readers at the heart of the stories that you tell. They are your heroes.

The Upshot:

Explore Enjoy

31

&

“We learned that people gave most to areas that they could attach themselves to and things they could see themselves

doing, needing, or creating.”

Josh Foladare, Hobart and William Smith Colleges

33

BOSTON UNIVERSITY

You at BU:

http://www.bu.edu/admissions/you-at-bu/

OPPORTUNITYINTERNATIONAL

http://opportunity.org/

Themes: Ambition, Transformation,

Resurrection

Plot: Overcoming the Monster

34

BOSTON UNIVERSITY

You at BU:

http://www.bu.edu/admissions/you-at-bu/

ONE

https://www.one.org

Themes: Transformation,

Resurrection

Plot: Overcoming the Monster

35

BOSTON UNIVERSITY

You at BU:

http://www.bu.edu/admissions/you-at-bu/

UNIVERSITY OF MICHIGAN

Alumni Association

http://alumni.umich.edu/

Theme: Love

Plot: Voyage and Return

Engage Invest

36

&

“Research revealed that alumni who have liked content on an institution’s

page are 92% more likely to give. Millennials are 115% more likely to give.”

- Evertrue -

38

BOSTON UNIVERSITY

You at BU:

http://www.bu.edu/admissions/you-at-bu/

#MITBETTERWORLD

https://betterworld.mit.edu/

engage

Theme: Transformation

Plot: The Quest

39

BOSTON UNIVERSITY

You at BU:

http://www.bu.edu/admissions/you-at-bu/

SAINT BALDRICK’S FOUNDATION

http://www.stbaldricks.org/get-

involved

Themes: Love, Sacrifice

Plot: Overcoming the Monster, The Quest

40

BOSTON UNIVERSITY

You at BU:

http://www.bu.edu/admissions/you-at-bu/

TEXAS EXES

https://www.texasexes.org/

advocate-ut

Theme: Ambition, Transformation

Plot: Quest

Lead Inspire

41

&

42

BOSTON UNIVERSITY

You at BU:

http://www.bu.edu/admissions/you-at-bu/

BOSTON UNIVERSITY

2015 Annual Report

http://www.bu.edu/ar/2015/#Ideas/4

Theme: Fate, Ambition

Plot: Rags to Riches

43

BOSTON UNIVERSITY

You at BU:

http://www.bu.edu/admissions/you-at-bu/

DREXEL UNIVERSITY

2015 Philanthropy Journal

http://deptapp08.drexel.edu/ia/

philanthropyjournal/15/

Theme: Ambition

Plot: Quest

Reflect Recommit

44

&

“The strongest force in the universe is self-esteem. If you can make someone

feel good about themselves, they will love you for it. They will be loyal to you.”

- Steve Wynn, Hotel Mogul -

46

BOSTON UNIVERSITY

You at BU:

http://www.bu.edu/admissions/you-at-bu/

UC Berkeley

The Campaign for Berkeley

http://campaign.berkeley.edu/

Theme: Ambition/Sacrifice

Plot: Overcoming the Monster

47

BOSTON UNIVERSITY

You at BU:

http://www.bu.edu/admissions/you-at-bu/

HARVARD UNIVERSITY

School of Engineering and Applied Sciences

http://catchthewave.seas.harvard.e

du/#node-b-chapter-header-80551

Theme: Ambition

Plot: Quest

Conceptual Planning

Inspired by Ann Handley’s “Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content”

1. Who am I writing for? 2. What do I want them to understand or

learn? 3. How am I putting my reader at the heart of

the story? 4. What’s the narrative arc of my story? 5. What part of the experience or journey am I

supporting?

6. What thoughts, feelings, and actions am I addressing?

7. What opportunities am I taking advantage of?

8. What actions am I inspiring? How am I enabling my readers to be the hero of the story?

9. What channels am I going to use to share this story?

ENGAGE & INVEST LEAD & INSPIRE REFLECT & RECOMMIT

• Why am I doing this? • Do I belong here? • What sort of impact can I make here? • What sort of commitment am I willing to make? • Do others in the org share my values and priorities? • Is this org “for real?”

• I want to stay connected and to know what’s going on. • I think that this is a good investment of my time and money. • I realize and appreciate how my involvement has changed me. • I want to promote our organization actively.

• I’m ready to step up in the organization, and I believe I can have a bigger impact in a leadership role.

• I’ve got a lot of great ideas about things we can do, and I want to make things happen!

• How can we extend our reach and influence? • I want to make sure others have a good experience like I have.

• Am I having the impact that I want to have? • Is this the best investment of my time and resources? • Do I still have more to offer? • How am I benefitting from my involvement? • Do I believe that they appreciate, respect, and value me?

• Excitement: I’m so glad to have found this organization, and I want to be part of something bigger than myself.

• Apprehension: I hope I fit in. • Empowerment: I can make a difference through my involvement. • Acceptance: I belong here, and I feel cared for.

• Investment: This is important to me. • Enjoyment: I like the relationships that I’m building, and I value my

interactions with people who share my interests. • Pride: I’m part of something important. • Gratitude: I want to give back in some way. • Happiness: Helping others brings me joy.

• Thrill: I can make an even bigger impact in my new role. • Urgency: I need to get more people involved and invested. • Accomplishment: I feel good when I lend my expertise and give my

support, and I like the recognition. • Efficacy: Contributing makes me feel important. • Pressure: Others have stepped up, I should, too.

• Ambivalence: I’m not sure this is still “right” for me. • Appreciation: This organization makes a difference in the world. • Fear: Where to, if I decide to taper my involvement and support? • Hurt: I feel slighted or disrespected. • Inspiration: I want to continue with my involvement.

• Conversations with friends and colleagues

• Interactions with other organization peers and staff

• Conversations with other members

• Events and meetings • Organization- and industry-

specific news sources

• Respected local and national news sources

• Annual reports • Magazines and publications • Newsletters • Email communications • Online communities

• Posts, tweets, and other social media posts from supporters

• Institutional sites • Web searches • Personal interactions

STAGES

THOUGHTS

FEELINGS

ACTIONS

TRUSTED SOURCES

EXPLORE & ENJOY

Review outcomes

Search the web Involve and recruit family and friends

Visit organization sites Engage in social

Meet other supporters

Advocate via social

Benchmark our org’s progress

Accept leadership positionGive

Volunteer

Attend events

Build relationships

SubscribeBecome a member

Participate in online communities

Become a public spokesperson

Decide if now is the right time

to make a change

Consider long-term priorities

Talk with trusted advisors

• Provide content on your site that speaks to both head and heart. • Provide multiple ways to engage at various levels. • Coordinate internal communications initiatives to make cultivation

seamless.

• Provide opportunities and training for leadership and meaningful interaction.

• Make information sharing as easy and seamless as possible.

• Affirm the individual’s value and illustrate the impact of their contribution.

• Learn more about a person’s goals and priorities. • Encourage ongoing/increased involvement.OPPORTUNITIES

• Provide ways for people to customize the type, frequency, and channels for their communication.

• Respond quickly. • Express genuine gratitude. • Listen to questions and feedback. • Demonstrate commitment to supporters as individuals.

ENGAGE & INVEST LEAD & INSPIRE REFLECT & RECOMMIT

• Why am I doing this? • Do I belong here? • What sort of impact can I make here? • What sort of commitment am I willing to make? • Do others in the org share my values and priorities? • Is this org “for real?”

• I want to stay connected and to know what’s going on. • I think that this is a good investment of my time and money. • I realize and appreciate how my involvement has changed me. • I want to promote our organization actively.

• I’m ready to step up in the organization, and I believe I can have a bigger impact in a leadership role.

• I’ve got a lot of great ideas about things we can do, and I want to make things happen!

• How can we extend our reach and influence? • I want to make sure others have a good experience like I have.

• Am I having the impact that I want to have? • Is this the best investment of my time and resources? • Do I still have more to offer? • How am I benefitting from my involvement? • Do I believe that they appreciate, respect, and value me?

• Excitement: I’m so glad to have found this organization, and I want to be part of something bigger than myself.

• Apprehension: I hope I fit in. • Empowerment: I can make a difference through my involvement. • Acceptance: I belong here, and I feel cared for.

• Investment: This is important to me. • Enjoyment: I like the relationships that I’m building, and I value my

interactions with people who share my interests. • Pride: I’m part of something important. • Gratitude: I want to give back in some way. • Happiness: Helping others brings me joy.

• Thrill: I can make an even bigger impact in my new role. • Urgency: I need to get more people involved and invested. • Accomplishment: I feel good when I lend my expertise and give my

support, and I like the recognition. • Efficacy: Contributing makes me feel important. • Pressure: Others have stepped up, I should, too.

• Ambivalence: I’m not sure this is still “right” for me. • Appreciation: This organization makes a difference in the world. • Fear: Where to, if I decide to taper my involvement and support? • Hurt: I feel slighted or disrespected. • Inspiration: I want to continue with my involvement.

• Conversations with friends and colleagues

• Interactions with other organization peers and staff

• Conversations with other members

• Events and meetings • Organization- and industry-

specific news sources

• Respected local and national news sources

• Annual reports • Magazines and publications • Newsletters • Email communications • Online communities

• Posts, tweets, and other social media posts from supporters

• Institutional sites • Web searches • Personal interactions

STAGES

THOUGHTS

FEELINGS

ACTIONS

TRUSTED SOURCES

EXPLORE & ENJOY

Review outcomes

Search the web Involve and recruit family and friends

Visit organization sites Engage in social

Meet other supporters

Advocate via social

Benchmark our org’s progress

Accept leadership positionGive

Volunteer

Attend events

Build relationships

Subscribe Become a member

Participate in online communities

Become a public spokesperson

Decide if now is the right time

to make a change

Consider long-term priorities

Talk with trusted advisors

• Provide content on your site that speaks to both head and heart. • Provide multiple ways to engage at various levels. • Coordinate internal communications initiatives to make cultivation

seamless.

• Provide opportunities and training for leadership and meaningful interaction.

• Make information sharing as easy and seamless as possible.

• Affirm the individual’s value and illustrate the impact of their contribution.

• Learn more about a person’s goals and priorities. • Encourage ongoing/increased involvement.OPPORTUNITIES

• Provide ways for people to customize the type, frequency, and channels for their communication.

• Respond quickly. • Express genuine gratitude. • Listen to questions and feedback. • Demonstrate commitment to supporters as individuals.

STORYTELLING PRINCIPLES

• Go deeper. All gifts make a difference, all memberships have their privileges, and all organizations make some sort of impact. The details are what make the story your story.

• Remember that the hero of the story is not your organization. Find ways to place your reader at the heart of the story.

• Nurture your reader’s own inner storyteller. Remember that the most important stories for donors and alumni are the stories that they tell themselves and those around them.

• Use stories to illustrate and explain. Statistics and facts can educate and inform, and a story can bring life to reality.

A Word From Our Sponsor

Voltaire Santos Miran Chief Executive Officer

@vsantosmiran

312.420.6778

voltaire.miran@mstoner.com

Mallory Wood Director of Marketing

@mallorywood

802.457.9234

mallory.wood@mstoner.com

Resources

• Register for our next webinar: http://mstnr.me/VisualStorytelling2016

• Bring our team to campus for an interactive storytelling workshop: http://mstnr.me/DigStoryWorkshop

Our Storytelling Series Team

Ben Bilow Senior Creative Director

ben.bilow@mstoner.com

Abby McLean Visual/UX Designer

abby.mclean@mstoner.com

Fran Zablocki Strategist

fran.zablocki@mstoner.com

Soni Oliver Visual/UX Designer

soni.oliver@mstoner.com

Joel Pattison Director of Strategy

joel.pattison@mstoner.com

Greg Zguta Senior Consultant

greg.zguta@mstoner.com

Questions?

m storytellers for .edu

Thank You!