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STORYTELLING FOR IMPACT
FACEBOOK.COM/TOOGOODSTRATEGY
@TOOGOODSTRATEGY
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I PLAY TENNIS (NOT VERY WELL)
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STORYTELLING IS IN MY BLOOD
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STORYTELLING IS IN ALL OFOUR ROOTS
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BUT WE KNOW STUFF THAT NOBODY ELSE DOES
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HISTORICALLY NONPROFITS HAVE
TAKEN ON THE ROLE OF EXPERTS AND EVANGELISTS OF
THEIR CAUSE
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THE SHORT ANSWER IS NO
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TODAY EVERYBODY THINKS THEY ARE AN
EXPERT AND EVERYBODY HAS A
PLATFORM
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YOUR AUDIENCE IS IN CONTROL OF YOUR MESSAGE
“Ideas today are never fixed: they’re owned and modified by everyone. They move through networks at the will of their members and without that activity, they die.”
Jonah Sachs, “Story Wars”
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TO TELL A GOOD STORY, YOU MUST KNOW YOUR AUDIENCE
• Who needs to know your story
• What about your story will move your audience
• Know your end game
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YOU MUST UNDERSTAND WHAT YOUR AUDIENCE THINKS THEY KNOW ABOUT
YOUR CAUSE
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WHAT I HEARD
• People don’t know about USTA
• People think all tennis players are rich
• Parents aren’t involved in their children’s tennis
• To be successful, we must expose kids to tennis at a young age
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USE LOW-COST METHODS TO
REINFORCE WHAT THEY DO KNOW, AND CHANGE SIMPLE
MISCONCEPTIONS
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LOW-COST STORYTELLING METHODS - GO VISUAL
Pinterest now has 70 million users; the largest year-over-year increase in audience of any social network in 2012
• Instagram has over 120 million monthly active users and was bought by Facebook for $1 Billion
• Photos receive 2x more likes than text posts on Facebook
• Videos are shared on Facebook 12x more than text posts and links combined
• On YouTube 100 million users are taking social actions (liking, sharing) every week
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EMOTIVE CONTENT GETS SHARED.
CONTENT THAT GETS SHARED THE MOST APPEALS TO THESE EMOTIONS:
AMUSINGANGER
CONTROVERSIALCUTE
FEARFULILLUMINATING
INSPIRINGSHOCKING
THE JOURNAL OF PSYCHOLOGICAL SCIENCE 2011
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GOD MADE A DOG
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KEYS TO CREATING STRONG SOCIAL VIDEOS
• Design it to be sharable
• Have a beginning, middle, and end
• Create conflict
• Don’t lecture
• Use classic storytelling techniques
• Get people hooked in the first 30 seconds
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THEN FIND A WAY TO TEACH THEM WHAT THEY DON’T KNOW
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WHAT I HEARD
• We don’t have enough time/tools to recruit
• Hard to get courts for league play
• Need donations from non-tennis players
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FOR COMPLEX AND HIGHLY COMPELLING
ISSUES ENSURE SUCCESS BY PROVIDING MULTI-
DIMENSIONAL WAYS TO ENGAGE
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MAKE YOUR CAUSE THEIR CAUSE
• Find your voice
• Be transparent & authentic
• Be relevant & intentional
• Reach people where they are
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WHAT STORY WILL CREATE THE GREATEST PASSION?
‘Supporters generally need a strong cause to rally around and support. While it can be about a global or national issue, it must have some personal and/or local relevance.Most causes have emotional as well as rational drivers —something participants are passionate about, and can “put their heart into.”’
Ogilvy 2013 study on social movements
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CARING EQUALS
• Increased funding
• Increased support
• Increased engagement
• Increased resources
• Improved outcomes
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ONCE THEY CARE, THERE MUST BE A
SIMPLE WAY FOR THEM TO ENGAGE
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IT’S NOT ENOUGH TO CREATE EXCITEMENT WITHOUT ONGOING
ENGAGEMENT
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YOUR MARKETING EFFORTS SHOULD BE MULTI-DIMENSIONAL
• Multiple platforms: online + offline
• Multiple voices: yours + your audience
• Multiple activities: support + action + advocacy
• Multiple outcomes: short + long-term
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DON'T LEAVE THEM HANGING
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SHOW THEIR IMPACT ON YOUR CAUSE
• 93% of consumers want to know what organizations are doing to make the world a better place
• 89% of global consumers take part in activities to address societal issues
• 71% report being confused by the messaging organizations are using to talk about their efforts/impact
Edelman goodpurpose study
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WHAT'S YOUR STORY?