storytelling to nurture loyalty and increase support
TRANSCRIPT
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
Mallory Wood Director of Marketing
@mallorywood
802.457.9234
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
Abby McLean Visual/UX Designer
Fran Zablocki Strategist
Soni Oliver Visual/UX Designer
Joel Pattison Director of Strategy
Greg Zguta Senior Consultant
Questions?
m storytellers for .edu
Thank You!