the future is now strategies & techniques for integrated programs 2013 washington nonprofit...

THE FUTURE IS NOWSTRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

2013 WASHINGTON NONPROFIT CONFERENCE

Speakers:

• Kim MacGregor, freelance writer

• Steve Daigneault, Senior VPM+R Strategic Services

• Scott Vooss, Assoc Vice President/MarComm Operation Smile



Takeaways:

1. Know how to recognize and capture a good story

2. Be able to effectively share stories in different channels and to different audiences

3. Be prepared for where storytelling is headed in the future



What Makes A Great Story?

• Need & Solution Focused

• Strong Visuals

• Go Beyond the Basic Facts

• Empathy & Emotion

• Story Sets up a Tangible Offer

• Think About Channels

Solomon’sStory

THE FUTURE IS NOW




How do I know I have a good story?• Would I share this story?

• Is this story about how awesome my organization is or how awesome my donor is?

• Is there unresolved tension in this story, and a role for the reader to play?

• Is there something unexpected about it?



A good story:

Is human

Is compelling

Makes the problem-solution clear



Instead of “good” think “right” Right for the audience?

Right for the objective?

Right for the channel?



Carter:

1 boy,

3 stories



Think like a reporter

Cultivate sources

Get out in the field



You’ve got a lead – now what?

Time to interview: The request The interview - Show

R.E.S.P.E.C.T. Follow-up



Big Story Moments

• Multiple Perspectives

• Long Term Impact

• Keep Questions

Simple

• Personal = Emotional

• Common Theme

• Multiple Collection

Points

• Be Persistent

• Be Encouraging

• Be Ruthless



Tips for using stories in appeals1. Use “we” or “us” to refer to both your

organization & supporters – not just your organization working alone

2. Brag about them, not yourself – If you have to brag, always say who made it possible: your supporters

3. They made the difference, not their money



Tips for using stories in appeals

4. Describe what it means when someone becomes a donor – frame giving as a chance to be that kind of person

5. Talk about your donor and their role early on in the appeal

6. Giving or not giving has consequences – explain this choice



How do you build storytelling culture?

We tested stories in appeals. The results were interesting.

Institutional raised…

FOUR TIMES AS MUCH as the story based appeal.



How do you build storytelling culture?When we repeated this test…

For a national civil rights organization, the story version lost by 25%

For an international aid organization, there was no statistical difference

In countless other cases, story-based appeals have under-performed industry and client benchmarks



Trust = Authenticity

Lose the fluff & technical terms Avoid polishing quotes Stay true to the story



Building Storyteller Database

• Proactively Review Team Rosters• Build Personal Relationships• Pre and Post Trip

• Low Cost / No Cost Programs

• Build Internal Processes• Connect with Staff Prior to

Field Trips• Create Feedback Loops• Sharing is Caring!

• Watch & Listen

Volunteers• All Disciplines• Rookies & Veterans

StudentsStaff• Programs• Sr. Staff• Donor Relations

Field Offices



Empower Video Storytellers

Provide guidelines Don’t dictate Create opportunity…(this is where we would play the Thalita video)

the future is now strategies & techniques for integrated programs 2013 washington nonprofit...

Documents

future slide

strategies techniques

integrated programs

ruthless slide

followup slide

choice slide

field slide

money slide