HOW TO TELL STORIES THAT TAKE PEOPLE FROM

PASSIVE TO PASSIONATE

Storytelling Summer School Lesson #2www.jcsocialmarketing.com/school

WELCOME STUDENTS!

What is Storytelling Summer School?

• 6 weekly Facebook Live videos with actionable ways to use storytelling to raise awareness and funds for your nonprofit;

• Freebie downloads, checklists, planners, and more;

• Invitation to the Private Facebook community, where you can exchange ideas with other nonprofit professionals and ask for my personalized advice.

Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school

UPCOMING LESSONS –FRIDAYS AT NOON EST ON FACEBOOK

Week 1: 5 types of stories to collect and to share on your digital channels (website, email, social media) during your next fundraising campaign

• Week 2: How to craft stories that will take your community from passive to PASSIONATE

• Week 3: Solutions to the 6 biggest digital storytelling challenges faced by nonprofits

• Week 4: 10 specific ways to use digital storytelling in your next fundraising campaign

• Week 5: How to fill in a Digital Storytelling Calendar to stay on track and never run out of ideas

• Week 6: Battle-tested tools to rock your digital storytelling

Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school

STORYTELLING SUMMER SCHOOL IS SPONSORED BY

Storytelling in the Digital Age: A Guide for Nonprofits

Now available on Amazon!

More info: http://amzn.to/2vF5RPF

Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school

Click on the book!

WHAT WE WILL COVER TODAY

• How to drive your donors, supporters, and online fans to take action through compelling storytelling

• Why visuals are so vital to effective storytelling

• The 4 Steps to Successful Storytelling

• Examples from different nonprofits using effective visual storytelling in their online campaigns

Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school

GET THE CHEAT SHEET – HOW TO CREATE A CULTURE OF STORYTELLING AT YOUR NONPROFIT

• Storytelling Summer School students – keep an eye out on your inbox as you should have received it in your weekly email.

• You can also download it here: http://www.jcsocialmarketing.com/storytellingculture

Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school

4 STEPS TO SUCCESSFUL STORYTELLING

1. Grabs attention.

2. Elicits an emotional response.

3. Asks for an action.

4. Inspires sharing.

Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school

Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school

Source: http://www.bethkanter.org/sowhat/

VISUALS & VIDEO ARE VITAL TO STORYTELLING

• 4X as many consumers would prefer to watch a video about a product than to read about it.

• Facebook users spend 3X more time watching live videos than traditional videos.

• Tweets with visuals get 150% more retweets than those without.

• Visuals are processed by our brains 60,000x faster than text.

• Forrester Research found that your content is 50x more likely to make it to the first page of Google if it includes video.

Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school

FIRST STEP – GRAB ATTENTION

• This is why video works so well.

• Movement!

• Color.

• Eye-catching.

• Great visuals are essential.

Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school

Click on photo to play video in your browser.

FIRST STEP – GRAB ATTENTION

• What is unexpected?

• What is timely?

• What would happen if you closed your doors TOMORROW?

Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school

SECOND STEP – ELICIT EMOTION

• Get people “passionately inspired or pissed off.” – Chelsea Clinton

• “If you need to water down your story to appeal to everyone, it will appeal to no one.” –Seth Godin

• “I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” – Maya Angelou

Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school

KNOW YOUR AUDIENCE

• You have to know your audience first and foremost before crafting an emotional story.

• If you don’t know them – ASK THEM.

• What are the top 5 reasons that your donors support you?

• Use their words and their language – create a TRIBE.

Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school

Click on photo to play video in your browser.

STEP 3 – ASK FOR AN ACTION

• You have their attention and interest – do not squander it!

• One CTA (call-to-action).

• Absurdly easy to complete.

Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school

STEP 4 – INSPIRE SHARING

• Why do people share online?

• For YOU – to help, entertain, or enlighten someone else

• For I – to say something about who I am and what I stand for

• For WE – to build or maintain relationships

• For THEM – to help, support, or draw attention to an issue of importance

Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school

Source: http://eleventygroup.com/2015/10/06/what-compels-people-to-share-online/

HOMEWORK

• Choose one story from the 5 stories you collected last week.

• Brainstorm:

• What visual element can we add to this story so it will grab attention?

• What emotion are we attempting to elicit from our audience?

• What ONE THING do we want them to do after viewing/reading this story?

• What will inspire people to share this story with others?

• Review the How to Create a Storytelling Culture at Your Nonprofit cheat sheet: http://www.jcsocialmarketing.com/storytellingculture

Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school

UPCOMING LESSONS –FRIDAYS AT NOON EST ON FACEBOOK

Week 1: 5 types of stories to collect and to share on your digital channels (website, email, social media) during your next fundraising campaign

Week 2: How to craft stories that will take your community from passive to PASSIONATE

• Week 3: Solutions to the 6 biggest digital storytelling challenges faced by nonprofits

• Week 4: 10 specific ways to use digital storytelling in your next fundraising campaign

• Week 5: How to fill in a Digital Storytelling Calendar to stay on track and never run out of ideas

• Week 6: Battle-tested tools to rock your digital storytelling

Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school

STORYTELLING SUMMER SCHOOL IS SPONSORED BY

Storytelling in the Digital Age: A Guide for Nonprofits

Now available on Amazon!

More info: http://amzn.to/2vF5RPF

Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school

Click on the book!