The Power of

Effective Storytelling

Sherry McPhail

KCI Senior Communications Consultant

sherrylmcphail@gmail.com

ANATOMY OF A STORY

FINDING & SHARING STORIES

Story

Questions

Donors give for many reasons

One org = many stories

Different stories inspire different donors

A great case contains:

Key messages

Project descriptions

Quotes

Stories

ANATOMY OF A STORY

Cultural mores

Human behaviour

Origins Meaning How to

Entertainment

Self revelation

Motivation

“Stories fulfill a profound need to grasp

the patterns of living – not merely as

an intellectual exercise, but within a

very personal, emotional experience.”

– Robert McKee, screenwriting mentor

A powerful story…

Links an idea to an emotion

Simplifies the complex

Creates visuals

Sticks in the memory

Inspires action

ACT II

Rising action

Conflict mounts

ACT III

Climax

Resolution

Denouement

ACT I

Set stage

Introduce characters

Introduce conflict

Structure

Ingredients

Setting

Hero

Quest

Antagonist

Helpers

Transformation

Mood

Theme

Point of view

Individual

Empathy

Conflict = Struggle

Universal

Example

Who am I?

Connection

What makes a story great?

FINDING & SHARING STORIES

Storytellers

Beneficiaries

Families

Donors

Volunteers

Staff

Founders

Case interviews

One-on-one

Storytelling session

Storytelling culture

Settings

Tools

“Last month the

most amazing thing

happened…..”

Desires

Challenges & conflicts

Supporters

Successes

Ways of overcoming

Transformation

Universal truths

Listen & prompt for…

Recording stories

Break into 3 acts

Storyboard or write out

Make it interactive with questions

Tell it out loud to yourself & refine

Tell it to a friend & get feedback

Use eye contact

Slow down and enjoy

Telling stories

QUESTIONS &

DISCUSSION

Sherry McPhail

sherrylmcphail@gmail.com