Beyond the Bucket:Fundraising & Storytelling in a Digital World…

Kate-Madonna Hindes and Abby Wright

Kate-Madonna Hindes@girlmeetsgeekGirlmeetsGeek Media

Ewald Consulting

Abby Wright@awright675

Charities Review Council@SmartGivers

The Challenge: By the numbers…

“The reason why this all worked in the end is because people felt like they were doing good, that they were

contributing to something,” - Charlene Li

How did it happen?

“Not since the legendary Lou Gehrig has anyone inspired a nation to take up the fight against A.L.S.” - Bud Selig

“The ALS Association didn’t even startthe campaign. A spokeswoman said thatif the group had tried to create it itself,

it probably would not have been nearlyas successful.”– Emily Steel

Ice, cold, success…

“I don’t think it’s something wecan replicate again in the future,so we’re enjoying the momentand trying to do what we can toreally engage people,” she said.“Then we’ll look toward thefuture to see how we movethings forward.”

The ultimate question is…

can it be replicated?

Storytelling and fundraising

Are you TELLING a story orshowing the story everydaythrough the values of yourorganization?

Stories don’t need shame or guiltto be effective. In fact, studiesshow that negativity or negativecalls-to-actions bring in far lessdonor dollars.

Stories have an incredible

impact.

Drawing by Frits Ahlefeldt, HikingArtist

Let’s tell a story…

Share a story that you know well and answer the

following questions with a partner:

• Why has this story resonated with you?

• What piece of the story was most important for you

to express?

Did you Know: According to a 2006 study by

researchers in Spain, stories stimulate the brain enough

to influence how we act in life.

SMALL GROUP DISCUSSION

As a table, choose one story to share as a group and

answer the following questions.

• What about this story captured you?

• What made you want to share?

Sharing your story:

Did you Know: Videos and photos can even be more

effective than the written version of a story, according to

Outbrain.com.

SMALL GROUP DISCUSSION

As a table, choose one story to share as a group and

answer the following questions.

• What about this story captured you?

• What made you want to share?

Get Ready…

SMALL GROUP DISCUSSION

Did you think for one moment, “is this worth sharing

with the group? Will they see the value in it?”

What if it, (total pun intended,) … melts?

The great, big, pause…

Are you ready to find out how to

tell the ultimate story?

TELL AN AMAZING STORY

You have many stories to tell, but the ones that share your messaging and identity best are…

Effective Storytelling for Non-Profits

“All good stories have three crucial points – a beginning, a middle, and an end. Asyou create your stories, don’t forget that your story, just like those in novels,should follow the same basic structure.” - Outbrain.com

( 1 ) Stories that define your mission

( 2 ) Stories that define your impact

STORYTELLING: THE GOLDEN TICKET

Humanize:Bring your own voice to the table and showcase yourself through humor, emotion and human connection.

Resonate:Once you find your audience,never stop adapting yourmaterial.

Originate:A successful story is original & filled with anecdotes and wit.

Everyone has a story to tell and everyone is capable of telling a great story…

Offer authenticity, integrity and your WHOLE self online and off!

Recipe for success

7 STEPS TO A GREAT STORY

1. Define your call to action.

2. Pick the ending.

3. Start with who, where, when (and some direction)

4. Add context

5. Describe the goals and obstacles

6. Highlight the decision (your work/program) that made the achievement possible

7. Celebrate the outcome.

7 steps to the perfect story…

“Giving your advocates the spotlight is easy. Ask them to submitstories, photos, or videos featuring your product, and thenshare their stories on social media. By showcasing yourcustomers, you build good will and get the benefit of theirreach.” – Search Engine Journal

http://www.searchenginejournal.com/7-examples-great-

storytelling-boring-brands/125882/

When in doubt? Puppies and children.

Actually… maybe.

TELL AN EFFECTIVE STORY

Define Your Call to Action• Then work backward (who brings your call to life?)• Use concrete/real elements• What do you want to change in people’s hearts through your story?

Choose the Right Content• What medium works? (video, photo, language)• What platforms work for your medium?

The Nitty, Gritty, Details

• Website• Annual Report

• E-Newsletters• Twitter • Facebook• Instagram • Youtube, Vine• Donor related:

• Charities Review Council, GiveMN, Guidestar.

Tools for online storytelling

Strengthen Your Base of Support• Meet people where they are• Relevant to the population you serve

Engage Outside Your Boundaries• Build your voice• Develop collaborations

Connect with New Donors• Online engagement is a great start to relationships with

any pool of loyal individual donors!

Why tell stories online?

10 questions to get you started…

1. How do you communicate the philosophy of your organization?2. Does your ethos speak to a narrower or mainstream audience?3. What might you do to evolve your story for greater relevance?4. How do you communicate the philosophy of your organization?5. Does your ethos speak to a narrower or mainstream audience?6. What might you do to evolve your story for greater relevance?7. Why was the organization founded or started (in response to what)?8. What unique approach or knowledge do you have on your issue?9. Who do you truly represent, and how do you prove their support?10. What is your ultimate goal?