Secrets of Effective Social Storytelling

download Secrets of Effective Social Storytelling

of 39

Embed Size (px)

Transcript of Secrets of Effective Social Storytelling

Fundraising IS Storytelling

Secrets of Effective Social Storytelling

Former nonprofit executive director, program manager, director of outreachDeep passion for igniting change through digital engagementdebra@communityorganizer20.comDigital Engagement StrategistAbout Debra AskanaseTodays WorkshopWhy stories resonateSharing Small Moment Stories using social mediaFinding your organizational and project storiesElements of a great storyDeveloping your own story

*Personal stories and gossip make up 65% of our daily conversations day long, we tell stories

We remember stories because we empathetically experience them numbers, lists, textRead/hear storiesOur brains process stories differently

We remember stories because we empathetically experience them

Small Moment Stories All year long, leverage social media to share Small Moment Stories**

It can be this simple

Instagram* Search Instagram with

Center for Great Apes Amazon Wishlist15 Gideon Gidori has wanted to be an astronaut for as long as he can remember. Born in Tanzania, hed be the first from his country, and the first black astronaut from the continent of Africa. This Star Day, Gideon is wishing for the funds he needs to cover his school tuition and expenses at Florida Air Academy next year, as well as the tuition of his friend and former classmate in Tanzania, 16-year-old Leah Albert, who dreams of becoming her countrys first woman president and is studying at the International School of Moshi in Tanzania.16Stories about things is the focus?

Check out feature PEOPLE. Humans of New York18Elements of a Strong StoryLong form or short, they all have similar elements**

Simplifies a complex idea to its essenceThere is a story arcFaces adversity, finds allies, overcomes adversityThe story arc creates a connection with the audienceHas a relatable main characterInvolves sympathy and empathyThe character has a problem => sympathyThe character seeks a solution => empathyThere is a stake involved for the main characterGives the audience one strong messageInspires action

A strong storyStakes: What are the stakes for the main character? What happens if s/he doesnt succeed?


A story without stakes --is just an essay do you stand to gain or lose? Why is what happens in the story important to you?If you cant answer this, then think of a different story. A story without stakes is an essay and is best experienced on the page, not the stage.

22Make sure its a story, not an ideaIdeaFight back against cancer.

StoryMeet Jordan. Learn who she is, what has happened to her, whats in the way, and how she fights back. Will she succeed?

What happens in this story? Whos in it? What do they do? What happens to them? What do they want? Whats in their way? How do they succeed, or why do they fail? 23Did this story haveA relatable character?Story arcDescriptionProblem (empathy)Solution (sympathy) Stakes: What the character is overcomingA specific call to action? A phrase that pays in the story? did this make you feel? Did it compel you to give?Why/why not?25Look out for the Phrase That Pays**The one that you can translate into the ask. Thank you Marc Pitman!


Create great stories: Use Hatchforgood.orgFunded and supported by The Rockefeller Foundation. Use the resources to build a storytelling profile. to develop a great interview? will receive help preparing questions, finding the right environment for your conversation, recording a high-quality interview on your mobile device, sharing the finished product with friends and family, and uploading your conversation to the website.284 Types of Stories You Have Right NOWFounding/Founders storiesOur People storiesWhat You Do storiesImpact stories**but which are compelling enough to create a fundraising ask?29What stories do you have on hand?

Pair off and think about the story you want to tell that relates to Valley Gives. Whats a story you have right now? 30Has a complex idea, simplified: Can you explain the story in one sentenceHas a relatable main character. Whos yours?Has a story arc with sympathy, empathy, and stakes.The character has a problem => sympathyThe character seeks a solution => empathyWhat is the stake involved for the main character?

Inspires action! How does your story inspire action?

Reminder: A storyStakes: What are the stakes for the main character? What happens if s/he doesnt succeed?

31Creating Strong VisualsConsider impact and viewpoints Select what speaks to the heart**5 Visual Content TipsDont assume others will react to visuals the same way you do. Test visuals.Pair photos with words for impact. Use genuine photos, not stock images.Invest the most in the first image that you show. First impressions get top billing in the mind.People relate to people. Use people-centric photos.Think about the emotion you want the visual to convey.

Pairing photos with images: Research by KISSmetrics, a web analytics software company, showed that captions under images on websites are read on average 300 percent more than the body copy of the story with which those images appear

33Choose the best visual media for your story and your organizational capacityStaff expertise, time, interest and budget.34Share your story everywhereSocial mediaWebsiteEmailMicrositeYour fundraising pageNewslettersDirect appealsStorytelling Development: Final ChecklistSay the story out loudAim for the heartTest imagesTest storiesCraft great questions (use StoryCorps app)Make it personal (Gideon, Jordan) including sympathetic & empatheticMake the story boldBeginning, middle and endCreate a sense of urgencyOne awesome visual early on in your storyTalk about the goal: why you need it, what the gap is, how much (money/time/peeople) is neededMake it seem attainable!Invite stakeholders and donors to be part of the solutionStorytelling ResourcesData Visualization resource list

Resource for storytelling development, with a large library of supportive articles

Curated resources for business storytelling

Digital Storytelling resources from TechSoup

Dont forget to have fun! forget to have fun!Im happy to answer any follow-up questions!

Email: debra@communityorganizer20.comWebsite: communityorganizer20.comBlog: http://communityorganizer20.comLinkedin: @askdebraOther slides: (617) 682-2977