Stories for change
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Transcript of Stories for change
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Supporting water sanitationand hygiene services for life
New Delhi, 15 September 2016
Stories for Change Workshop
Cor Dietvorst, IRC
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Objectives
1. understand how stories can deliver change
2. develop 2 targeted story ideas
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“After nourishment, shelter and companionship, stories are the thing we need most in the world”- Philip Pullman (author, Golden Compass)
“If you want to be heard, you’d better learn to tell better stories”- Jonah Sachs (CEO, Free Range Studios and author, Story Wars)
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Workshop outline
MorningIntroductionPart 1: What makes a good story?Part 2: Storytelling theory
AfternoonPart 3: Practical tips for telling good storiesPart 4: Developing story ideas Roundup
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‘
“What is the greatest pleasure?To hear a good story”- Vikram Chandra, Red earth, and pouring rain
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Part 1: What makes a good story?
The ingredients
EmotionActionClickForm
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“The essential difference between emotion and reason is that emotion leads to action and reason leads to conclusions”- Donald Calne, neurologist
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Part 2: Storytelling theory - 1
• Seven basic plots (Christopher Booker) vs Bollywood themes
• Leadership storytelling (Steve Denning) – TEDx film
• Four pillars (fund raising narratives) (Tangible: Response)
• Aristotle’s rules of persuasion
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Part 2: Storytelling theory - 27 Basic Plots (Christopher Booker)
Bollywood (Wikipedia)
Overcoming the monster
Hero single-handedly defeats villains
Rags to riches Dramatic reversal of fortunes
The QuestVoyage and returnComedy ComedyTragedy Siblings separated by
birth, star-crossed lovers, sacrifice
Rebirth
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Part 2: Storytelling theory - 3Basics of leadership storytelling (Steve Denning)
• Authentically true• Must be positive to inspire action• Minimalist form• Before & after situation
TEDx video (15:50m): www.youtube.com/watch?v=RipHYzhKCuI
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Part 2: Storytelling theory - 4In the non-profit world What you do is of NO interest to anyone…… except YOU‘What you ACHIEVE (by doing it) can motivate even the stoniest of hearts’Source: Adrian Sargeant, bit.ly/2c8nw8d
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Part 2: Storytelling theory - 5Four pillars of a funding proposition (Tangible: Response)
Example: Royal National Lifeboat Institution (UK)
Vision Enemy Hero RecipientNo deaths at sea
The cruel sea
Tough, bearded lifeboat crewman
That stupid,drunken, daysailor, who fell off his boat !
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Part 2: Storytelling theory - 6
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Part 2: Storytelling theory – 7Aristotle’s modes of persuasion in practice
Tell a storyState the problem (pathos)Offer the solution (logos)Why you? (ethos)Call to action
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Part 3 - Practical tips for telling good stories – 1
• Writing tips• Visual storytelling• Writing for specific audiences• Channels to promote your
stories• Measuring impact, learning
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Part 3 - Practical tips for telling good stories - 2
Stick to normal good writing principles:
• Be direct, clear, concise and consistent• Plain English, avoid
jargon/development speak & slang • Don’t patronise
IRC digital style guide
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Part 3 - Practical tips for telling good stories - 3
Stories worth telling, CapacityCanada, http://bit.ly/2caYJVR
Classic plot structure, complete with tension and conflict
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Part 3 - Practical tips for telling good stories - 4
Visual storytelling
• Don’t damage your reputation: invest in good photographs, (interactive) infographics, videos
• Learn from good examples (CNN heroes, WaterAid’s prize winning Across the Tracks)
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Part 3 - Practical tips for telling good stories - 5Writing for specific audiences
Media Funders WASH Professionals
Human interestTopicalScoopNon-technical
Impact / success storiesReal peopleInnovative solutions
Evidence-based success storiesInnovative solutions
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Part 3 - Practical tips for telling good stories - 6
Promotion channels and repackagingInternal• website, social media, newsletters,
presentations• repackaged in annual reports,
funding proposals, publicationsExternal• 3rd party blogs, newsletters, (social)
media, discussion forums & mailing lists, advertising (Google ads)
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Part 3 - Practical tips for telling good stories - 7
Measuring impact, learningEvery story should have a measurable call to actionLow impact• Social media likes and shares, reposts• Through-clicks to “learn more” informationMedium impact• Quotes and citations, external repackagingHigh impact• Funding, policy changes
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Part 4: Story idea development
Target group (donor or policy maker)Message (solution / vision)Call to action (change you want)
Define the hero, enemy and recipientSynopsis (plot structure)Title (max 12 words) Introduction (trigger interest)
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Exercise “What makes a good story”
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Resources - 2
The seven basic plots, WikipediaIRC digital style guide [restricted access, IRC staff] onlyDenning, S., 2005. The leader's guide to storytelling : mastering the art & discipline of business narrativeSargeant, A., 2015, Effective donor communications : lessons from around the world