Tell (And Sell) Your Organization's Story
-
Upload
kristin-battista-frazee-msw -
Category
Marketing
-
view
97 -
download
0
Transcript of Tell (And Sell) Your Organization's Story
Tell (And Sell) Your
Organization’s Story
fellowshiphouse.org/successes
Case Example
Mental Health Center of Denver mhcd.org
Case Example
cpinc.org
Case Example
centerstone.org
Case Example
Why Tell Your
Organization’s
Story?
Rationale
• Connect to your audience.
• Increase donations or followers.
• Tout your organization’s credibility and successes.
• Build trust and relationships with your community.
• Inspire people to action.
#1
Cut Through Information Overload
Source: http://blog.hubspot.com/marketing/b2b-content-storytelling-infographic
• 79% scan the web instead of reading
word for word.
• 90% of professionals admit to throwing
away important information.
• In 2012, 5.2 trillion ads served on the
Internet.
• 700,000 Google searches performed
every 60 seconds.
#2
Before You Get
Started
Determine Purpose
• Emotional or functional benefit?
• Call to action?
– Donate Now!
– Call Your Congress Rep!
• Ongoing? i.e. blog, newsletter feature.
• One time use? i.e. annual report , news
article.
#3
Target Audience
Clients?
General
Public?
Media?
Funders?
Legislators?
Future
Employees?
#4
Determine Goals
• Increase donations or fundraising?
• Bring more clients to your agency?
• Help win a grant?
• Place media articles?
• Increase followers on social media?
• Generate volunteer requests?
• Reach out to legislators?
• All of the above?
#5
Telling and Selling
Good Storytelling
• Decide your tone and use it
consistently. ( i.e. funny, serious, casual,
formal)
• Use statistics and research to make
your story relevant.
• Spare no detail to bring your subjects
to life.
• Be honest, and even describe your
learning experience with a failure.#6
Good Storytelling
• Be concise and don’t ramble. Create a
clear beginning, middle and end.
• Copyedit your work, errors detract
from the story you are telling.
• Use photos and videos to enhance
your story.
#7
How to Sell Your Story
• Develop theme and campaign.
• Hook to awareness events. (i.e. Mental
Health Month)
• Create a story home. (i.e. blog,
newsletter or website page)
• Utilize social media, tweet chats and
hash tag campaigns.
#8
How to Sell Your Story
• Add videos and pictures. (also a good
storytelling element)
• Pitch to the media as human interest
piece.
• Incorporate in brochures, annual reports,
legislative work.
#9
Tracking Success
Measurements
• Google analytics to evaluate website
traffic before and after storytelling
campaign.
• Use bitly.com when sharing story links.
• Measure likes, shares and retweets.
• Sumall.com
• Tweetreach.com
• Facebook analytics
• keyhole.co
#10
Before and After Look
Dependent on Goals! What Happened?
• Increased fundraising
• More volunteers
• Media placement
• Legislative action
• Additional Clients
#11
About Kristin Battista-Frazee
• Author The Pornographer’s Daughter
• Social Worker
• Marketing
Professional
• Writer
Interested In Telling Your
Organization’s Story?
KristinBattistaFrazee.com
[email protected] 703.599.9162
I Can Help.
Contact Me.