What They See, Is What You Get - Nonprofit R+D · Visual Storytelling 16 Visual Storytelling –The...
Transcript of What They See, Is What You Get - Nonprofit R+D · Visual Storytelling 16 Visual Storytelling –The...
Visual Storytelling www.NonprofitRD.com1
What They See, Is What You Get
Using visual storytelling to engage, connect and motivate your donors
Rich [email protected]
@RichDietz
www.NonprofitRD.com/IN
Slides – NonprofitRD.com/summit2014
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Our Speaker
Rich DietzFounder of Nonprofit R+DSenior Product Manager - Digital Fundraising at Abila
Richard has over 20 years' experience working in and with a wide variety of nonprofit, political, and government organizations and holds a Masters in Social Welfare (MSW) from UC Berkeley.
You can find Rich on his website http://www.nonprofitrd.com or tweeting @nonprofitrd.
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Agenda
1. Introduction
2. Visual Storytelling?
3. The Power of Stories
4. Using Video to Tell Stories
5. Social Media and Stories
6. Q & A
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Our Goals Today
• Get you thinking about using stories and video in everything you do
• Get you to take action and test out some new ideas ASAP• Only way to improve is to get something out there and test
• Pick one or two ideas and add them to your campaigns today.
• Small actions can have big results
• Examples of action takers – From Idaho
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Introduction
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Text Heavy Slides… oh no!
I promise I do not just read the slides• Boring!
Why text heavy slides• You don’t have to take notes – the info is there for you later• You can focus on the “ah-ha” moments• They will still make sense 6 months from now
I more teacher, than speaker• Want you to learn and take action
Slides – NonprofitRD.com/summit2014
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What you talkin’ about Willis?
SaaS, CRM, CMS
ROI, API, SEO
wysiwyg
Open-Source
Fundraising Platform
Blah, Blah, Blah
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Best Practices?
• A “best practice” = what works in your org
• Its like a buffet• Try and few things and see if you like them
• If it works, go back for more
• If not, try something else
• Testing is the key, – Much easier to do online
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Maslow’s Hierarchy of Needs
http://en.wikipedia.org/wiki/Maslows_hierarchy_of_needs
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Online Hierarchy of Needs
Need a strongFoundation
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Visual Storytelling
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What is Visual Storytelling?
a story told primarily through the use of visual media. The story may be told using still photography, illustration, or video, and can be enhanced with graphics, music, voice and other audio.
– http://en.wikipedia.org/wiki/Visual_narrative
Ok… but kind of boring.
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What is Visual Storytelling?
How about this instead:
The use of highly visual material that highlights your organizations impact by emotionally engaging your audience and encouraging them to spread the word
and take action.
• Visual material• Shows impact• Emotionally engaging• Encourage action
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Why Visual Storytelling?
We are hard wired to respond to visuals• From cave paintings to today
Huge competition for attention• Written content is not being digested
• Need to rise above the noise
It’s what people want• Photos and video are shared 5-10x
• 74% of donors want more stories
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Why Visual Storytelling?
It’s easier to understand and process• Picture worth 1,000 words
• Much more than that!
The Power of Visual Storytelling –Walter and Gioglio• Human brain processes visuals 60,000x faster than text.
• Web posts with visuals drive up to 180% more engagement than those without.
• Viewers spend 100% more time on web pages with videos
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Visual Storytelling – The Big 3
Stories, Video, Social Media• Individually they can do amazing things…
• Images can replace video, but not as powerful
Used together they are a FORCE• Exponentially more powerful when combined
So, don’t think of them separately
Together they are a Super Hero
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Visual Storytelling – The Big 3
Social media –“distribution”
Stories -“raw material”
Video -“factory”
(Images too)
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The Power of Stories
Social media –“distribution”
Stories -“raw material”
Video -“factory”
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Why Stories?
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Why Stories?
Stories are memorable• This is how history was handed down for generations
• Made to Stick - Heath brothers
• Eg. / Jared for Subway
Stories show your passion• Get a nonprofit person talking about successes – Passion
• Ask them to write an email – Boring
• Always write your own content/stories
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danariely.com
Why Stories?
Stories create an emotional connection• Emotion >> Rationality
• Buy based on emotion / Rationalize it later with facts
Example:
http://www.austinfoodbank.org/hunger-is-unacceptable/http://www.austinfoodbank.org/hunger-is-unacceptable/
14,000 blah, blahs12,456 blahblah sEtc. etc. etc.
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Why Stories?
What donors want to hear about:• Organizational Impact (80%)• Success Stories (74%)• More details about the organization (71%)• Info on financial accountability (43%)
Community Philanthropy 2.0 survey
Start telling stories… Everywhere!
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How to Find Stories
Anywhere and everywhere• Just keep your ears open
• Brainstorm in staff meetings
Ask for them• Staff, clients, donors, sponsors
• Ask - Why do you _______?
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How to Tell Your Story
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Start with the “Why”
A Reason Why• Xerox study, Langer, Blank, and Chanowitz (1972)
• Cut in line to make copies
• 60% ---> 93% using only “because”
• A good reason was about the same
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The “Why” is Compelling
Simon Sinek – Why is compelling and gets action• MLK – “I have a dream” not “I have a plan”• Apple – “Think Different”
• We challenge status quo.. We just happen to make great computers…wanna buy one?
• Simon Sinek: How great leaders inspire action (TED Talk)
http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html
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Types of stories
The Success Story• #1 best way to start• Best way to show what you do and WHY
The Why We Do What We Do• Simon Sinek video• What makes you remarkable / different
Staff Stories• Show the passion• Why are they here and what do they do• Testimonials from clients / success stories
Cautionary Tale• What can happen if we don’t do what we do• Working together we can keep this from happening
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10 immutable laws of storytelling
My future bestseller!• Maybe not
The Ten Immutable Laws of Storytelling,by Andy Goodman
http://www.thegoodmancenter.com/wp-content/uploads/2013/07/free_range_2007_06.pdf
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Craft better stories
Highlight the visual AND emotional content• Focus on images that create emotion• Watch TV commercials for clues• Remember, emotion first >> then rationality
Individual stories are more powerful• Always relate back to the individual• Eg./ Malaria
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Craft better stories
Stories don’t tell – They Show• Paint a vivid picture• Share all 5 senses• Use photos and video.. Of course.
Stories should be fixed in time and space• Gives audience their bearings so they can paint the picture• Today, last week, 5 years ago -- Austin, New York, California?• Allows us to engages the “emotional” brain
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Craft better stories
Audiences bore easily• The Ten Immutable Laws of Storytelling,
Free Range Thinking by Andy Goodman
Use the Cliffhanger• Start stories but don’t finish them now
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Visual Storytelling
Using Video to Tell Stories
Social media –“distribution”
Stories -“raw material”
Video -“factory”
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Visual Storytelling
Why Online Video?
More affordable and easier than ever• Any camera or phone, upload to YouTube• Faster than writing content
Best way to tell a story• Easily create that emotional connection• Utilizes more senses
More Effective• Wharton School of Business study showed marketing with video to
be 600% more effective than print alone• Videos shared 12x more than links and text posts combined
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Visual Storytelling
Online Video Tips
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Visual Storytelling
Online Video Basics
What are you hoping to accomplish with video?• Leads, build email list, awareness?
KISS - Keep It Simple Stupid• Keep it Short – under 2 min. for most• Keep it Simple – one main topic
Call to Action… Always!
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Visual Storytelling
How to get better at video
Do more video• Only way to improve is to try
Watch other videos, imitate
Wistia.com/learning• Great resources and training
Just do it.. And have fun!
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Visual Storytelling
Social Media and Stories
Social media –“distribution”
Stories -“raw material”
Video -“factory”
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What is Social Media
“Platforms and sites that enable users to share content and have conversations online”
Your online presence is no longer just your website• It’s conversations… happening everywhere
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What do we really mean?
Most folks think of the Big 4• Facebook, Twitter, YouTube, Google+
• May include others depending on your audience• Pinterest if you have a “visual” cause• LinkedIn if more “professionals” – association, etc.
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Why Social Media?
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Why social media (in general)?
Increased engagement • Another way to connect, engage, and show appreciation
Some folks love social media• They will talk about you, your cause, etc.• If you make it easy for them to do so
Another way to connect and raise awareness
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Why social media (for stories/video)?
Social loves visual content• 12x more likely to be shared
• More likely to “go viral”
Social highlights stories and emotion• More likely to watch if a friend tells you to
Social and video are joined at the hip• Online video IS social media
• YouTube – Channel, subscribe, comment, share
“New form of press release”• Anna Webb – Story Panel yesterday
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The BIG ProblemWith Social Media?
How to get above the Noise?
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“The Noise”
We are all flooded with way to many inputs• Phone, email, mail, texts, social media
Facebook making it even harder• EdgeRank – The algorithm that keeps you from getting reach
Image: social-networking.ru/soccat/facebook
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How to get above the noise?
Post amazing content… and vary it• Stories and video might be a good idea eh?
• But post other stuff too
Post at odd hours• Lunch during week usually good engagement
• Need to test different times
Plus …
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FiveDistribution Strategiesto Get Above the Noise
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1. The Basics
Start where you are OR pick the right networks• Start small and add on as you can
• Facebook is usually a good place to start• Others depending on your audience
Encourage Engagement• Engagement is better than big numbers
• Ask questions, be controversial,• Respond to all comments, more engagement
Remember it’s supposed to be a conversation• Don’t be “that guy”… Me, me, me. Did I mention me.
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2. Social Media Army
Fight the algorithm• Staff, Board, volunteers, family members
• Get THEM to share your post / video• Get THEM to like and comment on your post• Instant increase in engagement
Give them the resources to share easily• Sample posts, emails, messages
• Clear directions and timelines
Provide incentives and thanks• Encourage, thank and provide prizes, recognition, etc.
• Small favors increase engagement as well
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3. Run a contest
** Disclaimer: Check the sites Terms of Service **
Sign up / spread the word.. Win prizes• I did this with RaffleCopter.com• Its fun and gives a reason to talk about it
Super simple version• Raffle based on all current actions• Comment, Like, Share
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4. Try a “Boost”
Facebook “Boost” Post• It does cost money,
• but video is a good thing to test a boost on
NEED to target the boost• You can target very specifically
• People who Like you page and friends, or• Location, Industry, etc.
NEED a Call to Action (CTA)• Not enough to just watch a video
• If paying money, need ROI• So measure and test results
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5. Don’t forget email
Huh? Isn’t email dead?• Nope. Email is still the most effective way to get attention
• Facebook and Twitter
Email your supporters when you post video• Instant, On-Demand traffic
• Ask and encourage them to share, comment, like, etc.
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Examples
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Example Process
Project: Staff Story
1. Talk to staff about their favorite stories
2. Refine story using “Laws of Storytelling”
3. Capture story on video
4. Publish on YouTube
5. Share via social media
6. Engage your Social Media Army
7. Measure your analytics
8. Adjust/tweak and do it again
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More Examples
Search Google• “examples of nonprofit visual storytelling”
do-gooder – Nonprofit Video Awards• https://www.youtube.com/user/nonprofitvideoawards
SocialBrite.org – 8 Examples Nonprofit Storytelling• http://www.socialbrite.org/2011/04/21/8-great-examples-of-
nonprofit-storytelling/
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Story Example
rememberme.ushmm.org/
How could theyUse video?
Would that makeit more engaging?
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Visual Storytelling
On the Scene Videos
You can get these anywhere, anytime –just need a phone or flip cam.
Example – TAPE.org Interview with Rep. Maldonado
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Action Steps
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Action Steps
Commit to visual storytelling
Get your first story out there this week!
Select a few strategies or ideas and test
Take action, collect results, evaluate results
Take another action
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Sign Up Online
Online Fundraising 101+
Updates about upcoming webinars and training
www.NonprofitRD.com
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Rich DietzNonprofit [email protected]
@RichDietz
www.NonprofitRD.com/IN
Slides – NonprofitRD.com/summit2014