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Page 1: The Power of Story to Connect with and Retain Donors

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Using the Power of Story to Connect With and Engage Donors

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Meet the #npEXPERTS

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Our #npEXPERTS Presenter

Vanessa Chase Fundraising and communications strategist with a love of great stories. Founded TheStorytellingNonprofit.com to help nonprofits connect in more meaningful ways with donors through stories and stewardship. @vanessaechase thestorytellingnonprofit.com

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We all Share Common Ground

Need: Want to raise more money and keep our donors …

Solution: Remember what philanthropy is really all about.

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So What’s Preventing Us?

When you communicate with your donors, do you really make the communication about them? There are two cardinal mistakes in donor communications: 1.  Making it all about the organization’s “urgent” needs 2.  Not knowing our audience well enough to speak to

them in a way that resonates

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When You Don’t Know Your Audience •  Your communications are less effective •  Your audience doesn’t understand •  Folks become apathetic •  … and lose the connection

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The Donor Knowledge Gap

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Stories as the Solution Stories help bridge the Donor Knowledge Gap in two ways. 1.  Provide context

for understanding new information

2.  Emotionally connect donors to the cause

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The process of combining facts and narrative in order to communicate a message and an emotion to a target audience.

WHAT IS STORYTELLING?

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5 Keys to Crafting a Story that Resonates 1. Goal 2. Message 3. Connection 4. Character 5. Conflict

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Key #1 – Define Your Goal What is your goal for telling a story?

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Key #2 – Find Your Core Message What’s the one thing that you want readers to feel and think as a result of this story?

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Key #3 – Create Connection What’s your “in” to creating a connection with your audience?

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Key #4 – Develop your Characters •  Clients •  Staff

•  Board •  Volunteers

•  Donors •  Community

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Key #5 – Find the Conflict Creating connection between two seemingly dissimilar experiences.

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But …

How do we find stories to tell?

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The 4 Pillars of a Culture of Storytelling 1.  Educate staff

2.  Know what you need

3.  Create tools

4.  Tell each other stories

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1. Educate Staff Storytelling is a team effort! Make it a participatory, inclusive activity for everyone at your organization Dedicate an all-staff meeting to discussing storytelling

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2. Know What You Need

Don’t make the mistake of just telling your colleagues, “I need a story! Can you give me a story?” Make specific requests that give colleagues a clear sense of direction.

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3. Create Tools Create easy ways to colleagues to regularly submit their stories via a story collection form,

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4. Tell Each Other Stories Tell each other stories more often and

storytelling will become an inherent part of your organization’s culture

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Now it’s time … to start implementing stories in stewardship

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First, evaluate your stewardship

•  Map out the touch points that you have with donors

•  Review the content of your stewardship pieces

•  Are you using words like “impact”? Are you showing donors what that means?

•  How directly does the content of your stewardship connect donors to the beneficiaries of their philanthropy?

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Then, think about the best way to communicate with your donors.

Pick the mediums that work for your donors.

Email?

Direct Mail?

Phone?

In Person?

Social?

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Finally, go put it into practice!

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Example: Stories in Stewardship

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Example: Stories in Stewardship

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Example: Stories in Stewardship

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The most important story you can tell and be connected to is the story of why you do the work that you do.

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