#libraryvision @JuliaCSocial
#libraryvision @JuliaCSocial
Takeaways Why storytelling is so vital to
your fundraising & marketing strategy
Ways you can use social media to tell stories
Examples from libraries and nonprofits who are doing great storytelling
#libraryvision @JuliaCSocial
#libraryvision @JuliaCSocial
#libraryvision @JuliaCSocial
Why Storytelling? People don’t
remember bullet points.
People respond to emotion.
Feelings, not analytical thinking, drive actions.
#libraryvision @JuliaCSocial
What Storytelling Will Not DoFix bad management.
Fix a lousy product or service.
Replace other fundraising & marketing strategies.
Replace tried-and-true fundraising tactics.
BUT if done well, it will augment all other communication efforts!
#libraryvision @JuliaCSocial
How To “Do” Storytelling? Think of your audience
FIRST and ALWAYS.
How can you tell a story in a way that will resonate with them?
What is important to them?
What will inspire them to action?
#libraryvision @JuliaCSocial
“It’s less about technology and more about what the visitor can bring to the equation.
In the end, we want people to feel ownership of this museum.
We ask them to tell us what they think.
They can give us a bad review; when we make a mistake they can come to our rescue.
We want to engage with our community.”
~Shelley Bernstein, Chief Technology Officer, the Brooklyn Museum
#libraryvision @JuliaCSocial
Change In Mindset Become a storytelling
organization.
Most library communications are boring and org-centric.
What is interesting and new?
#libraryvision @JuliaCSocial
Change In Mindset Need to focus on
BENEFITS, not features.
Need to focus on PEOPLE, not programs.
#libraryvision @JuliaCSocial
Creation Stories What was the need?
What is the need now?
Story of the founders
The real WHY you exist
#libraryvision @JuliaCSocial
Reference: http://www.thegoodmancenter.com
Creation Stories Example –Environmental
Defense Fund Started by a small group of
passionate conservationists in Long Island.
They wanted to save the osprey, bald eagle and peregrine falcon.
Went to court, got a ban on DDT in 1966. In 1972, they played a large role on a nationwide ban.
They play up the “strong foundation” and grassroots approach which informs their work today.
#libraryvision @JuliaCSocial
Continuous Improvement Express resiliency
Show that your org is always trying to improve
Mistakes, lessons learned
Helps other organizations
#libraryvision @JuliaCSocial
Reference: http://www.thegoodmancenter.com
Continuous ImprovementExample – The Denver Foundation
10 Years 10 Stories – Celebrating 10 years of inclusiveness
Stories from the Journey – stories told by the nonprofits awarded grants
Nonprofits discussed what they learned and what they still have to work on.
Focused on their target audience and thought about what would resonate with them.
#libraryvision @JuliaCSocial
Behind-The-
Scenes Stories
Feature donors
Feature Board members
Feature staff
Feature volunteers
#libraryvision @JuliaCSocial
Reference: http://www.thegoodmancenter.com
Behind-The-ScenesCarolyn Miles of Save the
Children
Pinterest Board: http://www.pinterest.com/savethechildren/carolyn-s-corner/
#libraryvision @JuliaCSocial
Behind-The-Scenes Stories
#libraryvision @JuliaCSocial
Behind-The-Scenes StoriesCentral Rappahannock Regional Library in
Fredericksburg, Virginia
“Libraries Will Survive” on YouTube
https://www.youtube.com/watch?v=T8QjjKrEK7Y
#libraryvision @JuliaCSocial
Behind-The-Scenes Stories
#libraryvision @JuliaCSocialhttp://www.dailymail.co.uk/femail/article-2614974/The-selfie-intellectuals-Rise-shelfie-geek-chic-social-media-trend-book-collection.html
The rise of the #shelfie
#libraryvision @JuliaCSocial
User-Generated Stories
#libraryvision @JuliaCSocial http://www.care.org/get-involved/international-womens-day/iamcourage
User-Generated Stories Geek The Library: www.geekthelibrary.org
“Yes, librarians geek, too. See what they are passionate about and why they think the public library is a vital community resource. Are you a librarian? Tell us what you geek.”
#libraryvision @JuliaCSocial
User-Generated Stories Libraries for Real Life:
http://www.librariesforreallife.org/stories/
#libraryvision @JuliaCSocial
User-Generated Stories“Why Didn’t You Just Leave?”
Writer Beverly Gooden shared her own reasons for staying in an abusive relationship on Twitter, using the hashtag #WhyIStayed.
Within hours, hundreds of survivors were tweeting their own reasons for doing the same.
#libraryvision @JuliaCSocialhttp://www.huffingtonpost.com/2014/09/12/why-didnt-you-just-leave_n_5805134.html
Impact Stories Showcase the
difference you are making
Showcase the impact on the community
Doesn’t have to be sugary sweet
#libraryvision @JuliaCSocial
Impact Stories"I am a mother of 3 who is trying to finish my
bachelors degree. I love the quiet glass enclosed room. I come here regularly to study, and because of this solitude I have been able to accomplish much more of my classes than I had been able to do at home. Thank you for providing a quiet, non-distracting place for me to study!!"http://www.librarypoint.org/patrons_love_st
ories
#libraryvision @JuliaCSocial
Impact StoriesGreater Twin Cities United
Way
Success Stories section on their website
They start with the impact they had on the nonprofit, then the direct impact on a recipient of services
Miguel’s story
#libraryvision @JuliaCSocial
Impact StoriesAlways show donors where
their money is going.
Make them smile when they see the results their gift helped achieve.
https://www.facebook.com/BostonChildrensHospital
#libraryvision @JuliaCSocial
Where To Find Stories? Everywhere!
Everyone is responsible!
Requires a big change of culture.
No silos!
Get on the front lines.
Talk with people.
#libraryvision @JuliaCSocial
http://www.ala.org/advocacy/advleg/whyineedmylibrary
Everyone Has A StoryEveryone has a
story – it might not be one that you can use, but it might lead you to an idea or person who can help.
#libraryvision @JuliaCSocial
How To Get Good Stories Look over all of those thank you notes!
Ask users– include a “share your story” page on your website, conduct surveys, ask at live events.
Be enthusiastic.
Explain the purpose.
Keep it varied. Make A Wish Foundation doesn’t just tell about the people that benefit, they also tell the stories of the wish-granter, the volunteers and their sponsors.
#libraryvision @JuliaCSocial
Story-Generating QuestionsWhen did our library:
Help you through a difficult situation?
Make you laugh?
Make you think?
Teach you something important?
Contribute to your education, empowerment, employment, etc.?
How would life be different if the library didn’t exist?
#libraryvision @JuliaCSocial
Story-Generating QuestionsDelainey L. (Lincoln), 7th grade, Gere Library customer
One summer, boredom got me full throttle. I would basically lay in my room, wishing I had something to do besides swim just to stay cool. Then one day my mom asked if I would like to go to the Library with her, and loved it so much! I had been to the library before, but that day really got me into a reading frenzy, which I've had ever since! I love going to the Library, it has done a lot for me :)
favorite book: Harry Potter by J.K. Rowlings
currently reading: Indigo by Alice Hoffmanhttp://www.lincolnlibraries.org/info/Your_Library_Stories.htm
#libraryvision @JuliaCSocial
Have A System Collect stories & all story ideas. Keep these
confidential for now.
Nothing is too small to collect.
Save your stories & ideas in a virtual Story Bank.
Use Dropbox or Google Drive.
Form a Storytelling Committee.
Start thinking like a reporter.
Use your smart phone, tablet, GoPro, flip camera.
#libraryvision @JuliaCSocial
Mine The Gold“Think of the story itself as gold. You mine the
gold, capture the story.
Then you bring it back to your office and you need to pound that gold into different shapes and sizes depending on whom you’re talking to, or also where you’re telling it.” ~ Andy Goodman
#libraryvision @JuliaCSocial
Promote Your StoriesIf you tell it, they will hear it!
Right??
Putting the stories on theright channels and thenpromoting them is HALFthe battle!
#libraryvision @JuliaCSocial
Channels for Storytelling Website – HOME BASE
Blogs
Email newsletters
Publications
Social media
Public speaking, community education
User-generated –encourage your online community to share their stories
#libraryvision @JuliaCSocial
Boomers spend 19 hours a week online.
71% use a social networking site daily with Facebook being the most popular.
36% of boomers ages 50 and over own a smartphone, and 32% own a tablet.
#libraryvision @JuliaCSocial
73% of online adultsuse at least one social networking site daily!
MYTH: Older People Aren’t Online
Your users ages 74+ are the fastest-growing demographic on social networks.
#libraryvision @JuliaCSocial
Go MultichannelPrint, electronic, mobile and everything in between.
Be where your users are, not where you want them to be.
#libraryvision @JuliaCSocial
Virtual ToursIsabella Stewart Gardner Museum
https://gardnermuseum.culturalspot.org/exhibit/gAIyZKoNat4oLA?position=0%3A0
They use the familiar story: In the early morning hours of March 18, 1990, a pair of thieves disguised as Boston police officers entered the Gardner Museum and stole 13 works of art.
#libraryvision @JuliaCSocial
St. Louis Children’s Hospital
Foundation
Used direct mail, email, social media
Missives and personal videos from Josh, a 16-year-old patient at the hospital
Use humor, insider info, his genuine voice and personality
#libraryvision @JuliaCSocial
The Children’s Center, Detroit
#libraryvision @JuliaCSocial
Library Snapshot Day
#libraryvision @JuliaCSocial
https://www.flickr.com/groups/snapmass/
“Here’s how to know if you’re on the right track: if you stop (your) story in the middle, the audience will insist you finish it. Isn’t that what you want?”
~Seth Godin
#libraryvision @JuliaCSocial
http://sethgodin.typepad.com/seths_blog/2013/09/words-sentences-paragraphs-stories.html
My Two Cents
We all need to change the culture.
We need to start thinking visually and start thinking in “micro-content” terms.
You can do this!
#libraryvision @JuliaCSocial
My Two Cents
Think of using social media for storytelling as a great opportunity to show the world what you do and why you do it!
#libraryvision @JuliaCSocial
References
25 Years After Heist, Gardner Museum Asks Us To Focus On The Art, Not The Empty Frames
http://artery.wbur.org/2015/03/18/gardner-museum-heist-anniversary
7 infographics that promote reading: http://ebookfriendly.com/infographics-promote-reading/
Social Media for Libraries: https://www.pinterest.com/pinallibraries/social-media-for-libraries/
#libraryvision @JuliaCSocial
Resources
JCSocialMarketing.com
JohnHaydon.com
BethKanter.org
NPTechForGood.com
TheGoodmanCenter.com
#libraryvision @JuliaCSocial
Questions?Twitter: @JuliaCSocial
Facebook: www.facebook.com/jcsocialmarketing
Email: [email protected]
#libraryvision @JuliaCSocial