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© 2012 www.getstoried.com 1
How to Turn Supporters Into True BelieversMaryland Nonprofits - March 5 2012
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@getstoried
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P O P Q U I ZExploring Perceptions
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Study in 2009 by BBMG of 2,000 consumers asked what brands they perceive as most environmentally and socially responsible in America.
BEST WORST
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Which Story Do You Believe In?
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PRIUS
BENZ
VOLVO
CIVIC
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ALUMNI
DREAMSFAITH
ETHOS
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© 2012 www.getstoried.com
People don’t buy a product, brand, or cause.
They buy the story that’s attached to it.
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Big Dilemmas
How do you get others to see, care and believe in the
same things you do?
How do you translate anything new and
different into cultural acceptance?
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Renaissance in Storytelling
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Origin StoryBrand StoryFundraising StoryPersonal StoryValues StoryParticipant Story Impact Story
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Storytelling...In Context
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Help You Become Conscious of Your Storytelling
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1. Pattern recognition2. Address self-sabotage behavior3. Change story for new context4. Question your assumptions5. Expand the “Golden Principle”
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<
HOW to tell the story
>
Having a story that’s WORTH telling
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Storytelling begins with WHY.
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WDYDWYD?
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GuiltShameRighteousJusticeCrisisPity
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PrideCelebrationExcitement IntrigueJoyHope
How NPOs Tell the Story
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Social Change is woven from 3 elements:
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Source: Marshall Ganz, Harvard Kennedy School
SELF NOWUS
SELF: Story of why I have been calledUS: Story of why we have been called
NOW: Story of urgent challenge called to act on
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MY STORY
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MY STORY
Perpetual misfit,
nerd, and outsider...
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BussinySwitzerland
Brentwood/L.A.California
Born in Ohio, I Grew Up In:
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Inventor Artist/Teacher
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I studied cultural anthropology and comparative religion
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Social Entrepreneur
Volunteer Solutions CitySkills
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Storytelling...
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Social Entrepreneur (BOSTON ‘98-’01) Co-founded 2 nonprofit tech start-ups (CitySkills and Volunteer Solutions) before age of 23. Support from Rockefeller Fdn, New Profit Inc, Fast Company.
Storytelling Consultant (DC/NYC ‘01-’09)Founded THIRSTY-FISH, pioneering strategic storytelling firm. Clients included AARP, Ernst & Young, Marriott, Merck, NASA, and UN Foundation.
Education & Media Co. (NYC ‘09-’12)Founded Get Storied. Built Online Community. Produce How-To Programs and Virtual Events.Teach for Zappos, Audubon, Etsy, HandsOn.
Three Chapters So Far
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15 Axioms for Change-Makers(11K downloads in 2 years)
Storytelling’s Biggest Online Conference - April 16-20, 2012
Story University : 7-Step Story System for Personal Branding
Get Storied: a tribe for marketers, change-makers, content creators
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“Tell a story people can identify with as their own -- and the need
to persuade, convince, or sell them on anything disappears.”
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STORY OF SELF
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You are all messengers of your cause
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Source: Marshall Ganz, Harvard Kennedy School
SELF NOWUS
SELF: Story of why I have been called
Social Change is woven from 3 elements:
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- What forces shaped you- Where you were born/raised- Who your parents are- What you studied in life- Why you see the world as you do- How is your work personal?
Back Story Exercise
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“I had to know and understand my own story before I could listen to and help other people with theirs.” - Barack Obama
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Invisible Lines of Connection
That Leads to Trust & Relationship
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Key Elements of Your Personal Story
1. Tell story of who u are, what u do, who u serve2. Establish relevance in the mind of audience3. Provide a coherent back story and origins4. Be confident w/o bragging or boasting5. Be personal w/o oversharing too much6. Offer a clear invitation into relationship7. Perceived worth/value linked to personal story
Authentic Personal Branding for Leaders, Change-Makers, and Advocates
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“No matter what you do in your life, what you create, what career you
have, whether you have a family or kids, or make a lot of money… your greatest creation is always going to
be your life’s story.”
- Jonathan Harris
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MotivationsAudience StakesTrustRelationship
5-Step Story Framework
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How to Structure Message For True EngagementMaryland Nonprofits - March 5, 2012
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My Gift For Each of You
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For quick access: www.getstoried.com/mdnp
1. Enter your first name2. And your email address
Gift Copy of my Storytelling Manifesto, Plus Slides and Extra Bonuses...
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STORY OF US
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Source: Marshall Ganz, Harvard Kennedy School
SELF NOWUS
US: Story of why we have been called
Social Change is woven from 3 elements:
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- Seth Godin
“Great stories agree with our worldview. The best stories don’t teach people anything new. Instead the best stories agree with what the audience already believes and makes [them] feel smart and secure when reminded how right they were in the first place.”
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“The power of your story grows exponentially as more and
more people accept your story as their truth.”
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Is Your Story Big Enough?
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‣$5MM biz transformation of community nonprofit
‣Re-invented story, linking past/future into relevance
The multi-million dollar renovation of Laniākea into a Downtown Women’s Club “with a mission” broadened the appeal and benefits of membership
Hawai’i Women’s Org
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Old Story New Story
Help Less Fortunate Working Women
Philanthropy Membership
Social Justice
Swim and Gym
Community Leadership
Downtown W Club
The Evolution of YWCA of O’ahu: Creating a Contrast Frame
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Old Story New Story
Elders/Retired 60 is the new 60
Twilight Years Third-Age
Tireless Defender
Transactional
Resource Center
Relational
The Evolution of AARP: Creating a Contrast Frame
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Help people locate themselves in your story
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Everybody Dreams...
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Exercise: Everybody Wants...
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Everybody Has The Right To...
Really? Says who?By what natural law?
My beliefs say otherwise... Not where I come from!
I don’t think so...Who are you to say I’m wrong?
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Exercise: Everybody Wants...Everybody wants to tell their story... Everybody wants a place to call home...Everybody wants to provide for their family...Everybody wants to be a somebody...Everybody wants food that makes them feel good...Everybody wants a chance at American Dream...Everybody wants to belong to something greater...Every parent wants their child to succeed...
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The bigger the story, the more room under the tent for people to locate themselves in it.
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5 Days. 20 Speakers. All ONLINE.‣ Jonah Sachs, Free Range‣ Jim Signorelli, Story Branding‣ Kahlil Ashanti, Cirque de Soleil‣ Patricia Fripp, NSA ‣ John Capecci, Living Proof‣ Robert Richman, Zappos
You’re Invited to Join Me For
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STORY OF NOW
© 2012 www.getstoried.com
Origin StoryBrand StoryFundraising StoryPersonal StoryValues StoryParticipant Story Impact Story
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Storytelling In Context
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Source: Marshall Ganz, Harvard Kennedy School
SELF US
NOW: Story of the urgent challenge we are called to act on
NOW
Social Change is woven from 3 elements:
© 2012 www.getstoried.com 61
MASTRThe Art of
Storytelling
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MotivationsAudience StakesTrustRelationship
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Motivations
What inspired you to act?Why should I trust you?How is this relevant to me?
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Audience
Who is audience (common)?What do u know about them? Why do you care so much?
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Stakes
Why right now? (Context) What forces at play? What is cost of inaction?What is the opportunity?
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Trust
How does it work? What creates confidence?What other proof points?
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Relationship
What role can play in story? How can write next chapter?What’s invite/call to action?
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MotivationsAudience StakesTrustRelationship
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Opportunities to Go Deeper
Storytelling’s Largest Online Conference (April 16-20)
7-Step Storytelling System for Personal Branding
2-Day Intensive in NYC (Week of July 9)
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My Gift For Each of You
© 2012 www.getstoried.com 71
For quick access: www.getstoried.com/mdnp
1. Enter your first name2. And your email address
Gift Copy of my Storytelling Manifesto, Plus Slides and Extra Bonuses...
© 2011 www.getstoried.com 72
How You See Yourself = How You See the World =How the World Sees You
© 2012 www.getstoried.com 73
“Storytelling is fortune-telling. The story you tell and believe is a
self-fulfilling prophesy.”
© 2012 www.getstoried.com 74
“Those who do not have power over the story that dominates their lives --
the power to retell it, rethink it, deconstruct it, joke about it, and
change it as times change -- truly are powerless, because they cannot
think new thoughts.”
- Salman Rushdie