Date post: | 21-Aug-2014 |
Category: |
Government & Nonprofit |
Upload: | blackbaud |
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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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