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YOUR ROTARY STORY
YOUR SECRET WEAPON
The best way to bring people in
and have them empathise with
others is through storytelling
~ Pixar’s Lee Unkrich
WILL BASSETT
#rotaract19 #rotary19
ABOUT THE AUTHOR
WILL BASSETT
Communications, marketing and events professional
(10+ years)
In Rotaract from 2010, and Rotary from 2018
Currently working for Queensland state government
education department
From a small country town in Australia, where it’s all
about community
WHY STORYTELLING?
Five elements to
a good story
2
Applying these to
your projects
3 Common pitfalls
4
Setting the scene:
Rotary, your club,
and you
1
SESSION
OVERVIEW
“After nourishment, shelter and
companionship, stories are the thing we
need most in the world.”
~ Phillip Pullman
SETTING THE SCENE
All elements of your story must
make sense
Start by doing a stocktake of club
projects and events
Align to Rotary International theme,
and six areas of focus
“Structure is the most important thing of all, I
think, in writing. You may think of a marvellous
plot, but unless you know how to structure it,
which bit goes where and where, you won't
get the full impact of it.”
~ Beryl Bainbridge
WHOSE POINT OF VIEW?
Who is telling the story?
What is the personality of your club?
Describe it in 5 words.
YOUR TURN
Choose a project, and write down:
What do you do?
How do you do it, or get others to
support you?
Why do you do it?
NOW FLIP IT AROUND
We bring some hope into the lives of disadvantaged children
at Christmas, and help them realise that somewhere out
there, someone cares about them.
Club members volunteer their time to the charity each year.
We coordinate gift-giving elves, and organises presents to be
wrapped and delivered.
Further viewing: Simon Sinek ‘Why’
"Constant reading will pull you into a place
where you can write eagerly and without self
consciousness... look at great examples that
move you, and figure out why.”
~ Stephen King
FIVE KEY ELEMENTS TO
A GOOD STORY
CONNECTION CHARACTERS CONFLICT RESOLUTION CALL TO ACTION
CONNECTION
CONNECTION
What is the emotional pull or
authenticity?
The ‘hook’ in marketing
or journalism
Emotion? Humour? Novelty?
EXAMPLE
https://www.youtube.com/watch?v=h-8PBx7isoM
EXAMPLE
https://www.youtube.com/watch?v=UadHCpSjyew
CHARACTERS
CHARACTERS
Who’s the hero or champion?
Can sometimes be the antagonist
The person / people whose
story is being told
ORANGE SKY LAUNDRY
CONFLICT
CONFLICT
A sense of urgency, or something needed
to be fixed
Content that makes readers feel positive /
wonder / awe is more likely to take off
There is a limit to reality that people can cope
with – so keep it proactive, and hopeful
EXAMPLE
https://www.youtube.com/watch?v=z9D52e4TaFk
RESOLUTION
RESOLUTION
How do we go from the
present state, to desired state?
What do we want them to
think / feel / do?
EXAMPLE
https://www.youtube.com/watch?v=NChwsJQVLiE
CALL TO ACTION
CALL TO ACTION
Keep reading, buy the next book!
Be specific
Needs to be easy for the reader –
Sign up, Talk to us, Attend our event
RURAL AID AND
A FIVER FOR A
FARMER
NOW IT’S YOUR TURN
Use these five elements for your project/event:
Connection. What is going to make people
care/show interest?
Characters. Who is your champion?
Resolution. What is the desired outcome?
Call to action. What do you want people to do?
Conflict. What is your project trying to solve?
10 COMMON PITFALLS OF
STORYTELLING
1. Having an over-reliance on data
10 COMMON PITFALLS
OF STORYTELLING
2. No compelling visual
3. No clear reason (the ‘huh?’ factor)
4. No context - link to the larger context
5. No protagonist - organisations can’t be
the hero
6. Slick video doesn’t equal a great story!
7. Solo storytellers - this is the job of
everyone!
10 COMMON PITFALLS
OF STORYTELLING
10 COMMON PITFALLS
OF STORYTELLING
8. Focussing on the tools - ‘OMG, let’s
gram it!’
9. Storytelling isn’t a one-time deal
10.Light touch! Not too heavy or long.
It’s not War and Peace
“The whole point of writing is to spread ideas.
To make ourselves better understood. To that end,
we should do all we can do to write simply.
To make our writing plain and easy to understand.”
~ Steve Chatterton
The Science of Simple Writing
“Our vision is to bring rebellious mentoring
to every campus in the world, and see
every university student across the earth
mentoring high school kids who are being
left behind.”
BRING IT ALL TOGETHER
Australian Indigenous
Mentoring Experience
AIME
https://www.youtube.com/watch?v=sGt3figvnfU
Five elements to
a good story
2
Applying these to
your projects
3 Common pitfalls
4
Setting the scene:
Rotary, your club,
and you
1
SESSION
OVERVIEW What Next?
YOUR ROTARY STORY
YOUR SECRET WEAPON
Don’t forget to
rate this session
in the Rotary
Events mobile
app
WILL BASSETT
#rotaract19 #rotary19
The end…

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Your Rotary Story: Your Secret Weapon

  • 1. YOUR ROTARY STORY YOUR SECRET WEAPON The best way to bring people in and have them empathise with others is through storytelling ~ Pixar’s Lee Unkrich WILL BASSETT #rotaract19 #rotary19
  • 2. ABOUT THE AUTHOR WILL BASSETT Communications, marketing and events professional (10+ years) In Rotaract from 2010, and Rotary from 2018 Currently working for Queensland state government education department From a small country town in Australia, where it’s all about community
  • 4. Five elements to a good story 2 Applying these to your projects 3 Common pitfalls 4 Setting the scene: Rotary, your club, and you 1 SESSION OVERVIEW
  • 5. “After nourishment, shelter and companionship, stories are the thing we need most in the world.” ~ Phillip Pullman
  • 6. SETTING THE SCENE All elements of your story must make sense Start by doing a stocktake of club projects and events Align to Rotary International theme, and six areas of focus
  • 7. “Structure is the most important thing of all, I think, in writing. You may think of a marvellous plot, but unless you know how to structure it, which bit goes where and where, you won't get the full impact of it.” ~ Beryl Bainbridge
  • 8. WHOSE POINT OF VIEW? Who is telling the story? What is the personality of your club? Describe it in 5 words.
  • 9. YOUR TURN Choose a project, and write down: What do you do? How do you do it, or get others to support you? Why do you do it?
  • 10. NOW FLIP IT AROUND We bring some hope into the lives of disadvantaged children at Christmas, and help them realise that somewhere out there, someone cares about them. Club members volunteer their time to the charity each year. We coordinate gift-giving elves, and organises presents to be wrapped and delivered. Further viewing: Simon Sinek ‘Why’
  • 11. "Constant reading will pull you into a place where you can write eagerly and without self consciousness... look at great examples that move you, and figure out why.” ~ Stephen King
  • 12. FIVE KEY ELEMENTS TO A GOOD STORY CONNECTION CHARACTERS CONFLICT RESOLUTION CALL TO ACTION
  • 14. CONNECTION What is the emotional pull or authenticity? The ‘hook’ in marketing or journalism Emotion? Humour? Novelty?
  • 18. CHARACTERS Who’s the hero or champion? Can sometimes be the antagonist The person / people whose story is being told
  • 21. CONFLICT A sense of urgency, or something needed to be fixed Content that makes readers feel positive / wonder / awe is more likely to take off There is a limit to reality that people can cope with – so keep it proactive, and hopeful
  • 24. RESOLUTION How do we go from the present state, to desired state? What do we want them to think / feel / do?
  • 27. CALL TO ACTION Keep reading, buy the next book! Be specific Needs to be easy for the reader – Sign up, Talk to us, Attend our event
  • 28. RURAL AID AND A FIVER FOR A FARMER
  • 29. NOW IT’S YOUR TURN Use these five elements for your project/event: Connection. What is going to make people care/show interest? Characters. Who is your champion? Resolution. What is the desired outcome? Call to action. What do you want people to do? Conflict. What is your project trying to solve?
  • 30. 10 COMMON PITFALLS OF STORYTELLING
  • 31. 1. Having an over-reliance on data 10 COMMON PITFALLS OF STORYTELLING 2. No compelling visual 3. No clear reason (the ‘huh?’ factor) 4. No context - link to the larger context
  • 32. 5. No protagonist - organisations can’t be the hero 6. Slick video doesn’t equal a great story! 7. Solo storytellers - this is the job of everyone! 10 COMMON PITFALLS OF STORYTELLING
  • 33. 10 COMMON PITFALLS OF STORYTELLING 8. Focussing on the tools - ‘OMG, let’s gram it!’ 9. Storytelling isn’t a one-time deal 10.Light touch! Not too heavy or long. It’s not War and Peace
  • 34. “The whole point of writing is to spread ideas. To make ourselves better understood. To that end, we should do all we can do to write simply. To make our writing plain and easy to understand.” ~ Steve Chatterton The Science of Simple Writing
  • 35. “Our vision is to bring rebellious mentoring to every campus in the world, and see every university student across the earth mentoring high school kids who are being left behind.” BRING IT ALL TOGETHER Australian Indigenous Mentoring Experience
  • 37. Five elements to a good story 2 Applying these to your projects 3 Common pitfalls 4 Setting the scene: Rotary, your club, and you 1 SESSION OVERVIEW What Next?
  • 38. YOUR ROTARY STORY YOUR SECRET WEAPON Don’t forget to rate this session in the Rotary Events mobile app WILL BASSETT #rotaract19 #rotary19 The end…