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Storytelling: Science and Strategy - YMCA CMO CDO 2016 Conference

Storytelling is a bit of a buzzword nowadays in the nonprofit space but there are some frameworks and formats that can be used to help your cause reach more people and raise more money.

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Storytelling: Science and Strategy - YMCA CMO CDO 2016 Conference

  1. 1. A story.
  2. 2. gofundme.com/2am4q7kk
  3. 3. Antonio Perez / Chicago Tribune
  4. 4. gofundme.com/2am4q7kk
  5. 5. Today.
  6. 6. What you’re interested in.
  7. 7. The Curse of Knowledge.
  8. 8. Option A This is the largest citrus fruit. The rind is very thick but soft and easy to peel away. The resulting fruit has a light yellow to coral pink finish and can vary from juicy to slightly dry and from seductively spicy-sweet to tangy and tart.
  9. 9. Option B It’s like a big grapefruit.
  10. 10. Your brain is like a 20 year old: It wants pleasure and but doesn’t want to work for it. Schemas and metaphors - stories - help make that happen.
  11. 11. Stories Spread. Stories Stick. What Spreads • Social Currency • Triggers • Emotion • Public • Practical Value • Stories What Sticks • Simple • Unexpectedness • Credibility • Concreteness • Emotion • Stories
  12. 12. Stories Spread. Stories Stick. What Spreads • Social Currency • Triggers • Emotion • Public • Practical Value • Stories What Sticks • Simple • Unexpectedness • Credibility • Concreteness • Emotion • Stories
  13. 13. Driven by Emotion What Spreads • Social Currency • Triggers • Emotion • Public • Practical Value • Stories What Sticks • Simple • Unexpectedness • Credibility • Concreteness • Emotion • Stories
  14. 14. Dr. Paul Zak
  15. 15. gofundme.com/2am4q7kk
  16. 16. Science Magazine
  17. 17. Stories help release oxytocin which increases giving which releases dopamine and oxytocin which makes us happy and increases giving which releases dopamine and oxytocin which makes us happy and increases giving which releases dopamine and oxytocin which makes us happy and increases giving which...
  18. 18. Story Frameworks
  19. 19. You are not the hero of the story.
  20. 20. Pixar Framework Once upon a time… Every day… One day… Because of that… Because of that… Until Finally… Daniel Pink’s To Sell Is Human
  21. 21. Nemo Disney
  22. 22. Charity water charity: water
  23. 23. Chipotle Chipotle
  24. 24. YMCA The YMCA
  25. 25. Push stories as close to impact - for them, not you - as possible.
  26. 26. Narrative Framework Hatch for Good
  27. 27. There must be a problem to solve and someone to root for.
  28. 28. Conversion Framework Copyright MECLABS, Courtesy of NextAfter
  29. 29. Story Formats
  30. 30. Story Formats 1. Genesis 2. Future 3. Beneficiary 4. Staff 5. Donor/Supporter
  31. 31. Story Formats 1. Genesis 2. Future 3. Beneficiary 4. Staff 5. Donor/Supporter
  32. 32. Story Formats 1. Genesis 2. Future 3. Beneficiary 4. Staff 5. Donor/Supporter
  33. 33. Option A Your $70 donation today will support water and health related projects around the world to help those who need it most.
  34. 34. Option B Your $70 donation today will provide clean water for 2 people for life living in the remote village of Sasiga in Ethiopia.
  35. 35. Science of Giving: Experimental Approaches to the Study of Charity
  36. 36. Science of Giving: Experimental Approaches to the Study of Charity
  37. 37. Why People Don’t Give 1. Identifiable victim 2. Sense of fairness 3. Parochialism 4. Money 5. Diffusion of responsibility 6. Futility
  38. 38. Story Formats 1. Genesis 2. Future 3. Beneficiary 4. Staff 5. Donor/Supporter
  39. 39. Option A Let me tell you about a young boy who dreams of becoming a doctor. A dream that was taken away from him when a classmate punched him in the face causing a traumatic cataract. He lost sight in one eye. A $150 donation today can restore his sight and with it his dream.
  40. 40. Option B This is Hery Moreno from Madagascar. He’s 10 years old and dreams of becoming a doctor. A dream that was taken away from him when a classmate punched him in the face causing a traumatic cataract. He lost sight in one eye. A $150 donation today can restore Hery’s sight and with it his dream.
  41. 41. Science of Giving: Experimental Approaches to the Study of Charity
  42. 42. Why People Don’t Give 1. Identifiable victim 2. Sense of fairness 3. Parochialism 4. Money 5. Diffusion of responsibility 6. Futility
  43. 43. Story Formats 1. Genesis 2. Future 3. Beneficiary 4. Staff 5. Donor/Supporter
  44. 44. Story Formats 1. Genesis 2. Future 3. Beneficiary 4. Staff 5. Donor/Supporter
  45. 45. Science of Giving: Experimental Approaches to the Study of Charity
  46. 46. Summary and Recap
  47. 47. Antonio Perez / Chicago Tribune
  48. 48. Resources & References ● Winning the Story Wars ● The Storytelling Nonprofit ● Science of Giving: Experimental Approaches to the Study of Charity ● charity: water ● Chipotle ● Dr. Paul Zak and The Future of Storytelling ● Made to Stick ● Contagious ● Future Fundraising Now ● recharity.ca ● Science Magazine ● To Sell Is Human ● Creativity Inc.
  49. 49. Story Capturing & Collecting ● Catalyst projects ○ Annual Reports ○ Case for Support ● Template & training for program staff ○ Forms to complete ○ The Storytelling Nonprofit ● Story bank… maybe ○ Need clear purpose and focus ○ Tagged and stored properly ● Accountability ○ Make it ONE person’s responsibility ○ Create goals and timelines to meet ● Raw, uncut, and rough is fine ○ Phone pictures and videos are fine ○ Don’t brand the heart out of the story

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