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Cody Switzer - What Story is Your Organization Telling?
1. featuring
What Story Is Your
Organization Telling?
May 2, 2014
Cody Switzer
Web Editor, The Chronicle of Philanthropy
@clswitzer | @philanthropy
2. “Storytelling is an essential component of nonprofit
communications”
Meyer Foundation’s “Stories Worth Telling” Initiative
with Georgetown University
“I’ve become convinced that almost all nonprofits
could engage more supporters and have a greater
impact if only they were better at telling their stories.”
Rick Moyers
Vice President for Programs and Communications
The Meyer Foundation
4. “It’s not sales-focused, it’s not stories
about concerts that are coming up and
we’re trying to get you to buy a ticket.
It’s interesting content first and
foremost. We’re meeting our audience
on new terms and often their terms.”
Eileen Andrews
Vice President for Marketing and Communications
Baltimore Symphony Orchestra
14. Set-Up
Who are the characters? Who is the protagonist? Who is
the antagonist?
Conflict
What is the problem? What’s at stake for the protagonist
and antagonist?
Resolution
What can be done to fix the problem? Who will do it?
What’s next?
Narrative Structure
19. “As a storyteller, you're forever at the
mercy of your audience. They get to
decide whether they resonate or reject
your message. So you have to think
about your audience a lot, and how to
help them self-identify, see themselves
in the story.”
Michael Margolis
Founder and President of Get Storied
25. “It’s more bragging than it is anything
else, so when I made that record it
didn’t turn out the way I wanted it to… I
had to really take a long study of what I
was doing and talking about on that
record.”
Pharrell Williams on CBS News
April 13
http://cbsn.ws/1fmgEVH
31. “Your charity may have the most
innovative or successful or tear-jerking
story, but without photos, many news-
media outlets won’t give that story
good placement—especially in the
digital age.”
Sue Lalumia
Art Director
The Chronicle of Philanthropy
38. “It’s an entry point for stories about our
work—not just photos on cards… They
show things that you’ve never seen or
could never see on your own.”
Heather Luca
Creative-Services Senior Director
Conservation International
47. Three out of four millennials donors
said they were turned off when a
nonprofit’s Web site had not been
updated recently.
Achieve
2013 Millennial Impact Report
48. Six in 10 said they wanted nonprofits to
share stories about successful projects
and programs and appreciated
information about an organization’s
cause and the people it serves.
Achieve
2013 Millennial Impact Report
49. “The most important thing you can do is
to just understand the basic principle of
eliminating question marks.”
Steve Krug
“Don’t Make Me Think: A Common Sense Approach to
Web Usability”
60. Become a Resource
• Share good stories, even if they
aren’t yours.
• Point them in the right direction
of the right people to talk to.
• Remember to both give and
receive
61. Ask a key local reporter or
editor out for coffee to
see what they are working
on and how you can help.
62. Make It Easy to Cover Your
Group
• Have the basics listed out
somewhere on your site
• Put contact information on your
page
• Make photos easy to download
http://philanthropy.com/article/Develop-Your-Storytelling/127576/Now, storytelling is effective, but it isn’t easy. A while back we had Michael Margolis as a guest on one of our live discussions. He runs a consulting company called Get Storied, which helps businesses and nonprofits tell better stories, and he said this…It’s very true. Think of all of the videos that have succeeded and those that you’ve watched that haven’t. What, as a member of the audience, made those work
In many cases, I’d argue that there is a basic narrative structure, which has three parts: the set-up, the conflict, and the resolution.In the set-up, we’re introduced to the characters. Who is our protagonist or hero? Is it the organization? Is it the donor? Is it someone who received the services of your nonprofit and thrived? Is it someone yet to be served who needs the help? It doesn’t have to be just one of these.Who – or what -- is the enemy or the antagonist? Is it an African warlord? Reckless consumption of goods? Stereotypes and embedded cultural biases? Neglected tropical diseases?Then we introduce the conflict, and it should be obvious by now. What’s at stake? What will happen if something isn’t done? Then the resolution: What can be done to fix the problem? How can the protagonist overcome the antagonist and win the conflict? Is it a phone call to a lawmaker or a donation or volunteer time? How do the good guys win.We can see this structure played out in two very popular nonprofit videos. I won’t be able to show them here for time, but I will link to them in the LinkedIn group today. These are two videos on opposite sides of the spectrum in terms of production value and cost, and one could argue that the cheaper of the two has been more effective.
http://philanthropy.com/article/Develop-Your-Storytelling/127576/Now, storytelling is effective, but it isn’t easy. A while back we had Michael Margolis as a guest on one of our live discussions. He runs a consulting company called Get Storied, which helps businesses and nonprofits tell better stories, and he said this…It’s very true. Think of all of the videos that have succeeded and those that you’ve watched that haven’t. What, as a member of the audience, made those work
http://philanthropy.com/article/Develop-Your-Storytelling/127576/Now, storytelling is effective, but it isn’t easy. A while back we had Michael Margolis as a guest on one of our live discussions. He runs a consulting company called Get Storied, which helps businesses and nonprofits tell better stories, and he said this…It’s very true. Think of all of the videos that have succeeded and those that you’ve watched that haven’t. What, as a member of the audience, made those work
http://philanthropy.com/article/Develop-Your-Storytelling/127576/Now, storytelling is effective, but it isn’t easy. A while back we had Michael Margolis as a guest on one of our live discussions. He runs a consulting company called Get Storied, which helps businesses and nonprofits tell better stories, and he said this…It’s very true. Think of all of the videos that have succeeded and those that you’ve watched that haven’t. What, as a member of the audience, made those work
http://philanthropy.com/article/Develop-Your-Storytelling/127576/Now, storytelling is effective, but it isn’t easy. A while back we had Michael Margolis as a guest on one of our live discussions. He runs a consulting company called Get Storied, which helps businesses and nonprofits tell better stories, and he said this…It’s very true. Think of all of the videos that have succeeded and those that you’ve watched that haven’t. What, as a member of the audience, made those work
Let’s start with one of the best-known nonprofit videos of all time: Invisible Children’s Kony 2012 video. I checked last week, and it had more than 98-million views. This is an example of a video with very high production value, it is very polished, and it is very long.This narrative is very straightforward and very clear who the characters are, what the conflict is, and what the resolution is supposed to be. There was, when it came out, a lot of praise and a lot of criticism for this video for the story it told, partially because it was such a straightforward narrative that may have ignored a lot of contributing factors to the problem and simplified the solution.It did accomplish its simplest goal, though, so let’s look at the story:After an introduction, we meet the protagonist and the director of the video, Jason Russell, his son, and Jacob, the African boy that he met almost a decade earlier. As the video goes on, we learn that the protagonist isn’t just them – but the rest of us, too, and what we can do.The antagonist is obvious and in the title: Joseph Kony, the African warlord, and a lot of this long video lays out his crimes. But it’s also all of the people and institutions who weren’t acting or, in Invisible Children’s opinion, doing enough to stop him.The film then lays out exactly how to win the conflict: Make Joseph Kony a household name and talk more about his crimes – in that regard, they were successful -- as well as targeting policy makers to have something happen.In the week after the video came out, it had been viewed 76-million times on YouTube and 16 million times on Vimeo, according to the Pew Internet & American Life Project. It also reached a target audience where they are: People between the ages of “18-29 were much more likely than older adults to have heard a lot about the “Kony 2012” video and to have learned about it through social media than traditional news sources.”But you don’t have to have this kind of high production value to make a huge impact.http://pewinternet.org/Reports/2012/Kony-2012-Video.aspx
Take, for example, this video: the first in what has become the It Gets Better Project. Created in September 2010, columnist Dan Savage created a YouTube video with his partner Terry Miller to encourage LGBT teenagers who were having a hard time with bullying. The entire video is about 8 minutes long, which is pretty long, but it’s mostly just long single shots of Savage and Miller sitting in the booth at a restaurant with a microphone sitting in front of them, with occasional family photos cut in. The transitions are rough and the videography is dark.It’s been viewed more than 1.9 million times.The protagonists are Savage and Miller, and they introduce us almost immediately to the antagonists: the bullies that harassed them when they were younger and, in some cases, their parents. The protagonist is also the gay teenagers they are talking to directly.The conflict, then, is obvious, between teenagers and the people they come up against. The attitudes they have to encounter. This is a video made directly for this audience.The resolution is simply hope: It gets better. Encouraging teenagers that they can get through it.What are the effects of this video? The Project says that more than 50,000 have followed suit and created their own videos, which have been viewed a combined 50-million times. According to its Web Site, 573,386people have taken the pledge that “Everyone deserves to be respected for who they are…”
http://philanthropy.com/article/Develop-Your-Storytelling/127576/Now, storytelling is effective, but it isn’t easy. A while back we had Michael Margolis as a guest on one of our live discussions. He runs a consulting company called Get Storied, which helps businesses and nonprofits tell better stories, and he said this…It’s very true. Think of all of the videos that have succeeded and those that you’ve watched that haven’t. What, as a member of the audience, made those work
http://philanthropy.com/article/Develop-Your-Storytelling/127576/Now, storytelling is effective, but it isn’t easy. A while back we had Michael Margolis as a guest on one of our live discussions. He runs a consulting company called Get Storied, which helps businesses and nonprofits tell better stories, and he said this…It’s very true. Think of all of the videos that have succeeded and those that you’ve watched that haven’t. What, as a member of the audience, made those work
http://philanthropy.com/article/Develop-Your-Storytelling/127576/Now, storytelling is effective, but it isn’t easy. A while back we had Michael Margolis as a guest on one of our live discussions. He runs a consulting company called Get Storied, which helps businesses and nonprofits tell better stories, and he said this…It’s very true. Think of all of the videos that have succeeded and those that you’ve watched that haven’t. What, as a member of the audience, made those work
