Digital Storytelling to Drive Donations
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The power of storytelling for fundraising and showcasing impact to donors is undeniable. However, the fundraising landscape has changed dramatically, and the way in which fundraisers collect and share their stories needs to adapt. Digital technologies have fundamentally changed the way people research, consume, and share information. They have also changed the way people give to causes they care about. In just one year, people raised over $300 million using Facebook birthday fundraisers. That number is expected to double this year. Storytelling using digital channels such as websites, email, and social media platforms is one of the best ways to change hearts and minds around a cause. Digital storytelling is also an effective way to reach new donors while deepening relationships with current supporters. In this session, author and global authority on nonprofit digital storytelling Julia Campbell will walk you through the modern day secrets to nonprofit digital storytelling success, based on her bestselling book for nonprofits. Learning objectives: How to employ Julia’s 3-part digital storytelling framework to turn donors from passive to passionate; How to create a system to collect the best fundraising stories for your organization; How to use stories to address myths and misconceptions about your work and to truly express your impact; Free and low-cost tools you can use to enhance your digital storytelling - even if you are not tech-savvy; and Real-world examples from small and mid-size nonprofits.
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Digital Storytelling to Drive Donations
- 1. HOW TO USE DIGITAL STORYTELLING TO DRIVE DONATIONS Julia Campbell, MPA www.jcsocialmarketing.co m TWEET: @JULIACSOCIAL
- 2. ABOUT ME Mom of 2 Returned Peace Corps Volunteer (Senegal 2000-2002) Former Development and Marketing Director at small shops Author, Storytelling in the Digital Age: A Guide for Nonprofits Passionate digital storytelling evangelist Tweet: @JuliaCSocial TWEET: @JULIACSOCIAL
- 3. Connect Slides, notes and resources http://jcsocialmarketing.com/AFPCT-storytelling/ 1. Presentation Slides 2. Storytelling in the Digital Age Workbook 3. Content Calendar template
- 4. What We Will Cover Today Why digital storytelling is the best way to build relationships with supporters How to create a system to collect the best stories across your organization How to use stories to take donors from passive to passionate Free and low-cost tools you can use to enhance your digital storytelling
- 9. WHAT CAN STORYTELLIN G DO? TWEET: @JULIACSOCIAL
- 12. SO WHY DON’T WE DO IT BETTER? TWEET: @JULIACSOCIAL
- 13. NONPROFIT DIGITAL STORYTELL ING CHALLENG ES We aren’t using storytelling strategically and with intention. We don’t know how to start. We can’t see the forest for the trees. We have unrealistic expectations. We want to raise awareness, but we don’t know how to translate that awareness into action. We desperately want the world to care just as much as we do. TWEET: @JULIACSOCIAL
- 14. SO HOW DO WE “DO” STORYTELLING WITH INTENTION AND PURPOSE? TWEET: @JULIACSOCIAL
- 15. 3-PART DIGITAL STORYTELLING FRAMEWORK TWEET: @JULIACSOCIAL GRAB ATTENTION. ELICIT EMOTION. INSPIRE ACTION.
- 16. ATTENTION IS THE SCARCEST AND MOST PRECIOUS RESOURCE ON THE PLANET. TWEET: @JULIACSOCIAL
- 18. WRITE A COMPELLING STORY TWEET: @JULIACSOCIAL Use unexpected plot twists and plot structures1. Feature unusual characters2. Look beyond the obvious story, case/example model 3.
- 23. YOU CAN DO VIDEO! TWEET: @JULIACSOCIAL
- 27. 2) MAKE ME FEEL SOMETHING! “Communication is the transfer of emotion.” ~Seth Godin TWEET: @JULIACSOCIAL
- 30. STORIES MUST… TWEET: @JULIACSOCIAL Resonate at a deeply human, universal level. 01 Go beyond a recounting of “things that happened”. 02 Use visual, evocative language. 03
- 34. DON’T JUST “PULL HEARTSTRIN GS”.People avoid or eventually tune out 3 kinds of stories: Stories that attempt to make them feel guilty. Stories that obligate them to do something they don’t want to do. Stories that threaten their identify, values, and worldview. TWEET: @JULIACSOCIAL
- 36. GREENPEACE STORY & CONTENT GUIDE “The story Greenpeace tells, and has always told, is that a better world is possible, and brave individual and collective actions can make it a reality. Now, to save the world, we’re going to get a billion other people to smash their own impossibles. We will tell stories using language that is optimistic, bold and includes a humorous wink. We will rebel against convention and make beauty in the face of dreary and stale.” TWEET: @JULIACSOCIAL
- 37. USE EMOTION WITH INTENTION TWEET: @JULIACSOCIAL Different emotions can lead people to different actions. What do you want people to believe and do? Think about how they would feel if they were taking that action. Think about stories that would make them feel that way.
- 38. WE ARE AIMING FOR THE “CREATION OF A SHARED IDENTITY BETWEEN THE INDIVIDUAL AND THE CAUSE OVER TIME.” ~SANDER VAN DER LINDEN TWEET: @JULIACSOCIAL
- 39. 3) INSPIRE ACTION Only one call-to-action (CTA) per story. TWEET: @JULIACSOCIAL
- 46. EFFECTIVE CTAS: Inspire Are specific Show how the problem will be solved Easy to accomplish Something people know how to do TWEET: @JULIACSOCIAL
- 47. YOUR STORIES MAKE YOUR IDEAS REAL FOR YOUR AUDIENCE. TWEET: @JULIACSOCIAL
- 48. HOW TO CREATE YOUR DIGITAL STORYTELLI NG PLAN TWEET: @JULIACSOCIAL
- 49. 1) DETERMINE YOUR DESTINATION What would you do if you couldn’t fail? What do you hope to achieve with digital storytelling? What does success look like? TWEET: @JULIACSOCIAL
- 50. THINK DEEPER “Getting on Facebook” “Start tweeting” “Get 5,000 fans” THERE ARE NOT GOALS – they are tactics to get to your goals TWEET: @JULIACSOCIAL
- 51. SOME COMMON STORYTELL ING GOALS Thought leadership Becoming a go-to resource Raising awareness of our programs and services Enticing new donors to give Deepening relationships with current donors Advocacy around a specific issue TWEET: @JULIACSOCIAL
- 52. 2) IDENTIFY YOUR TARGET AUDIENCE TWEET: @JULIACSOCIAL
- 53. DONOR MOTIVATIO NS Purpose and meaning Growth and learning Valued connections TWEET: @JULIACSOCIAL
- 54. WHERE ARE THE KNOWLEDGE GAPS? What does your target audience already know about you? What misconceptions may they have about the population you work with or the work that you do? TWEET: @JULIACSOCIAL
- 55. QUESTIONS Who are your supporters? What do they value? Why are they interested in your work? What drives them? TWEET: @JULIACSOCIAL
- 56. WHAT DO YOU WANT THEM TO DO? What do you want them to do, and why would they do it? What else may drive them to take the action that you want? What influences your donors to take that final step? TWEET: @JULIACSOCIAL
- 60. “THEY ARE NOT ONE OF YOUR DONORS. YOU ARE ONE OF THEIR CHARITIES.” ~MARKY PHILLIPS TWEET: @JULIACSOCIAL
- 61. WHAT TYPE OF STORY ARE WE TELLING? TWEET: @JULIACSOCIAL
- 70. HOW DO WE COLLECT THESE STORIES AT OUR NONPROFIT? TWEET: @JULIACSOCIAL
- 71. FORM A DIGITAL STORYTELLING COMMITTEE TWEET: @JULIACSOCIAL
- 72. EMBED STORYTELLIN G EVERYWHERE Meetings. Orientations. Volunteer events. Any and all in-person and virtual get togethers. TWEET: @JULIACSOCIAL
- 73. INVITE CLIENTS Direct involve the people that you serve in telling their own story. Empower them. Make them a vital part of the storytelling culture and crafting the storytelling plans. TWEET: @JULIACSOCIAL
- 74. LISTEN Ask questions. Don’t say “tell me your story.” Never be critical. Never be dismissive. Nothing is too small! TWEET: @JULIACSOCIAL
- 75. COMPILE AND SHARE Write down stories about your own life. What makes these stories memorable? Create and share examples. TWEET: @JULIACSOCIAL
- 76. STORY IDEA BANK Create a Story Idea Bank. Keep ideas in Dropbox or Google Docs. No idea too small! TWEET: @JULIACSOCIAL
- 77. “SO, TELL US YOUR STORY…” What is your favorite memory? How has our organizations made you feel? How did you feel when you first discovered us? What is one reason that you continue to support us? Benefits, not features. TWEET: @JULIACSOCIAL
- 78. WHERE SHOULD WE SHARE OUR STORIES FOR THE GREATEST IMPACT? TWEET: @JULIACSOCIAL
- 79. YOUR STORIES ARE THE GOLD. TWEET: @JULIACSOCIAL “Think of the story itself as gold. You mine the gold, you capture the story. Then you bring it back to your office and you need to pound that gold into difference shapes and sizes, depending on whom you’re talking to, or also where you’re telling it.” ~Andy Goodman
- 85. EMAIL Way to build deeper relationships with donors and donor prospects. Send shorter emails more frequently. Write in a friendly tone, signed from a real person. Update on accomplishments, success stories, impact. TWEET: @JULIACSOCIAL
- 89. SOCIAL MEDIA TWEET: @JULIACSOCIAL Where is our target audience? Which platforms do we enjoy using? What is manageable?
- 96. HOW TO GET PEOPLE TO SPREAD THE WORD PEOPLE AREN’T GOING TO SPREAD THE WORD BECAUSE IT’S IMPORTANT TO YOU. THEY WILL ONLY DO IT BECAUSE IT’S IMPORTANT TO THEM. MAKE THEM SAY: “THIS REFLECT ME, MY VALUES, WHAT I BELIEVE, WHAT I STAND FOR.” TWEET: @JULIACSOCIAL
- 97. DONOR GIVE THROUGH YOU, NOT TO YOU They give because of the issue at hand. Are you a good steward of their funds and their trust? Are you actively working toward a solution to the problem? TWEET: @JULIACSOCIAL
- 98. BATTLE- TESTED TOOLS Canva – https://about.canva. com/en_in/canva- for-nonprofits/ WordSwag mobile app – http://wordswag.co/ Adobe Spark – https://spark.adobe. com/edu/ TWEET: @JULIACSOCIAL
- 100. VIDEO CREATION TOOLS Animoto – https://animoto.com/business/non-profit Unfold – http://www.unfoldstori.es/ Nutshell by Prezi – https://prezi.com/nutshell/index_en.html Lumen5 – https://lumen5.com/pricing/ TWEET: @JULIACSOCIAL
- 101. SOCIAL MEDIA TOOLS Hootsuite – https://hootsuite.com/pages/landing/non- profit-discount-application Buffer – https://buffer.com/nonprofits Later – https://later.com/ BuzzSumo – http://buzzsumo.com/nonprofits/ TWEET: @JULIACSOCIAL
- 102. ASK YOURSELF: Are you telling real stories, or just sharing messages? What new insights will your audience gain from your stories? Are they interesting? Are they challenging assumptions in creative and engaging ways? TWEET: @JULIACSOCIAL
- 103. STOP THINKING OF STORYTELLING AS A MEGAPHONE TO PROMOTE YOUR AGENDA. THINK OF IT AS A GIFT FOR YOUR SUPPORTERS. TWEET: @JULIACSOCIAL
- 104. QUESTIONS? Email me: Julia@jcsocialmarketing.com Get the notes and other resources: http://jcsocialmarketing.com /afpct-storytelling/ Join the Nonprofit Social Media Storytelling Facebook Group: https://www.facebook.com/g roups/socialmediastorytelling / TWEET: @JULIACSOCIAL