The Art of Storytelling in the Digital Age
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A lot has been said about the potential and the promise of storytelling for nonprofits. Stories have the power to persuade, to captivate, and to move people from passive to active. Human brains are wired to remember stories - not just to hear or listen to stories, but to experience them along with the storyteller. The current fast-changing, always-on digital reality demands ever-more creative approaches to storytelling - to grab attention, to pique curiosity, and to inspire action. Join us for a workshop with digital storytelling expert Julia Campbell to discuss: As social change agents and nonprofit professionals, how do we build a community of raving fans using the stories we already have? How can we make complex and difficult issues come to life through stories? Julia will show you how to use compelling storytelling on digital channels to build a vision of hope, to make deeper connections with supporters, and to create a community of volunteers eager to help spread the word. At the end of the session, participants will be able to… 1. Employ Julia’s 3-part digital storytelling framework to turn supporters from passive to passionate. 2. Create a system to collect the best volunteer recruitment stories for your organization. 3. Apply emerging technologies that nonprofits can use to recruit volunteers with digital storytelling.
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The Art of Storytelling in the Digital Age
- 1. THE ART OF STORYTELLING IN THE DIGITAL AGE Julia Campbell, MPA www.jcsocialmarketing.com TWEET: @JULIACSOCIALTWEET: @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/volunteerism 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 volunteers and supporters The 3 essential elements of nonprofit storytelling that persuades How to create a system to collect and craft the best stories across your organization Free and low-cost tools you can use to enhance your digital storytelling
- 11. PEOPLE WANT STORIES! TWEET: @JULIACSOCIAL Resource: https://www.classy.org/blog/want-donors-to-give-again-read-this/
- 13. SO HOW DO WE “DO” EFFECTIVE DIGITAL STORYTELLING WITH INTENTION AND PURPOSE? TWEET: @JULIACSOCIAL
- 14. 3 ESSENTIAL ELEMENTS OF NONPROFIT STORYTELLING THAT PERSUADES TWEET: @JULIACSOCIALTWEET: @JULIACSOCIAL
- 16. ETHOS – THE ETHICAL NATURE TWEET: @JULIACSOCIAL Trust and credibility Speaker bio Branding Why should we listen to you? Why should we believe what you are telling us?
- 17. ETHOS – THE ETHICAL NATURE TWEET: @JULIACSOCIAL https://www.denverrescuemission.org/stories
- 18. HOW TO CREATE ETHOS Appropriate language Compelling, authentic character Brand reputation TWEET: @JULIACSOCIAL
- 19. LOGOS – THE LOGICAL RATIONALE Appeals to logic and reason Why is this issue important? Why is this story vital to understanding this issue? What is the problem? Does the evidence support you? TWEET: @JULIACSOCIAL
- 20. HOW TO CREATE LOGOS Facts and statistics Analogies Citing authorities Case studies TWEET: @JULIACSOCIAL
- 21. HTTPS://YOUTU.BE/FU RUEIWOVNG TWEET: @JULIACSOCIAL In Hungry Kate: The Girl with the Belly Ache, The Community Foodbank of New Jersey highlights the problem inside the story: Kate is one of 400,000 kids who struggle with hunger in New Jersey.
- 22. PATHOS – THE EMOTIONAL APPEAL Only stories that resonate at a deeply human, universal level, beyond a recounting of “things that happened”, are going to move people from passive to passionate. TWEET: @JULIACSOCIAL
- 25. DON’T JUST “PULL HEARTSTRINGS”. TWEET: @JULIACSOCIAL
- 31. 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
- 32. 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.
- 34. Effective storytelling involves a deep understanding of human emotions, motivations, and psychology in order to truly move an audience. People do what the heart tells them, and then they rationalize their decisions using logic and reason. TWEET: @JULIACSOCIAL
- 35. SIX WORD STORY TWEET: @JULIACSOCIAL
- 36. “KATIE STEALS TO FEED HER KIDS.” TWEET: @JULIACSOCIAL Emotional connection to a real person. Compelling fact. Bonus: Call to action
- 37. SIX WORD STORY EXERCISE TWEET: @JULIACSOCIAL Create at least one 6 word story about someone whose life is different because of your organization.
- 38. YOUR STORIES MAKE YOUR IDEAS REAL FOR YOUR AUDIENCE. TWEET: @JULIACSOCIAL
- 39. HOW TO CREATE YOUR DIGITAL STORYTELLING PLAN TWEET: @JULIACSOCIAL
- 41. 1) DETERMINE YOUR GOAL What would you do if you couldn’t fail? What do you hope to achieve with digital storytelling? What does success look like? What do you want people to do? TWEET: @JULIACSOCIAL
- 42. 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
- 46. 2) IDENTIFY YOUR TARGET AUDIENCE TWEET: @JULIACSOCIAL
- 47. HUMAN MOTIVATIONS Purpose and meaning Growth and learning Valued connections TWEET: @JULIACSOCIAL
- 48. 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
- 51. QUESTIONS Who are your supporters? What do they value? Why are they interested in your work? What drives them? TWEET: @JULIACSOCIAL
- 53. 3) COLLECT THE STORIES TWEET: @JULIACSOCIAL
- 54. WHERE TO FIND STORIES Think like a journalist. Write every story idea down, no matter how small. Look at current events to see what’s newsworthy. TWEET: @JULIACSOCIAL
- 55. WHERE TO FIND STORIES Review all print materials and collateral. This includes annual reports, grants, event programs, press releases, brochures, etc. Re-examine past and present events. TWEET: @JULIACSOCIAL
- 56. WHERE TO FIND STORIES Peruse “thank you” letters. Ask your donors. Donors are usually very willing to give you information that is not a donation! Ask your volunteers. TWEET: @JULIACSOCIAL
- 57. “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
- 58. WHY SHOULD SOMEONE VOLUNTEER? 1. Find a partner and introduce yourself. 2. Share one reason why someone should volunteer with your organization. 3. Find another partner when alerted. TWEET: @JULIACSOCIAL
- 59. 4) CRAFT THE STORIES TWEET: @JULIACSOCIAL
- 60. HOW TO WRITE A COMPELLING STORY TWEET: @JULIACSOCIAL Have a hook.1. Go beyond a recounting of “things that happened”.2. Use visual, evocative language.3.
- 68. 5) SHARE THE STORIES TWEET: @JULIACSOCIAL
- 69. 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
- 71. YOUR WEBSITE TWEET: @JULIACSOCIALTWEET: @JULIACSOCIAL
- 76. SOCIAL MEDIA TWEET: @JULIACSOCIAL Where is our target audience? Which platforms do we enjoy using? What is manageable?
- 84. 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
- 86. 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
- 87. 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
- 88. HOW DO WE INSPIRE A CULTURE OF STORYTELLING AT OUR ORGANIZATION? TWEET: @JULIACSOCIAL
- 89. EMBED STORYTELLING EVERYWHERE Meetings. Orientations. Volunteer events. Any and all in-person and virtual get togethers. TWEET: @JULIACSOCIAL
- 90. 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
- 91. LEAD BY EXAMPLE Write down stories about your own life. What makes these stories memorable? Create and share examples. TWEET: @JULIACSOCIAL
- 92. STORY IDEA BANK Create a Story Idea Bank for everyone to access. Keep ideas in Dropbox or Google Docs. No idea too small! TWEET: @JULIACSOCIAL
- 93. 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
- 94. STOP THINKING OF STORYTELLING AS A MEGAPHONE TO PROMOTE YOUR AGENDA. THINK OF IT AS A GIFT FOR YOUR VOLUNTEERS AND SUPPORTERS. TWEET: @JULIACSOCIAL
- 95. QUESTIONS? Email me: Julia@jcsocialmarketing.com Slides: www.jcsocialmarketing.com/volunteerism Join the Nonprofit Social Media Storytelling Facebook Group: https://www.facebook.com/groups/soci almediastorytelling/ TWEET: @JULIACSOCIAL