Why storytelling is important, how you get supporters to tell your story, and an example of a fantastic charity story that played out across multiple digital channels.

1. Stories in a digital
world
Jonathan Waddingham
@jon_bedford
Product Manager @JustGiving
June 7th 2011

2. Charities have great stories. Fact.
As we all know...
Content is King (not Charles)
www.flickr.com/photos/victoriajohnsonphotography/4622063623

3. The 1 C: Content
Doesn’t really matter what form content takes
Text, videos, photos, Tweets, Facebook posts, online/offline – it’s
all content
User generated content is a buzz term, but it’s still important
Getting great content from supporters is not easy

4. Friends’ stories have more impact
http://bit.ly/jwerf9

5. Supporters will tell your story (if you
ask)

6. The ‘nudge’

7. Prompt sharing of their own stories

8. Impact is low, at the moment
But, this is a first step towards getting supporters’ to tell their
stories about why they support a charity
This is great content that could be used in many ways
We’re learning how to ask for storytelling and sharing

9. Sonny’s law – after every action, share
Made a donation?
Signed a petition?
Registered for an event?
Signed up for newsletter?
Been a beneficiary?
Tell your friends
And say WHY

10. The best story going round at the
moment – my story

12. Intel’s Museum of Me
It’s your story. As told through what you’ve done on Facebook
Go to www.intel.com/museumofme

13. The best charity story I’ve seen

14. http://twitter.com/childsi/status/20740112937

15. There was a video
http://youtu.be/wzxwUIE7wDQ

16. There was an email

17. There was a fundraising page
justgiving.com/Save-Joeys-Life

18. Then I heard this on Facebook

19. Then the thanks started rolling in...

22. Watch this and be inspired
http://just.ly/childsi

23. Thank you
Jonathan Waddingham
jonathan@justgiving.com
@jon_bedford
slideshare.net/jwaddingham
Product Manager @JustGiving