THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE Speakers: Kim MacGregor, freelance writer Steve.

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Presentation transcript:

THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE Speakers: Kim MacGregor, freelance writer Steve Daigneault, Senior VP M+R Strategic Services Scott Vooss, Assoc Vice President/MarComm Operation Smile

THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE Takeaways: 1.Know how to recognize and capture a good story 2. Be able to effectively share stories in different channels and to different audiences 3. Be prepared for where storytelling is headed in the future

THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE What Makes A Great Story? Need & Solution Focused Strong Visuals Go Beyond the Basic Facts Empathy & Emotion Story Sets up a Tangible Offer Think About Channels Solomons Story

THE FUTURE IS NOW 2013 WASHINGTON NONPROFIT CONFERENCE

THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE How do I know I have a good story? Would I share this story? Is this story about how awesome my organization is or how awesome my donor is? Is there unresolved tension in this story, and a role for the reader to play? Is there something unexpected about it?

THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE A good story: Is human Is compelling Makes the problem-solution clear

THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE Instead of good think right Right for the audience? Right for the objective? Right for the channel?

THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE Carter: 1 boy, 3 stories

THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE

THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE

THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE

THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE Think like a reporter Cultivate sources Get out in the field

THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE

THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE Youve got a lead – now what? Time to interview: The request The interview - Show R.E.S.P.E.C.T. Follow-up

THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE Big Story Moments Multiple Perspectives Long Term Impact Keep Questions Simple Personal = Emotional Common Theme Multiple Collection Points Be Persistent Be Encouraging Be Ruthless

THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE Tips for using stories in appeals 1.Use we or us to refer to both your organization & supporters – not just your organization working alone 2.Brag about them, not yourself – If you have to brag, always say who made it possible: your supporters 3.They made the difference, not their money

THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE Tips for using stories in appeals 4.Describe what it means when someone becomes a donor – frame giving as a chance to be that kind of person 5.Talk about your donor and their role early on in the appeal 6.Giving or not giving has consequences – explain this choice

THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE

THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE

THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE How do you build storytelling culture? We tested stories in appeals. The results were interesting. Institutional raised… FOUR TIMES AS MUCH as the story based appeal.

THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE How do you build storytelling culture? When we repeated this test… For a national civil rights organization, the story version lost by 25% For an international aid organization, there was no statistical difference In countless other cases, story-based appeals have under-performed industry and client benchmarks

THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE

THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE Trust = Authenticity Lose the fluff & technical terms Avoid polishing quotes Stay true to the story

THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE

THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE Building Storyteller Database Proactively Review Team Rosters Build Personal Relationships Pre and Post Trip Low Cost / No Cost Programs Build Internal Processes Connect with Staff Prior to Field Trips Create Feedback Loops Sharing is Caring! Watch & Listen Volunteers All Disciplines Rookies & Veterans Students Staff Programs Sr. Staff Donor Relations Field Offices

THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS 2013 WASHINGTON NONPROFIT CONFERENCE Empower Video Storytellers Provide guidelines Dont dictate Create opportunity… (this is where we would play the Thalita video)