DESIGNING POSITIVE CHANGE

STORY-BASED ANALYSIS & STRATEGY

THE ASSOCIATION OF CONSULTANTS TO NONPROFITS

LIMERED STUDIO DEMETRIO P. CARDONA-MAGUIGAD

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#STORYTELLING #BRANDING #STRATEGY

#NPO

WHAT IS THIS A PICTURE OF?

HOW DO YOU KNOW?

“We are hard-wired to find meaning”

2nd Century A.D.

16th Century

18th Century

1980’s

2000’s

CULTURE

“A matrix of shared mental maps that define how we collectively create meaning and understand the world around us”

WE CREATE STORIES

WE BELIEVE STORIES

NARRATIVE POWERInevitably, popular culture is an ever evolving, contested space of struggle, where competing voices, experiences, and perspectives fight to answer the questions: Whose maps determine what is meaningful” Whose stories are considered true?

WE DECONSTRUCT STORIES

WE BELIEVE STORIESUNTIL THEY ARE

CHALLENGED

DOMINANT & POPULAR CULTURE

As certain ideas, practices and worldview become normalized over time, they form a dominant or popular culture that disproportionately represents institutional interests and perpetuates the stories that validate certain agendas

THIS IS WHY WE BELIEVE THIS TO BE A CAT

“Sometimes with our audiences, the facts are

meaningless”

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“By revealing less, we provide opportunities for audiences to find more personal meaning to

our cause.”

THE ELEMENTS OF STORIES

CONFLICT CHARACTERS

IMAGERY FORESHADOWING

ASSUMPTIONS

CONFLICT

“#nonprofits need to analyze and understand the narratives our audiences already believe”

CHARACTERS

“#nonprofits need to consider making their audiences the

heroes and heroines of campaign narratives”

IMAGERY

FORESHADOWING

Memes are units of self-replicating cultural information such as slogans, iconic images that can be easily referenced, catch phrases, symbols, or rituals. Memes can act as capsules for stories to spread virally through cultures.

Human Rights Campaign

Red Logo

ASSUMPTIONS

“Use the elements of story to analyze narratives in the status quo and gather insights on how

to create messaging opportunities.”

MAPPING

STATUS QUO: DECONSTRUCTIVEWho’s Story? CHANGE AGENTS: CONSTRUCTIVE

CONFLICT

CHARACTERS

IMAGERY

FORESHADOWING

ASSUMPTIONS

INTERVENTION

YOUTH INTERVENTION ON VIOLENCE IN CHICAGO

THANK YOU

STORY-BASED ANALYSIS & STRATEGY

THE ASSOCIATION OF CONSULTANTS TO NONPROFITS

LIMERED STUDIO DEMETRIO P. CARDONA-MAGUIGAD