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DESIGNING POSITIVE CHANGE
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STORY-BASED ANALYSIS & STRATEGY
THE ASSOCIATION OF CONSULTANTS TO NONPROFITS
LIMERED STUDIO DEMETRIO P. CARDONA-MAGUIGAD
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SHARE THE CONVERSATION
@LIMEREDSTUDIO @DMAGUIGAD @ACNCONSULT
#STORYTELLING #BRANDING #STRATEGY
#NPO
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WHAT IS THIS A PICTURE OF?
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HOW DO YOU KNOW?
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“We are hard-wired to find meaning”
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2nd Century A.D.
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16th Century
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18th Century
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1980’s
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2000’s
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CULTURE
“A matrix of shared mental maps that define how we collectively create meaning and understand the world around us”
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WE CREATE STORIES
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WE BELIEVE STORIES
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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?
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WE DECONSTRUCT STORIES
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WE BELIEVE STORIESUNTIL THEY ARE
CHALLENGED
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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
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THIS IS WHY WE BELIEVE THIS TO BE A CAT
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“Sometimes with our audiences, the facts are
meaningless”
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GQMMIINLTX DFVFIQBMFNT
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GQMMIINLTX DFVFIQBMFNT
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GQMMIINLTX DFVFIQBMFNT
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“By revealing less, we provide opportunities for audiences to find more personal meaning to
our cause.”
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THE ELEMENTS OF STORIES
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CONFLICT CHARACTERS
IMAGERY FORESHADOWING
ASSUMPTIONS
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CONFLICT
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“#nonprofits need to analyze and understand the narratives our audiences already believe”
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CHARACTERS
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“#nonprofits need to consider making their audiences the
heroes and heroines of campaign narratives”
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IMAGERY
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FORESHADOWING
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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.
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Human Rights Campaign
Red Logo
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ASSUMPTIONS
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“Use the elements of story to analyze narratives in the status quo and gather insights on how
to create messaging opportunities.”
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MAPPING
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STATUS QUO: DECONSTRUCTIVEWho’s Story? CHANGE AGENTS: CONSTRUCTIVE
CONFLICT
CHARACTERS
IMAGERY
FORESHADOWING
ASSUMPTIONS
INTERVENTION
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YOUTH INTERVENTION ON VIOLENCE IN CHICAGO
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THANK YOU
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STORY-BASED ANALYSIS & STRATEGY
THE ASSOCIATION OF CONSULTANTS TO NONPROFITS
LIMERED STUDIO DEMETRIO P. CARDONA-MAGUIGAD