the future is now strategies & techniques for integrated programs 2013 washington nonprofit...
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THE FUTURE IS NOWSTRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
2013 WASHINGTON NONPROFIT CONFERENCE
Speakers:
• Kim MacGregor, freelance writer
• Steve Daigneault, Senior VPM+R Strategic Services
• Scott Vooss, Assoc Vice President/MarComm Operation Smile
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THE FUTURE IS NOWSTRATEGIES & 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
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THE FUTURE IS NOWSTRATEGIES & 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
Solomon’sStory
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THE FUTURE IS NOW
2013 WASHINGTON NONPROFIT CONFERENCE
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THE FUTURE IS NOWSTRATEGIES & 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?
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THE FUTURE IS NOWSTRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
2013 WASHINGTON NONPROFIT CONFERENCE
A good story:
Is human
Is compelling
Makes the problem-solution clear
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THE FUTURE IS NOWSTRATEGIES & 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?
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THE FUTURE IS NOWSTRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
2013 WASHINGTON NONPROFIT CONFERENCE
Carter:
1 boy,
3 stories
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THE FUTURE IS NOWSTRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
2013 WASHINGTON NONPROFIT CONFERENCE
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THE FUTURE IS NOWSTRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
2013 WASHINGTON NONPROFIT CONFERENCE
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THE FUTURE IS NOWSTRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
2013 WASHINGTON NONPROFIT CONFERENCE
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THE FUTURE IS NOWSTRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
2013 WASHINGTON NONPROFIT CONFERENCE
Think like a reporter
Cultivate sources
Get out in the field
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THE FUTURE IS NOWSTRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
2013 WASHINGTON NONPROFIT CONFERENCE
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THE FUTURE IS NOWSTRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
2013 WASHINGTON NONPROFIT CONFERENCE
You’ve got a lead – now what?
Time to interview: The request The interview - Show
R.E.S.P.E.C.T. Follow-up
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THE FUTURE IS NOWSTRATEGIES & 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
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THE FUTURE IS NOWSTRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
2013 WASHINGTON NONPROFIT CONFERENCE
Tips for using stories in appeals1. 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
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THE FUTURE IS NOWSTRATEGIES & 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
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THE FUTURE IS NOWSTRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
2013 WASHINGTON NONPROFIT CONFERENCE
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THE FUTURE IS NOWSTRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
2013 WASHINGTON NONPROFIT CONFERENCE
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THE FUTURE IS NOWSTRATEGIES & 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.
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THE FUTURE IS NOWSTRATEGIES & 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
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THE FUTURE IS NOWSTRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
2013 WASHINGTON NONPROFIT CONFERENCE
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THE FUTURE IS NOWSTRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
2013 WASHINGTON NONPROFIT CONFERENCE
Trust = Authenticity
Lose the fluff & technical terms Avoid polishing quotes Stay true to the story
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THE FUTURE IS NOWSTRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
2013 WASHINGTON NONPROFIT CONFERENCE
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THE FUTURE IS NOWSTRATEGIES & 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
StudentsStaff• Programs• Sr. Staff• Donor Relations
Field Offices
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THE FUTURE IS NOWSTRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS
2013 WASHINGTON NONPROFIT CONFERENCE
Empower Video Storytellers
Provide guidelines Don’t dictate Create opportunity…(this is where we would play the Thalita video)