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To Raise More Money, Tell A Story

David A. Mersky June 12, 2013

Twitter Hashtag - #npweb

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Advising nonprofits in:

• Strategy

• Planning

• Organizational Development

www.synthesispartnership.com

(617) 969-1881

info@synthesispartnership.com

INTEGRATED PLANNING

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Coming this June

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Today’s Speaker

David A. Mersky Founder and Managing Director

Mersky, Jaffe & Associates

Assisting with chat questions: Jamie Maloney, 4Good

Founding Director of Nonprofit Webinars and Host:

Sam Frank, Synthesis Partnership

Part

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To Raise More Money, Tell a Story

June 12, 2013

©2013 Mersky, Jaffe & Associates

©2013 Mersky, Jaffe & Associates

Let me tell you a story….

©2013 Mersky, Jaffe & Associates

The State of Philanthropy in

America Today:

A View from the Field

©2013 Mersky, Jaffe & Associates

2011 charitable giving

Total = $298.42 billion

Types of recipients of contributions, 2011

Total = $298.42 billion

Q: How do you get your

piece of the pie?

©2013 Mersky, Jaffe & Associates

A:

Telling Your Story:

Make a Compelling and

Impactful Case

©2013 Mersky, Jaffe & Associates

©2013 Mersky, Jaffe & Associates

STORYTELLING FOR LEADERS

©2013 Mersky, Jaffe & Associates

Finding Your Stories

• Actively seek out stories – send surveys to clients and donors

– create a share-your-story page on your web site

– interview people throughout the agency

• Focus on how the agency has made a

difference, changed or save lives

• Stories trump statistics

©2013 Mersky, Jaffe & Associates

Power of Stories

• Best way to connect people to your mission,

vision and values

• Everyone can/should be a storyteller – board members

– program staff

– volunteers

– donors

– clients

• Storytellers as advocates in the community

©2013 Mersky, Jaffe & Associates

The Power of Stories

• Stories are game changers

• Do not talk about agency needs or program

or things it provides

• Focus on effect agency has on people’s lives

• Three kind of stories

– Involvement

– Impact

– Thank You

©2013 Mersky, Jaffe & Associates

Involvement Story

• Why you got involved

• Why you donate time, talent and treasure

• Make it personal—your story

• Gauge your audience’s interest

• Share your values

• Does the audience share values of your agency

©2013 Mersky, Jaffe & Associates

Impact Story

• Demonstrates the “need” in the community

• Defines a type of client, particular service

• Demonstrates impact of donor who gives

because agency meets the need

• Don’t talk about services of agency

• Focus on one “client” and outcome

©2013 Mersky, Jaffe & Associates

Thank You Story

• Simple and powerful

• Donors are insufficiently thanked

• Donors feel special when personally thanked—

particularly by a volunteer leader

• Show donor impact their gift made

• Focus on one “client” and outcome

©2013 Mersky, Jaffe & Associates

Questions to Ask Yourself

• Who is your audience?

• What are you trying to accomplish?

• After you have shared your story, what do you

want the audience to

think

feel

do ©2013 Mersky, Jaffe & Associates

The Four C’s of Storytelling

• Character

At least two characters—the “beneficiary” and the agency

• Connection

The bridge between the audience and the agency

• Conflict

What restrains the beneficiary from achieving what he

wants—external and internal

• Conquest

The outcome—how the problem is resolved

©2013 Mersky, Jaffe & Associates

Storytelling: Details to Include

• Be wary—too much can derail a story

• Only use details that move the story along

Tell more about the characters so audience can relate

Help audience better understand depth of conflict

Clarify how agency resolves conflict

• Facts v. Emotions

• Think about what details will be of interest to

your audience

©2013 Mersky, Jaffe & Associates

Seven Story Triggers

• Ownership—get audience to feel invested

• Mystery—don’t make story predictable

• Uniqueness—something new/fresh to audience

• Familiarity—help audience relate

• Humanity—something human when cause is not

• Contrast—difference agency makes

• Urgency—why now

©2013 Mersky, Jaffe & Associates

3 Phrases to Engage Audience

• Can you imagine…how that must have felt…

• Have you ever…experienced…

• Would you like to…know more

©2013 Mersky, Jaffe & Associates

Craft an Impact Story

• Who or what will be the main character?

• What is the largest obstacle of the main character?

• What are some unique details of the problem?

• What does agency do to alleviate problem?

• How does main character mentally cope?

• How do donors “fix” the problem?

• Why is agency the right one to tackle problem?

©2013 Mersky, Jaffe & Associates

©2013 Mersky, Jaffe & Associates

Ten Rules to Remember

1. Stories are about agency’s impact in community

2. Have a personal connection to the story

3. Know why you are telling the story

4. Connect with your audience first—shared values

5. Main character=client not agency

©2013 Mersky, Jaffe & Associates

Ten Rules to Remember

6. Hero is agency and its donors

7. Use outer and inner conflict to drive story

8. Only include details that move story along

9. Practice, practice, practice

10.Tell story with passion

©2013 Mersky, Jaffe & Associates

©2013 Mersky, Jaffe & Associates

Mersky, Jaffe

& Associates Financial and Human Resource

Development Solutions for Nonprofits

800.361.8689 413.556.1074 fax

www.merskyjaffe.com

OFFICES IN BOSTON AND NEW YORK

©2013 Mersky, Jaffe & Associates

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