what they see, is what you get - nonprofit r+d · visual storytelling 16 visual storytelling –the...

Visual Storytelling www.NonprofitRD.com1

What They See, Is What You Get

Using visual storytelling to engage, connect and motivate your donors

Rich [email protected]

@RichDietz

www.NonprofitRD.com/IN

Slides – NonprofitRD.com/summit2014


Our Speaker

Rich DietzFounder of Nonprofit R+DSenior Product Manager - Digital Fundraising at Abila

Richard has over 20 years' experience working in and with a wide variety of nonprofit, political, and government organizations and holds a Masters in Social Welfare (MSW) from UC Berkeley.

You can find Rich on his website http://www.nonprofitrd.com or tweeting @nonprofitrd.


Agenda

1. Introduction

2. Visual Storytelling?

3. The Power of Stories

4. Using Video to Tell Stories

5. Social Media and Stories

6. Q & A


Our Goals Today

• Get you thinking about using stories and video in everything you do

• Get you to take action and test out some new ideas ASAP• Only way to improve is to get something out there and test

• Pick one or two ideas and add them to your campaigns today.

• Small actions can have big results

• Examples of action takers – From Idaho


Introduction


Text Heavy Slides… oh no!

I promise I do not just read the slides• Boring!

Why text heavy slides• You don’t have to take notes – the info is there for you later• You can focus on the “ah-ha” moments• They will still make sense 6 months from now

I more teacher, than speaker• Want you to learn and take action



What you talkin’ about Willis?

SaaS, CRM, CMS

ROI, API, SEO

wysiwyg

Open-Source

Fundraising Platform

Blah, Blah, Blah


Best Practices?

• A “best practice” = what works in your org

• Its like a buffet• Try and few things and see if you like them

• If it works, go back for more

• If not, try something else

• Testing is the key, – Much easier to do online


Maslow’s Hierarchy of Needs

http://en.wikipedia.org/wiki/Maslows_hierarchy_of_needs


Online Hierarchy of Needs

Need a strongFoundation


Visual Storytelling


What is Visual Storytelling?

a story told primarily through the use of visual media. The story may be told using still photography, illustration, or video, and can be enhanced with graphics, music, voice and other audio.

– http://en.wikipedia.org/wiki/Visual_narrative

Ok… but kind of boring.


What is Visual Storytelling?

How about this instead:

The use of highly visual material that highlights your organizations impact by emotionally engaging your audience and encouraging them to spread the word

and take action.

• Visual material• Shows impact• Emotionally engaging• Encourage action


Why Visual Storytelling?

We are hard wired to respond to visuals• From cave paintings to today

Huge competition for attention• Written content is not being digested

• Need to rise above the noise

It’s what people want• Photos and video are shared 5-10x

• 74% of donors want more stories


Why Visual Storytelling?

It’s easier to understand and process• Picture worth 1,000 words

• Much more than that!

The Power of Visual Storytelling –Walter and Gioglio• Human brain processes visuals 60,000x faster than text.

• Web posts with visuals drive up to 180% more engagement than those without.

• Viewers spend 100% more time on web pages with videos


Visual Storytelling – The Big 3

Stories, Video, Social Media• Individually they can do amazing things…

• Images can replace video, but not as powerful

Used together they are a FORCE• Exponentially more powerful when combined

So, don’t think of them separately

Together they are a Super Hero


Visual Storytelling – The Big 3

Social media –“distribution”

Stories -“raw material”

Video -“factory”

(Images too)


The Power of Stories





Why Stories?


Why Stories?

Stories are memorable• This is how history was handed down for generations

• Made to Stick - Heath brothers

• Eg. / Jared for Subway

Stories show your passion• Get a nonprofit person talking about successes – Passion

• Ask them to write an email – Boring

• Always write your own content/stories


danariely.com

Why Stories?

Stories create an emotional connection• Emotion >> Rationality

• Buy based on emotion / Rationalize it later with facts

Example:

http://www.austinfoodbank.org/hunger-is-unacceptable/http://www.austinfoodbank.org/hunger-is-unacceptable/

14,000 blah, blahs12,456 blahblah sEtc. etc. etc.


Why Stories?

What donors want to hear about:• Organizational Impact (80%)• Success Stories (74%)• More details about the organization (71%)• Info on financial accountability (43%)

Community Philanthropy 2.0 survey

Start telling stories… Everywhere!


How to Find Stories

Anywhere and everywhere• Just keep your ears open

• Brainstorm in staff meetings

Ask for them• Staff, clients, donors, sponsors

• Ask - Why do you _______?


How to Tell Your Story


Start with the “Why”

A Reason Why• Xerox study, Langer, Blank, and Chanowitz (1972)

• Cut in line to make copies

• 60% ---> 93% using only “because”

• A good reason was about the same


The “Why” is Compelling

Simon Sinek – Why is compelling and gets action• MLK – “I have a dream” not “I have a plan”• Apple – “Think Different”

• We challenge status quo.. We just happen to make great computers…wanna buy one?

• Simon Sinek: How great leaders inspire action (TED Talk)

http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html


Types of stories

The Success Story• #1 best way to start• Best way to show what you do and WHY

The Why We Do What We Do• Simon Sinek video• What makes you remarkable / different

Staff Stories• Show the passion• Why are they here and what do they do• Testimonials from clients / success stories

Cautionary Tale• What can happen if we don’t do what we do• Working together we can keep this from happening


10 immutable laws of storytelling

My future bestseller!• Maybe not

The Ten Immutable Laws of Storytelling,by Andy Goodman

http://www.thegoodmancenter.com/wp-content/uploads/2013/07/free_range_2007_06.pdf


Craft better stories

Highlight the visual AND emotional content• Focus on images that create emotion• Watch TV commercials for clues• Remember, emotion first >> then rationality

Individual stories are more powerful• Always relate back to the individual• Eg./ Malaria



Stories don’t tell – They Show• Paint a vivid picture• Share all 5 senses• Use photos and video.. Of course.

Stories should be fixed in time and space• Gives audience their bearings so they can paint the picture• Today, last week, 5 years ago -- Austin, New York, California?• Allows us to engages the “emotional” brain



Audiences bore easily• The Ten Immutable Laws of Storytelling,

Free Range Thinking by Andy Goodman

Use the Cliffhanger• Start stories but don’t finish them now

www.NonprofitRD.com32

Visual Storytelling

Using Video to Tell Stories





Visual Storytelling

Why Online Video?

More affordable and easier than ever• Any camera or phone, upload to YouTube• Faster than writing content

Best way to tell a story• Easily create that emotional connection• Utilizes more senses

More Effective• Wharton School of Business study showed marketing with video to

be 600% more effective than print alone• Videos shared 12x more than links and text posts combined


Visual Storytelling

Online Video Tips


Visual Storytelling

Online Video Basics

What are you hoping to accomplish with video?• Leads, build email list, awareness?

KISS - Keep It Simple Stupid• Keep it Short – under 2 min. for most• Keep it Simple – one main topic

Call to Action… Always!


Visual Storytelling

How to get better at video

Do more video• Only way to improve is to try

Watch other videos, imitate

Wistia.com/learning• Great resources and training

Just do it.. And have fun!


Visual Storytelling

Social Media and Stories




38www.NonprofitRD.comVisual Storytelling

What is Social Media

“Platforms and sites that enable users to share content and have conversations online”

Your online presence is no longer just your website• It’s conversations… happening everywhere


What do we really mean?

Most folks think of the Big 4• Facebook, Twitter, YouTube, Google+

• May include others depending on your audience• Pinterest if you have a “visual” cause• LinkedIn if more “professionals” – association, etc.


Why Social Media?


Why social media (in general)?

Increased engagement • Another way to connect, engage, and show appreciation

Some folks love social media• They will talk about you, your cause, etc.• If you make it easy for them to do so

Another way to connect and raise awareness


Why social media (for stories/video)?

Social loves visual content• 12x more likely to be shared

• More likely to “go viral”

Social highlights stories and emotion• More likely to watch if a friend tells you to

Social and video are joined at the hip• Online video IS social media

• YouTube – Channel, subscribe, comment, share

“New form of press release”• Anna Webb – Story Panel yesterday


The BIG ProblemWith Social Media?

How to get above the Noise?


“The Noise”

We are all flooded with way to many inputs• Phone, email, mail, texts, social media

Facebook making it even harder• EdgeRank – The algorithm that keeps you from getting reach

Image: social-networking.ru/soccat/facebook


How to get above the noise?

Post amazing content… and vary it• Stories and video might be a good idea eh?

• But post other stuff too

Post at odd hours• Lunch during week usually good engagement

• Need to test different times

Plus …


FiveDistribution Strategiesto Get Above the Noise


1. The Basics

Start where you are OR pick the right networks• Start small and add on as you can

• Facebook is usually a good place to start• Others depending on your audience

Encourage Engagement• Engagement is better than big numbers

• Ask questions, be controversial,• Respond to all comments, more engagement

Remember it’s supposed to be a conversation• Don’t be “that guy”… Me, me, me. Did I mention me.


2. Social Media Army

Fight the algorithm• Staff, Board, volunteers, family members

• Get THEM to share your post / video• Get THEM to like and comment on your post• Instant increase in engagement

Give them the resources to share easily• Sample posts, emails, messages

• Clear directions and timelines

Provide incentives and thanks• Encourage, thank and provide prizes, recognition, etc.

• Small favors increase engagement as well


3. Run a contest

** Disclaimer: Check the sites Terms of Service **

Sign up / spread the word.. Win prizes• I did this with RaffleCopter.com• Its fun and gives a reason to talk about it

Super simple version• Raffle based on all current actions• Comment, Like, Share


4. Try a “Boost”

Facebook “Boost” Post• It does cost money,

• but video is a good thing to test a boost on

NEED to target the boost• You can target very specifically

• People who Like you page and friends, or• Location, Industry, etc.

NEED a Call to Action (CTA)• Not enough to just watch a video

• If paying money, need ROI• So measure and test results


5. Don’t forget email

Huh? Isn’t email dead?• Nope. Email is still the most effective way to get attention

• Facebook and Twitter

Email your supporters when you post video• Instant, On-Demand traffic

• Ask and encourage them to share, comment, like, etc.


Examples


Example Process

Project: Staff Story

1. Talk to staff about their favorite stories

2. Refine story using “Laws of Storytelling”

3. Capture story on video

4. Publish on YouTube

5. Share via social media

6. Engage your Social Media Army

7. Measure your analytics

8. Adjust/tweak and do it again


More Examples

Search Google• “examples of nonprofit visual storytelling”

do-gooder – Nonprofit Video Awards• https://www.youtube.com/user/nonprofitvideoawards

SocialBrite.org – 8 Examples Nonprofit Storytelling• http://www.socialbrite.org/2011/04/21/8-great-examples-of-

nonprofit-storytelling/


Story Example

rememberme.ushmm.org/

How could theyUse video?

Would that makeit more engaging?


Visual Storytelling

On the Scene Videos

You can get these anywhere, anytime –just need a phone or flip cam.

Example – TAPE.org Interview with Rep. Maldonado


Action Steps


Action Steps

Commit to visual storytelling

Get your first story out there this week!

Select a few strategies or ideas and test

Take action, collect results, evaluate results

Take another action


Sign Up Online

Online Fundraising 101+

Updates about upcoming webinars and training

www.NonprofitRD.com


Rich DietzNonprofit [email protected]

@RichDietz

www.NonprofitRD.com/IN


what they see, is what you get - nonprofit r+d · visual storytelling 16 visual storytelling –the...

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