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#nonprofitnet @JuliaCSocial презентация
Содержание
- 1. #nonprofitnet @JuliaCSocial
- 2. Nonprofit Storytelling In A Digital World Julia
- 3. Takeaways Why storytelling is so vital to
- 4. #nonprofitnet @JuliaCSocial
- 5. #nonprofitnet @JuliaCSocial
- 6. Why Storytelling? People don’t remember bullet points.
- 7. What Storytelling Will Not Do Fix bad
- 8. How To “Do” Storytelling? Think of your
- 9. The Bad News… Donor retention is at
- 10. Boomers spend 19 hours a week online.
- 11. Your donors ages 74+ are the fastest-growing demographic on social networks. #nonprofitnet @JuliaCSocial
- 12. The Good News… More than 7 in
- 13. Change In Mindset Become a storytelling organization.
- 14. Types of Stories #nonprofitnet @JuliaCSocial Creation Stories
- 15. Creation Stories What was the need? What
- 16. Creation Stories Example –Environmental Defense Fund Started
- 17. Continuous Improvement Express resiliency Show that your
- 18. Continuous Improvement Example – The Denver Foundation
- 19. Behind-The- Scenes Stories Feature donors Feature Board
- 20. Behind-The-Scenes Carolyn Miles of Save the Children Pinterest Board: http://www.pinterest.com/savethechildren/carolyn-s-corner/ #nonprofitnet @JuliaCSocial
- 21. Behind-The-Scenes Stories #nonprofitnet @JuliaCSocial
- 22. Behind-The-Scenes Stories #nonprofitnet @JuliaCSocial
- 23. User-Generated Stories #nonprofitnet @JuliaCSocial http://www.care.org/get-involved/international-womens-day/iamcourage
- 24. User-Generated Stories #nonprofitnet @JuliaCSocial http://share.marchofdimes.org/
- 25. User-Generated Stories “Why Didn’t You Just Leave?”
- 26. Impact Stories Showcase the difference you are
- 27. Impact Stories There was a point in
- 28. Impact Stories Greater Twin Cities United Way
- 29. Impact Stories Always show donors where their
- 30. Where To Find Stories? Everywhere! Everyone
- 31. Everyone Has A Story Everyone has a
- 32. #nonprofitnet @JuliaCSocial
- 33. YOUR TURN! Creation Stories Continuous Improvement
- 34. How To Get Good Stories Look over
- 35. Have A System Collect stories & all
- 36. Mine The Gold “Think of the story
- 37. Promote Your Stories If you tell it,
- 38. Channels for Storytelling Website – HOME BASE
- 39. Go Multichannel Print, electronic, mobile and everything
- 40. St. Louis Children’s Hospital Foundation Used direct
- 41. The Children’s Center, Detroit #nonprofitnet @JuliaCSocial
- 42. “Here’s how to know if you’re on
- 43. My Two Cents We all need to
- 44. My Two Cents Think of using social
- 45. #nonprofitnet @JuliaCSocial
- 46. Resources JCSocialMarketing.com JohnHaydon.com BethKanter.org NPTechForGood.com TheGoodmanCenter.com #nonprofitnet @JuliaCSocial
- 47. Questions? Twitter: @JuliaCSocial Facebook: www.facebook.com/ jcsocialmarketing Email: julia@ jcsocialmarketing.com #nonprofitnet @JuliaCSocial
Nonprofit Storytelling
In A Digital World Julia Campbell Digital Marketing Strategist for Nonprofits http://www.jcsocialmarketing.com Nonprofit Net March 10, 2015 #nonprofitnet @JuliaCSocial
Слайд 2Nonprofit Storytelling
In A Digital World
Julia Campbell
Digital Marketing Strategist for Nonprofits
http://www.jcsocialmarketing.com
Nonprofit
Net
March 10, 2015
March 10, 2015
#nonprofitnet @JuliaCSocial
Слайд 3Takeaways
Why storytelling is so vital to your nonprofit fundraising & marketing
strategy
The types of stories you need to be telling on social media
Examples from nonprofits who are doing storytelling right
The types of stories you need to be telling on social media
Examples from nonprofits who are doing storytelling right
#nonprofitnet @JuliaCSocial
Слайд 6Why Storytelling?
People don’t remember bullet points.
People respond to emotion.
Feelings, not
analytical thinking, drive actions.
#nonprofitnet @JuliaCSocial
Слайд 7What Storytelling Will Not Do
Fix bad management.
Fix a lousy product
or service.
Replace other fundraising & marketing strategies.
Replace tried-and-true fundraising tactics.
BUT if done well, it will augment all other communication efforts!
Replace other fundraising & marketing strategies.
Replace tried-and-true fundraising tactics.
BUT if done well, it will augment all other communication efforts!
#nonprofitnet @JuliaCSocial
Слайд 8How To “Do” Storytelling?
Think of your audience FIRST and ALWAYS.
How
can you tell a story in a way that will resonate with them?
What is important to them?
What will inspire them to action?
What is important to them?
What will inspire them to action?
#nonprofitnet @JuliaCSocial
Слайд 9The Bad News…
Donor retention is at an ALL TIME low.
70%
of all donors that nonprofits recruit into giving a gift never donate again to that organization! (AFP)
#nonprofitnet @JuliaCSocial
Слайд 10Boomers spend 19 hours a week online.
71% use a social networking
site daily with Facebook being the most popular.
36% of boomers ages 50 and over own a smartphone, and 32% own a tablet.
36% of boomers ages 50 and over own a smartphone, and 32% own a tablet.
#nonprofitnet @JuliaCSocial
73% of online adults use at least one social networking site daily!
MYTH: Older Donors Aren’t Online
Слайд 11Your donors ages 74+ are the fastest-growing demographic on social networks.
#nonprofitnet
@JuliaCSocial
Слайд 12The Good News…
More than 7 in 10 US charity and nonprofit
social media administrators found the channels useful for raising money!
1/3 of charities said it was VERY USEFUL for fundraising!
1/3 of charities said it was VERY USEFUL for fundraising!
#nonprofitnet @JuliaCSocial
Слайд 13Change In Mindset
Become a storytelling organization.
Most nonprofit communications are boring and
org-centric.
Need to focus on BENEFITS, not features.
Need to focus on PEOPLE, not programs.
Need to focus on BENEFITS, not features.
Need to focus on PEOPLE, not programs.
#nonprofitnet @JuliaCSocial
Слайд 14Types of Stories
#nonprofitnet @JuliaCSocial
Creation Stories
Continuous Improvement
Stories
Behind-The-Scenes Stories
User-Generated Stories
Impact Stories
Слайд 15Creation Stories
What was the need?
What is the need now?
Story of the
founders
The real WHY you exist
The real WHY you exist
#nonprofitnet @JuliaCSocial
Reference: http://www.thegoodmancenter.com
Слайд 16Creation Stories
Example –Environmental Defense Fund
Started by a small group of
passionate
conservationists in
Long Island.
They wanted to save the osprey, bald eagle and peregrine falcon.
Went to court, got a ban on DDT in 1966. In 1972, they played a large role on a nationwide ban.
They play up the “strong foundation” and grassroots approach which informs their work today.
They wanted to save the osprey, bald eagle and peregrine falcon.
Went to court, got a ban on DDT in 1966. In 1972, they played a large role on a nationwide ban.
They play up the “strong foundation” and grassroots approach which informs their work today.
#nonprofitnet @JuliaCSocial
Слайд 17Continuous Improvement
Express resiliency
Show that your org is always trying to improve
Mistakes,
lessons learned
Helps other organizations
Helps other organizations
#nonprofitnet @JuliaCSocial
Reference: http://www.thegoodmancenter.com
Слайд 18Continuous Improvement
Example – The Denver Foundation
10 Years 10 Stories – Celebrating
10 years of inclusiveness
Stories from the Journey – stories told by the nonprofits awarded grants
Nonprofits discussed what they learned and what they still have to work on.
Focused on their target audience and thought about what would resonate with them.
Stories from the Journey – stories told by the nonprofits awarded grants
Nonprofits discussed what they learned and what they still have to work on.
Focused on their target audience and thought about what would resonate with them.
#nonprofitnet @JuliaCSocial
Слайд 19Behind-The-
Scenes Stories
Feature donors
Feature Board members
Feature staff
Feature volunteers
#nonprofitnet @JuliaCSocial
Reference: http://www.thegoodmancenter.com
Слайд 20Behind-The-Scenes
Carolyn Miles of Save the Children
Pinterest Board: http://www.pinterest.com/savethechildren/carolyn-s-corner/
#nonprofitnet @JuliaCSocial
Слайд 23User-Generated Stories
#nonprofitnet @JuliaCSocial
http://www.care.org/get-involved/international-womens-day/iamcourage
Слайд 25User-Generated Stories
“Why Didn’t You Just Leave?”
Writer Beverly Gooden shared her own
reasons for staying in an abusive relationship on Twitter, using the hashtag #WhyIStayed.
Within hours, hundreds of survivors were tweeting their own reasons for doing the same.
Within hours, hundreds of survivors were tweeting their own reasons for doing the same.
#nonprofitnet @JuliaCSocial
http://www.huffingtonpost.com/2014/09/12/why-didnt-you-just-leave_n_5805134.html
Слайд 26Impact Stories
Showcase the difference you are making
Showcase the lives changed
Doesn’t have
to be sugary sweet
#nonprofitnet @JuliaCSocial
Слайд 27Impact Stories
There was a point in time when Eddie didn't want
to live. "I was standing on the verge of death," he says.
#nonprofitnet @JuliaCSocial
http://www.denverrescuemission.org/drm/stories/stories-eddie-2014
Слайд 28Impact Stories
Greater Twin Cities United Way
Success Stories section on their website
They
start with the impact they had on the nonprofit, then the direct impact on a recipient of services
Miguel’s story
Miguel’s story
#nonprofitnet @JuliaCSocial
Слайд 29Impact Stories
Always show donors where their money is going.
Make them
smile when they see the results their gift helped achieve.
https://www.facebook.com/ BostonChildrensHospital
https://www.facebook.com/ BostonChildrensHospital
#nonprofitnet @JuliaCSocial
Слайд 30Where To Find Stories?
Everywhere!
Everyone is responsible!
Requires a big change of
culture.
No silos!
Get on the front lines.
Talk with people.
No silos!
Get on the front lines.
Talk with people.
#nonprofitnet @JuliaCSocial
Слайд 31Everyone Has A Story
Everyone has a story – it might not
be one that you can use, but it might lead you to an idea or person who can help.
#nonprofitnet @JuliaCSocial
Слайд 33YOUR TURN!
Creation Stories
Continuous Improvement Stories
Behind-The-Scenes Stories
User-Generated Stories
Impact Stories
#nonprofitnet @JuliaCSocial
Слайд 34How To Get Good Stories
Look over all of those thank you
notes!
Ask clients – include a “share your story” page on your website, conduct surveys, ask at live events.
Be enthusiastic.
Explain the purpose.
Keep it varied. Make A Wish Foundation doesn’t just tell about the people that benefit, they also tell the stories of the wish-granter, the volunteers and their sponsors.
Ask clients – include a “share your story” page on your website, conduct surveys, ask at live events.
Be enthusiastic.
Explain the purpose.
Keep it varied. Make A Wish Foundation doesn’t just tell about the people that benefit, they also tell the stories of the wish-granter, the volunteers and their sponsors.
#nonprofitnet @JuliaCSocial
Слайд 35Have A System
Collect stories & all story ideas. Keep these confidential
for now.
Nothing is too small to collect.
Save your stories & ideas in a virtual Story Bank.
Use Dropbox or Google Drive.
Form a Storytelling Committee.
Start thinking like a reporter.
Use your smart phone, tablet, GoPro, flip camera.
Nothing is too small to collect.
Save your stories & ideas in a virtual Story Bank.
Use Dropbox or Google Drive.
Form a Storytelling Committee.
Start thinking like a reporter.
Use your smart phone, tablet, GoPro, flip camera.
#nonprofitnet @JuliaCSocial
Слайд 36Mine The Gold
“Think of the story itself as gold. You mine
the gold, capture the story.
Then you bring it back to your office and you need to pound that gold into different shapes and sizes depending on whom you’re talking to, or also where you’re telling it.” ~ Andy Goodman
Then you bring it back to your office and you need to pound that gold into different shapes and sizes depending on whom you’re talking to, or also where you’re telling it.” ~ Andy Goodman
#nonprofitnet @JuliaCSocial
Слайд 37Promote Your Stories
If you tell it, they will hear it!
Right??
Putting the
stories on the
right channels and then
promoting them is HALF
the battle!
#nonprofitnet @JuliaCSocial
Слайд 38Channels for Storytelling
Website – HOME BASE
Blogs
Email newsletters
Publications
Social media
Public
speaking, community education
User-generated –encourage your online community to share their stories
User-generated –encourage your online community to share their stories
#nonprofitnet @JuliaCSocial
Слайд 39Go Multichannel
Print, electronic, mobile and everything in between.
Be where your
donors are, not where you want them to be.
#nonprofitnet @JuliaCSocial
Слайд 40St. Louis Children’s Hospital Foundation
Used direct mail, email, social media
Missives and
personal videos from Josh, a 16-year-old patient at the hospital
Use humor, insider info, his genuine voice and personality
Use humor, insider info, his genuine voice and personality
#nonprofitnet @JuliaCSocial
Слайд 42“Here’s how to know if you’re on the right track: if
you stop (your) story in the middle, the audience will insist you finish it. Isn’t that what you want?”
~Seth Godin
~Seth Godin
#nonprofitnet @JuliaCSocial
http://sethgodin.typepad.com/seths_blog/2013/09/words-sentences-paragraphs-stories.html
Слайд 43My Two Cents
We all need to change nonprofit culture.
We need
to start thinking visually and start thinking in “micro-content” terms.
Stop with the excuses.
Stop with the excuses.
#nonprofitnet @JuliaCSocial
Слайд 44My Two Cents
Think of using social media as showing the world
what you do and why you do it, in a compelling, interesting and easy-to-share way!
#nonprofitnet @JuliaCSocial
Слайд 46Resources
JCSocialMarketing.com
JohnHaydon.com
BethKanter.org
NPTechForGood.com
TheGoodmanCenter.com
#nonprofitnet @JuliaCSocial
Слайд 47Questions?
Twitter: @JuliaCSocial
Facebook: www.facebook.com/
jcsocialmarketing
Email: julia@
jcsocialmarketing.com
#nonprofitnet @JuliaCSocial
