In GreatNonprofits first ever Webinar, founder Perla Ni and content maven Colleen Wilson share insights into how why and stories work for nonprofits. GreatNonprofits proudly features the story of PA'LANTE Harlem founder Elsie Vasquez on how the focus on storytelling and has helped her organization grow.
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Our Agenda Today
Welcome and Introductions 10 mins
1) The Science of Storytelling 10 mins
2) Case Study: A Stellar Story 10 mins
3) The Art of Storytelling 10 mins
Storytelling Tools and Q&A 15 mins
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Our Presenters
Perla Ni
CEO, GreatNonprofits
Founder, Stanford Social
Innovation Review
Colleen Wilson
GreatNonprofits
Former Communications &
Philanthropy at Genentech
Elsia Vasquez
Founder & Executive
Director, Pa’lante Harlem
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Let’s Make This a Dialog
● Participate in the polls
● Use the chat function to ask us a question; we’ll answer them at the
end of the webinar
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GreatNonprofits is a Storytelling Platform
More than 250,000 stories from 26,000+ nonprofits
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Everyone Loves a Good Story
People spend most of their conversations telling
personal stories and gossiping.
A 1997 study found that social topics
accounted for 65 percent of speaking time
among people in public places,
regardless of age or gender.
A 1997 study by anthropologist and evolutionary biologist Robin Dunbar, University of Liverpool
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Great Stories Evoke Empathy
Empathy is part of the larger ability humans have to put
themselves in another person’s shoes.
We can attribute mental states—awareness, intent—to
another entity.
Theory of mind, as this trait is known, is crucial to social
interaction and communal living and to
understanding stories.
The Secrets of Storytelling: Why We Love a Good Yarn, Scientific American Mind, August 2008
15. ““I am dealing with one of the biggest/worst landlords
in NYC and PALANTE has helped me and my
neighbors get organized. We now have a tenant
association thanks to their support and we are ready to
work for humane living conditions. Elsia and the team
at PALANTE are angels. They help the most
vulnerable.”
— Client Edwin Torres, New York City
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How PALANTE Uses Storytelling
Getting new stories is a regular task
● Every 3 - 4 months
● Via many communications channels: Social media,
email, in-person meetings events
● This is part of PALANTE’s ongoing work; two staff
members, no dedicated communications position
Once gathered, stories are shared while they’re
fresh
● Shared through PALANTE’s communications
channels
● Used to gain media attention, in conversations with
donors/funders
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It wasn’t until 2012, when a neighbor put him in touch with a tenant advocacy group, Pa’
Lante, that he looked into the apartment’s rent history and discovered that the legal rent
of the apartment was actually $233 a month. (He was paying $1,300 per month.)
DNAInfo, March 2, 2015
PALANTE in the News
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How PALANTE Uses GreatNonprofits
Regularly asks for reviews
● Every 3 - 4 months
● Via social media and emails
Leverages the GreatNonprofits badge
● Social media and website
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More PALANTE News Coverage
“The NY Daily News covered our top-rated award status in 2014, and
we believe that led us to receive an anonymous five-figure gift.”
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GreatNonprofits is Working to Make
Storytelling More Effective
Grant from Bill & Melinda Gates Foundation
● Two-year storytelling research study
● GreatNonprofits and our partners will collect, analyze and share a diverse set of
donor stories
Goals
● Increase the nonprofit sector’s understanding of donor perceptions and
motivations
● Enhance the GreatNonprofits platform to track and share behavioral changes
about donors to improve nonprofit programs and outreach
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Our Interests in Storytelling
Stories engage
Great stories increase donors’ intentionality
and better engage them in your cause
Stories connect
Requesting stories is another way to connect
with donors that doesn’t involve asking for
money
Stories elicit emotion
Showcasing your stories increases donors’
empathy and provides an emotional tie to
your cause
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What Makes an Ideal Story
Characters
ChangeChallenges
Who will inspire your audience(s)?
Will his/her values or life experience
motivate your audience(s)?
Characters
What challenges has he/she
gone through?
Will those challenges speak to
your audience?
Challenges
How has the protagonist changed
through his/her journey?
How can the world be a better place
if we learn from his/her story?
Change
An Amazing
Story
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9 out of 10
donors
9 out of 10
donors
81% of
users
say reviews have helped them
decide where to volunteer
say reviews have helped
them understand a
nonprofit’s mission
say reviews have shaped
their opinion of a nonprofit
8 out of 10
donors
say that GreatNonprofits
influences their giving
Storytelling on GreatNonprofits Platform
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● Americans who donate 10% or more of their income
are less depressed.
● Americans who describe themselves as “very happy”
volunteer an average of 5.8 hours/month vs. those who
are “unhappy” (0.6 hrs)
Telling Our Stories Benefit the Listener
and Storyteller
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Find a Couple of Great Characters
• Think of 1-2 terrific donors and/or volunteers
• These people have a story that can inspire
others
• These people have values or life experiences
that will motivate others
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Ask for Their Stories Via Email
Coming soon: Story prompts on GreatNonprofits website
Invite Stories With Email
“Dear friend, if you love our work, then tell the world! Did you know that behind
recommendations from friends and families that reviews impact volunteering
and donating decisions?
Won’t you help us raise visibility for our work by posting a review of your
experience on GreatNonprofits—a review site like Yelp, but for nonprofits? All
reviews will be visible to potential donors and volunteers.
It’s easy and only takes three minutes! Go to [INSERT YOUR NONPROFIT
PROFILE LINK HERE] to get started!”
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Patricia G’s Story
“Initially, I was going to give a one time small donation. When I saw the faces of the children who
needed a sponsor, I knew I could tighten my belt. I made a silent commitment to Rachna, my
sponsor child, and to myself: I would not let her down.
It occurred to me that I was not getting any younger and if I was going to meet Rachna, I'd better
start making plans.
There are moments in life that you know you are memorizing every sound and sight. I felt like that
when Rachna stood up to greet me for the first time. I thought my heart would burst. The
translator took me to two schools, the clinic and nursery. I saw happy, healthy, courteous children.
They give direct eye contact and there is a quick smile on their faces. That speaks volumes.
CCF does so much for so many people. It gives children a meaningful future. It feeds and
educates children. You'll never regret it. Take it from an old woman who went half way round the
world by herself, your donation DOES matter.”
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Use Your Stories This Fundraising Season
Look for existing stories
• Stories that exist on GNP platform are yours to use
Curate your stories
• Ask for photos to accompany the stories
• Use the story/photo combos on other communications
channels
Social media Website Events Print Videos
Low
Effort
Medium
Effort
High
Effort
Determine how you’ll use the stories
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How to Use Top-Rated Status
By collecting 10 stories on the GreatNonprofits website, your
nonprofit will be top-rated!
You can use this information in:
• emails
• newsletters
• website
• social media
