A lot has been said about the potential and the promise of storytelling for nonprofits. Stories have the power to persuade, to captivate, and to move people from passive to active. Human brains are wired to remember stories - not just to hear or listen to stories, but to experience them along with the storyteller. The current fast-changing, always-on digital reality demands ever-more creative approaches to storytelling - to grab attention, to pique curiosity, and to inspire action. Join us for a workshop with digital storytelling expert Julia Campbell to discuss: As social change agents and nonprofit professionals, how do we build a community of raving fans using the stories we already have? How can we make complex and difficult issues come to life through stories? Julia will show you how to use compelling storytelling on digital channels to build a vision of hope, to make deeper connections with supporters, and to create a community of volunteers eager to help spread the word.
At the end of the session, participants will be able to…
1. Employ Julia’s 3-part digital storytelling framework to turn supporters from passive to passionate.
2. Create a system to collect the best volunteer recruitment stories for your organization.
3. Apply emerging technologies that nonprofits can use to recruit volunteers with digital storytelling.
Foundation First - Why Your Website and Content Matters - David Pisarek
The Art of Digital Storytelling
1. THE ART OF STORYTELLING IN THE
DIGITAL AGE
Julia Campbell, MPA
www.jcsocialmarketing.com
TWEET: @JULIACSOCIALTWEET: @JULIACSOCIAL
2. ABOUT ME
Mom of 2
Returned Peace Corps Volunteer (Senegal 2000-
2002)
Former Development and Marketing Director at
small shops
Author, Storytelling in the Digital Age: A Guide for
Nonprofits
Passionate digital storytelling evangelist
Tweet: @JuliaCSocial
TWEET: @JULIACSOCIAL
3. Connect
Slides, notes and resources
http://jcsocialmarketing.com/volunteerism
1. Presentation Slides
2. Storytelling in the Digital Age Workbook
3. Content Calendar template
4. What We Will Cover Today
Why digital storytelling
is the best way to build
relationships with
volunteers and
supporters
The 3 essential elements
of nonprofit storytelling
that persuades
How to create a system
to collect and craft the
best stories across your
organization
Free and low-cost tools
you can use to enhance
your digital storytelling
16. ETHOS – THE ETHICAL NATURE
TWEET: @JULIACSOCIAL
Trust and credibility
Speaker bio
Branding
Why should we listen to you?
Why should we believe what you are telling us?
17. ETHOS – THE ETHICAL NATURE
TWEET: @JULIACSOCIAL
https://www.denverrescuemission.org/stories
19. LOGOS – THE LOGICAL
RATIONALE
Appeals to logic and reason
Why is this issue important?
Why is this story vital to
understanding this issue?
What is the problem?
Does the evidence support you?
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20. HOW TO CREATE
LOGOS
Facts and statistics
Analogies
Citing authorities
Case studies
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21. HTTPS://YOUTU.BE/FU
RUEIWOVNG
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In Hungry Kate: The Girl with
the Belly Ache, The
Community Foodbank of
New Jersey highlights the
problem inside the story:
Kate is one of 400,000 kids
who struggle with hunger in
New Jersey.
22. PATHOS – THE
EMOTIONAL
APPEAL
Only stories that resonate at a deeply human,
universal level, beyond a recounting of “things that
happened”, are going to move people from passive
to passionate.
TWEET: @JULIACSOCIAL
31. GREENPEACE STORY & CONTENT GUIDE
“The story Greenpeace tells, and has always told, is that a better world is
possible, and brave individual and collective actions can make it a reality.
Now, to save the world, we’re going to get a billion other people to
smash their own impossibles.
We will tell stories using language that is optimistic, bold and includes a
humorous wink. We will rebel against convention and make beauty in the
face of dreary and stale.”
TWEET: @JULIACSOCIAL
32. USE EMOTION WITH INTENTION
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Different emotions can lead
people to different actions.
What do you want people to
believe and do?
Think about how they would
feel if they were taking that
action.
Think about stories that
would make them feel that
way.
34. Effective storytelling involves a deep understanding of human emotions,
motivations, and psychology in order to truly move an audience.
People do what the heart tells them, and then they rationalize their
decisions using logic and reason.
TWEET: @JULIACSOCIAL
41. 1) DETERMINE YOUR
GOAL
What would you do if you couldn’t fail?
What do you hope to achieve with
digital storytelling?
What does success look like?
What do you want people to do?
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42. THINK DEEPER
“Getting on Facebook”
“Start tweeting”
“Get 5,000 fans”
THERE ARE NOT GOALS – they
are tactics to get to your goals
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48. WHERE ARE THE KNOWLEDGE GAPS?
What does your
target audience
already know about
you?
What misconceptions
may they have about
the population you
work with or the work
that you do?
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54. WHERE TO FIND
STORIES
Think like a journalist.
Write every story idea down,
no matter how small.
Look at current events to see
what’s newsworthy.
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55. WHERE TO FIND
STORIES
Review all print materials and
collateral.
This includes annual reports,
grants, event programs, press
releases, brochures, etc.
Re-examine past and present
events.
TWEET: @JULIACSOCIAL
56. WHERE TO FIND
STORIES
Peruse “thank you” letters.
Ask your donors.
Donors are usually very
willing to give you information
that is not a donation!
Ask your volunteers.
TWEET: @JULIACSOCIAL
57. “SO, TELL US
YOUR STORY…”
What is your favorite memory?
How has our organizations
made you feel?
How did you feel when you first
discovered us?
What is one reason that you
continue to support us?
Benefits, not features.
TWEET: @JULIACSOCIAL
58. WHY SHOULD SOMEONE
VOLUNTEER?
1. Find a partner and introduce
yourself.
2. Share one reason why someone
should volunteer with your
organization.
3. Find another partner when
alerted.
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60. HOW TO WRITE A COMPELLING STORY
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Have a hook.1.
Go beyond a recounting of “things that happened”.2.
Use visual, evocative language.3.
69. YOUR STORIES
ARE THE GOLD.
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“Think of the story itself as gold.
You mine the gold, you capture the story.
Then you bring it back to your office and you need
to pound that gold into difference shapes and sizes,
depending on whom you’re talking to, or also where
you’re telling it.”
~Andy Goodman
90. INVITE CLIENTS
Direct involve the people that
you serve in telling their own
story.
Empower them.
Make them a vital part of the
storytelling culture and crafting
the storytelling plans.
TWEET: @JULIACSOCIAL
91. LEAD BY EXAMPLE
Write down stories about your
own life.
What makes these stories
memorable?
Create and share examples.
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92. STORY IDEA BANK
Create a Story Idea Bank for
everyone to access.
Keep ideas in Dropbox or
Google Docs.
No idea too small!
TWEET: @JULIACSOCIAL
93. ASK YOURSELF:
Are you telling real stories, or
just sharing messages?
What new insights will your
audience gain from your stories?
Are they interesting?
Are they challenging
assumptions in creative and
engaging ways?
TWEET: @JULIACSOCIAL
94. STOP THINKING OF STORYTELLING AS
A MEGAPHONE TO PROMOTE YOUR
AGENDA.
THINK OF IT AS A GIFT FOR YOUR
VOLUNTEERS AND SUPPORTERS.
TWEET: @JULIACSOCIAL