Building Support Through Storytelling
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Becky Livingston, president and CEO of Royal Apple Marketing, emphasizes the importance of storytelling in building employee volunteer programs, highlighting that compelling stories increase loyalty and engagement. She outlines a plan for effective storytelling, including self-assessment, audience identification, and measurable success metrics while presenting key journalism principles to enhance narrative clarity. The document encourages the use of visual storytelling across various platforms and provides resources and examples to further engage and inspire nonprofits in their storytelling efforts.
Building Support Through Storytelling
- 1. Becky Livingston President & CEO Royal Apple Marketing September 2012 Build Support for Employee Volunteer Programs via Storytelling © 2012 Royal Apple Marketing
- 2. My Story ü Social media advocate, author, trainer, speaker, and practitioner ü Big dog lover ü Small business consultant ü Daily user of LinkedIn, Facebook, Twitter, G+, Pinterest, & Hootsuite ü Marketing pro and Tech enthusiast
- 3. Why storytelling? › Storiesincrease loyalty › Good stories are spread › Good stories have conflict › True, but hard-to-believe, odd or unexpected events › Acts of heroism › Emotional, funny, innovative, provocative Ask the question, “Would I share this story with others?”
- 4. Create a Plan › Selfassessment – What’s your story? › How does storytelling fit into the Strategic Plan? › Who are we trying to reach? › What change to do we want to see? › How do we measure success? › Who are our storytellers? › How do we get the word out?
- 5. Journalism’s 5 W’s to Help You › Who – your characters › What – what happened › When – sequence of events › Where – specific scene or setting › Why – the motivation of the characters › How – how it happened
- 6. 5 Questions People Ask 1. What do other people think about this organization? 2. Are people here like me? 3. Does this work? 4. What difference can I make? 5. May I come along?
- 7. Get to the Heart of it ü Know your point ü Nail your plot ü Have a big theme, but a small scale The human experience = a universal feeling, emotion, or truth that resonates with us all.
- 8. Convey the Story w/ Pictures › Create the visual story › Use it in public outreach, website, blog, social media, annual report, email, etc. › Enter contests like: › DoGooder Awards › TechSoup Storytelling Challenge › The Current Cause
- 11. Video Storytelling Checklist › Purpose › Shooting › Measurement › Organize › Distribution › Details › How › Editing › Preparation › Copyright › VideoPlanning › Dissemination › Timing › Permission
- 12. Examples / Case Studies
- 13. Deer Lake Strawberry Festival
- 14. The what? Listing of services Call to action! Sharing feature
- 15. Super Tuesday – Invisible Children
- 18. “Stories don’t have to be long – in fact shorter is probably better. Stories tell of challenges confronted, a turning point that can emotionally draw in the reader, and an ending that provides lessons learned, results attained, and a clear path forward.” Reed Dewey, Volunteer Frontier
- 19. Connect with Royal Apple Marketing @RoyalAppleMkgt / @BMLiving
- 20. Resources › Bowden 2 Bowden Blog http://bowden2bowden.wordpress.com/2012/09/06/stories-can- build-a-brand-image/ › Storytelling tips from Roy Peter Clark & Shelter Box http://www.atlargeinc.com/blog/ 2012/03/02/storytelling-tips-from-roy-peter-clark-shelterbox/ › Volunteer Stars Engagement Report 2012 http://www.volunteerfrontier.com/volunteer- engagement-stars.html › From Business Case to Storytelling: Bringing Voluteer Engagement Out of the Shadows http://blogs.volunteermatch.org/engagingvolunteers/2012/05/22/from-business-case-to- storytelling-bringing-volunteer-engagement-out-of-the-shadows/ › How to get to the Heart of Your Story http://www.nonprofitmarketingblog.com/site/ how_to_get_to_the_heart_of_your_story › Nonprofit Storytelling Tips From the Experts http://www.causevox.com/blog/2012/04/17/ nonprofit-storytelling-tips-from-the-experts/ › Keep Your Eyes Open: Visual Storytelling for Nonprofits http://blogs.volunteermatch.org/ engagingvolunteers/2012/04/02/keep-your-eyes-open-visual-storytelling-for-nonprofits/ › Video Storytellling Checklist http://www.socialbrite.org/2010/07/15/visual-storytelling- checklist/ › A Roundup of Resources for Grass Roots Media Makers http://www.socialbrite.org/sharing- center/media/ › 19 Best Non-Profit Websites http://socialdriver.com/2012/05/19-best-non-profit-websites- and-why-theyre-awesome/ › 5 Questions Non Profits Should Answer with Stories http:// www.nonprofitmarketingguide.com/blog/2008/04/18/five-questions-nonprofits-should- answer-with-stories/ › Storytelling 2.0: Why Nonprofits Need to Tell Stories http://www.socialbrite.org/2011/08/24/ storytelling-2-0-why-nonprofits-need-to-tell-stories/