2/9/2019 1 Finding, Creating, “Stories of Change” their use and impact Vital Lands Network, Illinois February 2019 Workshop leader: Judy Anderson, Community Consultants P.O. Box 617; Kinderhook NY 12106 518-758-7226 [email protected]Website: Community-consultants.com flickr.com/photos/lindenbaum/ Storytelling Tips; February 2019 1 2 3 4 “I am only one, but still I am one. I cannot do everything, but still I can do something.” Edward Everett Hale Storytelling Tips; February 2019 5 Sign up for twice-monthly e-News: community-consultants.com Storytelling Tips; February 2019 6 You can find examples of conservation changing lives, in different ways, from land trusts across the country: Community-consultants.org OR the Land Trust Alliance Community Conservation website page 1 2 3 4 5 6
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2/9/2019
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Finding, Creating, “Stories of Change” their use and impact
Vital Lands Network, IllinoisFebruary 2019
Workshop leader: Judy Anderson, Community ConsultantsP.O. Box 617; Kinderhook NY 12106518-758-7226 [email protected]: Community-consultants.com
flickr.com/photos/lindenbaum/Storytelling Tips; February 2019 1 2
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“I am only one, but still I am one.
I cannot do everything, but still I can do something.”
Edward Everett Hale
Storytelling Tips; February 2019 5
Sign up for twice-monthly e-News: community-consultants.com
Storytelling Tips; February 2019 6
You can find examples of conservation changing lives, in different ways, from land trusts across the country: Community-consultants.org OR the Land TrustAlliance Community Conservation website page
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“We should tell more stories…”
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“When I read something, or see something, I can relate to, I have a better chance of remembering it.”
Before you start telling stories, understand your goals.
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2018 Nielsen Total Audience Report
“American adults spend over 11 hours per day listening to, watching, reading or generally interacting with media.”
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Stories are not:
• Reports
• List of actions or activities
• Statements of facts or observations
• Full of insider language (jargon)
• Devoid of emotion (without a purpose)
• Selfish
Where to find stories?
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When you want to motivate, persuade, or be remembered, start with a story of human struggle and eventual triumph. It will capture people’s hearts – by first attracting their brains.
Paul J. Zak, Trust Factor: The Science of Creating High-Performance Companies
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How you frame the story and impact is
important.
Giving is emotional, we have to
relate as humans
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1. Context
2. Problem (So What? Who Cares?), how does that impact the person/protagonist?
3. Solution
4. How did conservation help?
Make the reader the catalyst for change—not your land trust.
“Story of Change” Formula
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Conservation Stories,
Stories of Change
• What are the core areas of your work/focus?
• What will your readers (and NEW readers) relate to?
• What can you repurpose, in a new way?
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“The amount of oxytocin released by the brain predicted how much people were willing to help others; for example, donating money to a charity associated with the narrative.”
“Oxytocin is produced when we are trusted or shown a kindness, and it motivates cooperation with others.
It does this by enhancing the sense of empathy, our ability to experience others’ emotions.”
―Paul J. Zak, Harvard Business Review
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Storytelling Tips; February 2019 29Andy Goodman
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Project Stories
Heritage,Family Health
Community, HelpingPushback
Emotional context, Share Values
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Shared Values Examples
Stories of Change: Conservation Changing Lives
• Illness, Health-what kind?
• Loneliness. Friendship
• Loss of identity. Sense of place
• Economic challenges. Better life ahead
• Lack of trust. New relationships
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Pixar Framework
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• Once upon a time…• Every day…• One day…• Because of that…• Because of that…[How
conservation helped]• Until finally…
[how someone’s life changed]
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Where to you find them?
• You create them—you make the news happen
• You listen for them—you look for places where people’s lives, or animals lives, are facing challenges.
• You re-imagine them—you identify new messengers, experiences, commonalities to draw people together.
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“Can you tell me a bit about…● What was life like before… • What happened? How did that make you feel?• What is life like now?”
• Listen.• Ask open-ended questions.• Find a place to walk, talk, get to know someone
as a person.• Explain why you want to tell a story about them.
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Where to Find Stories
• Volunteers, board, staff, partners
• Projects
• Community meetings
• Programs
• Grocery stores
• Schools
• Outside
Storytelling Tips; February 2019 36Business Insider
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Re-tell a story from a
different perspective
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Home• Family• Food, Water• Weather, climate change• Smart• Community• Roads, development• Disease, illness• Misunderstood• Compassion for, about
atesgah.com/Storytelling Tips; February 2019 40
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Add one or two facts that support the urgency, need or call to action.
Extrapolate out, so people can understand the broader context.
Stories have a purpose. Often it’s to help people see the larger issue at hand and encourage action.
Summary Tips for Collecting Stories from the Field
Where do you tell them?• Blog and Website• Social Media• Press, Newsletters• Email, personal emails• In-person, field trips, programs• Board meetings, staff meetings• Foundation/grant reports
Adapted from John Haydon
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Picmonkey
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• Free for nonprofits• Templates for
nonprofits• Looks very
professional• You have to sign up
for it as a nonprofit
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“[The] most successful stories are moral, they teach us how to live, whether explicitly or implicitly, and bind us together around common values.”
―Jonathan Gottschall. The Storytelling Animal: How Stories Make Us Human
Find the shared values; build humanity and compassion
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Questions?Judy Anderson, Community [email protected]; Website: community-consultants.com518-758-7226