Building a Great #ILGive Campaign with Story Telling (Part 2)

5 Elements of the Outreach

• Emotional Story

• Clear Impact

• Urgent need

• Specific ask

• Campaign

consistency

Multi-channel is most

effective.

Elements of Great Stories

• Authentic and emotional

• Easy to understand

• Centered on person,

supported by data.

• Reader feels like he/she

can make a difference

Simple Story Map

1. Once upon a time...This starts the story off and introduces our protagonist

2. And every day…This will set up how life was before the challenge or inciting incident

3. Until one day…This begins the action of the story with the challenge and the goal

4. And because of this…This introduces the barriers or obstacles the protagonist faces

5. And because of this…There could be several barriers that need introduction

6. Until finally…This ends the story with the resolution…your work and the donor’s impact!

Source: Caryn Stein, Network for Good

Be Contagious

Consistent,

SHAREABLE

content

Donor list

Prospects

Board

Ambassadors

Staff

Media

Volunteers

Hint: COPE - Create Once; Publish Everywhere

Great storytelling: Charity: Water

Great viral content

Pink Bra Tour with Crossfit Gyms

Great visuals: No mirror selfies!

Great campaigns

Maximize with Matching Funds

10:1 Impact

Target Goal

Time of Day

Matching MessagesSample messages• Do twice the good with one donation.

• Contribute today and we’ll match your

gift.

• Every gift made today– up to X – will be

matched dollar for dollar. Your matched

gift will deliver X. Please be especially

generous.

• This match is a great opportunity to give

your first donation to support our work.

• Make a special gift to X before the match

runs out to have your gift doubled.

• A fellow supporter is matching, dollar for

dollar, whatever you can chip in today.

The Right Stuff

• A solid website

• Online giving platform

• Flexible email marketing provider

• Social media monitoring tools

• Kickass visuals

Carry your campaign message and brand

all the way through the giving process.

When should I get started?

THANK YOU!