DIGITAL STORYTELLING FOR FUNDRAISERS BY SHANELLE NEWTON CLAPHAM
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DIGITAL STORYTELLING FOR FUNDRAISERSBYSHANELLE NEWTON CLAPHAM
TodayBy the end of the day you will know:
• What is digital storytelling/ content marketing?• How to plan & sequence digital storytelling channels • The elements of story telling• Types of online content• How to develop the donor journey through stories• How to use content as a digital strategy:
— Your content marketing plan— Using digital channels: SEO/ Social media/ Email
• How to tell stories across both online and offline.
Air New Zealand Safety Videos
http://youtu.be/cBlRbrB_Gnc
Digital content channels• Identify the role of each channel• Every touch-point needs to stand alone, as well
as part of the bigger story• Stories aren’t linear.
Identify the role of each channel
Each episode must stand alone
Stories aren’t linear
Managing the sequence of your story
Managing the sequence of your story
Sequence your story by…
Time
Behaviour
Controlling the sequence of your storyYou can’t.
An ordinary example
Love Food Hate WasteDigital storytelling or content marketing?
A Million Miracles
One Million Miracles
Story
One Million MiraclesAmazing stories, delivered through digital.
• Streaming live surgery• Social Media• Field videos• Email• PR + media• Traditional advertising.
Exercise
How would you plan this digital story?
Greenpeace vs MattelTell the story in 4 episodes.All you have to start with is this video:
https://www.youtube.com/watch?v=Txa-XcrVpvQ
Let’s take a
What is content marketing?
What is content marketing?Content marketing is a marketing tactic of creating and distributing content that is relevant and valuable to a specific target audience.
This content, or engagement objects as I like to call them, aim to attract, acquire, and engage a clearly defined and understood audience – with the objective of driving profitablecustomer action.
Two examples of storytellingWould you like to tell your organisation’s story like this?
Whale and Dolphin Conservation
• https://www.youtube.com/watch?v=i8puvooFXPk
Two examples of storytellingOr do you prefer this way?
Mission Australia
• https://www.youtube.com/watch?v=lCSIkKsRUQU
The elements of storytelling
How do you structure a story?
Tell me about a book or an article you recently read & has stuck in your mind.
• How did the writer give structure to the story?
• How did the story grab your attention?• Why did you read it?• What was it about the story that made you
remember it?
Elements of storytelling
• Central question you are answering for the user – the message you’re trying to convey
• The headline• The first sentence/ The opening scene• Chapters or episodes • Heroes and villains/ Protagonist and antagonist• Evidence to support• A real life story or case study• Images and vision• Tone.
The message or central theme
The message or central theme
The message or central theme
The message or central theme
Exercise
1. What is your organisation’s central message?
How did you define it?
How do you share it with your supporters?
Grabbing their attentionA great Headline plus• In a news article you have the first
paragraph• In a video you have the first 9 seconds• In a book you have the chapters titles & the
first page• On a website, you have just an impression &
sub-titles• For an image or infographic, you have only a
glance• For a podcast, you have the tone of voice
and opening sentence• In a game you have the first 20 seconds
Grabbing their attentionDoes this image grab your attention?
Grabbing their attentionDoes this video grab your attention?
https://www.youtube.com/watch?v=BCHhwxvQqxgwww.charitywater.org/whywater
Exercise
2. Give these images an attention grabbing, emotional headline.
The narrativeIn every story you need• A Narrative or plot – “the moral of the story”• A tone or narrator – the style of your
language• A sequence of events that shows cause &
effect• Chapters or episodes – make it easy for the
user to consume the content• Conflict/ challenge• Solution/ resolution/ a way forward• A call to action – something for the reader to
do.
Who are your characters?
• Characters that tell the story• Characters that represent your supporter
audience• Characters to relate to – archetypes, heroes,
villains.
Show, don’t tell
• Real life stories & case studies to connect with people• Evidence to convince people WHY they should care• Vision, images, video – emotional collateral.
Exercise3. What is the narrative of this video?
https://www.youtube.com/watch?v=7DdM-4siaQw
Exercise
4. Write a brief to tell your campaign story.
What does content look like online?
How does your organisation use content in digital channels?
What pieces of digital content have you been a part of creating?
What content are you most proud of?
How do donors engage with this content?
Types of content marketing
Your digital storytelling tools
Google’s Doodle
Visual representations
Pull out quotes & statistics
Infographics
Maps
Images (& entertainment)
Graphs & charts
Emotional/ controversial images
Immersive content
Cartoons and satires
Wizards, quiz, polls
Illustrations
Video & viral sharing
Calls to action
Practical guides & resources
Games
Link magnets
And of course• Articles• Webpages• Blogs
TEXT
Let the visuals lead
Case study
Nepal Earthquake
What content did Oxfam use online to raise money for Nepal?
NepalWebsite:TextImages
NepalWebsite:Nepal Appeal
TextImagesCall to action
NepalBlog
NepalFacebook:Video reports from a humanitarian worker
https://www.youtube.com/watch?v=Kxq89iybyZw
NepalFacebook:TextImagesCall to action
NepalTwitter:TextCall to actionImages
Exercise
5. What other formats could this story take?
https://www.anglicare.org.au/video-gallery/genevieves-story
Create content your donors care about
Who is your target audience?
To design a content strategy you have to get inside your user’s head• Who are the audiences for your
organisation?• Are they the same online as offline?• What do they care about? • Why are they connected to your
organisation?• What are they trying to do when they visit
your organisation online?
Donor Persona’s
Exercise
6. Who is your audience?
What do you know about them?
How did you find out?
What stories motivate them most?
Telling fundraising stories
Story
How to develop the donor journey through stories
Tell me what your donor journey looks like
You need great stories
Building an emotional relationship with your supporter through a planned series of touch-points and channels, specifically to engage them, warm them up for asks and nurture and retain them once they’re donors.
• The objective is to:• Grow database (sign petitions, join email newsletter)• Build trust• Develop an emotional connection• Convert from supporter to donor• Convert from one off donor to regular giver• Lifetime valued relationship (retention).
What is a donor journey?
Using content to convert (donors)
• Content marketing is not a direct response channel, its about influencing opinions and behaviour through information
• We use content marketing because its more subtle • We use content because it can get us access to
audiences and partners whom we may not be able to reach in any other way
• Its important to place soft call to actions within the content, but it should be secondary of the integrity of the content itself which is about telling a story and adding value to the viewer/ reader/ participant.
Content can nurture supporters into donors
Engagement
EducationAwarenessEmotional connection
Relationship Building
Keep content focusedKeep adding to the storyGrow their empathy/ rage/ fear
Convert to donor
Pose questions Ask them to do somethingGive them a compelling reason to do it NOW
The results content can produce
Our results: 50,000+ new supporters1267 new regular givers29% lower $CPA than F2F 92% first gift completion (only 3% cancellation)Doubled donor retention 1.74 ROI in Year 1
Exercise
7. What stories should your organisation be telling in the donor journey?
What channel(s) best suit these stories?
What call to action will you use?
A digital strategy built on content
Distribution network
Content Marketing Strategies1. Reach new audiences • Engagement • Branding + awareness• Relationship building• Nurturing (preparing for conversion/
acquisition)
2. Stay relevant for your existing donors• Relationship management• Loyalty and repeat visitation/ donation• Same story, different segment.
Keep it simple
Choose the right stories for your strategy
Develop a content strategy that supports your objectiveWhat is your objective?What case study or story will engage your target audience?Why is this the right case study for this campaign?What is the ask?What content do you have to support the ask/ convert the donor?
What is the strategy behind this post?
What is the strategy behind this blog?
Push & pull content strategies
Push
Social Media
Pull
SEO
Partner Content
Case study
Greyhound RacingWhat are people searching for to find this story?
Cruelty of Greyhound Racing with live bait – Animals Australia
What content and channels did Animals Australia use to raise awareness?
Greyhound RacingWebsite: http://www.greyhoundcruelty.com/?AA
Greyhound RacingWebsite:Call to actionSign petition
Greyhound RacingWebsite:News item
Greyhound RacingSocial Media:Facebook
Greyhound RacingSocial Media:Twitter
Greyhound RacingSEOKeyword:Live bait
Greyhound RacingSEOKeyword:Greyhoundracing
Content planning
Exercise
8. Create a 10-week content plan
What is the strategic objective?
How will you tell your stories?
What channels will you use?
How to tell stories across both online and offline?
Integrating online with offline strategies
Websites
Print Media
Outdoor Direct Mail
DRTV
Social Media
Use content differently across online and offline
No magic mix• There is no recipe!• All organisations and their audiences are
different. • It’s all about testing, measuring and tweaking.• Integration is key. • Direct supporters from offline communications
to video’s, polls and donation pages on your website and social media.
• Share offline communications online.• Send a thank you email after they sign up
face-to-face.
SummaryYou should now be able to:• Tell what content marketing is• Give examples of content• Discuss the elements of a
good story• Improve a donor journey• Use content as part of a
strategy• Use both online and offline
marketing to tell your story• Plan your content marketing
Exercise
9. Pop Quiz
Readinghttp://www.parachutedigitalmarketing.com.au/blog/content-marketing-online/content-marketing-is-an-essential-part-of-a-successful-digital-marketing-strategy/http://www.parachutedigitalmarketing.com.au/blog/content-marketing-online/copywriting-for-websites-and-seo/http://www.parachutedigitalmarketing.com.au/blog/content-marketing-online/invest-in-a-long-term-content-marketing-strategy-let-me-tell-you-why/http://www.parachutedigitalmarketing.com.au/blog/content-marketing-online/content-is-king-as-every-good-digital-person-knows/http://www.parachutedigitalmarketing.com.au/blog/content-marketing-online/good-business-blogging-practice-the-benefits-are-bountiful/ http://www.parachutedigitalmarketing.com.au/blog/content-marketing-online/a-rant-about-the-value-of-content-marketing/http://www.parachutedigitalmarketing.com.au/blog/content-marketing-online/digital-content-is-the-new-advertising-guardian-3-little-pigs-web-video/http://www.parachutedigitalmarketing.com.au/blog/content-marketing-online/branded-content-is-important-for-spreading-your-message/http://www.parachutedigitalmarketing.com.au/blog/content-marketing-online/the-art-of-storytelling-in-marketing/
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