InspiredGiving Using Stories to Increase Donations © Karen Dietz, Just Story It! December 2011. All rights reserved. 1.

InspiredInspired

GivingGivingUsing Stories Using Stories

to Increase Donationsto Increase Donations

© Karen Dietz, Just Story It! December 2011. All rights reserved.1

© Karen Dietz, Polaris Associates Consulting, Inc. August 2010. All rights reserved.

AdvantagesAdvantages

If you learn what I am about to show you, you will avoid:

Sounding like everyone else

Disengaged audiences

Donors not knowing the return on their investments

Not being able to demonstrate the impact of your work

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Why Fundraising Projects Fail Why Fundraising Projects Fail (Content)(Content)

• Deadened by data

• People avoiding you (guilt, pain, pity)

• Sounding like everyone else

• Being easily forgettable

• Developing only short-term relationships

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The DifferenceThe Difference

• Nonprofit fundraising researchNonprofit fundraising research

• We are all in the connection We are all in the connection businessbusiness

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What This Means For YouWhat This Means For You

1. You’ll get better at sharing stories

2. More impact & memorability

3. You will have greater success with your fundraising projects

4. You’ll engage donors in deeper and more meaningful ways

5. You’ll have a stronger foundation for building longer-term relationships

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GoalGoal

To connect, inspire, & influence on To connect, inspire, & influence on purposepurpose

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EnrolledEnrolledLet me

write you a check!

I want to

join!

I can’t wait to

volunteer!

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© Karen Dietz, Polaris Associates Consulting, Inc. August 2010. All rights reserved. 8

What Makes Stories Work?What Makes Stories Work?


No one ever marched on No one ever marched on Washington because of charts, Washington because of charts, graphs, or bullet pointsgraphs, or bullet points


The BrainThe BrainLeft Brain: Analytic

LinearLinear

LogicalLogical

LanguageLanguage

ReasoningReasoning

SkepticalSkeptical

#’s & Facts#’s & Facts

Emotionally Emotionally NeutralNeutral

Needs More Needs More InfoInfo

Right Brain: Sensory

RelationalRelational

ImaginativeImaginative

Non-verbal Non-verbal

IntuitionIntuition

Social Social CognitionCognition

Fills GapsFills Gaps

Emotionally Emotionally EngagedEngaged

Path to LimbicPath to Limbic

Limbic: the Emotional Brain

Where decisions are madeWhere decisions are made

Feelings of trust, loyalty, hopeFeelings of trust, loyalty, hope

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Making DecisionsMaking Decisions

• People make emotional People make emotional decisions with logical reasonsdecisions with logical reasons

• When people hear stories, When people hear stories, they typically feel safe, they typically feel safe, relaxed, and anticipate relaxed, and anticipate enjoymentenjoyment

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Your Brain on StoriesYour Brain on Stories


Two Brains on StoriesTwo Brains on Stories


Your Brain on Data


So How Do You Do THAT?So How Do You Do THAT?

People give because they are People give because they are emotionally touched and feel emotionally touched and feel connected to the storiesconnected to the stories

1.1. Listen for storiesListen for stories

2.2. Tell your storiesTell your stories

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Story ProcessStory Process

• Finding• Digging• Selecting• Crafting• Sharing/ Embodying

Media – oral, written, audio, video, graphics, iconMedia – oral, written, audio, video, graphics, icon

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What Stories?What Stories?

1.1. Your founding & the Your founding & the challenge you are challenge you are addressingaddressing

2.2. People & resultsPeople & results

3.3. The future your are creatingThe future your are creating

4.4. What’s my passion & What’s my passion & commitment?commitment?

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Why Some Stories FailWhy Some Stories Fail1. They are not stories2. Right story, wrong audience3. Poorly crafted stories -- Being

easily forgettable, not a strong message

4. Evoking undesirable emotions that remain unresolved

5. Not having a clear purpose6. Poor delivery7. Not building bridges/

understanding between people/groups

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Common MistakesCommon Mistakes

1. Not using authentic stories2. Telling ABOUT a story3. Not having a strong beginning4. Not having a powerful key

message or focused ending5. Not including action steps6. Lack of sensory material7. Not practicing with a partner8. Not finding opportunities for

sharing them orally

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NarrativesNarrativesAnything written or told in sentence and paragraph form

Information BasedEssaysDiariesLettersArticlesTextbooksDirectivesEncyclopedia entriesBriefsLecturesPowerPoint

All are narratives, some may be stories.Only a story is a story.

Plot-based event

descriptions I went to the store. I brought some bread. I walked home.

StoriesPersonal StoriesTalesLegendsMovies, PlaysBooks

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Crafting a Compelling StoryCrafting a Compelling StorySharing a personal experience

1. Where were you? What was the setting? Who was there?

2. What is the problem you faced?3. What were the challenges you faced?4. How did you feel?5. What happened? What happened

next?6. How was the problem resolved?7. How did you feel then?8. What is the lesson? What’s the

message of the story?

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Essential Story ElementsEssential Story ElementsEvery compelling story has:

1. Identifiable character(s), Goal/Motivation

2. Beginning, middle, end (set the stage + tell us what happened + a point)

3. Problem — resolution

4. Challenges/trouble/struggle

5. Key message

6. Sensory material (includes emotions)

7. Authenticity & urgency & call to action

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Structures to UseStructures to Use

What’s the most What’s the most elementary elementary structure to use?structure to use?

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Simple Story StructuresSimple Story Structures

• CCARL – context, challenge, – context, challenge, action, result, lessonaction, result, lesson

• PARLA --- problem, action, --- problem, action, result, learning, applicationresult, learning, application

• SHARE – situation, obstacle, – situation, obstacle, action, results, evaluationaction, results, evaluation

• SCARQE – situation, – situation, challenge, action, results-challenge, action, results-quantified, evaluationquantified, evaluation

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Version 1 -- MortonVersion 1 -- Morton

A case manager met with her client, Morton, on a bench in Harvard Square. Morton pointed to a window in Harvard Yard and said, “That was my dorm room.” He had graduated from Harvard earning a law degree. Mental illness led to alcoholism and then homelessness. Crescent helped Morton move into affordable elder housing. Today he is successfully managing his health challenges.


Version 2 -- MortonVersion 2 -- MortonOne day Jane, a Crescent case manager, met with her client Morton, on a bench in Harvard Square. Morton pointed to a window in Harvard Yard and said, “That was my dorm room.” Jane was stunned to learn that the older disheveled unshaven man wearing donated clothes and holes in his shoes had graduated from Harvard, earned a law degree, and been a successful lawyer. But over the years, stress had taken its toll. Mental illness crept in, led to alcoholism, the loss of his career and family, and then to utter homelessness. With Jane’s assistance, Crescent helped get Morton stabilized, move into affordable elder housing and volunteer at Crescent to help others like himself. Today, he is successfully managing his health challenges, working part time, and helping other homeless men transition off the streets. “Without Crescent ,” Morton says, “I’d be lost or dead. I certainly wouldn’t be able to help others like I do. I get to pay it forward every day now.” You too can help others like Morton. (CCARL)


What Are Desirable Emotions?What Are Desirable Emotions?Respect & dignityHopeTriumphRedemptionSelf-discovery, group identificationDetermination/persistenceJoyCalmCourageLoveExcitement

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Evaluation QuestionsEvaluation Questions1. Are you sharing a personal

experience or are you telling about a story?

2. Does the story told sustain individual/group identities or help to build bridges?

3. In telling a story are we making the unfamiliar familiar (sense-making)?

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Evaluation QuestionsEvaluation Questions4. Does the story help us

comprehend changes that disrupt our routines/sense of self?

5. Does the story create understanding?

6. Is the story about a particular event that speaks to a general principal or universal truth?

7. Does the story create a feeling of personal empowerment on the part of the listener that they can help?

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Evoking Stories From OthersEvoking Stories From Others

1.1. Model a storyModel a story2.2. Use story promptsUse story prompts3.3. Avoid asking information Avoid asking information

/ description questions/ description questions4.4. Use all you’ve learned Use all you’ve learned

about crafting stories to about crafting stories to guide you in asking for guide you in asking for what you want to hear what you want to hear

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Common Mistakes -- EvokingCommon Mistakes -- Evoking1. Thinking its about

storytelling instead of story sharing

2. Not modeling a story

3. Asking information questions

4. Not asking reflective questions

5. Not using prompts that evoke a story

6. Not using the power of groups

7. Ethical breaches – lack of validation or permission

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EthicsEthics

• Everyone has a story to tellEveryone has a story to tell

• RespectRespect

• PermissionsPermissions

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Stories Into MediaStories Into Media

1. Oral

2. Written

3. Audio

4. Video

5. Poster

6. Icon

What do you gain and lose in each media?

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Applying StoriesApplying Stories

Where else can I apply stories?1. Fund raising2. Donor relations3. Board relations4. Member relations5. Website6. Emails7. Direct mail8. Presentations & Events

When do you NOT tell stories?

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Taking ActionTaking Action1.1. Identify your organization’s core Identify your organization’s core

storiesstories

2.2. OutlineOutline

3.3. Key messageKey message

4.4. Identify emotionsIdentify emotions

5.5. Create an image deckCreate an image deck

6.6. Practice practice practicePractice practice practice

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Supporting MaterialsSupporting MaterialsJust Story It Website – www.juststoryit.com

1.1.PPT & RecordingPPT & Recording

2.2.Narrative Forms ChartNarrative Forms Chart

3.3.Essential Elements ChecklistEssential Elements Checklist

4.4.Core Stories WorksheetCore Stories Worksheet

5.5.Story Listening WorksheetStory Listening Worksheet

6.6.ArticlesArticles

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ContactContact

Karen Dietz, PhDJust Story It!

San Diego, CA 92102619-235-0052

www.juststoryit.com

[email protected]

• Karen is an organizational development professional specializing in stories. She is a business consultant, facilitator, trainer, storyteller, story coach to senior executives, and the former Executive Director of the National Storytelling Network.

• She has worked with organizations for over 25 years, and clients include Fortune 500 companies, business leaders, nonprofits, and community advocates.

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InspiredGiving Using Stories to Increase Donations © Karen Dietz, Just Story It! December 2011. All rights reserved. 1.

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