The Art and Science of Storytelling: Get ready for your end of year fundraising

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July 6, 2016

2016 Webinar Series:The Art and Science of Storytelling

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Our Agenda Today

Welcome and Introductions 10 mins

1) The Science of Storytelling 10 mins

2) Case Study: A Stellar Story 10 mins

3) The Art of Storytelling 10 mins

Storytelling Tools and Q&A 15 mins

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Our Presenters

Perla Ni

CEO, GreatNonprofitsFounder, Stanford Social

Innovation Review

Colleen Wilson

GreatNonprofitsFormer Communications & Philanthropy at Genentech

Elsia Vasquez

Founder & Executive Director, Pa’lante Harlem

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Let’s Make This a Dialog

● Participate in the polls

● Use the chat function to ask us a question; we’ll answer them at the

end of the webinar

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GreatNonprofits is a Storytelling Platform

More than 250,000 stories from 26,000+ nonprofits

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1 The Science of Storytelling

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Everyone Loves a Good Story

People spend most of their conversations telling personal stories and gossiping.

A 1997 study found that social topics accounted for 65 percent of speaking time

among people in public places, regardless of age or gender.

A 1997 study by anthropologist and evolutionary biologist Robin Dunbar, University of Liverpool

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Great Stories Are...

Concrete Emotional

SurprisingCredible

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Great Stories Evoke Empathy

Empathy is part of the larger ability humans have to put themselves in another person’s shoes.

We can attribute mental states—awareness, intent—to another entity.

Theory of mind, as this trait is known, is crucial to social interaction and communal living and to

understanding stories.

The Secrets of Storytelling: Why We Love a Good Yarn, Scientific American Mind, August 2008

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Your brainon stories

The storyteller and listener experience brain-to-brain coupling

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2 Case Study: A Stellar Story

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PALANTE: Empowering Harlem

“”I will help you (organize), but you have to help your neighbor,” PALANTE founder Elsia Vasquez

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“”

“I am dealing with one of the biggest/worst landlords in NYC and PALANTE has helped me and my

neighbors get organized. We now have a tenant association thanks to their support and we are ready to work for humane living conditions. Elsia and the team

at PALANTE are angels. They help the most vulnerable.”

— Client Edwin Torres, New York City

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How PALANTE Uses Storytelling

Getting new stories is a regular task● Every 3 - 4 months● Via many communications channels: Social media,

email, in-person meetings events● This is part of PALANTE’s ongoing work; two staff

members, no dedicated communications position

Once gathered, stories are shared while they’re fresh

● Shared through PALANTE’s communications channels

● Used to gain media attention, in conversations with donors/funders

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It wasn’t until 2012, when a neighbor put him in touch with a tenant advocacy group, Pa’Lante, that he looked into the apartment’s rent history and discovered that the legal rent of the apartment was actually $233 a month. (He was paying $1,300 per month.)DNAInfo, March 2, 2015

PALANTE in the News

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How PALANTE Uses GreatNonprofits

Regularly asks for reviews● Every 3 - 4 months● Via social media and emails

Leverages the GreatNonprofits badge● Social media and website

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More PALANTE News Coverage

“The NY Daily News covered our top-rated award status in 2014, and we believe that led us to receive an anonymous five-figure gift.”

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3 The Art of Storytelling

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GreatNonprofits is Working to Make Storytelling More Effective

Grant from Bill & Melinda Gates Foundation● Two-year storytelling research study● GreatNonprofits and our partners will collect, analyze and share a diverse set of

donor stories

Goals● Increase the nonprofit sector’s understanding of donor perceptions and

motivations● Enhance the GreatNonprofits platform to track and share behavioral changes

about donors to improve nonprofit programs and outreach

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Our Interests in Storytelling

Stories engageGreat stories increase donors’ intentionality and better engage them in your cause

Stories connectRequesting stories is another way to connect with donors that doesn’t involve asking for money

Stories elicit emotionShowcasing your stories increases donors’ empathy and provides an emotional tie to your cause

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What Makes an Ideal Story

Characters

ChangeChallenges

Who will inspire your audience(s)?

Will his/her values or life experience motivate your audience(s)?

Characters

What challenges has he/she gone through?

Will those challenges speak to your audience?

Challenges

How has the protagonist changed through his/her journey?

How can the world be a better place if we learn from his/her story?

ChangeAn Amazing

Story

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Storytelling isn’t aboutjust telling what we do.

It’s about telling people who you are.

“”2525

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9 out of 10 donors

9 out of 10 donors

81% of users

say reviews have helped them decide where to volunteer

say reviews have helped them understand a nonprofit’s mission

say reviews have shaped their opinion of a nonprofit

8 out of 10 donors

say that GreatNonprofits influences their giving

Storytelling on GreatNonprofits Platform

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● Americans who donate 10% or more of their income are less depressed.

● Americans who describe themselves as “very happy” volunteer an average of 5.8 hours/month vs. those who are “unhappy” (0.6 hrs)

Telling Our Stories Benefit the Listener and Storyteller

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Storytelling Tools

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Review Other Storytelling Resources

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Find a Couple of Great Characters

• Think of 1-2 terrific donors and/or volunteers• These people have a story that can inspire

others• These people have values or life experiences

that will motivate others

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Ask for Their Stories Via Email

Coming soon: Story prompts on GreatNonprofits website

Invite Stories With Email“Dear friend, if you love our work, then tell the world! Did you know that behind recommendations from friends and families that reviews impact volunteering

and donating decisions?

Won’t you help us raise visibility for our work by posting a review of your experience on GreatNonprofits—a review site like Yelp, but for nonprofits? All

reviews will be visible to potential donors and volunteers.

It’s easy and only takes three minutes! Go to [INSERT YOUR NONPROFIT PROFILE LINK HERE] to get started!”

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Real Heartfelt Stories, From Real People

Cambodian Children’s Fund

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Patricia G’s Story“Initially, I was going to give a one time small donation. When I saw the faces of the children who needed a sponsor, I knew I could tighten my belt. I made a silent commitment to Rachna, my sponsor child, and to myself: I would not let her down.

It occurred to me that I was not getting any younger and if I was going to meet Rachna, I'd better start making plans.

There are moments in life that you know you are memorizing every sound and sight. I felt like that when Rachna stood up to greet me for the first time. I thought my heart would burst. The translator took me to two schools, the clinic and nursery. I saw happy, healthy, courteous children. They give direct eye contact and there is a quick smile on their faces. That speaks volumes.

CCF does so much for so many people. It gives children a meaningful future. It feeds and educates children. You'll never regret it. Take it from an old woman who went half way round the world by herself, your donation DOES matter.”

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Use Your Stories This Fundraising Season

Look for existing stories• Stories that exist on GNP platform are yours to use

Curate your stories• Ask for photos to accompany the stories• Use the story/photo combos on other communications

channels

Social media Website Events Print Videos

Low Effort

Medium Effort

HighEffort

Determine how you’ll use the stories

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How to Use Top-Rated Status

By collecting 10 stories on the GreatNonprofits website, your nonprofit will be top-rated!

You can use this information in:• emails• newsletters• website• social media

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Any questions?

Thank you!