© 2011-2015, Kivi Leroux Miller. NonprofitMarketingGuide.com 1

Telling Stories That Build Support and Raise Money

Kivi Leroux MillerPresident, Nonprofit Marketing Guide.com

What is a Story?

“A story is a fact, wrapped in an emotionthat compels us to take an action that transforms our world.” 

– Richard Maxwell and Robert Dickman in The Elements of Persuasion

© 2011-2015, Kivi Leroux Miller. NonprofitMarketingGuide.com 2

Stories Work Because . . .  

Why are Stories So Much Better?

• Easier to remember

© 2011-2015, Kivi Leroux Miller. NonprofitMarketingGuide.com 3

Why are Stories So Much Better?

• Easier to remember

• Feed word‐of‐mouth marketing

Why are Stories So Much Better?

• Easier to remember

• Feed word‐of‐mouth marketing

• Free!

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Why are Stories So Much Better?

• Easier to remember

• Feed word‐of‐mouth marketing

• Free!

• Make us human

Why are Stories So Much Better?

• Easier to remember

• Feed word‐of‐mouth marketing

• Free!

• Make us human

• Emotional, and therefore inspirational

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Where Nonprofit Stories Often Fail

The Curse of Knowledge

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Dry Facts Rarely Motivate

Flickr: scragz

Stories are Emotional Examples

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What’s This About?

How the Media Tells Nonprofit Stories

http://www.nbcnews.com/feature/making-a-differenceRake & Bake: http://www.msnbc.msn.com/id/40153870/#40612709

Sheltering Books: http://www.msnbc.msn.com/id/40153870/#40396542

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Stories Work Because . . .  

They Are Sticky.

Flickr: roboppy

Three Classic Stories

1. The Challenge Plot

2. The Creativity Plot

3. The Connection Plot

Mixing and matchingis fine!

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1. The Challenge Plot

• Classic underdog, rags to riches, against all odds, bootstrap stories

• Inspires action, confidence; appeals to our courage and strength

Flickr: barrebarrie

Act I:Introduces the character, his situation,  and his goal.

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Act II:Character faces obstacles. Tension mounts.

Act III:Action peaks. Character triumphs, gets payoff.

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Who Is This Guyin Your Story?

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Writing the Challenge Plot

• Characters at a particular time and place

• Their goals or desires 

• Barriers that they must  overcome

• How they get beyond those barriers

• Payoffs or triumphs

Here’s WhatYou Need:

2. The Creativity Plot

• Aha! moments, breakthroughs,“what if” stories that work out

• Inspires us to take a chance, experiment, support a new approach

Flickr: blm

urch

© 2011-2015, Kivi Leroux Miller. NonprofitMarketingGuide.com 13

Writing the Creativity Plot

• A well‐understood problem

• A standard response that just doesn’t work

• A new approach (test runs or theories OK)

• Vision of a new reality

Here’s WhatYou Need:

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3. The Connection Plot

• Bridging the gap, we are one, there but for the grace of God go I, big meaning in a small event stories

• Inspires compassion, understanding, love, cooperation

Flickr: pondspider

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Writing the Connection Plot

• A small, specific situation or event

• Connections within the story and with the reader’s heart/soul

• A surprise, discovery,or  epiphany

• A connection to a  greater, universal human experience

Here’s WhatYou Need:

Helping Donors See Their Role

& Using Stories in Online Fundraising

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flickr.com/photos/zaffi/4597977354What story arcs can

they participatein with you?

Are we there yet?

Longer Communications Arcs

• Think Must‐See TV, Except Now It’s Your Content!

• Story Threads Over Weeks or Months

• Think Beginning, Middle, End

flickr.com/photos/wonderlane/5351266905

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The “Witness” Story – Usually About Stopping Something Bad

The “Witness” Story – Usually About Stopping Something Bad

anewwarrior.greenpeace.org

The Story of Getting Ready –Great for Annual Appeals

The Story of Getting Ready –Great for Annual Appeals

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A Dozen Fundraising Asks

• The Match

• Sponsor/Adopt

• The Menu

• Fighting Evil

• The Emergency

• The Story of One

• Let’s Get Ready

• The Sustainer

• Help Us Buy It

• The Wish List

• The Deadline

• Join the Club

A Dozen Engagement Asks

• Sign a Pledge

• Watch Video and Share

• Take the Quiz

• Ask a Question

• Download a Guide

• Honor a Memory

• Share Your Story

• Upload a Photo

• Say Thank You

• Send Word of Encouragement

• Take a Challenge

• RSVP

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Let’s create a story arc around 

#GAGivesDay

Now you know what to look for . . . 

© 2011-2015, Kivi Leroux Miller. NonprofitMarketingGuide.com 20

Polish them up and put them to work!

Kivi Leroux MillerPresident, Nonprofit Marketing Guide.com

Share your stories with us! 

@kivilmkivi@ecoscribe.com

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