Nonprofit Storytelling: Three Stories Every Nonprofit ... · • Classic underdog, rags to riches,...
Transcript of Nonprofit Storytelling: Three Stories Every Nonprofit ... · • Classic underdog, rags to riches,...
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© 2011, Kivi Leroux Miller. NonprofitMarketingGuide.com 1
Nonprofit Storytelling:
Three Stories Every Nonprofit
Should Tell
Remember: Best Story Always Wins
What’s Changed in Their Lives
Not How Many Times They Met with Your Staff
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© 2011, Kivi Leroux Miller. NonprofitMarketingGuide.com 2
What is a Story?
“A story is a fact,
wrapped in an emotion
that compels us to take
an action that
transforms our world.”
– Richard Maxwell and
Robert Dickman in The
Elements of Persuasion
Stories Work Because . . .
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© 2011, Kivi Leroux Miller. NonprofitMarketingGuide.com 3
Why are Stories So Much Better?
• Easier to remember
Why are Stories So Much Better?
• Easier to remember
• Feed word-of-mouth
marketing
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Why are Stories So Much Better?
• Easier to remember
• Feed word-of-mouth
marketing
• Free!
Why are Stories So Much Better?
• Easier to remember
• Feed word-of-mouth
marketing
• Free!
• Make us human
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Why are Stories So Much Better?
• Easier to remember
• Feed word-of-mouth
marketing
• Free!
• Make us human
• Emotional, and
therefore inspirational
Stories Work Because . . .
They Are Sticky.
Flickr: roboppy
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© 2011, Kivi Leroux Miller. NonprofitMarketingGuide.com 6
People Hear AND See Good Stories
“Stories provide simulation
(knowledge about how to
act) and inspiration
(motivation to act).”
– Chip Heath and Dan
Heath in Made to Stick
Let’s Watch Some Nonprofit Stories
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© 2011, Kivi Leroux Miller. NonprofitMarketingGuide.com 7
But . . .
You aren’t this guy.
But . . .
You aren’t this guy. Or this guy.
Flickr: timparkinson
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© 2011, Kivi Leroux Miller. NonprofitMarketingGuide.com 8
The Good News
Stories come
in all sizes,
shapes, and
forms.
More Good News
Nonprofits
have great
material to
work with!
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© 2011, Kivi Leroux Miller. NonprofitMarketingGuide.com 9
Three Classic Stories
1. The Challenge Plot
2. The Creativity Plot
3. The Connection Plot
Mixing and matchingis fine!
Get Your
Cheat
Sheet!
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© 2011, Kivi Leroux Miller. NonprofitMarketingGuide.com 10
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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© 2011, Kivi Leroux Miller. NonprofitMarketingGuide.com 11
Act II:Character
faces
obstacles.
Tension
mounts.
Act III:Action peaks.
Character
triumphs,
gets payoff.
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© 2011, Kivi Leroux Miller. NonprofitMarketingGuide.com 12
Who Is This Guy
in Your Story?
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© 2011, Kivi Leroux Miller. NonprofitMarketingGuide.com 13
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 What
You 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
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© 2011, Kivi Leroux Miller. NonprofitMarketingGuide.com 14
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 What
You Need:
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© 2011, Kivi Leroux Miller. NonprofitMarketingGuide.com 15
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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© 2011, Kivi Leroux Miller. NonprofitMarketingGuide.com 16
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 What
You Need:
How and Where to Use Them
• From testimonials to
personal profiles
• Website home page
• All “Call to Action pages”
• Newsletters
• Press Releases
• Word of mouth: events,
social media
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© 2011, Kivi Leroux Miller. NonprofitMarketingGuide.com 17
Stories rush by you everyday.
Take the time to capture them.
Sort them and figure out
how you can use them.
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© 2011, Kivi Leroux Miller. NonprofitMarketingGuide.com 18
Pick a plot line and
polish them up.
Wear them every day.
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Kivi Leroux Miller
@kivilm
Facebook.com/
nonprofitmarketingguide