Non profits

2 Weeks into 2019: Where are You Headed?

This updated marketing plan template takes you from big-picture goals to the right methods, activities, required skills, and budget, and impact! Preview the plan template here.

Eeesh! Those New Year’s resolutions—including the ones we set for marketing and fundraising work—are so hard to keep.

That’s because most marketing resolutions are specific action items (to-dos)—I am going to get this email list cleaned up this month, or I’m going to start posting our available dogs twice daily on Instagram—rather than guiding goals—the real “what we want to achieve.” Then, when things change in the environment in which we work—making those actions irrelevant or too difficult— or there’s no clear framework for assessment and adaptation, our aspirations come to a dead stop. As your marketing resolutions fade, you’re stuck in the same place you’ve been.

Instead, resolve to follow this proven path to effective marketing planning. 

  1. Articulate your marketing goals (a.k.a. resolutions) —start with a max of three smart, realistic, and attainable goals for the next six months. If you get pressure to go beyond that timeframe or add goals, push back as hard as you can. Planning too far ahead in this quickly-changing environment is a waste of time and effort. Establishing too many goals is pure self-sabotage.
  2. Outline the specific, tangible benchmarks that will indicate you’re making progress towards these goals. You have to be able to SEE these benchmarks for them to show how you’re doing. Include metrics and other insights such as anecdotes.
  3. Create a nitty-gritty work plan of the actions likely to get you to goals, most likely to get you there, including the frequently-overlooked 1) skills and time required for each task; and 2) who does what.
  4. Monitor your benchmarks on a frequent, ongoing basis and adjust actions accordingly. Even if this means you don’t execute all planned communications, you’ll get better results. Stay accountable to yourself and your colleagues. Action without benchmarking wastes your time and effort.

Get your updated marketing plan template now.
It’s a proven path to getting attention and driving actions you need!

Categories: Non profits

Photos to Fire Up Campaigns & Protect Privacy

Flickr: AFGE

Dear Nancy: Our last two year-end campaigns were centered around client stories, each powered by a photo or two. We got fantastic feedback on these stories and I planned to feature similar profiles this year.

That plan changed radically last month when our social workers urged us to put our clients’ privacy first and stop using client photos. Our staff has agreed to respect their expertise and honor their request.

What are some practical alternatives I can put to work in these last few weeks? And how do I move forward with client photos in the future, as our stories are far less memorable without them?

Answer: You’re facing a tough situation, but you can still mobilize stories and photos in for year-end (and beyond).

You’re 100% right to rely on stories as a quick and reliable emotional hook. They help bring your stories (and your people) to life, making it quick and easy for prospects and donors to feel like they’re “meeting” your protagonist. The more real your protagonists, the more supporters will relate to them personally, e.g., this could be my friend, my family, or even me.

When you connect the dots between your organization’s impact and what supporters already know and care about (such as their family’s and friends’ well-being), you’ll build trust and rapport with them.

There’s more—Your stories about individuals who have benefited from your donors’ gifts show supporters the impact of their donations, which brings them closer. In turn, they’re more likely to donate again now and in the future, and to share your organization’s stories and successes with friends and family.

How to Handle this Year’s Year-End Campaign

But right now, time is short. You’re nearing the finish line on this year’s campaign although your digital platforms enable last-minute revisions (blessing and curse, right?) Take these three steps to tweak this year’s campaign to maximize giving given your unexpected constrictions:

1) DON’T use client photos as is for this year-end campaign.

Trust your social workers’ understanding of what is best for your organization’s beneficiaries. Despite the late timing of their request, your mission comes first. Respect their expertise.

2) DO feature client stories and testimonials with any or all of these adjustments as guided by your social worker colleagues:

  • Change client names
  • Revise story details to make protagonists unrecognizable
  • Create a composite story based on a few individuals to illustrate a fuller picture of your program or service.

3) DO use any or all of the following to illustrate your beneficiary stories:

  • Photos of staff members or volunteers (for example, a staff nurse giving a flu shot to a client whose back is turned to the camera or a volunteer team packing bags of food for holiday distribution)
  • Use edited client photos with faces obscured, individuals positioned, or shots cropped so that the individuals won’t be recognized. You should have releases from subjects even if they can’t be identified, and clear this approach with your social workers.
    • We have experimented with non-identifying photos of the child and photos of volunteers and parents. To our surprise, some of these photos have proven to be even more powerful than the kids’ expressions of excitement,” says Angela Crist, former executive director of Findlay Hope House.
  • Feature photos of elements central to your client’s story such as the set of keys and drivers license pictured below.
  • Stock photos.

Here are two creative examples of memorable photos that protect client dignity and privacy, from Advocates, Inc.’s Facebook page:

“[I look] forward to everybody sharing what is going on…[and] hearing that people are positive, always seeing the silver lining.” – Shaun Grady, Brain Injury Survivor & Co-Facilitator of Advocates’ Brain Injury Survivor Support Group. Read more about the support group that meets twice a month for survivors to share their struggles, stories, and resources: http://bit.ly/2JcwB57

CAVEAT: If you use stock photos, change story details or client names, or create composite stories, say so!

Here’s a model disclaimer from fundraising copywriter Lisa Sargent: “At [org name] we respect everyone who comes to us for help – and many are working toward a fresh start in life. So while their stories are true, client names and images may have been changed to protect their privacy. Thank you for understanding.”

Maintaining client dignity and safety is crucial for every organization. However, photos and stories are too valuable an engagement tool to forego altogether. Follow this 7-point checklist for ethical storytelling to shape photo-illustrated stories that meet client privacy standards and spur your people to donate and spread the word.

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Categories: Non profits

3 Tools Power Ambassadors to Success

We all have an incredible marketing and fundraising resource right in front of us—our colleague, board member, and loyal volunteer ambassadors. But most of us look right past them!

You STILL HAVE TIME to launch your team of messengers to advance your campaigns. They’re already fans, so many of them will be eager and effective fundraisers. So that’s all good. However, your ambassadors’ reach, engagement, and ultimate impact on donations is directly related to saying the right thing at the right time. And it can’t be a script, repeated from everyone to everyone. Spamming robots just don’t work. But…

Provide these three message tools to your ambassadors, and you’re golden. They’ll ensure your ambassadors’ comfort and confidence, so they’re more likely to reach out to friends and family members (a.k.a. donors and prospects). Plus they’ll boost the odds prospects hear the kind of consistent yet personal outreach that generates true engagement and the actions you want!

1) Your #1 tool! Ready-to-use email signatures make it easy for your ambassadors to close their emails in a way that’s hard to ignore or forget. That means more recipients will respond and spread the word to family and friends.

Take this memorable email signature from the United States Holocaust Memorial Museum:

2) Graphic badges ready to cut-and-paste into your ambassadors’ emails, tweets, Instagram and Facebook posts.

Who can resist a face like this?

Or a laugh like this one?

3) Cut-and-paste templates like this email for teachers to customize when fundraising via DonorsChoose.org

Create the templates you anticipate your ambassadors will need most frequently. Have no idea? Ask them!

Get these three tools in your ambassadors’ hands a.s.a.p. so they generate as much engagement and action possible, with the greatest ease and confidence. I can’t wait to hear how it goes.

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Categories: Non profits

4 Steps to Balance, Energy, & Focus (Beth Kanter)

There’s no better gift than learning from a friend. And what a treat I had recently, learning self-care at work techniques from Beth Kanter, a fellow speaker at the JCamp 180 conference.

We all know how pressured our work lives are. Which makes it imperative to jumpstart Beth’s approach (developed with Aliza Sherman, her co-author of  The Happy Healthy Nonprofit: Strategies for Impact Without Burnout). Here’s Beth’s 4-step ladder to well-being— and doing your best work—year round:

1) Identify what drives you MOST crazy, and tackle it first thing in the morningevery morning.
My graphic designer’s trigger is an overflowing inbox. Mine is a messy desk that will distract me all day long if I leave it that way. For Beth, who works from a home office, it’s the dishes in her sink.

What’s yours? Whatever your crazy-maker is, clear it out of your way first thing.

2) Protect your sleep with a calm bedtime routine. Although it may seem productive to check your email or social channels just one more time before bed, it’s likely to cannibalize a solid night’s sleep. Establish a realistic bedtime routine and stick to it on work and weekend nights.

3) Walk more to reboot your brain. Whether walking is your preferred exercise or not, it’s one that’s always doable. Beth cautions us to avoid the seduction of powering through. She takes a 10-minute walking break (working walking) every hour.

4) Build in some quiet time for reflection during your workday, even if it’s just five minutes. “Sometimes I schedule meetings with myself at work, so my calendar looks full and people leave me alone,” says Jill Biden.

Best way to maintain your well-being for the long run?
Help integrate it into your organization’s culture.
Beth advises that your personal well-being practice will be more sustainable if you do it with others. She is a strong proponent of building an organizational culture of wellbeing within every nonprofit, and shared these steps to success:

  • Ask and support fellow self-care champions to activate a culture of well-being. Beth shared the story of Gina Schmeling who, as a fundraiser at Hazon, jumpstarted a weekly walk. Interest was slow to build, but Gina persisted, tweaking her approach and, bit by bit, she succeeded. Today, a Hazon group takes a regular 20-minute, post-lunch walk to build connection and recharge for the afternoon. Also, Gina brought in her standing desk from home so colleagues could try it (several colleagues loved it, and got or hacked one of their own). How can you champion self-care at your organization?
  • Convince the powers that be of the value of self-care, from fewer absences and sick days to lower healthcare costs and increased employee satisfaction. Bonus: Employees of organizations that prioritize well-being are likely to be compelling ambassadors for the organizational brand.
  • Encourage leaders to model self-care by example.

I’m a believer in the power of building a sector-wide culture of wellbeing to sustain and amplify our impact. Thanks to Beth for sharing this important guidance and leading by example.

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Categories: Non profits

Which Story to Share? (G.R.E.A.T. Stories)

Sometimes we have so many strong stories available that it’s hard to select the best ones to feature in a specific campaign. At other times, it seems impossible to source the right story or find a fitting one to harvest from the story bank. I’ve been there.

Luckily, there’s a proven, two-step solution to both problems:

  1. Pinpoint what your people need to understand about your organization’s focus (problem or cause), and about your solutions and impact.
  2. Select or find a story that provides those answers.

This approach works even if the problems or causes you focus on, or the solutions you use, are complex. The right story—of people overcoming obstacles and moving forward—will showcase your focus and answer crucial questions in relatable and accessible terms. In fact, this kind of vibrant, relevant, and repeatable storytelling is a benchmark of G.R.E.A.T stories.

Here are the three main story types to use, and the answers each typically provides:

OUR IMPACT: Before and after. Shows the impact of your organization (and, by extension, your supporters) on the communities and individuals you serve.
– Answers: Does this work?
– Answers: Where will my dollars go?

OUR PEOPLE: Donor, staff, volunteer, beneficiary profiles.
– Answers: Are people like me doing this?
– Answers: What do others think about this organization/program/campaign?

OUR STRENGTHS: How your organization’s specific approach increases impact.
– Answers: Does this organization provide a more effective solution than other organizations?

Additional story types

  • Our Founding: What makes this organization unique?
  • Our Focus: Where will my dollars go?
  • Our Future: What is the change we want to make in the world, a.k.a. vision?

When you are clear on the questions you need to answer, source and build out a few stories of each relevant story type. Use these stories in coming campaigns and test the response (e.g., launch an A/B test with one version of a campaign email featuring a relevant, answer-revealing story and the second version featuring a classic (story-free) narrative appeal.

I’m betting that your work identifying the answers that prospects want and sharing those answers via the right story generates quick comprehension buoyed by emotional connection. And, in time, will motivate the action you need, whether a donation, registration, or petition signature. Let me know!

Remember to take these 7 Steps to Ethical Storytelling as you select, shape, and share each story.

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Categories: Non profits

5 Ways to Connect in Uncertain Times

Every election season is a barrier to connection, with people overwhelmed by 24/7 messages from multiple campaigns via multiple channels. But connecting this fall—through the noise of so many contentious midterm races—is particularly tough. That’s a real concern as we plunge into Giving Tuesday and Year-End.

Pile on the chaos we face on so many fronts—from the mass murder at Pittsburgh’s Tree of Life Synagogue to constitutional threats and the refugee crisis—and it’s almost impossible to get attention, much less motivate action. We can’t fight it, nor can we sit it out.

Here’s how to get (and stay) close to your people right now:

1) Show your people you get them. The fast-moving shifting of norms we face is unnerving. People are feeling vulnerable, and the candidates’ fear mongering fuels our anxiety and sense of powerlessness.

Acknowledge that this is a tough time for all of us. Emphasize that your organization cares about your people and their families and friends.

2) Connect with what’s top of mind. I urge you to reframe the midterm elections as a fantastic community-building opportunity, highlighting so many crucial issues.

Identify how your organization’s work touches top-of-mind issues. Connect there—on the issue, not the candidates’ take—at the moment it’s hot. That means being ready to roll with relevant outreach on your core issues and causes.

Caveat: Stay out of discussions on issues that aren’t your organization’s sweet spot, even if that’s all people are talking about.

3) Illustrate your impact with concrete details and stories.  Convey how your organization helps SOLVE problems emphasized in campaigns and headlines. Demonstrate your impact via specific details and stories to increase the probability people will remember and repeat them to their networks.

4) Stay clear and consistent. When candidates and other world leaders change their minds and rhetoric on a daily basis, and practices and people we’ve depended on turn out to be unreliable, consistency is more important than ever. When you communicate clearly and consistently, you make it easy for your people to recognize a communication from or about your organization, digest it, be reassured by the known, and spread the word.

5) Offer hope. Show your people they can count on your organization to build the kind of country and community in which they want to live. We need that now, more than ever.

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Categories: Non profits

7 Steps to Ethical Storytelling (G.R.E.A.T. Stories)

Does the protagonist of your story know what she’s getting into—how you’ll use her story, and the risks are of sharing it? Probably not, if you’re like most communicators. Let’s change that.

Organizations like ours—that share stories regularly to activate our people—wield power and influence. When a protagonist lends us her story to share, she opens herself up to curiosity, criticism, misunderstanding, and sometimes even physical harm. It is our responsibility to respect those whose stories we share, ensuring they 1) are comfortable with the way we use their stories and 2) stay safe.

Now, thanks to innovators in our field, we have a framework for screening stories–the ethical storytelling pledge. Commit to ethical storytelling, then use this seven-point checklist to select and shape stories that are ethical to share:

1) Solicit input on whose stories to tell and how from the people you serve, and those most directly affected by the issue you work to advance.

2) Assess those stories:

  • Whom do you help by telling this story?
  • Whose perspective is highlighted; yours, the protagonist’s, or…?
  • Does the story present your organization as the savior?

3) Is the protagonist of the story willing to share it?

4) If so, let your story subjects know how their stories will be used. Offer a “terms of use” page on a share-your-story form or in conversation.

5) Ask for your protagonists’ written informed consent. Make sure story subjects know what they’re getting into—where you’ll use the story, what you’ll include, and how you’ll depict the impact of your services on them. Witness’ tip sheet guides you through an effective conversation on informed consent.

6) Shape stories to maintain the protagonist’s dignity and humanity. Avoid oversimplifying or dramatizing the story, even if that makes your story more compelling. Avoid stereotyping—it strips dignity away and weakens your stories.

7) Minimize potential harm to your story subjects. You may need to set ground rules for comments on a Facebook page and deleting as needed, blur faces in a video or photograph, use a fake name and identifying information, or decide not to use the story at all.

Ethical storytelling is a foundation of G.R.E.A.T. stories that engage your people and are most likely to be remembered and repeated. Keep posted for more guidance on…

Getting to G.R.E.A.T. Stories

  1. Goal-oriented framework for story collection and use: Map story collection to right-now campaigns. Root all stories in your organization’s “master story.”
  2. Rich, relevant, and repeatable stories: Develop rich, specific stories incorporating the core components necessary to engage your people to ensure they remember and repeat them to their own networks.
  3. Ethical story sourcing and sharing: Respect, don’t exploit, privacy to ensure the dignity and safety of story subjects. Whose stories are they? Who tells them?
  4. Action: Shape stories as pathways to action, with a specific, doable call to action ending each one.
  5. Train a team of storytelling champions: Story owners, and those positioned to identify, collect, and share those stories.

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Categories: Non profits

4 Ways to Listen In to Boost Action

There’s a proven way for your organization to start and strengthen vital relationships with the people whose support, loyalty, and actions you want—donors, volunteers, and even staff (too often overlooked here).

This approach is easy to learn and execute. And it’s something you do on a personal level all the time: Getting to know and understand others with whom you want to build a friendship—learning what’s important to them and how their days go. These insights enable you to focus in on what’s important or interesting to both of you, and how best to keep in touch via a commonly-used channel (social, mobile, text, mail) at the time that your folks will be most receptive.

Here are four proven methods of harvesting these priceless insights:

1) Launch a Marketing Advisory Group

Begin by identifying your target audiences and prioritize segments of each that share wants, needs and preferences. Then put together a marketing advisory group incorporating as many of these perspectives as possible—that way you’ll have the right person to turn to when you need her. In addition, this group will provide a solid diversity of opinion when you solicit input on a specific campaign or message.

Next, invite prospective team members to participate. If you don’t have people in mind that represent all the perspectives you need, ask program or other colleagues for recommendations.

Make sure to specify your expectations and to keep them modest. I recommend that you ask team members to help at most once or twice a month, asking for no more than 5 to 10 minutes of their time for each ask.

Put your marketing advisors to work in the way it’s most beneficial—that may vary depending on the task at hand. Ask a few of them for input on draft messages for the new advocacy campaign  and a few others for a critique of the draft mini-site for the campaign. Or ask all of them to complete a brief online survey to share their perception of the new program and the gap it will fill. Whatever your decision, make sure you ask with thought and don’t overburden your advisors. Most importantly, thank them frequently and often.

Try it for six months, refining the program over time to be of greatest value for you and least burden for your marketing advisory team. When you do, I promise you’ll know, and connect with, your audiences better than ever before.

2) Listen to Social Conversations

There’s so much being said online—about your organization, causes or issues, campaigns, and organizations you compete with for donations and attention—that you’ll learn a lot by just listening. By monitoring social channels for conversation on relevant topics, you’ll see what resonates and why, enabling you to better engage your people.

Keep in mind that with this kind of social listening, you won’t necessarily know who’s talking and how that person maps (if at all) to your targets. Nonetheless, if there’s a groundswell of conversation on a topic important to your organization, you want to hear it.

Social monitoring options range from free tools like Google Alerts to paid social listening services such as Attentive.ly that illuminate what people in your email file (donors, volunteers, email subscribers and others) are saying on social media and help identify who is influential to improve targeting and increase engagement. This early case study from Attentive.ly really caught my attention:

A few days after the fatal shooting of Michael Brown in 2014, the American Friends Service Committee (AFSC), noticed a significant shift in focus on social media to the hashtag #Ferguson. They could quickly see that terms such as “police” started trending, nationally and among supporters in AFSC’s database (CRM).

AFSC created a saved search to see exactly who in its CRM was talking about Ferguson on Facebook and Twitter. Next, they invited those supporters to a Google Hangout that resulted in record-high participation and 74 donations. That’s incredible targeting!

3) Ask & Listen in Your Social Communities

If your organization has an active community on Facebook, Twitter, Instagram or other interactive platforms, you have a focus group ready to roll. Before you just ask, and ask, and ask again, prioritize what you want to know. Also, decide how to filter and weigh what you hear since your social communities may not map exactly to your donors and prospects.

Here are a few ways to use Facebook to get to know more about your people:

  • Since you can easily run your organization’s donor or email list against Facebook subscribers who have liked your page, it’s easier to map responses to your prioritized audiences.
  • Facebook’s Live Video tool is an excellent way to gather quick feedback on a draft logo, design, message, or email format (anything, in fact, easy to view via an online video) IF you have a huge and active following on Facebook.
  • Polling is super easy to set up and respond to.

4) Ask Folks as They’re Leaving a Program or Event

This technique is ages old but works well, as long as you ask just one or two quick questions. If your question is brief, ask verbally. If you want to gather names or have a couple of questions, then have pens and printed mini-surveys or tablets on hand for responses. If the event is online, pop up a quick survey before the finish.

BUT these insights boost actions ONLY when you…
Capture, Analyze, and Share What You Learn, then ACT on it

Keep in mind that what you learn about your audiences is valuable only when you log, share, and analyze it across your organization.

This process will position you to put your findings to work most effectively right now. Then go one step further to extend their value by adding these insights to supporter data. That’s your path to getting closer than ever with your people, and activating them to move your mission forward. Go to it, friends.

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Categories: Non profits

Get the Right Story to the Right Journalist: Media Relations Success

So many organizations I follow or work with have become strong and savvy communicators. It’s thrilling to see nonprofits like yours put communications to work effectively despite time, talent, and budget constraints.  

However, there’s one communications method that remains poorly utilized by most organizations—media relations. That’s a significant gap because organizations that do work skillfully with reporters, editors, and opinion makers are more visible, advocate for their missions more effectively, and raise more money to support their work.

Now—thanks to the practical guidance in Modern Media Relations for Nonprofits—you can close this gap. Authors Peter Panepento and Antionette Kerr, both former journalists, provide a set of concrete, doable steps for media relations success based on this clear definition of today’s broad-ranging media landscape: 

  • Media platforms from traditional print, online, and broadcast media to social media, blogs, and podcasts
  • Media content creators from trained professionals to citizen journalists 
  • Media relations tools from press releases and op-eds to online pitch services such as ProfNet and HARO, RSS feeds, and video.

Facing this kind of complexity feels daunting, especially as we know all three aspects of media relations will continue to evolve. Push forward to master your media relations impact with these two proven strategies from Modern Media Relations for Nonprofits.

Build Responsive Relationships
Many communicators assume their organization will be covered well and regularly once they build relationships with reporters. In fact, building these relationships is just the on ramp to media coverage.

Panepento and Kerr urge you to ensure your organization is as fully responsive as possible so you can“capitalize on breaking news and handle potential crises.” That means doing the groundwork now to develop resources and practices that enable your organization to answer questions and respond to media requests quickly, accurately, and in a way that adds value to the story.

Try these tested techniques:

  • Create a rapid-response protocol so you’re ready to go: Identify your organization’s spokespeople, key issues (not everything you focus on), top media targets, process for releasing information, and required resources (i.e. can you handle responding to breaking news or crises in-house, or do you need a consultant or agency)?
  • Make your event media-friendly by connecting it to a current news topic or providing insider access to a speaker. Develop an online newsroom for the event and an event-specific page on your website inviting visitors to “join the conversation” via links to your social media sites. Finally, follow up with a thank you and offer to provide any additional information needed.
  • Coach your team for interviews or meetings with the media, including what to do when “off the air,” or the reporter shuts her notebook or smartphone. 

Target Your Outreach
Rather than blasting your story out to everyone—a.k.a. the “spray and pray” approach—and praying that it’s picked up, do the work to identify and cultivate relationships with the right journalists and editors for each story “type” you have. The right media are the ones read, watched, or listened to by your target audiences—the people whose help you need most to meet your mission. Identify the journalists behind stories about your issue or topic in those media and get to know them.

Build relationships with these journalists and editors by becoming a valued resource (i.e. making their lives easier):

  • Learn what they cover and want: Pitch stories that are a good fit, and nothing else. Otherwise, you’ll alienate these valuable contacts.
  • Help them do their jobs: Share story ideas, data, tips, and access to interviews even if not related to a right-now story about your organization. 
  • Stay close between your asks: Just as a fundraiser who asks for a donation in every conversation will alienate that donor or prospect, you’ll alienate your media contacts if you reach out only when pitching a story or sending a release. For example, follow their work and acknowledge stories you find compelling or surprising. They’re human too.

Get your copy of Modern Media Relations for Nonprofits today to start implementing these techniques and many others that will lead you to media relations success. I can’t wait to hear how you do.

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Categories: Non profits

Share G.R.E.A.T. Stories to Advance Your Goals

Best Buddies International

Like many of you, I’ve been working with storytelling for more than a decade now. And, like many of you, I know we need to do it better.

We use too many over-simplified stories—black-and-white stories that don’t ring true. Stories that are all about us, don’t have relevance to our supporters, or don’t map to our organizational identity. Stories that leave the reader or listener thinking “so what.”

That’s a real waste of our supporters’ and prospects’ time and attention. In fact, it’s alienating. Telling one-offs or weak stories like these makes your people feel you don’t understand or care about them. That means they’re less likely to stay engaged and provide the help you need. There’s a better way.

I’m excited to guide you to share stories with purpose—G.R.E.A.T. stories—via a series of blog posts over the next few months. It was your questions and requests that spurred me to design this new approach. Thank you.

Here’s how we’ll get there. I can’t wait to hear your additions, tweaks, and case studies of what works and what doesn’t:

  • Goal-oriented framework for story collection and use: Map story collection to right-now campaigns. Root all stories in your organization’s “master story.”
  • Rich, relevant, and repeatable stories: Develop rich, specific stories incorporating the core components necessary to engage your people, and ensure they remember and repeat your stories their own networks.
  • Ethical story sourcing and sharing: Respect, don’t exploit, privacy to ensure the dignity and safety of story subjects. Whose stories are they? Who tells them?
  • Action: Shape stories as pathways to action, with a specific, doable call to action in each one.
  • Train a team of storytelling champions: Story owners, and those positioned to identify, collect, and share those stories.


P.S.
I’m just back from a week training and coaching 30 Ohio organizations on G.R.E.A.T. storytelling. It was exciting to hear their “AHAs.” Many of them are “starting over” with storytelling this week and I can’t wait to hear how that goes.

P.P.S. Get more nonprofit engagement tools, tips, templates & case studies delivered to your inbox!
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Categories: Non profits