Crafting Your Nonprofit Story in a Digital World
•
3 j'aime•4,813 vues
We live in a digital world where your potential donor can be targeted by up to 5000 marketing messages a day. The best way to cut through the noise is to tell amazing stories to capture their heart. It may sound simple, but digital storytelling is something that nonprofits continue to struggle with. Join Ben Wong, Creative Director at Blackbaud’s Interactive team, to learn how you can craft your stories to inspire your users to take action. In this webinar you’ll learn: The fundamentals of creating a story How to invite the audience to participate in the story as the hero How to create your brand story architecture Tools and platforms to tell your story
Recommandé
Recommandé
Contenu connexe
Tendances
Tendances (20)
Similaire à Crafting Your Nonprofit Story in a Digital World
Similaire à Crafting Your Nonprofit Story in a Digital World (20)
Dernier
Dernier (20)
Crafting Your Nonprofit Story in a Digital World
- 1. Crafting Your Nonprofit Story In A Digital World Ben Wong Creative & Success Services at Blackbaud Co-Founder of Birthdays For All @bunmun
- 2. 2 • Manages the Success Services Team • Co-Founder of • Member of Charleston Open Source
- 3. Crafting Your Nonprofit Story In A Digital World 3 1 2 3 The fundamentals of a story Tools and Platforms Brand Story Architecture
- 5. Interest in #Storytelling 2005 2010 2015
- 6. The last 10 years has seen an incredible increase in CONTENT CONSUMPTION Launched in 2005 4 billion views per day Launched in 2006 500 million Tweets per day iPhone 3G released in 2008 Broadband speeds go mobile 802 million daily active users 609 million on mobile devices 52% use email on mobile Nonprofits see high open-rates THE CONTENT FEEDERS
- 7. “In the last 2 years, we’ve seen more content produced than in the last 50 years combined.” 7
- 8. “Your stories make up your content, but not all content tells a story” 8
- 9. 9 THE DRAMATIC STRUCTURE BEGINNING MIDDLE END
- 10. 01 INTRODUCTION 02 CONFLICT 03 CLIMAX 04 RESOLUTION THE STORY ARC Sets the scene, introduces the protagonist and defines the status quo. Interrupts the status quo and creates a conflict with the protagonist. Brings the audience to the peak of the tension, where the protagonist is taking action to resolve the conflict. The new status quo, where the audience sees the results of the protagonist’s actions.
- 11. Writing your introduction 11 • Where is the story taking place? • What is the status quo? • Who are the characters?
- 13. 13 • What change occurred to the status quo? • Who is the antagonist? • Why should anyone care? Defining your conflict
- 14. Your audience must recognize the antagonist… …but don’t scare them away. Image Source: www.royalvegascasino.com
- 15. 15 Some nonprofits have missions that are easily communicated. Don’t over do it!
- 16. 16 Other nonprofits need to work harder to present the conflict in a way that is easy for the audience to relate to. Use simple language. Avoid jargon at all costs.
- 17. Conflict tip • Use simple language to explain the situation 17 If the antagonist isn’t obvious, make it larger than life.
- 19. 19 CLIMAX The story reaches it’s peak. The hero takes action to resolve the conflict.
- 20. 20 Who is the hero of your story? • The organization? • The beneficiary? • The audience? Image Source: The Neverending Story
- 21. –Jeff Brooks, TrueSense Marketing “Donors ask themselves, how do I matter? How am I going to give back for all that I’ve received in life? If your stories help them answer that question, you’re really doing fundraising. ” 21
- 22. 22 LET THE AUDIENCE BE THE HERO • Invite the reader into the story • Present a clear call to action • Your story should be a ‘choose your own adventure’ story Image Source: The Neverending Story
- 23. 23 Use the word ‘YOU’ Let the user be the hero State the goal www.feedingamerica.org
- 24. • What is the new status quo? • Who benefits from the story? • How should the audience feel? Image Source: Birthdays For All 24 Arriving at the resolution
- 25. –Shawn Coyne, The Story Grid “Like an organic structure, a Story has a base set of internal materials that integrally combine to form self contained units of mini-story which in turn combine to form even more complex systems” 25
- 28. PROGRAMS BRAND STORY CHARACTERS PARTICIPATION BRAND STORY ARCHITECTURE
- 31. 31 • All of your nonprofit stories should be derived from the core brand story. • This is how you explain your nonprofit mission to strangers • Make sure your all your staff and volunteers are telling this story with consistency Start By Crafting Your Core Brand Story
- 32. – Liz Wainger, President Wainger Group Communications “Nonprofits often struggle for funding, volunteers, and other resources. It’s because they are unable to effectively communicate their vision, purpose, and value to their communities. ! They make lists of their programs but don’t articulate the bigger change that the nonprofit strives to bring about in the world.” 32 Huffington Post - Why Every Nonprofit Needs A Manifesto
- 33. “It's hard not to think about water today. In the western world, we face growing concerns about our stewardship of the world's most precious resource. There's talk of shortages, evidence of reservoirs and aquifers drying up, and of course, plenty of people who simply don't care. ! But forget about us. ! Most of us have never really been thirsty. We've never had to leave our houses and walk five miles to fetch water. We simply turn on the tap, and water comes out. Clean. Yet there are 663 million people on the planet who don't have clean water.” 33 www.charitywater.org/about/mission.php
- 34. 1 school bus holds 72 people
- 35. 9 school buses holds 648 people
- 37. The Founder Scott Harrison 37 The Campaign The Birthday Project The Hero A boy named Lory
- 40. 40
- 41. 41 “Digital” is a Lifestyle
- 42. – People living a digital lifestyle “If it’s not on Facebook, it didn’t happen” 42
- 43. Everything you need to create and publish great content is already in your pocket
- 44. 44 Pick the right tool for the right size of story S M L
- 45. 45 S SHORT STORIES Why? • To keep in touch with your audience with high frequency when time is limited When? • During an event • When a program or service is being delivered • When something is happening in real-time • When you’re busy What and Where? • Short status updates, photos, short video • Facebook, Twitter, Instagram, Vine, Periscope, Snapchat
- 46. 46 MEDIUM STORIES Why? • To keep audience informed of your activity • To show stewardship When? • After a recent event • When there is a news update • When giving thanks What and Where? • Blog post, longer status update, video, email • Your website, Facebook, YouTube, Tumblr, SoundCloud, Pinterest M
- 47. 47 LONG STORIES Why? • To explain a mission, program or concept • To engage users with richer content When? • When introducing your organization for the first time. • When you need to educate the audience What and Where? • Long form content, integrate audio and video • Your website, YouTube, Medium, Exposure, SoundCloud L
- 48. –– http://contently.com/strategist/2015/09/16/5-ways-content-goes-viral/ “Contrary to popular belief, long form stories have a better chance of going viral than short posts, with the optimal length being upwards of 2000 words.” 48
- 50. 50 • The brain processes visuals 60,000 times faster than text • Strong visuals invoke a visceral reactions • Visual content increases engagement e.g. more shares, likes, comments VISUAL STORYTELLING
- 51. Visual Storytelling Tools 51 Camera Snapseed Over Capture Edit Add text overlay
- 52. Instagram - #filters for photo and video 52
- 53. 53 Flickr - Photo Management
- 54. 54 Canva - Visual Design Templates
- 55. – http://www.reelseo.com/youtube-300-hours/ “300 hours of video is uploaded to YouTube every minute” 55
- 58. 58 Animoto - Professional Videos Made Easy