Judy Anderson, Community Consultants 2018; 1

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1 Creating Stories of Change that Connect and Inspire What we will try and cover today: April 7, 2018 Alton, New Hampshire Prospect Mountain High School Judy Anderson Community Consultants Stories vs Reports Types of story connections Story-frames, Story-Bits Where to tell stories Why DO we need to tell stories? When your beliefs are entwined with your identity, changing your mind means changing your identity. That s a really hard sell. --Ozan Varol, Weekly Contrarian judy@community-consultants.com; CLCC conference Stories & Content Strategy WHAT S THE CONNECTION? So What, Who Cares? Who, and how, are you working to connect with and in what way? Content is a way for us to engage our audiences We think strategically about what will inspire them We consider how the content will make them feel part of our team Stories are a type of content that we can produce and share with our audiences as a part of a content marketing strategy Vanessa Chase-Lockshin; Nonprofit Storytelling ; judy@community-consultants.com 1

2 What makes a story a story? What do donors, and readers, want? Peter Hujik Lori Jacobwith What will they FEEL like? Don t Brag, Inspire Jeff Brooks Lori Jacobwith Change what people feel, not what they think, not what they do --Bernadette Jiwa, The Story of Telling Lori Jacobwith 2018; judy@community-consultants.com 2

3 "That s what the best marketers still do. They don t shout, look at me. They whisper, I see you. " -- --Bernadette Jiwa, The Story of Telling 14 Lori Jacobwith J. Anderson, LTA Rally Story of Change Structure Conflict Call to action Resolution Connection Character Vanessa Chase Lockshin-Nonprofit Storytelling ; judy@community-consultants.com 3

4 What are your core focus areas? What conflicts can your audience relate to? If they never see the Property, or meet that person, how would they relate? Humanity Overlay, Shared Experiences The problem your organization is trying to solve, that it does, that helps people or your clients/those you serve Lori Jacobwith HUMANITY S CHALLENGES: Scared. Sad. Lost. Sick. Worried. What are people grappling with in your community that they can relate to? How can conservation (land, water) authentically help? Conflict: John and Loraine s daughter, Sarah, has spent long hours side-by-side with them, pitching sweet-smelling hay summer after summer This farm is our lives, the very essence of our family, just like it had for my grandparents and their parents before them. The future of the farm was uncertain. We just couldn t figure out how to allow my parents to retire and still keep the farm 22 Winning the battle of story book; Hero called the adventure, the mentor helps along the way, where the special gift helps overcome obstacles The challenge reveals success, or steps forward Yes its about water the adventure, the calling, is that every human needs dignity. One of their gifts is the 100% model 2018; judy@community-consultants.com 4

5 The reader is the mentor. This allows people to be more than checkwriting. Important for donor retention too. Shiftcharity.com Conservation Stories, Stories of Change What are the core areas of your work/focus? What will your readers relate to and NEW readers relate to based upon shared values? What have you shared? How? What can you repurpose, in a new way? Context Problem Solution How did conservation help? How did the reader, donor help? Shared Values: What do you want them to Connect with Shared Values Feel? Do? Remember? istock 28 Provide Hope and Joy Share and Foster Empathy and Compassion ; judy@community-consultants.com 5

6 Surprise and intrigue them Inspire what could be Vision, passion, and possibilities. Brooklyn Queens Land Trust Leadership Break down assumptions; re-framing opportunities Demonstrate how THEY are changing lives, making a difference Maureen Knapp N. Hourigan Demonstrate your organizational values Walk about messaging istock judy@community-consultants.com; CLCC conference ; judy@community-consultants.com 6

7 How to choose your stories Show What your land trust cares about. Who your land trust cares about. Artist, photo source unknown: social media How you add value to people s lives. 38 Storytelling: Science and Strategy Jessica Chittenden Ziehm What words should I use? JARGON Know your audience Descriptive Conversational Quotes from someone they can relate to Expand your audience Don t tell them what to feel 2018; judy@community-consultants.com 7

8 Reminders for Donor-Centered Stories Know your push-back Consider your audience Put me in the catalyst seat Use sparingly: your support Two YOUs for any we / together Make me the change I want to see Williamstown Rural Lands Foundation Help people connect the dots. So What, Who Cares? Shared Values First draft: Focus on titles, sub-titles Young man reaches benchmark at Rockville Trails Like father, like son. The views from Rockville Trails just got a little bit better ; judy@community-consultants.com 8

9 New Partnership Works with Veterans Healing Minds and Souls How to use data in stories: Up to three facts to support the why of your story: The problem that you are working to change How to use data in stories: Where to tell stories? 1.5 billion monthly active users, YouTube is second only to Facebook among social networks. After Google, YouTube is the world's second most popular search engine One-third of online activity is spent watching video /03/08/video-marketing-statistics J. Anderson, LTA Rally ; 9

10 85% of Facebook video is watched without sound Videos up to 2 minutes long get the most engagement /03/08/video-marketing-statistics Third most popular social network with 800 million monthly active users. 330 million monthly active users, it's now the fourth most popular social network. 58 Jessica Chittenden Ziehm Jessica Chittenden Ziehm 2018; judy@community-consultants.com 10

11 Build your photo library Jessica Chittenden Ziehm Kristopher Rowe Who finds the stories? J. Anderson, LTA Rally Thank yous: Notes, letters you receive, calls Purpose: Know what you want, how you ll use the story Where to find stories: Landowners/families: Conversations, historical photos, observation Smartphones, news: How can you tell it differently? Where else? Explain the task at hand: Visuals: People will remember them more than words Shared values: How will someone relate? 2018; 11

12 Results? Create Your Team Create a three month plan Share the work Three stories of change, to start Visual stories Woodstock Land Conservancy Great Feedback City Manager s office: Linda and I love your newsletter!!! So much so that we would like to emulate it for City news. Current major donor: The newsletter/update was terrific! Tell the staff I loved it. And I "shared" it on FB. Thanks for what you do. Great Feedback Lapsed major donor re-engaged: The communications coming out from the land trust are so much better than they used to be. They are coming from the heart and I feel like you re really engaging with me instead of talking about the organization. Great Feedback What s your next step? judy@community-consultants.com; CLCC conference ; judy@community-consultants.com 12