From the story of creation to the flood of Noah to the Gilgamesh Epic, our ancestors have taught us that the most effective device for learning and engagement as well as to motivate action is the story. This Webinar will apply the art of storytelling to the development process–most particularly the major gifts face-to-face solicitation and stewardship functions. The webinar is intended for senior professionals and volunteers who engage with the public, both one-on-one or in group settings.

1. Sponsored by:
To Raise More Money, Tell A
Story
David A. Mersky
June 12, 2013
Twitter Hashtag - #npweb
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2. Sponsored by:
Advising nonprofits in:
• Strategy
• Planning
• Organizational Development
www.synthesispartnership.com
(617) 969-1881
info@synthesispartnership.com
INTEGRATED PLANNING
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3. Sponsored by:Part
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Coming this June

4. Sponsored by:
Today’s Speaker
David A. Mersky
Founder and Managing Director
Mersky, Jaffe & Associates
Assisting with chat questions:
Jamie Maloney, 4Good
Founding Director of Nonprofit Webinars and Host:
Sam Frank, Synthesis Partnership
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5. To Raise More Money,
Tell a Story
June 12, 2013
©2013 Mersky, Jaffe & Associates

6. ©2013 Mersky, Jaffe & Associates

7. Let me tell you a story….
©2013 Mersky, Jaffe & Associates

8. The State of Philanthropy in
America Today:
A View from the Field
©2013 Mersky, Jaffe & Associates

9. 2011 charitable giving
Total = $298.42 billion

10. Types of recipients of contributions, 2011
Total = $298.42 billion

11. Q:
How do you get your
piece of the pie?
©2013 Mersky, Jaffe & Associates

12. A:
Telling Your Story:
Make a Compelling and
Impactful Case
©2013 Mersky, Jaffe & Associates

13. ©2013 Mersky, Jaffe & Associates

14. STORYTELLING FOR LEADERS
©2013 Mersky, Jaffe & Associates

15. Finding Your Stories
• Actively seek out stories
– send surveys to clients and donors
– create a share-your-story page on your web site
– interview people throughout the agency
• Focus on how the agency has made a
difference, changed or save lives
• Stories trump statistics
©2013 Mersky, Jaffe & Associates

16. Power of Stories
• Best way to connect people to your mission,
vision and values
• Everyone can/should be a storyteller
– board members
– program staff
– volunteers
– donors
– clients
• Storytellers as advocates in the community
©2013 Mersky, Jaffe & Associates

17. The Power of Stories
• Stories are game changers
• Do not talk about agency needs or program
or things it provides
• Focus on effect agency has on people’s lives
• Three kind of stories
– Involvement
– Impact
– Thank You
©2013 Mersky, Jaffe & Associates

18. Involvement Story
• Why you got involved
• Why you donate time, talent and treasure
• Make it personal—your story
• Gauge your audience’s interest
• Share your values
• Does the audience share values of your agency
©2013 Mersky, Jaffe & Associates

19. Impact Story
• Demonstrates the “need” in the community
• Defines a type of client, particular service
• Demonstrates impact of donor who gives
because agency meets the need
• Don’t talk about services of agency
• Focus on one “client” and outcome
©2013 Mersky, Jaffe & Associates

20. Thank You Story
• Simple and powerful
• Donors are insufficiently thanked
• Donors feel special when personally thanked—
particularly by a volunteer leader
• Show donor impact their gift made
• Focus on one “client” and outcome
©2013 Mersky, Jaffe & Associates

21. Questions to Ask Yourself
• Who is your audience?
• What are you trying to accomplish?
• After you have shared your story, what do you
want the audience to
 think
 feel
 do
©2013 Mersky, Jaffe & Associates

22. The Four C’s of Storytelling
• Character
 At least two characters—the “beneficiary” and the agency
• Connection
 The bridge between the audience and the agency
• Conflict
 What restrains the beneficiary from achieving what he
wants—external and internal
• Conquest
 The outcome—how the problem is resolved
©2013 Mersky, Jaffe & Associates

23. Storytelling: Details to Include
• Be wary—too much can derail a story
• Only use details that move the story along
 Tell more about the characters so audience can relate
 Help audience better understand depth of conflict
 Clarify how agency resolves conflict
• Facts v. Emotions
• Think about what details will be of interest to
your audience
©2013 Mersky, Jaffe & Associates

24. Seven Story Triggers
• Ownership—get audience to feel invested
• Mystery—don’t make story predictable
• Uniqueness—something new/fresh to audience
• Familiarity—help audience relate
• Humanity—something human when cause is not
• Contrast—difference agency makes
• Urgency—why now
©2013 Mersky, Jaffe & Associates

25. 3 Phrases to Engage Audience
• Can you imagine…how that must have felt…
• Have you ever…experienced…
• Would you like to…know more
©2013 Mersky, Jaffe & Associates

26. Craft an Impact Story
• Who or what will be the main character?
• What is the largest obstacle of the main character?
• What are some unique details of the problem?
• What does agency do to alleviate problem?
• How does main character mentally cope?
• How do donors “fix” the problem?
• Why is agency the right one to tackle problem?
©2013 Mersky, Jaffe & Associates

27. ©2013 Mersky, Jaffe & Associates

28. Ten Rules to Remember
1. Stories are about agency’s impact in community
2. Have a personal connection to the story
3. Know why you are telling the story
4. Connect with your audience first—shared values
5. Main character=client not agency
©2013 Mersky, Jaffe & Associates

29. Ten Rules to Remember
6. Hero is agency and its donors
7. Use outer and inner conflict to drive story
8. Only include details that move story along
9. Practice, practice, practice
10.Tell story with passion
©2013 Mersky, Jaffe & Associates

30. ©2013 Mersky, Jaffe & Associates

31. Mersky, Jaffe
& Associates
Financial and Human Resource
Development Solutions for Nonprofits
800.361.8689 413.556.1074 fax
www.merskyjaffe.com
OFFICES IN BOSTON AND NEW YORK
©2013 Mersky, Jaffe & Associates

32. Sponsored by:
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