The Power of Story to Connect with and Retain Donors

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How do you talk about the work that you do? Do you list facts and statistics in your newsletter? While data is important, it’s even more important to turn the numbers into stories that connect. Vanessa Chase, nonprofit expert, will dive into the need to articulate impact beyond the numbers to stay connected with your supporters and retain more donors. • How to craft stories that retain and motivate donors • Ways to insert story into your stewardship plan • Where to capture the best stories at your organization

Regierungs- und gemeinnützige Organisationen Wirtschaft & Finanzen

#npEXPERTS | www.blackbaud.com/npexperts
Using the Power of Story to
Connect With and Engage Donors
www.blackbaud.com/npexperts

#npEXPERTS | www.blackbaud.com/npexperts
Meet the #npEXPERTS

#npEXPERTS | www.blackbaud.com/npexperts
Our #npEXPERTS Presenter
Vanessa Chase
Fundraising and communications
strategist with a love of great
stories. Founded
TheStorytellingNonprofit.com to help
nonprofits connect in more
meaningful ways with donors
through stories and stewardship.
@vanessaechase
thestorytellingnonprofit.com

#npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts

#npEXPERTS | www.blackbaud.com/npexperts
We all Share Common Ground
Need:
Want to raise more
money and keep our
donors …
Solution:
Remember what
philanthropy is really
all about.
#npEXPERTS | www.blackbaud.com/npexperts

#npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts
So What’s Preventing Us?
When you communicate with your donors, do you really
make the communication about them?
There are two cardinal mistakes in donor
communications:
1.  Making it all about the organization’s “urgent” needs
2.  Not knowing our audience well enough to speak to
them in a way that resonates
#npEXPERTS | www.blackbaud.com/npexperts

#npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts
When You Don’t Know Your Audience
•  Your communications are less effective
•  Your audience doesn’t understand
•  Folks become apathetic
•  … and lose the connection
#npEXPERTS | www.blackbaud.com/npexperts

#npEXPERTS | www.blackbaud.com/npexperts
The Donor Knowledge Gap

#npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts
Stories as the Solution
Stories help bridge the Donor
Knowledge Gap in two ways.
1.  Provide context
for understanding
new information
2.  Emotionally
connect
donors to
the cause
#npEXPERTS | www.blackbaud.com/npexperts

#npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts
The process of combining
facts and narrative in
order to communicate a
message and an emotion
to a target audience.
WHAT IS STORYTELLING?

#npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts
5 Keys to Crafting a
Story that Resonates
1. Goal
2. Message
3. Connection
4. Character
5. Conflict

#npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts
Key #1 – Define Your Goal
What is your goal for telling a story?
#npEXPERTS | www.blackbaud.com/npexperts

#npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts
Key #2 –
Find
Your Core
Message
What’s the one
thing that you
want readers
to feel and
think as a
result of
this story?
#npEXPERTS | www.blackbaud.com/npexperts

#npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts
Key #3 – Create Connection
What’s your “in” to creating a connection with your audience?
#npEXPERTS | www.blackbaud.com/npexperts

#npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts
Key #4 – Develop your Characters
•  Clients
•  Staff
•  Board
•  Volunteers
•  Donors
•  Community
#npEXPERTS | www.blackbaud.com/npexperts

#npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts
Key #5 – Find the Conflict
Creating connection between two
seemingly dissimilar experiences.

#npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts
But …
How do we
find stories
to tell?

#npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts
The 4 Pillars
of a Culture of
Storytelling
1.  Educate staff
2.  Know what
you need
3.  Create tools
4.  Tell each
other stories

#npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts
1. Educate Staff
Storytelling is a team effort!
Make it a participatory,
inclusive activity for everyone
at your organization
Dedicate an all-staff meeting
to discussing storytelling
#npEXPERTS | www.blackbaud.com/npexperts

#npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts
2. Know What You Need
Don’t make the mistake of
just telling your colleagues,
“I need a story! Can you
give me a story?”
Make specific requests
that give colleagues a
clear sense of direction.
#npEXPERTS | www.blackbaud.com/npexperts

#npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts
3. Create Tools
Create easy ways to colleagues to regularly submit their
stories via a story collection form,
#npEXPERTS | www.blackbaud.com/npexperts

#npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts
4. Tell Each Other Stories
Tell each other stories more often and
storytelling will become an inherent
part of your organization’s culture
#npEXPERTS | www.blackbaud.com/npexperts

#npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts
Now it’s time
… to start
implementing
stories in
stewardship

#npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts
First, evaluate your stewardship
•  Map out the touch points that you have with donors
•  Review the content of your stewardship pieces
•  Are you using words like “impact”? Are you showing
donors what that means?
•  How directly does the content of your stewardship
connect donors to the beneficiaries of their
philanthropy?

#npEXPERTS | www.blackbaud.com/npexperts
Then, think about the best way
to communicate with your donors.
Pick the mediums that work for your donors.
Email?
Direct Mail?
Phone?
In Person?
Social?

#npEXPERTS | www.blackbaud.com/npexperts
Finally, go
put it into
practice!
#npEXPERTS | www.blackbaud.com/npexperts

#npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts
Example: Stories in Stewardship

#npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts
The most important
story you can tell and
be connected to is the
story of why you do
the work that you do.

#npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts
www.blackbaud.com/npexperts

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The Power of Story to Connect with and Retain Donors

1. #npEXPERTS | www.blackbaud.com/npexperts Using the Power of Story to Connect With and Engage Donors www.blackbaud.com/npexperts

2. #npEXPERTS | www.blackbaud.com/npexperts Meet the #npEXPERTS

3. #npEXPERTS | www.blackbaud.com/npexperts Our #npEXPERTS Presenter Vanessa Chase Fundraising and communications strategist with a love of great stories. Founded TheStorytellingNonprofit.com to help nonprofits connect in more meaningful ways with donors through stories and stewardship. @vanessaechase thestorytellingnonprofit.com

4. #npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts

5. #npEXPERTS | www.blackbaud.com/npexperts We all Share Common Ground Need: Want to raise more money and keep our donors … Solution: Remember what philanthropy is really all about. #npEXPERTS | www.blackbaud.com/npexperts

6. #npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts So What’s Preventing Us? When you communicate with your donors, do you really make the communication about them? There are two cardinal mistakes in donor communications: 1.  Making it all about the organization’s “urgent” needs 2.  Not knowing our audience well enough to speak to them in a way that resonates #npEXPERTS | www.blackbaud.com/npexperts

7. #npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts When You Don’t Know Your Audience •  Your communications are less effective •  Your audience doesn’t understand •  Folks become apathetic •  … and lose the connection #npEXPERTS | www.blackbaud.com/npexperts

8. #npEXPERTS | www.blackbaud.com/npexperts The Donor Knowledge Gap

9. #npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts Stories as the Solution Stories help bridge the Donor Knowledge Gap in two ways. 1.  Provide context for understanding new information 2.  Emotionally connect donors to the cause #npEXPERTS | www.blackbaud.com/npexperts

10. #npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts The process of combining facts and narrative in order to communicate a message and an emotion to a target audience. WHAT IS STORYTELLING?

11. #npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts 5 Keys to Crafting a Story that Resonates 1. Goal 2. Message 3. Connection 4. Character 5. Conflict

12. #npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts Key #1 – Define Your Goal What is your goal for telling a story? #npEXPERTS | www.blackbaud.com/npexperts

13. #npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts Key #2 – Find Your Core Message What’s the one thing that you want readers to feel and think as a result of this story? #npEXPERTS | www.blackbaud.com/npexperts

14. #npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts Key #3 – Create Connection What’s your “in” to creating a connection with your audience? #npEXPERTS | www.blackbaud.com/npexperts

15. #npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts Key #4 – Develop your Characters •  Clients •  Staff •  Board •  Volunteers •  Donors •  Community #npEXPERTS | www.blackbaud.com/npexperts

16. #npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts Key #5 – Find the Conflict Creating connection between two seemingly dissimilar experiences.

17. #npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts But … How do we find stories to tell?

18. #npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts The 4 Pillars of a Culture of Storytelling 1.  Educate staff 2.  Know what you need 3.  Create tools 4.  Tell each other stories

19. #npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts 1. Educate Staff Storytelling is a team effort! Make it a participatory, inclusive activity for everyone at your organization Dedicate an all-staff meeting to discussing storytelling #npEXPERTS | www.blackbaud.com/npexperts

20. #npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts 2. Know What You Need Don’t make the mistake of just telling your colleagues, “I need a story! Can you give me a story?” Make specific requests that give colleagues a clear sense of direction. #npEXPERTS | www.blackbaud.com/npexperts

21. #npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts 3. Create Tools Create easy ways to colleagues to regularly submit their stories via a story collection form, #npEXPERTS | www.blackbaud.com/npexperts

22. #npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts 4. Tell Each Other Stories Tell each other stories more often and storytelling will become an inherent part of your organization’s culture #npEXPERTS | www.blackbaud.com/npexperts

23. #npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts Now it’s time … to start implementing stories in stewardship

24. #npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts First, evaluate your stewardship •  Map out the touch points that you have with donors •  Review the content of your stewardship pieces •  Are you using words like “impact”? Are you showing donors what that means? •  How directly does the content of your stewardship connect donors to the beneficiaries of their philanthropy?

25. #npEXPERTS | www.blackbaud.com/npexperts Then, think about the best way to communicate with your donors. Pick the mediums that work for your donors. Email? Direct Mail? Phone? In Person? Social?

26. #npEXPERTS | www.blackbaud.com/npexperts Finally, go put it into practice! #npEXPERTS | www.blackbaud.com/npexperts

27. #npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts Example: Stories in Stewardship

28. #npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts Example: Stories in Stewardship

29. #npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts Example: Stories in Stewardship

30. #npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts The most important story you can tell and be connected to is the story of why you do the work that you do.

31. #npEXPERTS | www.blackbaud.com/npexperts#npEXPERTS | www.blackbaud.com/npexperts www.blackbaud.com/npexperts

The Power of Story to Connect with and Retain Donors

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The Power of Story to Connect with and Retain Donors