Your organization’s story is your most valuable asset. Your story can inspire action and create change. In addition, non-profits that tell compelling stories tend to raise the most funds. During this presentation we covered a variety of topics to help non-profit organizations to tell their story through social media means. Topics included: - Why storytelling - Creating a plan - Conveying the story with pictures - Video storytelling checklist - Case studies/examples - Resources

1. Becky Livingston
President & CEO
Royal Apple Marketing
September 2012
Build Support
for Employee
Volunteer
Programs via
Storytelling
© 2012 Royal Apple Marketing

2. My Story
ü Social media advocate, author, trainer,
speaker, and practitioner
ü Big dog lover
ü Small business consultant
ü Daily user of LinkedIn,
Facebook, Twitter, G+,
Pinterest, & Hootsuite
ü Marketing pro and Tech
enthusiast

3. Why storytelling?
› Storiesincrease loyalty
› Good stories are spread
› Good stories have conflict
› True, but hard-to-believe, odd or unexpected
events
› Acts of heroism
› Emotional, funny, innovative, provocative
Ask the question, “Would I share this story with others?”

4. Create a Plan
› Selfassessment – What’s your story?
› How does storytelling fit into the Strategic
Plan?
› Who are we trying to reach?
› What change to do we want to see?
› How do we measure success?
› Who are our storytellers?
› How do we get the word out?

5. Journalism’s 5 W’s to Help You
› Who – your characters
› What – what happened
› When – sequence of events
› Where – specific scene or
setting
› Why – the motivation of
the characters
› How – how it happened

6. 5 Questions People Ask
1. What do other people think about this
organization?
2. Are people here like me?
3. Does this work?
4. What difference can I make?
5. May I come along?

7. Get to the Heart of it
ü Know your point
ü Nail your plot
ü Have a big theme, but a small scale
The human experience = a universal feeling, emotion,
or truth that resonates with us all.

8. Convey the Story w/ Pictures
› Create the visual story
› Use it in public outreach, website, blog,
social media, annual report, email, etc.
› Enter contests like:
› DoGooder Awards
› TechSoup Storytelling Challenge
› The Current Cause

11. Video Storytelling Checklist
› Purpose › Shooting
› Measurement › Organize
› Distribution › Details
› How
› Editing
› Preparation
› Copyright
› VideoPlanning
› Dissemination
› Timing
› Permission

12. Examples / Case Studies

13. Deer Lake Strawberry Festival

14. The what?
Listing of services
Call to action!
Sharing feature

15. Super Tuesday – Invisible
Children

17. Share Our Strength

18. “Stories don’t have to be long – in fact shorter
is probably better.
Stories tell of challenges confronted, a
turning point that can emotionally draw in the
reader, and an ending that provides lessons
learned, results attained, and a clear path
forward.”
Reed Dewey, Volunteer Frontier

19. Connect with Royal Apple
Marketing
@RoyalAppleMkgt / @BMLiving

20. Resources
› Bowden 2 Bowden Blog http://bowden2bowden.wordpress.com/2012/09/06/stories-can-
build-a-brand-image/
› Storytelling tips from Roy Peter Clark & Shelter Box http://www.atlargeinc.com/blog/
2012/03/02/storytelling-tips-from-roy-peter-clark-shelterbox/
› Volunteer Stars Engagement Report 2012 http://www.volunteerfrontier.com/volunteer-
engagement-stars.html
› From Business Case to Storytelling: Bringing Voluteer Engagement Out of the Shadows
http://blogs.volunteermatch.org/engagingvolunteers/2012/05/22/from-business-case-to-
storytelling-bringing-volunteer-engagement-out-of-the-shadows/
› How to get to the Heart of Your Story http://www.nonprofitmarketingblog.com/site/
how_to_get_to_the_heart_of_your_story
› Nonprofit Storytelling Tips From the Experts http://www.causevox.com/blog/2012/04/17/
nonprofit-storytelling-tips-from-the-experts/
› Keep Your Eyes Open: Visual Storytelling for Nonprofits http://blogs.volunteermatch.org/
engagingvolunteers/2012/04/02/keep-your-eyes-open-visual-storytelling-for-nonprofits/
› Video Storytellling Checklist http://www.socialbrite.org/2010/07/15/visual-storytelling-
checklist/
› A Roundup of Resources for Grass Roots Media Makers http://www.socialbrite.org/sharing-
center/media/
› 19 Best Non-Profit Websites http://socialdriver.com/2012/05/19-best-non-profit-websites-
and-why-theyre-awesome/
› 5 Questions Non Profits Should Answer with Stories http://
www.nonprofitmarketingguide.com/blog/2008/04/18/five-questions-nonprofits-should-
answer-with-stories/
› Storytelling 2.0: Why Nonprofits Need to Tell Stories http://www.socialbrite.org/2011/08/24/
storytelling-2-0-why-nonprofits-need-to-tell-stories/