Bigger Storytelling: New Engagement Paradigm for Fundraising and Direct Marketing

Telling a Bigger Story: New Engagement Paradigm
5th Annual Bridge Conference, Washington DC
Presented by Michael Margolis, Get Storied
(c) 2009 Michael Margolis www.getstoried.com 1

Tweepl:
@getstoried
#BridgeConf

BEST WORST

POP QUIZ
Digging into Brand Perceptions
Study in 2009 by BBMG of 2,000 consumers asked
what brands they perceive as most environmentally
and socially responsible in America.


People don’t buy your
product, solution, or
idea - they buy the story
that’s attached to it.


ETHOS ALUMNI

FAITH INVEST


You are all
professional
storytellers.


National Storytelling Festival: Jonesborough, TN


The Larger Narrative


Narrative is about
relationship.
identity values
perception beliefs
meaning connection

Visionaries.
Innovators.
Entrepreneurs.
‣How do you translate
what’s new & different
into wider acceptance?

‣How do you get others
to see, care, believe in
the same things you do?


Storytelling Manifesto

}
15 Storytelling Axioms

New Mindset/Language

Reframe Persuasion

Sold 2,000+ print copies, 5,000+ downloads


Hiya, I’m Michael
I advise biz, npos, and creatives on how
to get others to believe in their story.

Social Media Storytelling
Pushing boundaries of narrative
Business & Brand Re-Invention
Shifting perceptions and identity

Change & Social Innovation
How translate ideas into acceptance


consultant
speaker
publisher
podcaster
journalist
professor
fashion designer
university dean

Why do we give?


EXERCISE

Find a partner. Share a
story about a cause
you support with your
own money.

“I had to know
and understand
my own story
before I could
listen to and help
other people with
theirs.”
- Barack Obama


FIND BIGGER STORY

> context
> culture
> change


CONTEXT


Numbers are down

What if the game
has changed?

DISBELIEF
People aren’t
believing, identifying,
and buying into the
old stories anymore.

Everybody’s
a storyteller.
And everybody’s
story matters.

Storytelling might have
just hit a tipping-point

Fundamental Values Shift

Boomers to Millenials

CULTURE


culture =
the stories we
share in common

To learn about a culture,
listen to the stories.

To change a culture,
change the stories.

Let’s talk about
the culture of:
fundraising and
direct marketing

operating
3 myths

1 Social Media is Silver Bullet

<
HOW to tell the story

>
Having a story that’s
WORTH telling

2 Crisis, Disaster, & Pity

VILLAINS

HEROES

3 Self-righteous indignation

ﬁght or ﬂight

You can’t
change
anything
you hate.

Here’s the Bigger Story!


Sources of Meaning

1: act/deed
2: experience value
3: suffering


3 strategies


Stop beggin’ for money

Start building relationships

Brand Story Engagement
How Donors/Members Locate Themselves in Your Story

1 2 3
Emotional Meaningful Pride of
capital experiences belonging

MOTIVATION PLATFORM OWNERSHIP
!!Mission !! Memorable acts !! Self-identification
!! Needs/interests !! Symbolic celebration !! Co-creation
!! Dreams/aspirations !! Social connection !! Status/recognition


Invite people
to express
themselves & be
1
part of something

Country Store Grinders Mill, Piedmont, SC


Shift to the bigger,
2
universal story.

The multi-million dollar renovation of Laniākea into
a Downtown Women’s Club “with a mission”
broadened the appeal and benefits of membership

Hawai’i Women’s Org
‣$5MM biz transformation of community nonproﬁt
‣Re-invented story, linking past/future into relevance
‣Story: what it means to be a working woman


Every brand needs
3
a back story.

Your Origins Deﬁne You
Consider the circumstances for how
you gained your powers.


Everybody Dreams: Achieve Impossible

CHANGE


The Evolution of AARP:
Creating a Contrast Frame

Old Story New Story
Twilight Years Third-Age
Elders/Retired 60 is the new 30
Tireless Defender Resource Center
Transactional Relational


Old Story New Story

INDIVIDUAL Versus TEAM
Special Olympics is trying to address the
challenge of social isolation. Despite the highs of game-day
achievement, athletes return back to their lives and experience
separation or exclusion.


The Evolution of Special Olympics:

Old Story New Story
Individual achievement Social cohesion
I am special We are similar
Separate Inclusion
Competitive glory Collaborative success


TOOL

Create your own contrast
frame describing the
conceptual shift from the
old story to the new story


Evolution of Fundraising/Marketing:

Old Story New Story
guilting & shaming identity/lifestyle
crisis/fear ownership/opportunity
transactional relational
number name/face/person


Nobody really
likes a change story.

People want a continuity
story; it’s our job to
connect the dots.

FIND BIGGER STORY
> context
> culture
> change


Deep Narrative Workshop

}
BRAND
Perceptions Create
Identity Alignment
Emotions

Fundraising/Marketing Campaign
Positioning, Messaging, Re-Framing


Rafﬂe + Book Signing


Act Now - You Will Receive
✓ Copy of today’s slides
✓ 5 chances to win 5 books
✓ 12 Qs > fundraising story
✓ Discount on the workshop
✓ Monthly e-newsletter

Storytelling is like
fortune-telling. The act of
choosing a certain story
determines probability of
its future outcome.


GetStoried.com


Bigger Storytelling: New Engagement Paradigm for Fundraising and Direct Marketing

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Bigger Storytelling: New Engagement Paradigm for Fundraising and Direct Marketing