In disasters and times of crisis, Mercy Corps uses a “story arc” to keep people connected and engaged.

1. The Story Arc for Online Disaster
Communications and Fundraising
By Roger Burks, Mercy Corps
NTEN Brownbag
May 28, 2008

2. Mercy Corps
Founded in 1979
Currently 3,500 staff that
reach nearly 16.4 million
people in more than 35
countries each year
Mercy Corps works amid
disasters, conflicts, chronic
poverty and instability to
unleash the potential of
people who can win against
nearly impossible odds.

3. On www.mercycorps.org, we look at our public
communication as storytelling - and those stories
form the broader narrative of who were are,
what we do and who we help.
Most of our stories focus on individuals. Why?
People relate to other people - not programs.
By making our constituents think, feel and care,
we turn otherwise anonymous people sitting
behind computer screens into supporters. They
make a commitment and connect.

4. During emergencies, this is especially urgent.
How do you quickly and effectively connect
your constituents - and those who don’t yet
know your organization - to the information
and tools they need to make the difference
they want to make?
In disasters and times of crisis, we use a
“story arc” to keep people connected and
engaged.

5. Mercy Corps began its response to Hurricane
Katrina immediately after the storm, putting
emergency teams on the ground in Louisiana
and southwestern Mississippi.
The initial response was entirely funded by
private donations, led by
www.mercycorps.org, which began an
appeal campaign on August 29, 2005. This
campaign led to more than $10 million in
contributions across the organization.

6. 1. Breaking News story
Day one, as quickly as possible.
•
Demonstrate speed and
flexibility - post the story and
donation links to your Home
page as fast as you can
Story material taken from news
•
sources such as CNN and other
international news outlets; stock
photos used, with permission,
from clearinghouses like Reuters
AlertNet
Quick check-in with relevant field
•
and headquarters staff to gather
initial details on planned or
potential response

7. 2. “What We’re Doing” story
Day two, at least: demonstrate
•
your work on the ground to
constituents, or what you will be
doing
Requires closer collaboration and
•
more vetting from field and HQ
staff
Usually still relies on stock
•
photos at this point
Donation links remain
•
prominent; always make it easy
for your constituents to take
action

8. 3. “From the Field” story
Day two or three: interview field
•
staff about what they’re doing
and seeing
Tells your constituents what’s
•
happening on the ground and
shows them why they should
give
First “on-the-scene” agency
•
photos start to trickle in - don’t
be afraid to use lower-resolution
photos, just show you’re there!
Keep on using those prominent
•
donation links.

9. 4. Updates, updates, updates
Ongoing, at least daily:
•
immediately post any news or
observations that you receive
from field staff or news sources
Join daily conference calls held
•
between headquarters and the
field to stay updated
Reflect changes in both story
•
content and Home page leads
Advantage: constituents will
•
think of your website as a source
for news during disasters,
encouraging repeat visits

10. 5. Real-time field journals
and blogs
Ongoing: place a
•
communications staff member
on site or identify a field staffer
with the capacity and time to
write for you
A way to “personalize” your
•
content so that it’s not all news
updates and stories; a unique
voice and personality
Think about syndicating this kind
•
of content in related blogs and
news sites

11. 6. Beneficiary stories
Ongoing: interview and profile
•
someone who’s been affected by
the disaster or crisis, ideally a
person your agency is helping
Nothing demonstrates the power
•
of your work more than a person
with whom your constituents can
identify
Get as complete a story as
•
possible while maintaining
sensitivity; a good photo that
clearly shows the person is vital.
Providing some other visual
context is even better.

12. 7. Community fundraising
stories
Ongoing: profile a local
•
individual or group that is
helping you raise money or
resources for the disaster or
crisis
“Gives back” to those who are
•
helping you out
Shows others how ways that
•
they can help you out
Sometimes these are media-
•
worthy stories in the
communities where they take
place

13. 8. Partnership stories
As they develop: gives back to
•
companies, organizations or
prominent individuals who are
helping you, on the ground or
otherwise, in your disaster or
crisis response
Creates a sense of consensus, of
•
a greater movement and
broader set of actions
Helps develop relationships for
•
future collaboration

14. 9. Milestone stories
Reports back on the work your
•
agency has done, is still doing
and what remains to be done
A great way of demonstrating
•
accountability to your donors
and constituents
Gives you the chance to follow
•
up on beneficiaries or staff
members you might have
profiled
Often an effective way to solicit
•
another donation

15. Sometimes the arc is reversed…

16. Existing content can lead to
successful fundraising for
subsequent disasters.
In the case of our current
fundraising campaign to help
survivors of the recent earthquake
in China, donors have commented
that stories about our ongoing
work in Sichuan Province helped
convince them to give. We
demonstrated expertise in the area
through pictures and stories.

17. Many of these donors -
most of whom have never
donated to Mercy Corps -
are from some part of the
Chinese diaspora,
including thousands of
Chinese-Americans and
several smaller U.S.-based
organizations that support
projects in China. By
already having deep
content about China on
our website, we brought
on a whole new
demographic, which has
led to…

19. Wrap-up: Tips for online communications
during a disaster or crisis
• Quick, powerful initial message - get out there first!
• Use targeted emails to bring list members to your site
• Update frequently to keep content fresh and visitors
coming back - more visits have the potential for more
donations
• Feature different kinds of stories and try to use different
authors for varied voices
• Consistently give visitors the chance to take an action
• Use milestones to communicate with donors and solicit
additional donations