As a fundraiser, you know how hard it can be to get someone to care about your cause. This is why storytelling is so essential. Neuroscience and psychology confirm the powerful effect stories play in the decision-making process. Exceptional storytelling creates emotion that ultimately spurs action. But what makes a great story, and how can your organization craft stories that resonate with donors and inspire them to act?

1. THE ONLY STORYTELLING GUIDE YOU’LL
EVER NEED
How to Inspire Donors to Action

2. Interact with us today!
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3. Geoffrey Berwind
Professional Storytelling
Consultant and Trainer

4. Why do we need to use the power of
stories when we communicate?

5. 1. Information overwhelm.

6. 1. Information overwhelm.
2. We don’t know who to trust.

7. 1. Information overwhelm.
2. We don’t know who to trust.
3. We feel disconnected and “who
cares?”

8. 1. Information overwhelm.
2. We don’t know who to trust.
3. We feel disconnected and “who cares?”
4. We need a counter-balance to
data dump and technology burnout.

9. It’s about bringing the human element
into the heart of our mission
and our communications.

10. “How I came to realize that using
real-life stories
is a powerful way to connect with,
relate to, influence and inspire others.”

11. My grandparents, who
brought me up.
“Nanny” loved to share stories of
things which had happened to her…
and it brought our family together
through laughter and shared
memories.

15. Once Upon A Nation
Award-winning
Storytelling Program
10 years, 2 million visitors so far

16. We launch Once Upon A Nation…
Free Quaker Meeting House

17. We launch Once Upon A Nation…
At a Press ConferenceFree Quaker Meeting House

18. We launch Once Upon A Nation…
At a Press Conference Pennsylvania Governor
Ed Rendell
Free Quaker Meeting House

20. “Ah-Ha!”

21. Storytelling brings NASA down to earth…

22. Then came the next big
“Ah-HA!”

23. My Storytelling Workshop
at Wayne Presbyterian
led to…

25. Capturing stories out of the air…

26. I asked them 3 key questions:

27. I asked them 3 key questions:
1. Who introduced you to this?

28. I asked them 3 key questions:
1. Who introduced you to this?
2. Can you describe a scene where you became
impassioned about this?

29. I asked them 3 key questions:
1. Who introduced you to this?
2. Can you describe a scene where you became
impassioned about this?
3. Why does it matter?

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31. 12 Principles of Great Storytelling

32. 1. Stories can be used so that others
realize why you care and why
something matters.

33. 2. People remember stories more than facts.

34. Which should you lead with?
Left Brain
Facts
Data
Logic
Rational

35. Right Brain
Imagination
Stories
Intuition & Emotions
Relational
Which should you lead with?
Left Brain
Facts
Data
Logic
Rational

36. Relational first,
then Rational =
Transformational!
Right Brain
Imagination
Stories
Intuition & Emotions
Relational
Which should you lead with?
Left Brain
Facts
Data
Logic
Rational

37. 3. Craft the story so that the audience sees
themselves in it.

38. 4. Start the story with an attention-
grabbing hook.

39. 5. Keep the story path easy to follow. No
detours or tangents!

41. 6. Identify an antagonist (a person,
problem, situation who opposes the central
character).

42. 7. Keep the “story spell” unbroken by
avoiding left-brain information.

43. 8. Build in “reveals” so that the listener
stays engaged.

44. 9. Focus the story on “light-bulb moment”
scenes.

45. 10. Engage our primal imagination through
detailed visual description.

46. 11. Make sure the central character in the
story goes through a journey of
transformation.

47. 12. Deliver the story with enthusiasm and
authenticity.

48. Your authenticity and passion are huge
assets…

49. So…by using real-life stories, you can move minds and
hearts in powerful ways.

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51. Your Story Toolbox:
Various types of stories you could use.
Origin Stories

52. Your Story Toolbox:
Various types of stories you could use.
Origin Stories
Purpose Stories

53. Your Story Toolbox:
Various types of stories you could use.
Origin Stories
Purpose Stories
Example Stories (case studies)

54. Your Story Toolbox:
Various types of stories you could use.
Origin Stories
Purpose Stories
Example Stories (case studies)
“What if?” or “Imagine…” Stories

55. Your Story Toolbox:
Various types of stories you could use.
Origin Stories
Purpose Stories
Example Stories (case studies)
“What if?” or “Imagine…” Stories
Cautionary Stories

56. Your Story Toolbox:
Various types of stories you could use.
Origin Stories
Purpose Stories
Example Stories (case studies)
“What if?” or “Imagine…” Stories
Cautionary Stories
Object Stories

57. Your Story Toolbox:
Various types of stories you could use.
Origin Stories
Purpose Stories
Example Stories (case studies)
“What if?” or “Imagine…” Stories
Cautionary Stories
Object Stories
Teaching Stories

58. Your Story Toolbox:
Various types of stories you could use.
Origin Stories
Purpose Stories
Example Stories (case studies)
“What if?” or “Imagine…” Stories
Cautionary Stories
Object Stories
Teaching Stories
Inspirational and Motivational Stories

59. Your Story Toolbox:
Various types of stories you could use.
Origin Stories
Purpose Stories
Example Stories (case studies)
“What if?” or “Imagine…” Stories
Cautionary Stories
Object Stories
Teaching Stories
Inspirational and Motivational Stories
The “Phoenix” Story

60. Origin Stories
Purpose Stories
Example Stories (case studies)
“What if?” or “Imagine…” Stories
Cautionary Stories
Object Stories
Teaching Stories
Inspirational and Motivational Stories
The “Phoenix” Story
Everyday Personal Stories
Your Story Toolbox:
Various types of stories you could use.

61. Your Story Toolbox:
Various types of stories you could use.
Origin Stories
Purpose Stories
Example Stories (case studies)
“What if?” or “Imagine…” Stories
Cautionary Stories
Object Stories
Teaching Stories
Inspirational and Motivational Stories
The “Phoenix” Story
Everyday Personal Stories
Faith Stories

62. Your Story Toolbox:
Various types of stories you could use.
Origin Stories
Purpose Stories
Example Stories (case studies)
“What if?” or “Imagine…” Stories
Cautionary Stories
Object Stories
Teaching Stories
Inspirational and Motivational Stories
The “Phoenix” Story
Everyday Personal Stories
Faith Stories
You can tell a story
in one sentence!

63. Start and Maintain a Life Story List
Story Idea (one sentence) Point to the Story/How You Might Use It
(For example): The time when I first sold something. Sharing your enthusiasm; firsts, feelings, etc.
The time when ___________________________________ ________________________________________
The time when ___________________________________ ________________________________________
The time when ___________________________________ ________________________________________
The time when ___________________________________ ________________________________________

64. “Thank you for your time…
and tell your stories!”
Geoffrey Berwind
StorytellingSuccess.com
© 2015, Geoffrey Berwind & Associates, LLC

65. Watch our Free Recorded Webinars
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66. Pursuant Storytelling Resource
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Storytelling resource at:
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67. Questions?
Geoffrey Berwind
StorytellingSuccess.com
© 2015, Geoffrey Berwind & Associates, LLC

68. Ready to plan your year-end giving?
Chris Taft
Account Director
Chris.Taft@pursuant.com
214-866-7734

69. Intelligent fundraising.