Digital Storytelling for Impact
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Stories have the power to spark movements, raise armies of volunteers, and even change the world. But stories with impact don’t just happen—they’re strategically planned, creatively crafted and designed to achieve measurable outcomes. So once you have the right story, how can you make the most of it across social media, web, and email? In this session, RJ Bee, the Senior Vice President of Hattaway Communications, explored how to use your organization’s best stories across channels for better outreach, fundraising, and impact reporting.
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Digital Storytelling for Impact
- 1. Digital Storytelling for Impact JUNE 2015 Social Media for Nonprofits
- 2. What We’ll Cover Key Takeaways from Research with Storytelling & Digital Experts Introduction to Hatch for Good Discussion of Storytelling for Impact Join the Discussion: #SM4NP
- 3. TECHNOLOGY Storytelling Research MEDIA ENTERTAINMENT ACADEMIA BRANDING SOCIAL IMPACT ORGANIZATIONS GOVERNMENT
- 5. Strategy Capacity Content Platforms Evaluation Five Pillars of Digital Storytelling
- 7. Social Impact Story Map
- 8. QUESTIONS? 8
- 9. THIS PRESENTATION, THE METHODOLOGIES AND SAMPLES CONTAINED HEREIN ARE THE INTELLECTUAL PROPERTY OF HATTAWAY COMMUNICATIONS, INC. COPYRIGHT © 2013 ALL RIGHTS RESERVED. QUESTIONS? RJ Bee Senior Vice President 9
Hinweis der Redaktion
- So we started this project because Rockefeller wanted to elevate the practice of digital storytelling. So we executed over 100 interviews and roundtable discussions with experts in (read groups)
- We found that a great deal of work has been done to capture best practices and create how-to guides for telling stories, and for using existing technological tools. However, we identified consistent gaps in how organizations create, promote and sustain storytelling cultures. First, we found out that there are “supply-side” issues in digital storytelling: a need for comprehensive strategic and tactical guidance on how to tell, store, share and curate compelling and motivating stories on a consistent basis. Secondly, there are also “demand-side” issues in digital storytelling: a need for incentives and requirements that foundations, businesses and the nonprofit community could embrace to ensure that social impact organizations are truly becoming storytelling organizations.
- Through the research, we found that a great deal of work has been done to capture best practices and create how to guides for telling stories. However, we identified 5 major needs (PILLARS) for creating, promoting and sustaining storytelling organizations, which we build the platform on. 1. The first one is Strategy We found out that social impact organizations often dive into storytelling without articulating clear goals, understanding the interests and motivations of target audiences, or setting measurable objectives. Q: WHO HERE IDENTIFIES THEIR ORGANIZATION WITH THIS? 2. Second one is CAPACITY In effective storytelling organizations, everyone understands why stories are important to share and what makes a compelling, strategic story. In addition, senior managers need to understand the importance of dedicating time, talent and resources strategic storytelling. However, few organizations have skilled storytellers on staff or the resources to hire consultants to create content for storytelling. Q: WHO IS STRUGGLING WITH CAPACITY FOR STORYTELLING? Third one is CONTENT In today’s competitive media environment, only the most compelling content gets noticed and shared. Stories for social impact must show people as active agents of change, who play a central role in creating solutions to the problems they face. And we’ll show you what this means in few minutes by showing you a vide of an organization that does this well. Q: WHO HAS TROUBLE GETTING THE RIGHT CONTENT? Forth one is PLATFORM With the large number of tools and platforms in existence, social impact organizations struggle to understand which to use in order to most effectively engage the right audiences. And there’s no one-size-fits-all solution. Social impact organizations need guidance on best practices for using common platforms for storytelling—and access to data that can help them target the right audiences. Q: WHO NEEDS GUIDANCE ON USING SOCIAL MEDIA PLATFORMS FOR STORYTELLING? The last, fifth one, is Evaluation Organizations that evaluate accurately the impact of their storytelling can learn what’s working and strengthen their storytelling. People charged with evaluating the impact of strategic storytelling need guidance on how to set metrics for digital storytelling. They also need training on already available tools, such as Google Analytics, Facebook Insights and metrics available on YouTube. Q: WHO NEEDS MORE TOOLS FOR EVALUATING THEIR STORYTELLING EFFORTS?