Digital Storytelling
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Digital storytelling can be used by fundraisers to engage donors and raise funds. The document discusses how to plan and implement an effective digital storytelling strategy using various online content formats and channels. It emphasizes identifying target audiences, developing compelling narratives around key messages, and sequencing stories across multiple touchpoints to gradually engage supporters and convert them into donors. Examples are provided of how organizations have successfully used digital storytelling, including video, social media, and email, to raise awareness and funds for their causes.
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Digital Storytelling
- 1. DIGITAL STORYTELLING FOR FUNDRAISERS BY SHANELLE NEWTON CLAPHAM
- 3. Today By the end of the day you will know: • What is digital storytelling/ content marketing? • How to plan & sequence digital storytelling channels • The elements of story telling • Types of online content • How to develop the donor journey through stories • How to use content as a digital strategy: — Your content marketing plan — Using digital channels: SEO/ Social media/ Email • How to tell stories across both online and offline.
- 4. Air New Zealand Safety Videos http://youtu.be/cBlRbrB_Gnc
- 6. Digital content channels • Identify the role of each channel • Every touch-point needs to stand alone, as well as part of the bigger story • Stories aren’t linear.
- 7. Identify the role of each channel
- 8. Each episode must stand alone
- 10. Managing the sequence of your story
- 11. Managing the sequence of your story
- 12. Sequence your story by… Time Behaviour
- 13. Controlling the sequence of your story You can’t.
- 15. Love Food Hate Waste Digital storytelling or content marketing?
- 18. One Million Miracles Amazing stories, delivered through digital. • Streaming live surgery • Social Media • Field videos • Email • PR + media • Traditional advertising.
- 19. Exercise How would you plan this digital story? Greenpeace vs Mattel Tell the story in 4 episodes. All you have to start with is this video: https://www.youtube.com/watch?v=Txa-XcrVpvQ
- 20. Let’s take a
- 21. What is content marketing?
- 22. What is content marketing? Content marketing is a marketing tactic of creating and distributing content that is relevant and valuable to a specific target audience. This content, or engagement objects as I like to call them, aim to attract, acquire, and engage a clearly defined and understood audience – with the objective of driving profitable customer action.
- 23. Two examples of storytelling Would you like to tell your organisation’s story like this? Whale and Dolphin Conservation • https://www.youtube.com/watch?v=i8puvooFXPk
- 24. Two examples of storytelling Or do you prefer this way? Mission Australia • https://www.youtube.com/watch?v=lCSIkKsRUQU
- 25. The elements of storytelling
- 26. How do you structure a story? Tell me about a book or an article you recently read & has stuck in your mind. • How did the writer give structure to the story? • How did the story grab your attention? • Why did you read it? • What was it about the story that made you remember it?
- 27. Elements of storytelling • Central question you are answering for the user – the message you’re trying to convey • The headline • The first sentence/ The opening scene • Chapters or episodes • Heroes and villains/ Protagonist and antagonist • Evidence to support • A real life story or case study • Images and vision • Tone.
- 28. The message or central theme
- 29. The message or central theme
- 30. The message or central theme
- 31. The message or central theme
- 32. Exercise 1. What is your organisation’s central message? How did you define it? How do you share it with your supporters?
- 33. Grabbing their attention A great Headline plus • In a news article you have the first paragraph • In a video you have the first 9 seconds • In a book you have the chapters titles & the first page • On a website, you have just an impression & sub- titles • For an image or infographic, you have only a glance • For a podcast, you have the tone of voice and opening sentence • In a game you have the first 20 seconds
- 34. Grabbing their attention Does this image grab your attention?
- 35. Grabbing their attention Does this video grab your attention? https://www.youtube.com/watch?v=BCHhwxvQqxg www.charitywater.org/whywater
- 36. Exercise 2. Give these images an attention grabbing, emotional headline.
- 37. The narrative In every story you need • A Narrative or plot – “the moral of the story” • A tone or narrator – the style of your language • A sequence of events that shows cause & effect • Chapters or episodes – make it easy for the user to consume the content • Conflict/ challenge • Solution/ resolution/ a way forward • A call to action – something for the reader to do.
- 38. Who are your characters? • Characters that tell the story • Characters that represent your supporter audience • Characters to relate to – archetypes, heroes, villains.
- 39. Show, don’t tell • Real life stories & case studies to connect with people • Evidence to convince people WHY they should care • Vision, images, video – emotional collateral.
- 40. Exercise 3. What is the narrative of this video? https://www.youtube.com/watch?v=7DdM-4siaQw
- 41. Exercise 4. Write a brief to tell your campaign story.
- 42. What does content look like online? How does your organisation use content in digital channels? What pieces of digital content have you been a part of creating? What content are you most proud of? How do donors engage with this content?
- 43. Types of content marketing Your digital storytelling tools
- 44. Google’s Doodle
- 46. Pull out quotes & statistics
- 47. Infographics
- 48. Maps
- 50. Graphs & charts
- 55. Illustrations
- 56. Video & viral sharing
- 57. Calls to action
- 58. Practical guides & resources
- 59. Games
- 60. Link magnets
- 61. And of course • Articles • Webpages • Blogs TEXT
- 62. Let the visuals lead
- 63. Case study
- 64. Nepal Earthquake What content did Oxfam use online to raise money for Nepal?
- 67. Nepal Blog
- 68. Nepal Facebook: Video reports from a humanitarian worker https://www.youtube.com/watch?v=Kxq89iybyZw
- 71. Exercise 5. What other formats could this story take? https://www.anglicare.org.au/video-gallery/genevieves-story
- 72. Create content your donors care about
- 73. Who is your target audience? To design a content strategy you have to get inside your user’s head • Who are the audiences for your organisation? • Are they the same online as offline? • What do they care about? • Why are they connected to your organisation? • What are they trying to do when they visit your organisation online?
- 74. Donor Persona’s
- 75. Exercise 6. Who is your audience? What do you know about them? How did you find out? What stories motivate them most?
- 77. How to develop the donor journey through stories
- 78. Tell me what your donor journey looks like
- 79. You need great stories Building an emotional relationship with your supporter through a planned series of touch-points and channels, specifically to engage them, warm them up for asks and nurture and retain them once they’re donors. • The objective is to: • Grow database (sign petitions, join email newsletter) • Build trust • Develop an emotional connection • Convert from supporter to donor • Convert from one off donor to regular giver • Lifetime valued relationship (retention). What is a donor journey?
- 80. Using content to convert (donors) • Content marketing is not a direct response channel, its about influencing opinions and behaviour through information • We use content marketing because its more subtle • We use content because it can get us access to audiences and partners whom we may not be able to reach in any other way • Its important to place soft call to actions within the content, but it should be secondary of the integrity of the content itself which is about telling a story and adding value to the viewer/ reader/ participant.
- 81. Content can nurture supporters into donors Engagement Education Awareness Emotional connection Relationship Building Keep content focused Keep adding to the story Grow their empathy/ rage/ fear Convert to donor Pose questions Ask them to do something Give them a compelling reason to do it NOW
- 82. The results content can produce Our results: 50,000+ new supporters 1267 new regular givers 29% lower $CPA than F2F 92% first gift completion (only 3% cancellation) Doubled donor retention 1.74 ROI in Year 1
- 84. Exercise 7. What stories should your organisation be telling in the donor journey? What channel(s) best suit these stories? What call to action will you use?
- 85. A digital strategy built on content
- 87. Content Marketing Strategies 1. Reach new audiences • Engagement • Branding + awareness • Relationship building • Nurturing (preparing for conversion/ acquisition) 2. Stay relevant for your existing donors • Relationship management • Loyalty and repeat visitation/ donation • Same story, different segment.
- 88. Keep it simple
- 89. Choose the right stories for your strategy Develop a content strategy that supports your objective What is your objective? What case study or story will engage your target audience? Why is this the right case study for this campaign? What is the ask? What content do you have to support the ask/ convert the donor?
- 90. What is the strategy behind this post?
- 91. What is the strategy behind this blog?
- 92. Push & pull content strategies Push Email Social Media Pull SEO Partner Content
- 93. Case study
- 94. Greyhound Racing What are people searching for to find this story? Cruelty of Greyhound Racing with live bait – Animals Australia What content and channels did Animals Australia use to raise awareness?
- 96. Greyhound Racing Website: Call to action Sign petition
- 102. Content planning
- 103. Exercise 8. Create a 10-week content plan What is the strategic objective? How will you tell your stories? What channels will you use?
- 104. How to tell stories across both online and offline?
- 105. Integrating online with offline strategies Websites Print Media Outdoor Direct Mail DRTV Social Media Email
- 106. Use content differently across online and offline
- 107. No magic mix • There is no recipe! • All organisations and their audiences are different. • It’s all about testing, measuring and tweaking. • Integration is key. • Direct supporters from offline communications to video’s, polls and donation pages on your website and social media. • Share offline communications online. • Send a thank you email after they sign up face-to- face.
- 108. Summary You should now be able to: • Tell what content marketing is • Give examples of content • Discuss the elements of a good story • Improve a donor journey • Use content as part of a strategy • Use both online and offline marketing to tell your story • Plan your content marketing
- 109. Exercise 9. Pop Quiz
Hinweis der Redaktion
- Reading: http://www.clickz.com/clickz/column/2372832/6-tips-for-sequencing-your-marketing-content
- http://fieldcraftstudios.com/sightsavers-million-miracles/
- https://www.youtube.com/watch?v=Txa-XcrVpvQ
- Give them 3 images, where they can choose from. And let them think of a headline to go with the image: animals, children, nature
- Give them 3 images, where they can choose from. And let them think of a headline to go with the image: animals, children, nature
- Give them 3 images, where they can choose from. And let them think of a headline to go with the image: animals, children, nature
- Media and PR TV Print Radio Direct Mail