What I cover in this presentation, lesson 2 of Storytelling Summer School - sign up at www.jcsocialmarketing.com/school How to drive your donors, supporters, and online fans to take action through compelling storytelling; Why visuals are so vital to effective storytelling; The 4 Steps to Successful Storytelling; Examples from different nonprofits using effective visual storytelling in their online campaigns.

1. HOWTO TELL STORIES THAT
TAKE PEOPLE FROM
PASSIVETO PASSIONATE
Storytelling Summer School Lesson #2
www.jcsocialmarketing.com/school

3. WELCOME STUDENTS!
What is Storytelling Summer School?
• 6 weekly Facebook Live videos with actionable ways to use storytelling to raise
awareness and funds for your nonprofit;
• Freebie downloads, checklists, planners, and more;
• Invitation to the Private Facebook community, where you can exchange ideas with
other nonprofit professionals and ask for my personalized advice.
Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school

4. UPCOMING LESSONS –
FRIDAYS AT NOON EST ON FACEBOOK
 Week 1: 5 types of stories to collect and to share on your digital channels (website, email,
social media) during your next fundraising campaign
• Week 2: How to craft stories that will take your community from passive to
PASSIONATE
• Week 3: Solutions to the 6 biggest digital storytelling challenges faced by nonprofits
• Week 4: 10 specific ways to use digital storytelling in your next fundraising campaign
• Week 5: How to fill in a Digital Storytelling Calendar to stay on track and never run out of
ideas
• Week 6: Battle-tested tools to rock your digital storytelling
Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school

5. STORYTELLING
SUMMER SCHOOL IS
SPONSORED BY
Storytelling in the Digital Age:A
Guide for Nonprofits
Now available on Amazon!
More info: http://amzn.to/2vF5RPF
Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school
Click on the
book!

6. WHAT WE WILL COVERTODAY
• How to drive your donors, supporters, and online fans to take action through compelling
storytelling
• Why visuals are so vital to effective storytelling
• The 4 Steps to Successful Storytelling
• Examples from different nonprofits using effective visual storytelling in their online
campaigns
Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school

7. GET THE CHEAT SHEET – HOW TO CREATE A
CULTURE OF STORYTELLING ATYOUR NONPROFIT
• Storytelling Summer School students – keep an eye out on your inbox as you
should have received it in your weekly email.
• You can also download it here: http://www.jcsocialmarketing.com/storytellingculture
Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school

8. 4 STEPS TO SUCCESSFUL STORYTELLING
1. Grabs attention.
2. Elicits an emotional response.
3. Asks for an action.
4. Inspires sharing.
Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school

9. Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school
Source: http://www.bethkanter.org/sowhat/

10. VISUALS &VIDEO AREVITAL TO STORYTELLING
• 4X as many consumers would prefer to watch a video about a product than to read
about it.
• Facebook users spend 3X more time watching live videos than traditional videos.
• Tweets with visuals get 150% more retweets than those without.
• Visuals are processed by our brains 60,000x faster than text.
• Forrester Research found that your content is 50x more likely to make it to the first
page of Google if it includes video.
Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school

11. FIRST STEP – GRAB ATTENTION
• This is why video works so well.
• Movement!
• Color.
• Eye-catching.
• Great visuals are essential.
Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school

13. Click on photo to play video in your browser.

14. FIRST STEP – GRAB ATTENTION
• What is unexpected?
• What is timely?
• What would happen if you closed your doorsTOMORROW?
Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school

15. SECOND STEP – ELICIT EMOTION
• Get people “passionately inspired or pissed off.” – Chelsea Clinton
• “If you need to water down your story to appeal to everyone, it will appeal to no one.” –
Seth Godin
• “I've learned that people will forget what you said, people will forget what you did, but
people will never forget how you made them feel.” – Maya Angelou
Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school

16. KNOWYOUR AUDIENCE
• You have to know your audience first and foremost before crafting an emotional story.
• If you don’t know them – ASKTHEM.
• What are the top 5 reasons that your donors support you?
• Use their words and their language – create aTRIBE.
Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school

19. Click on photo to play video in your browser.

20. STEP 3 – ASK FOR AN ACTION
• You have their attention and interest – do not squander it!
• One CTA (call-to-action).
• Absurdly easy to complete.
Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school

23. STEP 4 – INSPIRE SHARING
• Why do people share online?
• ForYOU – to help, entertain, or enlighten someone else
• For I – to say something about who I am and what I stand for
• ForWE – to build or maintain relationships
• ForTHEM – to help, support, or draw attention to an issue of importance
Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school

24. Source: http://eleventygroup.com/2015/10/06/what-compels-people-to-share-online/

25. HOMEWORK
• Choose one story from the 5 stories you collected last week.
• Brainstorm:
• What visual element can we add to this story so it will grab attention?
• What emotion are we attempting to elicit from our audience?
• What ONETHING do we want them to do after viewing/reading this story?
• What will inspire people to share this story with others?
• Review the How to Create a Storytelling Culture atYour Nonprofit cheat sheet:
http://www.jcsocialmarketing.com/storytellingculture
Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school

26. UPCOMING LESSONS –
FRIDAYS AT NOON EST ON FACEBOOK
 Week 1: 5 types of stories to collect and to share on your digital channels (website, email,
social media) during your next fundraising campaign
 Week 2: How to craft stories that will take your community from passive to PASSIONATE
• Week 3: Solutions to the 6 biggest digital storytelling challenges faced by
nonprofits
• Week 4: 10 specific ways to use digital storytelling in your next fundraising campaign
• Week 5: How to fill in a Digital Storytelling Calendar to stay on track and never run out of
ideas
• Week 6: Battle-tested tools to rock your digital storytelling
Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school

27. STORYTELLING
SUMMER SCHOOL IS
SPONSORED BY
Storytelling in the Digital Age:A
Guide for Nonprofits
Now available on Amazon!
More info: http://amzn.to/2vF5RPF
Sign up for Storytelling Summer School: www.jcsocialmarketing.com/school
Click on the
book!