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Once Upon a Time in Nonprofit Marketing: The Role of Storytelling

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Stone Soup Creative
Stone Soup Creative

Presentation for an undergraduate class at Indiana State University's Nonprofit Management program, Terre Haute, Indiana, 2014

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@juliareich julia@ stonesoupcreative.com stonesoupcreative.com Once Upon a Time in Nonprofit Marketing: The Role of Storytelling RCSM 150 - Introduction to Nonprofit Leadership & Management
2 Once Upon a Time in Nonprofit Marketing: The Role of Storytelling
3 Once Upon a Time in Nonprofit Marketing: The Role of Storytelling
4 Once Upon a Time in Nonprofit Marketing: The Role of Storytelling
Communications... 5 Once Upon a Time in Nonprofit Marketing: The Role of Storytelling5 Once Upon a Time in Nonprofit Marketing: The Role of Storytelling 1. Differences between • Marketing • Communications • Public relations 2. How to tell the stories that will help your nonprofit raise more money Agenda
Audiences 6 Once Upon a Time in Nonprofit Marketing: The Role of Storytelling • Members • Volunteers • Advocates • Participants • Partners
7 Once Upon a Time in Nonprofit Marketing: The Role of Storytelling 1. Strategic - Marketing Plan 2. Figuring out who your audience is 3. Creating messages and visuals that best reach those audiences 4. Putting those messages and visuals where your audiences are most likely to find them Marketing is...
Ice Bucket Challenge 8 Once Upon a Time in Nonprofit Marketing: The Role of Storytelling
9 Once Upon a Time in Nonprofit Marketing: The Role of Storytelling 1. Creates a positive image or reputation 2. Precedes marketing by laying the groundwork 3. Reaches audiences: • Community leaders and influencers • Elected or appointed decision-makers • Community organizations and agencies • Members of the media Public Relations...
10 Once Upon a Time in Nonprofit Marketing: The Role of Storytelling 1. Underlies both marketing and public relations 2. Is more tactical, focusing on the tools and channels used to deliver the messages and visuals - the implementation of the marketing strategy 3. Needs to be consistent and constant Communications... 2014 ANNUAL REPORT
Storytelling 11 Once Upon a Time in Nonprofit Marketing: The Role of Storytelling 1. The stories already exist - use your own real people! 2. What has changed in their lives because of their involvement with your nonprofit? 3. BUT it’s about the people you serve or the people who help you deliver your mission- NOT you the nonprofit Photo: NatalieMaynor/Habitat for Humanity via Flickr
Storytelling: PrathamUSA 12 Once Upon a Time in Nonprofit Marketing: The Role of Storytelling prathamusa.org
Storytelling - Because I am a Girl 13 Once Upon a Time in Nonprofit Marketing: The Role of Storytelling planusa.org/becauseiamagirl https://www.youtube.com/watch?v=pQrQGIXv-esindex=17list=UU5sGihAlheCbMXbeTSvGGAg
Storytelling - The Girl Effect 14 Once Upon a Time in Nonprofit Marketing: The Role of Storytelling girleffect.org https://www.youtube.com/watch?v=1e8xgF0JtVg
Storytelling: Data-Driven (static) 15 Once Upon a Time in Nonprofit Marketing: The Role of Storytelling http://visual.ly/palm-beach-opera-50th-anniversary-season
Storytelling: Data-Driven (interactive) 16 Once Upon a Time in Nonprofit Marketing: The Role of Storytelling nytimes.com/interactive/2010/10/21/opinion/20101021_Oplunch.html?_r=0
Storytelling: Data-Driven (share graphics) 17 Once Upon a Time in Nonprofit Marketing: The Role of Storytelling
Thank You 18 Once Upon a Time in Nonprofit Marketing: The Role of Storytelling EMAIL julia@stonesoupcreative.com PHONE 212-721-9764 WEB stonesoupcreative.com FACEBOOK facebook.com/stonesoupcreative
Resources 19 Once Upon a Time in Nonprofit Marketing: The Role of Storytelling Beth Kanter's Pinterest Board and Blog www.pinterest.com/kanter/nonprofit-infographics/ www.bethkanter.org/dyi-infographics/ nonprofitmarketingguide.com http://www.nonprofitmarketingguide.com/resources/storytell- ing/three-stories-every-nonprofit-should-know-how-to-write/ Social media awareness that works: S’mores in the Outdoors www.linkedin.com/profile view?id=14852387trk=nav_responsive_ tab_profile

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Once Upon a Time in Nonprofit Marketing: The Role of Storytelling

  • 1. @juliareich julia@ stonesoupcreative.com stonesoupcreative.com Once Upon a Time in Nonprofit Marketing: The Role of Storytelling RCSM 150 - Introduction to Nonprofit Leadership & Management
  • 2. 2 Once Upon a Time in Nonprofit Marketing: The Role of Storytelling
  • 3. 3 Once Upon a Time in Nonprofit Marketing: The Role of Storytelling
  • 4. 4 Once Upon a Time in Nonprofit Marketing: The Role of Storytelling
  • 5. Communications... 5 Once Upon a Time in Nonprofit Marketing: The Role of Storytelling5 Once Upon a Time in Nonprofit Marketing: The Role of Storytelling 1. Differences between • Marketing • Communications • Public relations 2. How to tell the stories that will help your nonprofit raise more money Agenda
  • 6. Audiences 6 Once Upon a Time in Nonprofit Marketing: The Role of Storytelling • Members • Volunteers • Advocates • Participants • Partners
  • 7. 7 Once Upon a Time in Nonprofit Marketing: The Role of Storytelling 1. Strategic - Marketing Plan 2. Figuring out who your audience is 3. Creating messages and visuals that best reach those audiences 4. Putting those messages and visuals where your audiences are most likely to find them Marketing is...
  • 8. Ice Bucket Challenge 8 Once Upon a Time in Nonprofit Marketing: The Role of Storytelling
  • 9. 9 Once Upon a Time in Nonprofit Marketing: The Role of Storytelling 1. Creates a positive image or reputation 2. Precedes marketing by laying the groundwork 3. Reaches audiences: • Community leaders and influencers • Elected or appointed decision-makers • Community organizations and agencies • Members of the media Public Relations...
  • 10. 10 Once Upon a Time in Nonprofit Marketing: The Role of Storytelling 1. Underlies both marketing and public relations 2. Is more tactical, focusing on the tools and channels used to deliver the messages and visuals - the implementation of the marketing strategy 3. Needs to be consistent and constant Communications... 2014 ANNUAL REPORT
  • 11. Storytelling 11 Once Upon a Time in Nonprofit Marketing: The Role of Storytelling 1. The stories already exist - use your own real people! 2. What has changed in their lives because of their involvement with your nonprofit? 3. BUT it’s about the people you serve or the people who help you deliver your mission- NOT you the nonprofit Photo: NatalieMaynor/Habitat for Humanity via Flickr
  • 12. Storytelling: PrathamUSA 12 Once Upon a Time in Nonprofit Marketing: The Role of Storytelling prathamusa.org
  • 13. Storytelling - Because I am a Girl 13 Once Upon a Time in Nonprofit Marketing: The Role of Storytelling planusa.org/becauseiamagirl https://www.youtube.com/watch?v=pQrQGIXv-esindex=17list=UU5sGihAlheCbMXbeTSvGGAg
  • 14. Storytelling - The Girl Effect 14 Once Upon a Time in Nonprofit Marketing: The Role of Storytelling girleffect.org https://www.youtube.com/watch?v=1e8xgF0JtVg
  • 15. Storytelling: Data-Driven (static) 15 Once Upon a Time in Nonprofit Marketing: The Role of Storytelling http://visual.ly/palm-beach-opera-50th-anniversary-season
  • 16. Storytelling: Data-Driven (interactive) 16 Once Upon a Time in Nonprofit Marketing: The Role of Storytelling nytimes.com/interactive/2010/10/21/opinion/20101021_Oplunch.html?_r=0
  • 17. Storytelling: Data-Driven (share graphics) 17 Once Upon a Time in Nonprofit Marketing: The Role of Storytelling
  • 18. Thank You 18 Once Upon a Time in Nonprofit Marketing: The Role of Storytelling EMAIL julia@stonesoupcreative.com PHONE 212-721-9764 WEB stonesoupcreative.com FACEBOOK facebook.com/stonesoupcreative
  • 19. Resources 19 Once Upon a Time in Nonprofit Marketing: The Role of Storytelling Beth Kanter's Pinterest Board and Blog www.pinterest.com/kanter/nonprofit-infographics/ www.bethkanter.org/dyi-infographics/ nonprofitmarketingguide.com http://www.nonprofitmarketingguide.com/resources/storytell- ing/three-stories-every-nonprofit-should-know-how-to-write/ Social media awareness that works: S’mores in the Outdoors www.linkedin.com/profile view?id=14852387trk=nav_responsive_ tab_profile