While there are more channels than ever before to reach your supporters, all of the “noise” makes it more difficult to really reach them. Science proves that storytelling stimulates emotions, a key to better learning, attention, memory and decision-making. In turn, these emotions inspire and mobilize people to donate, volunteer and participate in crowdfunding and other events, as well as share your story with their networks. Social media stories enable both you and your supporters to freely and quickly share your cause across channels and continents, creating credibility and giving your organization more exposure. Like any other marketing and fundraising discipline, social media storytelling is both science and art. Using examples of successful social campaigns from Houston Grand Opera, Intrepid Fallen Heroes and, Rachel Lewis Biggs, Director of Digital Strategy, from Kimbia partner Social Factor, will teach you how to: Select the best story based on 5 key principles 1. Script the most compelling story 2. Choose the most appropriate mediums/channels 3. Show you best-practice nonprofit storytelling examples 4. Measure your success

1. 4 Key Steps to Engage Supporters
SOCIAL FACTOR & KIMBIA
MARCH 26, 2015
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Social Media Storytelling:

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Kimbia: Who we are
• Headquartered in Austin, Texas with offices in Dallas and DC
• Our patented online fundraising and crowdfunding platform helps you find,
convert and retain more donors
• Over 19,000 nonprofits helped since 2007

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Social Factor: Who we are
• Texas-based digital and social media agency
• Metrics-driven focus on community growth,
management and engagement
• Extensive non-profit/giving experience

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Nonprofits and Major Clients

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Rachel Lewis Biggs – Director of Digital Strategy

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Are you currently using storytelling as a
part of your social media strategy?
Poll

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• WHY: Storytelling is essential to nonprofit social strategy.
• HOW: Selecting the right story for your cause connects to your audience.
• TIMELINE: Creating a timeline that is strategic and relevant is important in
maintaining the audience’s interest.
• DISTRIBUTION STRATEGY: Developing and delivering content that appeals
to existing communities and new donors.
Four Key Steps to Engage Supporters

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WHY
Storytelling connects the audience to your cause.

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Storytelling helps build
relationships.
Creating a personalized messaging
increases the likelihood of creating
an emotional connection.
Storytelling give a name and face to
your cause.

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Stories Highlight Donation Impact
Articulate what makes your cause important;
Demonstrate the impact past donations have
had on the organization and the cause.
Donors like to see how their donation dollars are
used. Show them!
Thank donors for their investment and
communicate where their funds are allocated.

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HOW
5 Key Principals of Selecting the Story
1. Reveal a success story that grabs attention and hearts.
2. Select a subject for simple interaction.
3. Select a subject that everyone can relate to.
4. Create a clear representation of your cause.
5. Give your story a hopeful ending.

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1. Reveal a success story that grabs attention and hearts.
• Make it personal - use real names and emotions to connect with your
audience.
• Don’t make it too trite; discover a unique angle to present your story.
• Highlight why your organization is special - what are you doing that others may
not be?
2. Select a subject for simple interaction.
• Designate a person that your marketing team can easily and legally contact.
• Ensure open communication whenever collaborating.
3. Select a subject that everyone can relate to.
• Make sure you create a story that really resonates with your donors on a
personal level

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University of Maryland - #ScholarshipDayUMD
Donation Recipients

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University of Maryland - #ScholarshipDayUMD
Donation Recipients

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Houston Grand Opera - #AllinForHGO
Employee Advocacy

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5. Give your story a hopeful ending.
• Showcase the victory and happy endings.
• Encourage communities to share content, share the good news etc.
4. Create a clear representation of your cause.
• Don’t make your audience have to think too hard about how your
story relates to your cause.
• The closer your story is to the bare bones of your organization, the
easier it will be for your audience to relate. Do the work for them and
connect the dots.

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TIMELINE
Creating a timeline that is strategic and relevant.

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• Introduce the subject
• If in support of a specific initiative
(Giving Day), do so weeks in advance
• Introduce of the cause/struggle
• Feature the journey and milestones
• Demonstrate donation success
• Follow up on where they are now and
the impact of donations
Develop a Timeline to Tell Your Story

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DISTRIBUTION STRATEGY
Develop and deliver content that appeals
to larger audience.

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User Behavior Differs by Platform

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Facebook and Twitter are Non-negotiable
• Facebook is still king and an important part of an overall digital strategy
• These platforms allows organizations and individuals to both engage
current fans and reach out to potential new ones.
• Sharability features provide opportunity to leverage the reach and scale of
your audience
• Share content from other relevant pages and influential individuals.
• Twitter is about moments
• Tweets have a short shelf life, keep engagement expectations in check.
• Include relevant hashtags, while maintaining a consistent hashtag strategy

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A few examples:
• Compelling (but not too lengthy) videos
• Static imagery
• Long-content format
• Inspiration quotes
• Soliciting interaction from social communities via strong calls to action
like “share your story.”
• Links to your website to encourage communities to find out more.
Variety in Messaging Creates Interest and Encourages Engagement

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• Direct and assisted donations from social (Google Analytics)
• Social to web traffic (Google Analytics)
• New social relationships
• Social Engagements
• Comments
• Likes
• Retweets
• Shares
• Hashtag use
KPIs to Measure Social Success

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Storytelling Recap
• Storytelling is essential to nonprofit social strategy.
• Selecting the right story connects your cause to your audience.
• Creating a timeline that is strategic and relevant is important in
maintaining the audience’s interest.
• Developing and delivering content that appeals to both
existing communities and potential new donors.

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THANK YOU!
Rachel Lewis Biggs
Rachel.Lewis@socialfactor.com
@rachellynell
@socialfactor
Miriam Kagan
Miriam@kimbia.com
@miriamkagan
@kimbiainc