THE FUTURE IS NOW

1. 2013 WASHINGTON NONPROFIT CONFERENCE Speakers: • Kim MacGregor, freelance writer • Steve Daigneault, Senior VP • M+R Strategic Services • Scott Vooss, Assoc Vice President/MarComm • Operation Smile THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

2. 2013 WASHINGTON NONPROFIT CONFERENCE Takeaways: Know how to recognize and capture a good story 2. Be able to effectively share stories in different channels and to different audiences 3. Be prepared for where storytelling is headed in the future THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

3. 2013 WASHINGTON NONPROFIT CONFERENCE • What Makes A Great Story? • Need & Solution Focused • Strong Visuals • Go Beyond the Basic Facts • Empathy & Emotion • Story Sets up a Tangible Offer • Think About Channels Solomon’s Story THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

4. 2013 WASHINGTON NONPROFIT CONFERENCE THE FUTURE IS NOW

5. 2013 WASHINGTON NONPROFIT CONFERENCE How do I know I have a good story? • Would I share this story? • Is this story about how awesome my organization is or how awesome my donor is? • Is there unresolved tension in this story, and a role for the reader to play? • Is there something unexpected about it? THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

6. 2013 WASHINGTON NONPROFIT CONFERENCE A good story: • Is human • Is compelling • Makes the problem-solution clear THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

7. 2013 WASHINGTON NONPROFIT CONFERENCE Instead of “good” think “right” • Right for the audience? • Right for the objective? • Right for the channel? THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

8. 2013 WASHINGTON NONPROFIT CONFERENCE Carter: 1 boy, 3 stories THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

9. 2013 WASHINGTON NONPROFIT CONFERENCE THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

10. 2013 WASHINGTON NONPROFIT CONFERENCE THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

11. 2013 WASHINGTON NONPROFIT CONFERENCE THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

12. 2013 WASHINGTON NONPROFIT CONFERENCE • Think like a reporter • Cultivate sources • Get out in the field THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

13. 2013 WASHINGTON NONPROFIT CONFERENCE THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

14. 2013 WASHINGTON NONPROFIT CONFERENCE You’ve got a lead – now what? Time to interview: • The request • The interview - Show R.E.S.P.E.C.T. • Follow-up THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

15. 2013 WASHINGTON NONPROFIT CONFERENCE • Big Story Moments • Multiple Perspectives • Long Term Impact • Keep Questions Simple • Personal = Emotional • Common Theme • Multiple Collection Points • Be Persistent • Be Encouraging • Be Ruthless THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

16. 2013 WASHINGTON NONPROFIT CONFERENCE Tips for using stories in appeals Use “we” or “us” to refer to both your organization & supporters – not just your organization working alone Brag about them, not yourself – If you have to brag, always say who made it possible: your supporters They made the difference, not their money THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

17. 2013 WASHINGTON NONPROFIT CONFERENCE Tips for using stories in appeals Describe what it means when someone becomes a donor – frame giving as a chance to be that kind of person Talk about your donor and their role early on in the appeal Giving or not giving has consequences – explain this choice THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

21. 2013 WASHINGTON NONPROFIT CONFERENCE THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

22. 2013 WASHINGTON NONPROFIT CONFERENCE THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

23. 2013 WASHINGTON NONPROFIT CONFERENCE How do you build storytelling culture? We tested stories in appeals. The results were interesting. Institutional raised… FOUR TIMES AS MUCH as the story based appeal. THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

24. 2013 WASHINGTON NONPROFIT CONFERENCE How do you build storytelling culture? When we repeated this test… For a national civil rights organization, the story version lost by 25% For an international aid organization, there was no statistical difference In countless other cases, story-based appeals have under-performed industry and client benchmarks THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

25. 2013 WASHINGTON NONPROFIT CONFERENCE THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

26. 2013 WASHINGTON NONPROFIT CONFERENCE Trust = Authenticity • Lose the fluff & technical terms • Avoid polishing quotes • Stay true to the story THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

27. 2013 WASHINGTON NONPROFIT CONFERENCE THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

28. 2013 WASHINGTON NONPROFIT CONFERENCE • Building Storyteller Database • Proactively Review Team Rosters • Build Personal Relationships • Pre and Post Trip • Low Cost / No Cost Programs • Build Internal Processes • Connect with Staff Prior to Field Trips • Create Feedback Loops • Sharing is Caring! • Watch & Listen • Volunteers • All Disciplines • Rookies & Veterans • Students • Staff • Programs • Sr. Staff • Donor Relations • Field Offices THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS

29. 2013 WASHINGTON NONPROFIT CONFERENCE Empower Video Storytellers • Provide guidelines • Don’t dictate • Create opportunity… • (this is where we would play the Thalita video) THE FUTURE IS NOW STRATEGIES & TECHNIQUES FOR INTEGRATED PROGRAMS