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Kelly Schulz Vice President of Communications
ALSAC / St. Jude
The Art of Storytelling in
Project Management
Today’s Agenda
• A Storytelling case study - Hurricane Katrina
• The Art of Storytelling at St. Jude
• Key Takeaways for Effective Communications
Video
Communicating can be difficult!
https://www.youtube.com/watch?v=-4EDhdAHrOg
“The Good News: Tourism Is Rebounding”
“Tourists Return As City Mends”
Storytelling is in our DNA “What do I mean when I refer to myself as a
storyteller? Well, I don’t tell jokes. Rather, I
take incidents from real life, which I’ve seen
and heard, and build them up – with
exaggeration – into a lengthy, funny story, with
a plot.
My stories come from everywhere. This use of
my eyes and ears to dig up materials is the
cornerstone of my technique. The world
around me was filled with raw story material.”
Danny Thomas
Make Room for Danny
• ALSAC was founded in 1957 for the sole purpose of raising funds to support St. Jude, which opened in 1962.
• Today, millions of Americans from all backgrounds support the St. Jude mission of finding cures and saving children.
One Man’s Dream
“No child should die in the dawn of life.” – Danny Thomas,
founder of St. Jude Children’s Research Hospital
ALSAC Communications Vision
To broaden the awareness and deepen the understanding of St. Jude Children’s Research Hospital through rich storytelling via owned, earned and
partner channels; and building best-in-class practices of all non-profits.
Telling the St. Jude Story
• Patient Families Partners
• Donors and potential donors
• Volunteers • Celebrities • Media
• Integrated Planning Calendar
• Content Strategy
• Matrix approach to marketing
St. Jude is leading the way the world understands, treats and defeats
childhood cancer and other life-threatening diseases.
5-YEAR CANCER SURVIVAL RATES* THANKS IN PART TO WORK AT ST. JUDE
1962
10%
10%
4%
20%
TODAY
85%
75%
94%
70%
MEDULLOBLASTOMA**
NEUROBLASTOMA
ACUTE LYMPHOBLASTIC
LEUKEMIA***
OSTEOSARCOMA
*Based on national averages from 2001—2007 **Reflects survival rate at St. Jude, standard risk and high risk, the highest among
national cooperative groups for Medulloblastoma ***Reflects survival rate at St. Jude, the highest worldwide for ALL
brain cancer
brain tumor
blood
cancer
bone cancer
RESEARCH
FREELY
SHARED WORLDWIDE
IT WILL COST
$885 MILLION TO OPERATE ST. JUDE IN 2015
FAMILIES NEVER RECEIVE
A BILL FROM ST. JUDE.
2015
HEALTH
NON-PROFIT
BRAND OF
THE YEAR ACCORDING TO
HARRIS POLL FOR THE
2ND YEAR IN A ROW
9 MILLION ACTIVE DONORS
&
28 FORTUNE 1,000 COMPANIES
ABOUT 31,000 FUNDRAISING EVENTS A YEAR
ST. JUDE FUNDRAISING REACH & PRESENCE
ST. JUDE
TREATS PATIENTS
FROM ALL 50 STATES
& AROUND THE WORLD
Third Party Partners
Passionate and Authentic Celebrity Supporters
• Identify the win-win – ability to increase awareness for both brands
• Build in opportunities for media asks
Content Strategy “Planning for the creation, delivery, and governance of useful, usable content.” Kristina Halvorson Author, Content Strategy for the Web
Content is King!
Our content is our product. It’s our most valuable asset.
Content with a purpose:
• Differentiates us.
• Increases understanding.
• Improves consistency.
• Demonstrates relevancy.
Non-supporters and long-time supporters
need to hear different St. Jude messages.
Marketing Spectrum Continuum
Why do we
need
your help?
Unfamiliar
of St. Jude
Highly
Engaged
Supporters
What are we
doing with your
money?
Key Takeaways Your Communications Style
• Speak with confidence
• Be a great listener
• Listen for what’s not being said
• Build relationships
• Be specific
• Be empathetic
• Have a contingency plan
Key Takeways Your Communications Plan
• Make it Memorable
• Back it up with facts
• Tell the Why
• Leverage third party supporters and experts
• Know how to change the message over time
• Make it personal to you – your words have power
Questions?
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