Build Support for Employee Volunteer Programs via Storytelling

Becky Livingston President & CEO

Royal Apple Marketing September 2012

© 2012 Royal Apple Marketing

My Story ü Social media advocate, author, trainer,

speaker, and practitioner ü Big dog lover

ü Small business consultant ü Daily user of LinkedIn,

Facebook, Twitter, G+, Pinterest, & Hootsuite

ü Marketing pro and Tech enthusiast

Why storytelling? � Stories increase loyalty � Good stories are spread

� Good stories have conflict �  True, but hard-to-believe, odd or unexpected

events �  Acts of heroism �  Emotional, funny, innovative, provocative

Ask the question, “Would I share this story with others?”

Create a Plan � Self assessment – What’s your story? � How does storytelling fit into the Strategic

Plan? � Who are we trying to reach? � What change to do we want to see?

� How do we measure success? � Who are our storytellers?

� How do we get the word out?

Journalism’s 5 W’s to Help You � Who – your characters � What – what happened

� When – sequence of events � Where – specific scene or

setting � Why – the motivation of

the characters � How – how it happened

5 Questions People Ask 1.  What do other people think about this

organization? 2.  Are people here like me?

3.  Does this work? 4.  What difference can I make?

5.  May I come along?

Get to the Heart of it ü Know your point ü Nail your plot

ü Have a big theme, but a small scale

The human experience = a universal feeling, emotion, or truth that resonates with us all.

Convey the Story w/ Pictures � Create the visual story � Use it in public outreach, website, blog,

social media, annual report, email, etc. � Enter contests like:

�  DoGooder Awards �  TechSoup Storytelling Challenge �  The Current Cause

Video Storytelling Checklist � Purpose � Measurement � Distribution � How � Preparation � Video Planning � Timing � Permission

� Shooting � Organize

� Details � Editing

� Copyright

� Dissemination

Examples / Case Studies

Deer Lake Strawberry Festival

Sharing feature

Listing of services

Call to action!

The what?

Super Tuesday – Invisible Children

Share Our Strength

“Stories don’t have to be long – in fact shorter is probably better. Stories tell of challenges confronted, a turning point that can emotionally draw in the reader, and an ending that provides lessons learned, results attained, and a clear path forward.”

Reed Dewey, Volunteer Frontier

Connect with Royal Apple Marketing @RoyalAppleMkgt / @BMLiving

Resources �  Bowden 2 Bowden Blog http://bowden2bowden.wordpress.com/2012/09/06/stories-can-

build-a-brand-image/ �  Storytelling tips from Roy Peter Clark & Shelter Box http://www.atlargeinc.com/blog/

2012/03/02/storytelling-tips-from-roy-peter-clark-shelterbox/ �  Volunteer Stars Engagement Report 2012 http://www.volunteerfrontier.com/volunteer-

engagement-stars.html �  From Business Case to Storytelling: Bringing Voluteer Engagement Out of the Shadows

http://blogs.volunteermatch.org/engagingvolunteers/2012/05/22/from-business-case-to-storytelling-bringing-volunteer-engagement-out-of-the-shadows/

�  How to get to the Heart of Your Story http://www.nonprofitmarketingblog.com/site/how_to_get_to_the_heart_of_your_story

�  Nonprofit Storytelling Tips From the Experts http://www.causevox.com/blog/2012/04/17/nonprofit-storytelling-tips-from-the-experts/

�  Keep Your Eyes Open: Visual Storytelling for Nonprofits http://blogs.volunteermatch.org/engagingvolunteers/2012/04/02/keep-your-eyes-open-visual-storytelling-for-nonprofits/

�  Video Storytellling Checklist http://www.socialbrite.org/2010/07/15/visual-storytelling-checklist/

�  A Roundup of Resources for Grass Roots Media Makers http://www.socialbrite.org/sharing-center/media/

�  19 Best Non-Profit Websites http://socialdriver.com/2012/05/19-best-non-profit-websites-and-why-theyre-awesome/

�  5 Questions Non Profits Should Answer with Stories http://www.nonprofitmarketingguide.com/blog/2008/04/18/five-questions-nonprofits-should-answer-with-stories/

�  Storytelling 2.0: Why Nonprofits Need to Tell Stories http://www.socialbrite.org/2011/08/24/storytelling-2-0-why-nonprofits-need-to-tell-stories/