how to get your nonprofit out of a storytelling rut
TRANSCRIPT
How to get your nonprofit out of a storytelling rut
Michael HoffmanCEO, See3
Miriam BrosseauDirector of Engagement, See3
Jono SmithBrand Marketing & Digital Strategy Director, Make-A-Wish America
Who we are
Michael HoffmanCEOSee3 Communications
Miriam BrosseauDirector of EngagementSee3 Communications
Briana KerenskyMarketing ManagerSee3 Communications
Jono SmithBrand Marketing &Digital Strategy DirectorMake-A-Wish America
See3 is the digital agency for do-gooders. We equip and empower courageous do-gooders to make the most impact for their
cause. Our approach to digital communications prioritizes strategy over tactics,
and engages tools such as video and web development for maximum impact.
270,000 wishes granted to date.
14,800 wishes last year.
62 chapters in the U.S.
48 countries on five continents.
100% of mission granted locally.
What is a “story rut”? (And how do you know if you’re in one?)
● Your analytics - especially “shares” - are static (or declining)
● Your brand equity is static (or declining)
● You and your team aren’t feeling inspired or motivated by your own stories, or your find them predictable (ask: would you open your own emails?)
Metrics are key to digital success...but they’re not the
only key. Treat them as an indicator.
Ask: do our metrics demonstrate that our content is moving, inspiring, engaging, or activating our people?
Pay attention to the characters in your storyand they’ll return the favor.
Our Goals
● Donations● Petition signatures● Volunteer sign ups● Event turnout● Media attention
Audience’s Goals
● Feel good ● Show friends they’re a good person● Advocate for an important cause● Get involved in community● Have fun with friends● Extra credit/resume building● And more!
How can we align everyone’s goals?
Stories (and opposable thumbs) make us human.
They connect us to one another.
The Make-A-Wish Story RutWhen we started:
● Then & Now = 9%
● Impact on MAW staff & volunteers = 8%
● Focus on a donor / partner = 8%
● Impact on friends and/or community = 5%
● Impact on a child's health = 5%
● Profile of MAW celebrity = 4%
● Process for making a wish happen = 3%
● Impact on the family = 3%
● Traditional wish kid story = 52%
Reframing the Impact Story
It’s not just about Make-A-Wish’s impact on a child’s life.
Impact is about Make-A-Wish’s impact on the people who are a part of the organization’s mission -including donors, volunteers and referrers.
Shift the central character, expand the impact.
| Great Stories Grant Wishes
| Great Stories Grant Wishes
| Great Stories Grant Wishes
Refreshed Chapter Storytelling
New Heroes, Big Impact
Adding Value to Characters’ Stories
The Make-A-Wish 2020 Collaborative Today
Community of Practice Storytelling Workshops Resources & Templates
How can your organization reframe impact and make your supporters the heroes of
your story?
Hero Audit
Hero AuditHero A donor, volunteer, advocate. Describe them in as much detail as possible.
Ordinary world This is Kansas, or the Matrix - it represents the status quo. What is your hero’s life like before/without your work? What are they doing, feeling, struggling with?
Obstacle This relates to the struggle in the ordinary world. What does your hero need to tackle? It could be a number of things: a feeling of powerlessness, or a desire for connection, or a way to give back.
Mentor This is you! How do you guide the hero? What information, structure, resources, or relationships do you provide to make their journey possible?
New world After their involvement with your work, how does the hero’s world look different? How has the hero changed for the better? What is the impact of your work on the hero?
Want to learn more?
Got a second for a survey?
bit.ly/see3survey
Join See3 for our June webinar:
Personalized Video!
[email protected]@[email protected]
@Michael_Hoffman@MiriamJayne@SummerFriend
Michael HoffmanMiriam BrosseauJono Smith
Thank You!