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© 2011-2015, Kivi Leroux Miller. NonprofitMarketingGuide.com 1
Telling Stories That Build Support and Raise Money
Kivi Leroux MillerPresident, Nonprofit Marketing Guide.com
What is a Story?
“A story is a fact, wrapped in an emotionthat compels us to take an action that transforms our world.”
– Richard Maxwell and Robert Dickman in The Elements of Persuasion
© 2011-2015, Kivi Leroux Miller. NonprofitMarketingGuide.com 2
Stories Work Because . . .
Why are Stories So Much Better?
• Easier to remember
© 2011-2015, Kivi Leroux Miller. NonprofitMarketingGuide.com 3
Why are Stories So Much Better?
• Easier to remember
• Feed word‐of‐mouth marketing
Why are Stories So Much Better?
• Easier to remember
• Feed word‐of‐mouth marketing
• Free!
© 2011-2015, Kivi Leroux Miller. NonprofitMarketingGuide.com 4
Why are Stories So Much Better?
• Easier to remember
• Feed word‐of‐mouth marketing
• Free!
• Make us human
Why are Stories So Much Better?
• Easier to remember
• Feed word‐of‐mouth marketing
• Free!
• Make us human
• Emotional, and therefore inspirational
© 2011-2015, Kivi Leroux Miller. NonprofitMarketingGuide.com 5
Where Nonprofit Stories Often Fail
The Curse of Knowledge
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Dry Facts Rarely Motivate
Flickr: scragz
Stories are Emotional Examples
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What’s This About?
How the Media Tells Nonprofit Stories
http://www.nbcnews.com/feature/making-a-differenceRake & Bake: http://www.msnbc.msn.com/id/40153870/#40612709
Sheltering Books: http://www.msnbc.msn.com/id/40153870/#40396542
© 2011-2015, Kivi Leroux Miller. NonprofitMarketingGuide.com 8
Stories Work Because . . .
They Are Sticky.
Flickr: roboppy
Three Classic Stories
1. The Challenge Plot
2. The Creativity Plot
3. The Connection Plot
Mixing and matchingis fine!
© 2011-2015, Kivi Leroux Miller. NonprofitMarketingGuide.com 9
1. The Challenge Plot
• Classic underdog, rags to riches, against all odds, bootstrap stories
• Inspires action, confidence; appeals to our courage and strength
Flickr: barrebarrie
Act I:Introduces the character, his situation, and his goal.
© 2011-2015, Kivi Leroux Miller. NonprofitMarketingGuide.com 10
Act II:Character faces obstacles. Tension mounts.
Act III:Action peaks. Character triumphs, gets payoff.
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Who Is This Guyin Your Story?
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Writing the Challenge Plot
• Characters at a particular time and place
• Their goals or desires
• Barriers that they must overcome
• How they get beyond those barriers
• Payoffs or triumphs
Here’s WhatYou Need:
2. The Creativity Plot
• Aha! moments, breakthroughs,“what if” stories that work out
• Inspires us to take a chance, experiment, support a new approach
Flickr: blm
urch
© 2011-2015, Kivi Leroux Miller. NonprofitMarketingGuide.com 13
Writing the Creativity Plot
• A well‐understood problem
• A standard response that just doesn’t work
• A new approach (test runs or theories OK)
• Vision of a new reality
Here’s WhatYou Need:
© 2011-2015, Kivi Leroux Miller. NonprofitMarketingGuide.com 14
3. The Connection Plot
• Bridging the gap, we are one, there but for the grace of God go I, big meaning in a small event stories
• Inspires compassion, understanding, love, cooperation
Flickr: pondspider
© 2011-2015, Kivi Leroux Miller. NonprofitMarketingGuide.com 15
Writing the Connection Plot
• A small, specific situation or event
• Connections within the story and with the reader’s heart/soul
• A surprise, discovery,or epiphany
• A connection to a greater, universal human experience
Here’s WhatYou Need:
Helping Donors See Their Role
& Using Stories in Online Fundraising
© 2011-2015, Kivi Leroux Miller. NonprofitMarketingGuide.com 16
flickr.com/photos/zaffi/4597977354What story arcs can
they participatein with you?
Are we there yet?
Longer Communications Arcs
• Think Must‐See TV, Except Now It’s Your Content!
• Story Threads Over Weeks or Months
• Think Beginning, Middle, End
flickr.com/photos/wonderlane/5351266905
© 2011-2015, Kivi Leroux Miller. NonprofitMarketingGuide.com 17
The “Witness” Story – Usually About Stopping Something Bad
The “Witness” Story – Usually About Stopping Something Bad
anewwarrior.greenpeace.org
The Story of Getting Ready –Great for Annual Appeals
The Story of Getting Ready –Great for Annual Appeals
© 2011-2015, Kivi Leroux Miller. NonprofitMarketingGuide.com 18
A Dozen Fundraising Asks
• The Match
• Sponsor/Adopt
• The Menu
• Fighting Evil
• The Emergency
• The Story of One
• Let’s Get Ready
• The Sustainer
• Help Us Buy It
• The Wish List
• The Deadline
• Join the Club
A Dozen Engagement Asks
• Sign a Pledge
• Watch Video and Share
• Take the Quiz
• Ask a Question
• Download a Guide
• Honor a Memory
• Share Your Story
• Upload a Photo
• Say Thank You
• Send Word of Encouragement
• Take a Challenge
• RSVP
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Let’s create a story arc around
#GAGivesDay
Now you know what to look for . . .
© 2011-2015, Kivi Leroux Miller. NonprofitMarketingGuide.com 20
Polish them up and put them to work!
Kivi Leroux MillerPresident, Nonprofit Marketing Guide.com
Share your stories with us!
Fb.com/nonprofitmarketingguide