the power of story to connect with and retain donors
DESCRIPTION
How do you talk about the work that you do? Do you list facts and statistics in your newsletter? While data is important, it’s even more important to turn the numbers into stories that connect. Vanessa Chase, nonprofit expert, will dive into the need to articulate impact beyond the numbers to stay connected with your supporters and retain more donors. • How to craft stories that retain and motivate donors • Ways to insert story into your stewardship plan • Where to capture the best stories at your organizationTRANSCRIPT
![Page 1: The Power of Story to Connect with and Retain Donors](https://reader034.vdocuments.mx/reader034/viewer/2022051311/53f64e8b8d7f729a7f8b471c/html5/thumbnails/1.jpg)
#npEXPERTS | www.blackbaud.com/npexperts
Using the Power of Story to Connect With and Engage Donors
www.blackbaud.com/npexperts
![Page 2: The Power of Story to Connect with and Retain Donors](https://reader034.vdocuments.mx/reader034/viewer/2022051311/53f64e8b8d7f729a7f8b471c/html5/thumbnails/2.jpg)
#npEXPERTS | www.blackbaud.com/npexperts
Meet the #npEXPERTS
![Page 3: The Power of Story to Connect with and Retain Donors](https://reader034.vdocuments.mx/reader034/viewer/2022051311/53f64e8b8d7f729a7f8b471c/html5/thumbnails/3.jpg)
#npEXPERTS | www.blackbaud.com/npexperts
Our #npEXPERTS Presenter
Vanessa Chase Fundraising and communications strategist with a love of great stories. Founded TheStorytellingNonprofit.com to help nonprofits connect in more meaningful ways with donors through stories and stewardship. @vanessaechase thestorytellingnonprofit.com
![Page 4: The Power of Story to Connect with and Retain Donors](https://reader034.vdocuments.mx/reader034/viewer/2022051311/53f64e8b8d7f729a7f8b471c/html5/thumbnails/4.jpg)
#npEXPERTS | www.blackbaud.com/npexperts #npEXPERTS | www.blackbaud.com/npexperts
![Page 5: The Power of Story to Connect with and Retain Donors](https://reader034.vdocuments.mx/reader034/viewer/2022051311/53f64e8b8d7f729a7f8b471c/html5/thumbnails/5.jpg)
#npEXPERTS | www.blackbaud.com/npexperts
We all Share Common Ground
Need: Want to raise more money and keep our donors …
Solution: Remember what philanthropy is really all about.
#npEXPERTS | www.blackbaud.com/npexperts
![Page 6: The Power of Story to Connect with and Retain Donors](https://reader034.vdocuments.mx/reader034/viewer/2022051311/53f64e8b8d7f729a7f8b471c/html5/thumbnails/6.jpg)
#npEXPERTS | www.blackbaud.com/npexperts #npEXPERTS | www.blackbaud.com/npexperts
So What’s Preventing Us?
When you communicate with your donors, do you really make the communication about them? There are two cardinal mistakes in donor communications: 1. Making it all about the organization’s “urgent” needs 2. Not knowing our audience well enough to speak to
them in a way that resonates
#npEXPERTS | www.blackbaud.com/npexperts
![Page 7: The Power of Story to Connect with and Retain Donors](https://reader034.vdocuments.mx/reader034/viewer/2022051311/53f64e8b8d7f729a7f8b471c/html5/thumbnails/7.jpg)
#npEXPERTS | www.blackbaud.com/npexperts #npEXPERTS | www.blackbaud.com/npexperts
When You Don’t Know Your Audience • Your communications are less effective • Your audience doesn’t understand • Folks become apathetic • … and lose the connection
#npEXPERTS | www.blackbaud.com/npexperts
![Page 8: The Power of Story to Connect with and Retain Donors](https://reader034.vdocuments.mx/reader034/viewer/2022051311/53f64e8b8d7f729a7f8b471c/html5/thumbnails/8.jpg)
#npEXPERTS | www.blackbaud.com/npexperts
The Donor Knowledge Gap
![Page 9: The Power of Story to Connect with and Retain Donors](https://reader034.vdocuments.mx/reader034/viewer/2022051311/53f64e8b8d7f729a7f8b471c/html5/thumbnails/9.jpg)
#npEXPERTS | www.blackbaud.com/npexperts #npEXPERTS | www.blackbaud.com/npexperts
Stories as the Solution Stories help bridge the Donor Knowledge Gap in two ways. 1. Provide context
for understanding new information
2. Emotionally connect donors to the cause
#npEXPERTS | www.blackbaud.com/npexperts
![Page 10: The Power of Story to Connect with and Retain Donors](https://reader034.vdocuments.mx/reader034/viewer/2022051311/53f64e8b8d7f729a7f8b471c/html5/thumbnails/10.jpg)
#npEXPERTS | www.blackbaud.com/npexperts #npEXPERTS | www.blackbaud.com/npexperts
The process of combining facts and narrative in order to communicate a message and an emotion to a target audience.
WHAT IS STORYTELLING?
![Page 11: The Power of Story to Connect with and Retain Donors](https://reader034.vdocuments.mx/reader034/viewer/2022051311/53f64e8b8d7f729a7f8b471c/html5/thumbnails/11.jpg)
#npEXPERTS | www.blackbaud.com/npexperts #npEXPERTS | www.blackbaud.com/npexperts
5 Keys to Crafting a Story that Resonates 1. Goal 2. Message 3. Connection 4. Character 5. Conflict
![Page 12: The Power of Story to Connect with and Retain Donors](https://reader034.vdocuments.mx/reader034/viewer/2022051311/53f64e8b8d7f729a7f8b471c/html5/thumbnails/12.jpg)
#npEXPERTS | www.blackbaud.com/npexperts #npEXPERTS | www.blackbaud.com/npexperts
Key #1 – Define Your Goal What is your goal for telling a story?
#npEXPERTS | www.blackbaud.com/npexperts
![Page 13: The Power of Story to Connect with and Retain Donors](https://reader034.vdocuments.mx/reader034/viewer/2022051311/53f64e8b8d7f729a7f8b471c/html5/thumbnails/13.jpg)
#npEXPERTS | www.blackbaud.com/npexperts #npEXPERTS | www.blackbaud.com/npexperts
Key #2 – Find Your Core Message What’s the one thing that you want readers to feel and think as a result of this story?
#npEXPERTS | www.blackbaud.com/npexperts
![Page 14: The Power of Story to Connect with and Retain Donors](https://reader034.vdocuments.mx/reader034/viewer/2022051311/53f64e8b8d7f729a7f8b471c/html5/thumbnails/14.jpg)
#npEXPERTS | www.blackbaud.com/npexperts #npEXPERTS | www.blackbaud.com/npexperts
Key #3 – Create Connection What’s your “in” to creating a connection with your audience?
#npEXPERTS | www.blackbaud.com/npexperts
![Page 15: The Power of Story to Connect with and Retain Donors](https://reader034.vdocuments.mx/reader034/viewer/2022051311/53f64e8b8d7f729a7f8b471c/html5/thumbnails/15.jpg)
#npEXPERTS | www.blackbaud.com/npexperts #npEXPERTS | www.blackbaud.com/npexperts
Key #4 – Develop your Characters • Clients • Staff
• Board • Volunteers
• Donors • Community
#npEXPERTS | www.blackbaud.com/npexperts
![Page 16: The Power of Story to Connect with and Retain Donors](https://reader034.vdocuments.mx/reader034/viewer/2022051311/53f64e8b8d7f729a7f8b471c/html5/thumbnails/16.jpg)
#npEXPERTS | www.blackbaud.com/npexperts #npEXPERTS | www.blackbaud.com/npexperts
Key #5 – Find the Conflict Creating connection between two seemingly dissimilar experiences.
![Page 17: The Power of Story to Connect with and Retain Donors](https://reader034.vdocuments.mx/reader034/viewer/2022051311/53f64e8b8d7f729a7f8b471c/html5/thumbnails/17.jpg)
#npEXPERTS | www.blackbaud.com/npexperts #npEXPERTS | www.blackbaud.com/npexperts
But …
How do we find stories to tell?
![Page 18: The Power of Story to Connect with and Retain Donors](https://reader034.vdocuments.mx/reader034/viewer/2022051311/53f64e8b8d7f729a7f8b471c/html5/thumbnails/18.jpg)
#npEXPERTS | www.blackbaud.com/npexperts #npEXPERTS | www.blackbaud.com/npexperts
The 4 Pillars of a Culture of Storytelling 1. Educate staff
2. Know what you need
3. Create tools
4. Tell each other stories
![Page 19: The Power of Story to Connect with and Retain Donors](https://reader034.vdocuments.mx/reader034/viewer/2022051311/53f64e8b8d7f729a7f8b471c/html5/thumbnails/19.jpg)
#npEXPERTS | www.blackbaud.com/npexperts #npEXPERTS | www.blackbaud.com/npexperts
1. Educate Staff Storytelling is a team effort! Make it a participatory, inclusive activity for everyone at your organization Dedicate an all-staff meeting to discussing storytelling
#npEXPERTS | www.blackbaud.com/npexperts
![Page 20: The Power of Story to Connect with and Retain Donors](https://reader034.vdocuments.mx/reader034/viewer/2022051311/53f64e8b8d7f729a7f8b471c/html5/thumbnails/20.jpg)
#npEXPERTS | www.blackbaud.com/npexperts #npEXPERTS | www.blackbaud.com/npexperts
2. Know What You Need
Don’t make the mistake of just telling your colleagues, “I need a story! Can you give me a story?” Make specific requests that give colleagues a clear sense of direction.
#npEXPERTS | www.blackbaud.com/npexperts
![Page 21: The Power of Story to Connect with and Retain Donors](https://reader034.vdocuments.mx/reader034/viewer/2022051311/53f64e8b8d7f729a7f8b471c/html5/thumbnails/21.jpg)
#npEXPERTS | www.blackbaud.com/npexperts #npEXPERTS | www.blackbaud.com/npexperts
3. Create Tools Create easy ways to colleagues to regularly submit their stories via a story collection form,
#npEXPERTS | www.blackbaud.com/npexperts
![Page 22: The Power of Story to Connect with and Retain Donors](https://reader034.vdocuments.mx/reader034/viewer/2022051311/53f64e8b8d7f729a7f8b471c/html5/thumbnails/22.jpg)
#npEXPERTS | www.blackbaud.com/npexperts #npEXPERTS | www.blackbaud.com/npexperts
4. Tell Each Other Stories Tell each other stories more often and
storytelling will become an inherent part of your organization’s culture
#npEXPERTS | www.blackbaud.com/npexperts
![Page 23: The Power of Story to Connect with and Retain Donors](https://reader034.vdocuments.mx/reader034/viewer/2022051311/53f64e8b8d7f729a7f8b471c/html5/thumbnails/23.jpg)
#npEXPERTS | www.blackbaud.com/npexperts #npEXPERTS | www.blackbaud.com/npexperts
Now it’s time … to start implementing stories in stewardship
![Page 24: The Power of Story to Connect with and Retain Donors](https://reader034.vdocuments.mx/reader034/viewer/2022051311/53f64e8b8d7f729a7f8b471c/html5/thumbnails/24.jpg)
#npEXPERTS | www.blackbaud.com/npexperts #npEXPERTS | www.blackbaud.com/npexperts
First, evaluate your stewardship
• Map out the touch points that you have with donors
• Review the content of your stewardship pieces
• Are you using words like “impact”? Are you showing donors what that means?
• How directly does the content of your stewardship connect donors to the beneficiaries of their philanthropy?
![Page 25: The Power of Story to Connect with and Retain Donors](https://reader034.vdocuments.mx/reader034/viewer/2022051311/53f64e8b8d7f729a7f8b471c/html5/thumbnails/25.jpg)
#npEXPERTS | www.blackbaud.com/npexperts
Then, think about the best way to communicate with your donors.
Pick the mediums that work for your donors.
Email?
Direct Mail?
Phone?
In Person?
Social?
![Page 26: The Power of Story to Connect with and Retain Donors](https://reader034.vdocuments.mx/reader034/viewer/2022051311/53f64e8b8d7f729a7f8b471c/html5/thumbnails/26.jpg)
#npEXPERTS | www.blackbaud.com/npexperts
Finally, go put it into practice!
#npEXPERTS | www.blackbaud.com/npexperts
![Page 27: The Power of Story to Connect with and Retain Donors](https://reader034.vdocuments.mx/reader034/viewer/2022051311/53f64e8b8d7f729a7f8b471c/html5/thumbnails/27.jpg)
#npEXPERTS | www.blackbaud.com/npexperts #npEXPERTS | www.blackbaud.com/npexperts
Example: Stories in Stewardship
![Page 28: The Power of Story to Connect with and Retain Donors](https://reader034.vdocuments.mx/reader034/viewer/2022051311/53f64e8b8d7f729a7f8b471c/html5/thumbnails/28.jpg)
#npEXPERTS | www.blackbaud.com/npexperts #npEXPERTS | www.blackbaud.com/npexperts
Example: Stories in Stewardship
![Page 29: The Power of Story to Connect with and Retain Donors](https://reader034.vdocuments.mx/reader034/viewer/2022051311/53f64e8b8d7f729a7f8b471c/html5/thumbnails/29.jpg)
#npEXPERTS | www.blackbaud.com/npexperts #npEXPERTS | www.blackbaud.com/npexperts
Example: Stories in Stewardship
![Page 30: The Power of Story to Connect with and Retain Donors](https://reader034.vdocuments.mx/reader034/viewer/2022051311/53f64e8b8d7f729a7f8b471c/html5/thumbnails/30.jpg)
#npEXPERTS | www.blackbaud.com/npexperts #npEXPERTS | www.blackbaud.com/npexperts
The most important story you can tell and be connected to is the story of why you do the work that you do.
![Page 31: The Power of Story to Connect with and Retain Donors](https://reader034.vdocuments.mx/reader034/viewer/2022051311/53f64e8b8d7f729a7f8b471c/html5/thumbnails/31.jpg)
#npEXPERTS | www.blackbaud.com/npexperts #npEXPERTS | www.blackbaud.com/npexperts
www.blackbaud.com/npexperts