webinar political campaign fundraising

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Tell Me a Story: Using Storytellingto Fuel your Fundraising Nancy Bocskor [email protected] JULY 2016

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Page 1: Webinar Political Campaign Fundraising

Tel l Me a Story: Using Storyte l l ingto Fuel your Fundra is ing N a n c y B o c s k o r !n b o c s k o r @ g m a i l . c o m !

J U L Y2 0 1 6

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"There are two things that are important in politics.

!The first is money, and I can't remember what the

second one is.”! Mark HannaCampaign Strategist & Adviser William McKinley’s Presidential

Campaign, 1896

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You can’t save the world

if you can’t pay the rent

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There isn’t a money tree.

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Y O U H A V E T O P L A N T T H E S E E D S : !

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Persistenceis the answer, and a sense of humor helps.!

!!

Q U E N T I N L . C O O K

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F U N D R A I S I N G !F O U N D A T I O N = !

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Takes years to build, seconds to break and forever to repair!

T R U S T !!

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T R A N S P A R E N C Y !

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G I V I N G !& !

T I T H I N G !!

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F u n d r a i s i n g S u c c e s s = R e p r e s e n t a t i o n o f R e l a t i o n s h i p

It’s all about relationships

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F i r s t S t e p :

Collect ListsWho do you know?

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People are twice as likely to do something if

they’re asked by a friend

REMEMBER:

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S e c o n d S t e p :

Create a Finance Team

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Hyatt Regency Heiress Penny Pritzker served as Barack Obama’s National

Finance Chair in 2008.! !

Why did she agree to take on this role?!

Pop Quiz

Hint: “All fundraising is still personal”

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T h i r d S t e p :

Fundraising Events & Home Parties

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“Storytelling is the fiber of !relationship building”!

ASK QUESTIONS

Jerold Panas!“Maniac-in-Chief, New Ideas”!

Institute for Charitable Giving!

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And what it has to do with Brain

Science

The Earl of Sandwich. !Card Playing. !!

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“Stories make us more alive,

more human, more courageous,

more loving.”

Madeleine L’Engle

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“A good story cannot be devised; it has to be

distilled”Raymond Chandler

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“Present ing Data” doesn ’ t equa te to “Good Storyte l l ing”

Tell me a story

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S o W h a t i s a G o o d S t o r y ? !

A good story has engaging

characters

The challenge is

believable

There are hurdles to overcome

Outcome or prognosis is

clear.

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Five Steps to Good Storytelling

•  Find the story first by exploring your data •  Determine what you want people to do as a result •  Write out the “story board” for your audience *adapted from Tableau Software

Step One: Use a Story St ructure

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Be Authentic…Your Story Will Flow

•  Make it personal, make it emotional •  Start with a metaphor or anecdote •  Develop with data: authenticity is rooted in facts and facts are

rooted in data

Step 2

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Be Visual

•  Use pictures, graphs and charts when possible

•  Design for instant readability

Step 3

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Make it Easy for your Audience

•  Telling a story should be simple and direct. Recall and action will be that much stronger.

•  Stick to 2-3 key issues & how they relate to your audience

•  No “hoop jumping”

Step 4

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Invite and Direct Discussion

•  Focus on highlighting what the audience needs!•  Highlight key facts that relate to the story!•  Extend the story parameters into questions!•  Invite them to continue the discussion!

Step 5

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There is a super hero in all of us, we just needthe courage to put on the cape.

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Steps to “Superhero”from Stan Lee, Marvel Comics

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How to Weave a Great Story?Create a “Page-Turner”

1  A good guy (or girl) trying to do something!!2  Facing insurmountable odds!!3  Who keeps getting in trouble in his/her quest!!4  So the reader keeps wondering, “How’s he/she going

to get out of this one?!!5  Until after a lot of suffering along the way, there’s a! victory of sorts!

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HarryWinston

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F u n d r a i s i n g L e a d e r s h i p M o d e l !

Listen: ask questions & develop appreciative understanding!!Learn: process what you have heard, remember it & learn from it !!Help: be the catalyst in getting something done !!Lead: once you have listened, learned & begun to help people, !

you will almost inevitably be asked to lead them !

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Personal Solicitation

Big Donors=

Big Egos!

Direct Response: -Direct Mail

-TelemarketingLow-Dollar

Donors

Fundraising Events Mid-Dollar

Donors

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Big Donors ACCESS

Low-Dollar Donors

ISSUE

Mid-Dollar Donors SOCIAL

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L e s s o n s L e a r n e d

•  Give every potential donor – no matter how big or small – the opportunity to “invest” in your campaign!

•  The little old lady who gives you a $1 in a direct mail piece will be the first to vote for you on Election Day!

•  What makes Democracies great: the little old lady and Mr. Big each have ONE vote on Election Day!

•  In fundraising: “All politics is still personal”!

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Your First Impression

What do Dale Carnegie and! Uno the Beagle have in common?!

!

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P e r s o n a l S o l i c i t a t i o n : M a k i n g t h e “ A s k ”

Your script should include:

•  Warm greeting (be glad to be there!)•  Small talk (make a personal connection)•  Sales pitch (why they need to give)•  Close the deal (ask for a specific amount)

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God gave us two ears and one mouth for a reason.

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The biggest communication

problem is we do not listen to

understand. We listen to reply.

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Replace “cold calling”

with“warm communication”

Your ability to make personal, emotional connections with potential donors can move them from concern

to passion to cash!

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Katarina and her $600 rug

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Your heart is closer to your wallet than your

head

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“Story allows our imperfections to be set in a context that shows we are still good

people”

Annette Simmons!

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“The world is shaped by two things – stories told and the memories they leave

behind.”

Vera Nazarian!

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W h y S h o u l d I T e l l Y o u !a S t o r y ? !

Research shows that listeners will remember

65 – 70% of the information shared through a story…

...But only 5 – 10% of listeners will remember

information conveyed by facts and figures!

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What is your story?

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Finally: !Say “Thank You”!

!It’s the #1 reason

donors stop giving!

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For more stories or

information:

Nancy [email protected]!

www.NancyBocskor.com!!

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T H A N K Y O U !

[email protected]

youtube.com/inteligenciaideia

linkedin.com/company/ideia-inteligência

www.ideiainteligencia.com.br