Avi Chai Tech AcademyWorkshop #3:Fundraising and StorytellingMay 5, 2011

Today’s Agenda Opening Discussion: Facing Obstacles Today’s theme: Pulling it all together-

Integration! Overview of Social Fundraising Case Study: Greenfield Hebrew Academy A Generous Offer Lunch Telling & Disseminating Your Story

How’s It Going?Journaling & Discussion

It’s been a month… What have you done during this time?

What things feel like the barriers or obstacles when you go home?

Are their systemic barriers? What are culture problems vs. technology problems?

How can you envision your school “being” different, rather than “doing” different?

Integration

Photo credit: Cynan Jones

Don’t be a one man

band

Integration

Photo credit: Flickr User Right Eye

Conduct the Symphony

Growing Pains

What different skills, processes, assumptions, attitudes do you need to grow into a symphony conductor?

What changes when you move from “Doing” to “Being”?

Who are the members of your orchestra?

Social Fundraising

Alumni

Grandparents

Prospective Families

Community Leaders

Parents

NTC Scholarships

Causes Birthday Wish

Lessons from America’s Giving Challenge: The Case Foundation

Personal AppealsPeople naturally respond more frequently to personal appeals from family and friends. 35% rated messaging to friends through

Facebook as most effective; 32%rated personal email to friends, family

and colleagues as effective or most effective; and

25% rated email to existing organizational donor base as effective or most effective.

Spreading Out The Work, and Make It Social

Atlas Corps recruited 150 “Campaign Captains” who agreed to get between 5-10 of their friends to give during the contest.

One Captain made a challenge to his friends: if100 friends donated to Atlas Corps he would go on a 30-mile bike ride in his underwear.

Create sample templates & language to use Volunteers to add momentum (their own

videos, etc.) A laptop with wifi during drop off and pickup

at school?

Greenfield Hebrew Academy

 http://www.youtube.com/watch?v=jnIsUGcCcfM

GHA Results

$100,000 grand prize in Bing contest Over 13,000 views on YouTube Over 24,000 Votes on Bing “Bing-a-Lings” 15 parent volunteers Email list grew 5x larger School Enrollment for next school year up

70%

Why GHA Won Content was personal and actionable. Well done but not slick. Daily webisodes created and shared

during final campaign sustained interest. Here is the final thank you video: http://www.youtube.com/watch?v=SvQgc70-nJY&feature=related

Engaging with parents and students in enthusiastic ways

LUNCH!Please sit with your coaches

Share projects at whatever stage.Please turn in project updates.

What is a

STORY

What’s a “story”? Illustrates life – meaning

and purpose Is “truth” – a window into a

person’s reality Makes you feel emotionally

connected to something or someone.

Evokes empathy – you see yourself in the story.

You are carried somewhere. And it lingers with you.

“The truth isn’t just what happened, but how we felt about it when it happened and how we feel about it now.” 

-Andy Goodman

Strategic Storytelling

Get Prepared … And Organized … And Passionate

Preparation:Who Are You Trying to Engage?

Preparation: Invade Their Brains What do they

already assume? What do they

already know? What experiences

have they already had?

What values do they hold about this topic?

What do they want or hope for?

What are they worried about?

Organization:Create Structure & Flow

One point only – don’t try to do too much. What’s your theme?

Who’s your hero? Shape the beginning, middle

& end. How are we going to get to

that end?

Take a stab at it!What’s your story?

Organization:Story Assets – Getting The Goods Together

Characters Video Photos Quotes or

insights Word paintings Movies, music

and pop culture Metaphors

Organization: Group Ideas by Themes of Three

Chronology Geography Generations Advantages/

Disadvantages Causation Extremes and

Middle Ground Anything!

Passion: 3 ElementsVerbal

The words you

choose

UCLA

Vocal Your voice and tone

Visual Body

language, facial

expressions

Passion: 3 Elements in Action

Passion:Made to Stick Principles

SUCCES principles        Simple       Unexpected       Concrete       Credible       Emotional       Stories

UCLA

Passion:What does the donor get out of it?

RMDH Story

Real stories

Discovering the community’s stories

Mommy Bloggers Spreading the Word

AJWS Story

http://www.youtube.com/watch?v=-wQgm2e1IHk