nfg storytelling guide

7/26/2019 NFG Storytelling Guide

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How to Present StoriesThat Attract Donors, Win

Support, and Raise Money

Storytelling

for Nonprofits

eBook

WWW.NETWORKFORGOOD.ORG/NPO
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3 Elements of a Great Story

5 Get Into Character

7 Premium Fuel: Emotion

10 Collecting Your Stories

11 Why Bad Stories Happen to

Good Causes

13 Create a Sense of Urgency

14 The Power of the Picture

15 Tell Your Story with Visuals

17 Five Reasons to Tell Your Story

on Social Media ...

18 ... And How to Do it

19 Stories in Action

21 Get Going

22 Storytelling Checklist

23 About Network for Good

24 Sources

Storytelling for NonprofitsHow to Present Stories That Attract Donors, Win Support, and

Raise Money

Everyone in your organization needs agood story.

To intrigue a journalist. To inspire adonor to give. To motivate staff to aimhigher. To spark an advocacy revolution.To land a corporate sponsorship deal.

Stories are the basic building blocks orreaching our goals.

As undraisers, its not enough to arousesympathetic emotions. We need tomotivate people to act on those emotions,to vote with their checkbooks. We need toovercome the painul eelings that comewith acknowledging the presence o

suffering in our world. Research showsthat this is all possible, though its notalways easy. The most powerul tool in aundraisers bag is to tell a great story.

Strategic storytelling canbe done. Letsstart doing it together!

WWW.NETWORKFORGOOD.ORG/NPO 2
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Elements o a Great Story

Hopeully, you realize your organization should be telling stories. Stories make a causerelatable, tangible, and touching. So how do you write one? What is the structure o a well-

told story?

Screenwriting guru Michael Hauge boils all great stories down to three elements:

1. CharacterCharacter is our protagonist. Hollywood can make useel empathy or such unlikely protagonists as fish(Nemo) and aliens (Avatar). But how do they do it?

Roughly 99% o the time, the protagonist o a goodstory is a single individual. Try not to ocus on an idea

or an organization, but on one relatable character (ora personified entity, as Shel Silverstein did in TheGiving Tree). A team led by Deborah Small o theUniversity o Pennsylvania ound that people aretwice as likely to give a charitable gif when presentedwith an emotion-inducing personal story that ocusesexclusively on one characters plight.

The Lampion Center creates anemotional appeal with anunlikely character: Roarythe Lion. Donors can send astuffed-animal version o themascot to sick children.

Credit: Lampioncenter.com


Storytelling is the single most powerul communications tool you have available, barnone. But many good causes tend to have problems telling good stories even though peoplehave been communicating through stories or thousands o years.

So, what makes narrative so powerul?

1. Stories help us remember.When you have acts you want people to remember, its much more likely they will beremembered i you contain those acts within a story.

2. Stories influence how we decide.In 1990 a study was done on how people on juries came to conclusions. According tothe study, most construct a story based on the acts offered in the case. Then they

compared the stories they constructed with the stories the lawyers presented. Thejurist would side with whomevers story matched their own the closest.

3. Stories link us to our sense of generosity.Studies also show that donors tend to give twice as much when presented with a storyabout an affected individual as opposed to reading huge abstract numbers o the overallscope o a problem.


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2. DesireDesiredoesnt necessarily mean lust or greed; it can also lead to a burning need tochange the characters world: to obtain something, get rid o something, restore order,or escape a threat. Dont orget about desire when writing your story. While characterand conlict are definitely important, they cant shine without their third musketeer. Asantasy writer Mark OBannon writes, Desire must be clear, specific, and definite.

3. ConflictConlictsimply reers to the obstacles that arise and prevent the character rom gettingwhatever he or she wants. Conlict is a storys oxygen; the more conlict, the moreengaging the story. Powerul stories are about suffering and hardship. Readersrespond best to conlict they can identiy with, but that doesnt mean your readersneed experience living in a war zone. They just need to be able to relate to pain,illness, or loss.

Dont be araid to talk about conlict! Many organizations dont like to name their villains

or show true conlict. Theyre araid to unleash powerul emotions. But i organizationssucceed in sanitizing their stories, scrubbing them o all conlict, emotion will ly out

To make sure you cover all o the basics o story structure here are the beginnings o sixsentences that can help you with the process.

1. Once upon a time ...This starts the story off and introduces our protagonist.

2. And every day ...

This will set up how lie was beore the challenge or inciting incident.

3. Until one day ...This begins the action o the story with the challenge and the goal.

4. And because of this ...This introduces the barriers or obstacles the protagonist aces.

5. And because of this ...There could be several barriers that need introduction.

6. Until finally... This ends the story with the resolution.



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Get Into CharacterIts becoming much easier to tell your story o the clients you serveespecially i you havea smartphone, a social media presence, and a ew juicy questions to ask. Unortunately, itcan be more difficult to tell a story with which your donors can identiy.

Here are 12 questions to help you get into character and reinorce the emotionalconnection o your story. Think, As the donor ...

1. Do I Belong Here?Thats the first question in the mind o every donor. One way or another, they must locatethemselves in your story. They must experience a genuine emotional pull that sayswhat you do matters to them, personally. It might be the cause itsel, a pet project,their relationship to a staff personthe possible intersections are endless. Its your jobto help connect the dots and determine why people generally get involved.

Additional Questions: Can you describe who most easily identifies with your work? What are you doing to remind them o how they belong with you? How might you give them something to remember you or?

There are many reasons people are motivated to donate, but the constant is alwaysmeaning. That is your true currency and the building block o all great stories. How canyou create a pride o belonging?

2. What Do You Stand For?More than just numbers, donors invest in organizations that relect their own personalvalues and worldview. In giving to a specific group, they are expressing themselvesthrough the work that you do. Their image o sel is bundled with how they direct theirgiving. When they give to your organization, thats a relection o who they areor whothey aspire to be. So how are you reinorcing their story o identity?

Additional Questions: How do you communicate the philosophy o your organization? Does your ethos speak to a narrower or mainstream audience? What might you do to evolve your story or greater relevance?

As the saying goes, The most important things are choosing whats most important.Thats why you need to clearly articulate your values, and in a manner that hopeully isgenerative or attracting more people into the mix.


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3. Are You For Real?There are plenty o worthy causes. Yet increasingly donors question what organizationsare worthy o contribution. People more and more question where there money isgoing, and whether theyre making the right choices. Being or real requires that youdemonstrate your authenticity and legitimacy. More than just numbers, it means thatyou are judged or your knowledge, trust and social capital.

Additional Questions: Why was the organization ounded or started (in response to what)? What unique approach or knowledge do you have on your issue? Who do you truly represent, and how do you prove their support?

Communicating your nonprofits unique difference is a matter o survival. While youmust paint a picture regarding the scale o impact, its not just about over-rationalizedarguments. Strive to tell a bigger story that inspires the imagination. At the end o theday, are you giving you donors a story they can proudly believe in?

Thats it. You have those character, desire, challenge, and a structure ... and you haveyourself a story!

I character, desire, and conlict are the passengers, the structure is the rame, and thestorys resolution is the engine that drives it, whats the uel?


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Premium Storytelling Fuel:Emotion

Storytelling is the language o emotion.

Mark Rovner, founder of Sea Change Strategies

Nicole Lampe, the digital strategy director o Resource Media, says that audiences ofenexperience inormation overload and ask themselves, What does this have to do withmy lie? What touches her are things she can connect to her home, amily, riends, and

community. Many times, those emotional connections are established through stories.

One o the atal laws in nonprofit storytelling is a lack o emotion. Thats ironic given thatdonors and constituents are engaging with organizations in a undamentally emotionalway. Karl Iglesias, an eminent Hollywood script guru and the author o Writing or EmotionalImpact, says:

Good writing is good writing because you eel something. Its why a great moviecan be three hours long and you dont even notice, while an awul 90-minuteone can stretch into eternity. The experience o emotions is the mostcompelling reason we go to the movies, watch television, read novels, andattend plays and sporting events. And yet, emotional response is a subjecttoo ofen overlooked. Emotion, not logic, is the stuff o drama. Emotion is yourscreenplays lie blood.

First, focus on the fact that, above all, you are in the happiness business.Your primaryjob is to find the emotional core o your mission and to connect it with the people you wishto reach.

But my supporters are logical, smart people, you might say. They love to hear statisticsand see evidence or why they should donate to my cause!

While its great that your supporters are intelligent and motivated, research shows that nomatter your audience, an emotional appeal will still win over more donors.
http://localhost/var/www/apps/conversion/tmp/scratch_2/www1.networkforgood.org/for-nonprofits?utm_source=storytelling-fn&utm_medium=guide&utm_campaign=donatenowhttp://seachangestrategies.com/http://www.resource-media.org/http://www.resource-media.org/http://seachangestrategies.com/http://localhost/var/www/apps/conversion/tmp/scratch_2/www1.networkforgood.org/for-nonprofits?utm_source=storytelling-fn&utm_medium=guide&utm_campaign=donatenow


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Which of these stories is more compelling to you?

Story #1

Any money that you donate will go to Rokia, a 7-year-old girl who lives in Mali,a country in West Arica. Rokia is desperately poor and aces a threat o severehunger, even starvation. Her lie will be changed or the better as a result o yourfinancial gif. With your support, and the support o other caring sponsors, Savethe Children will work with Rokias amily and other members o the communityto help eed and educate her and provide her with basic medical care.

Story #2

Food shortages in Malawi are affecting more than 3 million children.

In Zambia, severe rainall deficits have resulted in a 42% drop in maizeproduction since 2000. As a result, an estimated 3 million Zambians ace hunger.Four million Angolansone-third o the populationhave been orced to leetheir homes.

More than 11 million people in Ethiopia need immediate ood assistance.

I you answered Story #1, you are like most people, according to a study by University o

Pennsylvanias Deborah Small and her colleagues. They ound that individuals give moreto identifiable victims who have an emotional appeal than they do to a aceless, statisticalgroup. But those donations diminished when readers began to think analytically about theprotagonist. Donations or statistical victimsstories containing characters and statisticsare always consistently low.

Which image is more appealing to you? Most people would choose the imageon the right because it eatures real, distinguishable people and animals.

(Lef Credit: Xavier Ceccaldi/Flickr)


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In an interview with Perla Ni o GreatNonprofits, Small said:

The more vivid the storythrough narrative or through imagerythe moreemotionally arousing. And emotions are what triggers the impetus to help.The more surprising finding is that showing statistics can actually blunt thisemotional response by causing people to think in a more calculative, albeituncaring, manner.

Dont talk in numbers or statistics. A cerebral case for your cause is less effective than aheartfelt story.

Researchers have also ound that that when people have a personal connection to a cause

(or know someone who does), that can lead themand othersto be more supportive.

In a different study, participants were told two different stories about a college student:

1. Focus on the act that, above all, you are in the happiness business. Your primaryjob is to find the emotional core o your initiative and connect it to the consumers youwish to reach. Give them the opportunity to eel great by doing good.

2. Dont talk in numbers or statistics. A cerebral case or your cause is less effective

than a heartelt story.

3. Personal connections and stories have a big effect on a persons inclination tohelp. I youve got em, use em.

1. In one case, the student had a parent who suffered a heart attack.2. In another case, the student had a parent who had been diagnosed with cancer.

The participants were then asked how they would react i the student invited them to avolunteer event. When the event was directly related to the students personal experience,people were sympathetic and said they would have a hard time saying no. When the eventwas not personalthat is, the fictional student whose parent suffered a heart attack was

advocating or a cancer societythe effect was not the same.

Emotion is power. Remember:
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Collecting Your StoriesFar better than organizational jargon or sterile statistics, stories help donors (and uturedonors) learn an organizations personality. Stories help donors eel engaged in your workand see the difference they can make in a real persons lie. They empower the organizationand its supporters to continue on.

But getting good stories is easier said than done. Here are a ew tips learned rominterviewing hundreds o people who received help rom charitable organizations.

1. Start with the end in mind.Do your homework. Get the story behind the story rom the program manager beoreyou ever pick up the phone. Think o the story you want to end up with and backtrackrom there to draf your questions.

2. Never use the word interview.The word interview makes people eel like theyre being interrogated by Woodwardand Bernstein. It can cause anxiety and stage right. Instead, ask i you can chat or aew minutes about the assistance he/she received.

3. Talk less, listen more.Use the first minute or so to make the interviewee eel at ease and express yourthanks. Afer that, zip your lips. Closed-ended questions will give you just what youmight expectone-word, dull answers. Ask questions like what did the help mean toyou? and give people time to think about and respond to the question. Resist the urgeto fill dead air as some o the best responses come when the interviewee is given theloor.

4. Veer from the script.As mentioned in #1, a list o questions is always a good idea. But that said, its astarting point. Listen closely to the interview, and be ready to jet off in another directioni needed. Use probing questions to get more in-depth answers.

5. Get approvals.Afer youve drafed the story, give the interviewee a chance to review or accuracy.Most make no changes, but its better to know any problems beore publishing it. Keepa paper trail, you might need it.

6. Be prepared for anythingInterviewing or nonprofits is unique. Youre talking to people who wereor arein crisis.Dont be surprised i you encounter hostility, tears and any other emotions. Listen andbe empathetic, but never say, I know what youre going through. Most importantly,stay calm no matter whats thrown at you.


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Why Bad Stories Happen toGood Causes

I find that most people know what a story is until they sit down to write one.

Flannery OConnor

Storytelling is a craf. I youve never tried to write a story, it can be humbling and difficult,but it can also be joyous and rewarding. Trying to write a story will help you get better atspotting good stories, which in turn will help you write better ones.

A great place to start is to identiy your character, his or her desires and conlicts, andbuild rom there. But watch out or these common problems along the way:

How could this letter rom a nonprofit have been more successul with a story andemotion instead o statistics?

(Source: Future Fundraising Now)

We appreciate your support during the past disasters,and we urgently need your help now!

Please return the above reply form, along with themost generous donation you can make, before Jan-uary 14th. Just $19 can provide a hot meal, warmblanket, and comfort kit containing basic necessitiesto a disaster victim.

1. Fear of emotion.While people might not be araid o emotions, organizations usually are. Nonprofitstaff members tend to be a very lef-brained lot: highly educated, literate, rationalolks. Try not to look down on emotionpassion, love, ear, tension, lust, rageasnoise in the system to be minimized or hidden.

It eels good to give because giving is mostly emotional and irrational. It eels good tospeak up. Rageat wrongdoing, at injustice, at sufferinghas been the linchpin o

social-change movements since the beginning o time. Ever wonder why your onlineactivists keep sending letters to Congress? It gives them the eeling o havingdone something.


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2. Bad casting.Youve probably heard this story beore: Something bad happened. Our organizationfixed it and saved the day. The end.

When an organization is cast as the hero o a story, the appeal o the individual isignored. Many organizations are antastic, but they probably cant pull at a readers

heartstrings. Try casting someone who benefited rom your organization as the hero,such as a cat that was given a new home or a child who received a new pair o shoes.

Heres an example:

3. The everyone can do it myth.Good storytelling is really hard. Hire writersor engage your organizations very bestonesto craf your most important narratives. Remember, it takes time to craf a greatstory. Keep trying, and ask others or eedback and advice.

4. Its storytelling, not stories telling.More is not always better. In act, more can be worse i you havent worked out yourorganizations central narrative. A multiplicity o stories may conuse rather than inspire

readers, so think about what your central narrative is. Its the story that expresses theheart and soul o what you do. Your central narrative may even be the story o how yourorganization came to be ounded.

5. Happy ending syndrome.I an organization wants to send out a call to action, to organize, to rabble-rouse, itneeds to tell stories that dont always have happy endings. Nonprofits can askconstituents to step into the narrative and help craf the ending. I you already havea happy ending, why should your donors help? Or, i your story does have a happyending, how can you use it to tell supporters how their donation was used or how their

volunteer effort made a difference and inspire them to keep giving?

Since Amanda started the therapy program, she has gained upper-bodystrength and improved her posture, learned many skills, and developed greaterindependence. She can dress hersel, brush her teeth and hair, and play byhersel. Now we hear all the time, Let me do it!


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Create a Sense o Urgency


In addition to leveraging emotion, creating urgency can be a great way to drive donationsthrough storytelling. Think about the calls to action in inomercials: Limited-time offer!Or a travel website: One seat lef at this price! How can you emphasize the urgency oyour issue? You want your story to encourage your supporters to actnot just when theyreready, but NOW!

Here are our simple tactics or building a sense o urgency:

1. Set a deadline.As any procrastinator knows, nothing concentrates the mind like an imminent deadline.Set a goal and tie it to a dateand think about how you can add this to your story orwrite one about it. People will be ar more likely to give or take action as the deadlineapproaches.

2. Make it close.When people sense youre closeto a goals finish line, they aremore inclined to help you crossit. I youre near your goal, createtremendous urgency with a storyshowing people how they canput you over the top.

3. Create scarcity.When people eel an opportunityis running out, they are moreinclined to take action. Getyour tickets nowonly 10 seatslef at our gala! is better thanAttend our gala! Stories cancreate a sense o urgency withinyour conlict. For instance, is theamount o resh

water your character has accessto quickly diminishing?

4. Be specific.Think o it this way: Its easy to say no to something hard and hard to say no tosomething easy. Make your call to action clear, quick, and easy, and people will be morelikely to act now.

The Witternburg Fund has made urgency central to this und-raising appeal.

(Source: iModules)


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The Power o the PictureWhy are visuals so effective at storytelling? Resource Medias guide Seeing Is Believing: AGuide to Visual Storytelling Best Practicesoffers three principles o visual communication:

1. Humans are visual first, verbal second.From the earliest stages o cognitive development, our brains organize the worldaround us by processing visual inormation.

2. Our decisions and actions are based more on emotional reactions thanrational thought.Good visuals make people eel first and think second.

3. Visuals are the most effective communication vehicles for evoking emotion andgetting people to take action.

So storytellers need to use them intentionally and strategically.

Because humans are visual creatures, images and photos can communicate more effective-ly than text alone (think memes and inographics). Visuals help us to to understand andretain inormation better and are more persuasive than words alone.

On his blog, Neuromarketing, author Roger Dooley reports on a study that showed thatstatements about a celebrity being alive or dead were judged to be accurate more ofenwhen they were accompanied by photos o that celebrity. Another study ound thatactual inormation is viewed as more truthul when accompanied by pictureseven i

the images are topically unrelated tothe text. Incorporating images canenhance your story, add detail, andcreate credibility with your reader.

But what about telling storiesthrough pictures?

This AARP magazine advertisementuses a powerul combination o text

and visuals to reinorce one veteransstory. The image introduces thecharacter, the quote presents hisdesire and conlict, and the supportingtext expands on all three.


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Telling Your Story with VisualsA picture is worth so much more than 1,000 words! They inspire, organize, and express thingsincredibly ast and with great emotion. Dont orget them when sharing your stories!

1. Find inspirationLook to other organizations you admire and seehow they are using images. Here are a ew examplesrom our Network or Good partners:

Gardens or Health Internationals websitehas beautiul images o their work. Most otheir images are action shots with highcolor contrast that leave the viewer

eeling positive. The St. Anthony Foundationhas a greatcollection o photos rom their Willing toServe campaign (including some amousaces).

The St. Bernard Projecthas wonderulstories and images accompanying theirFaces o Katrina campaign.

The Arts Council o New Orleansnever missesan opportunity to take pictures at communityevents showcasing the arts in their area.

Public radio station 90.7 KSERhas a uniqueway o highlighting their staff members andbehind-the-scenes moments with imageson their Facebook page.

To recruit volunteers and supporters, the SanFrancisco-based St. Anthony Foundation use

Facebook to showcase a collection o imageseaturing current volunteers, local amous aand their clients posing with their dining roonewly branded caeteria trays.

2. Organize your ideasOrganizing good examples and the images you have available helps set an expectation orthe kind o images you want:

Start a Pinterestboard and collect images you admire. When the time comes to

work with a photographer, show them the images youve collected so that theyunderstand the types o photos you are looking or.

Think about the work your organization does. How can you capture that in an image?Are there any upcoming events that would serve as good photo opportunities thatcan help tell your story? Would an on-site photo shoot or a series o pictures o yourfieldwork do a good job o illustrating your mission?
http://localhost/var/www/apps/conversion/tmp/scratch_2/www1.networkforgood.org/for-nonprofits?utm_source=storytelling-fn&utm_medium=guide&utm_campaign=donatenowhttp://gardensforhealth.org/https://www.facebook.com/media/set/?set=a.10151101962347644.420756.48800132643&type=1&l=38da7a9233http://www.stbernardproject.org/facesofkatrina/https://www.facebook.com/media/set/?set=a.528652323837270.1073741825.124378984264608&type=3https://www.facebook.com/media/set/?set=a.358458587574215.88078.346461688773905&type=3https://www.pinterest.com/https://www.pinterest.com/https://www.facebook.com/media/set/?set=a.358458587574215.88078.346461688773905&type=3https://www.facebook.com/media/set/?set=a.528652323837270.1073741825.124378984264608&type=3http://www.stbernardproject.org/facesofkatrina/https://www.facebook.com/media/set/?set=a.10151101962347644.420756.48800132643&type=1&l=38da7a9233http://gardensforhealth.org/http://localhost/var/www/apps/conversion/tmp/scratch_2/www1.networkforgood.org/for-nonprofits?utm_source=storytelling-fn&utm_medium=guide&utm_campaign=donatenow


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3. Getting started

When moving beyond inspiration to taking and choosing photos, don't orget the basics:

Use photos to help tell your story. Choose photos that grab the attention o the viewer. (Human aces are best!) I you cant take your own images anytime soon, use stock photos.

4. Sharing stories that have pictures

Beore you start publishing images online, sharing them with the media, or adding themto your annual report, be sure to have the ollowing:

Photographers name. (Dont orget to give credit!) Caption to accompany the image. (Captions are read more ofen than blocks o copy.) Relevancy. Images need to enhance your story, not distract or conuse.

5. Storing Your Photos

Once you have a solid collection o photos that represent your work, what do you do withthem? Here are suggestions or storing and managing photos:

Your organizations shared drive is one place where you can keep images. Photosstored on a shared drive are accessible to everyone in your office and, unlike adesktop computer, can be recovered i your organizations system crashes.

An external hard drive is another option or photo storage. External hard drives areportable, reliable, and are a good storage solution or organizations that dont have

a shared drive. I you chose to store images online, consider using a ree tool such as Picasa, Flickr,

orDropbox.
http://localhost/var/www/apps/conversion/tmp/scratch_2/www1.networkforgood.org/for-nonprofits?utm_source=storytelling-fn&utm_medium=guide&utm_campaign=donatenowhttp://picasa.google.com/https://www.flickr.com/https://www.dropbox.com/https://www.dropbox.com/https://www.flickr.com/http://picasa.google.com/http://localhost/var/www/apps/conversion/tmp/scratch_2/www1.networkforgood.org/for-nonprofits?utm_source=storytelling-fn&utm_medium=guide&utm_campaign=donatenow


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Five Reasons to Tell Your Story onSocial Media ...

Pairing your nonprofit storytelling with social media is another smart tactic or engagingsupporters and inspiring them to take action. When coupled with a compelling story, socialmedia is an easy way to promote stories about your cause. It works because:

1. Its dynamic.Social media makes it easy to combine text, photos, video, andinteractive elements to tell a richer story than words alone.

2. It puts stories front and center. For many, social media is part o their dailyroutine. Sharing your stories through social channels will put your message rontand center or your supporters.

3. Its easy to consume. Breaking your stories into snackable sizesjust right orsocial mediahelps your readers engage with your message quickly rom

wherever they happen to be.

4. It provides instant feedback.Unlike other channels, social media is optimizedor real-time interaction. Get insight into what resonates with your supporters byoffering a variety o stories and ormats.

5. Its shareable. Stories that amaze or inspire are irresistibly shareable. Takeadvantage o the act that social tools are built to allow people to interact andshare. Let your social media ans help you spread the word and attract new supporters.


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... And How to Do ItNow that youre ready to go social, how should you package your stories to really standout? Think outside the box when presenting your stories via social media. Here are a ewcreative ways to rame your content:

Invite your supporters on a journey on Facebook.Take readers on a journey to your field sites, local outreach events and throughvideo, photos and up-to-the-minute updates. Use a combination o ormats to reallycapture the ull experience.

Curate an exclusive exhibit in a Facebook album.Have a collection o artiacts, illustrations or thank you notes rom constituents?Show them off and let them speak or you.

Make them part of the action on Twitter.Share a play-by-play o live events or behind the scenes activities with a virtualback stage pass.

Create a serial drama on Tumblr or Twitter.Never underestimate the power o a cliffhangertell your story in installments overseveral days or weeks. Use hashtags, photo albums and landing pages to link thepieces together.

Have a caption contest on Instagram or Facebook.

Post an image and ask your ans to contribute caption suggestions.



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Stories in ActionWhen companies authentically discuss their efforts, they highlight the contributions omany players and add transparency to their organization. Telling your story accomplishesthree important goals:

1. Focuses attention on the need and the call to action.2. Personalizes your commitment to the cause.3. Reports to your community on why your cause matters and the impact o the donations

youve raised.

Nonprofit animal care arm Sanctuary Oneactively engages donors on Facebook andYouTube. They incorporate stories and content into social media in an approachable,riendly way to reach more ans. Here they are telling a success story that shows donationand action at work. The story eatures Halle, who was in poor shape when she arrived.

Supporters ollowed her progress or every step rom discovery to adoption.
http://localhost/var/www/apps/conversion/tmp/scratch_2/www1.networkforgood.org/for-nonprofits?utm_source=storytelling-fn&utm_medium=guide&utm_campaign=donatenowhttp://www.sanctuaryone.org/http://www.sanctuaryone.org/http://localhost/var/www/apps/conversion/tmp/scratch_2/www1.networkforgood.org/for-nonprofits?utm_source=storytelling-fn&utm_medium=guide&utm_campaign=donatenow


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TheContributoris a streetnewspaper that high-lights the contributionsand lives o the ormerlyhomeless individuals itserves. These stories ea-

ture individuals and por-trays their desires, con-licts, and interactionswith the organization.

Michigan Nonprofit Association Story Bankgathers stories rom Michigans nonprofits.Having trouble coming up with your story? Look to this bank or inspiration!

League of Women Votersinvites women to share their stores.

American Cancer Societyhas a large storybank divided by cancer-type so thatpeople whove been touched by cancer can find ind inspiration, hope, and support.

FamiliesUSAgathers stories as the voice o health care consumers.

WaterAidtells the stories o the people it helps and the projects it understakes togive their mission a human ace and elicit donations.

Barack Obamas Share Your Story About the Economic Crisissays, Its up to you to

share and collect the real stories o this economic crisis ... to show how critical it isto support the economic recovery plan. Theyre using stories to promote theirspecific plan.

Mothers2Mothers Mentor Mother Storiesare meant to inspire mothers, educatereaders, and motivate donations.

Community Food Bank of Eastern Oklahomaeatures a hunger story that ocuses }

on one character, their struggle with hunger, and how theyve benefited rom theood bank.

Check out these organizations and websites for more examples of stellar storytelling:
http://localhost/var/www/apps/conversion/tmp/scratch_2/www1.networkforgood.org/for-nonprofits?utm_source=storytelling-fn&utm_medium=guide&utm_campaign=donatenowhttp://thecontributor.org/http://thecontributor.org/http://thecontributor.org/http://www.mnaonline.org/storybank.aspxhttp://www.lwv.org/member-resources/storybank-storieshttp://www.cancer.org/treatment/survivorshipduringandaftertreatment/storiesofhope/indexhttp://www.familiesusa.org/tell-us-your-story.htmlhttp://www.wateraidamerica.org/https://my.barackobama.com/page/s/kainestorieshttp://www.m2m.org/what-we-do/mentor-mother-stories.htmlhttp://okfoodbank.org/what-we-do/hunger-stories/http://okfoodbank.org/what-we-do/hunger-stories/http://www.m2m.org/what-we-do/mentor-mother-stories.htmlhttps://my.barackobama.com/page/s/kainestorieshttp://www.wateraidamerica.org/http://www.familiesusa.org/tell-us-your-story.htmlhttp://www.cancer.org/treatment/survivorshipduringandaftertreatment/storiesofhope/indexhttp://www.lwv.org/member-resources/storybank-storieshttp://www.mnaonline.org/storybank.aspxhttp://thecontributor.org/http://localhost/var/www/apps/conversion/tmp/scratch_2/www1.networkforgood.org/for-nonprofits?utm_source=storytelling-fn&utm_medium=guide&utm_campaign=donatenow


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Get Going!Does writing a story sound really hard? It can be. Storytelling tests every writers mettle,but great benefits await those who devote themselves to mastering the art o powerulstorytelling.

Talk to members o your organizationstaff, volunteers, donation recipientsto discoverwhat makes your nonprofit tick. What story can you tell that makes your reader eel thesame way? Dont be araid to uncover your organizations emotional draw and to tell yoursupporters all about it! Just remember:

Seeing Is Believing: A Guide to Visual Storytelling Best Practices

The Brainiacs Guide to Cause Marketing

Nonprofit911 Webinar Nonprofit Storytelling: Convey Your Cause, Your Need, andYour Triumphs

Everyone has a story. Whats yours?

For more help, check out other great storytelling resources:

A good story has a passionate storyteller (you!), clear stakes, and a tale otransormation at its core.

Powerul stories always have character, desire, and conlict. Every story needs EMOTION!

Stories dont just have to be printed on paper. They can be uploaded to websites,told in pictures, and shared via social media and videos.

Every story needs a ocus. Dont try to tell everything thats ever happened. Focuson one succinct story to allow your readers to really connect with the experienceyoure trying to relate.

Compelling photos instantly draw readers into your story. Use real details to tell your story. Quotes, sights, sounds and events help make your

story more tangible and give readers something to grab onto. Just as you ocus on one story, ocus your attention on one person. Tap into that

human emotion to let readers orm a bond with your characters.
http://localhost/var/www/apps/conversion/tmp/scratch_2/www1.networkforgood.org/for-nonprofits?utm_source=storytelling-fn&utm_medium=guide&utm_campaign=donatenowhttp://www.resource-media.org/wp-content/uploads/2013/04/Visual-storytelling-guide.pdfhttp://localhost/var/www/apps/conversion/tmp/scratch_2/learn.networkforgood.org/rs/networkforgood/images/NFG_eGuide_SmartCauseMarketing_WebFile.pdfhttp://learn.networkforgood.org/Nonprofit91106.18.13NonprofitStorytellingMaterialsDownload.htmlhttp://learn.networkforgood.org/Nonprofit91106.18.13NonprofitStorytellingMaterialsDownload.htmlhttp://learn.networkforgood.org/Nonprofit91106.18.13NonprofitStorytellingMaterialsDownload.htmlhttp://learn.networkforgood.org/Nonprofit91106.18.13NonprofitStorytellingMaterialsDownload.htmlhttp://localhost/var/www/apps/conversion/tmp/scratch_2/learn.networkforgood.org/rs/networkforgood/images/NFG_eGuide_SmartCauseMarketing_WebFile.pdfhttp://www.resource-media.org/wp-content/uploads/2013/04/Visual-storytelling-guide.pdfhttp://localhost/var/www/apps/conversion/tmp/scratch_2/www1.networkforgood.org/for-nonprofits?utm_source=storytelling-fn&utm_medium=guide&utm_campaign=donatenow


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Telling Your Nonprofit's Story

On your home page ...

Do you have a story that's ront and center or the start o one?

Does your story have a clear protagonist that is a person or acharacterand not your organization?

Do you have a large picture with the ace o a person or ananimal that triggers emotion and connects to your story?

Does your story inspire supporters to donate?

Is your story unique and a little unpredictable?

Does it create urgency? Is there something important at stake?

Is there a lesson in the story that is connected to your organization?

Do you keep numbers and statistics to a minimum?

Are you telling a compelling story on your nonprofit website and donation page?

Assess the quality of your stories with these questions.

Do you have a call to action on your donation page that relates to your story?

Do you keep the story going by assigning real value to donations, such as "Donate

$100 to eed a child or 1 year"?

On your donation page ...


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About Network or GoodNetwork or Good powers more digital giving than any other platorm. Since 2001, weveprocessed over $1 billion or more than 100,000 nonprofits. We are Level 1 Audited PCICompliant and accredited by the Better Business Bureau Wise Giving Alliance, meetingall 20 o its standards or charity accountability. Plus, were registered in every state oronline undraising.

Were a mission-minded organization, just like you, so we understand the challenges youace. Were here to help.

Our suite o affordable undraising solutions helps nonprofits raise money and engagesupporters onlineplus we provide the training that will make you a undraising superstar.

1. Online fundraising: Get an easy-to-use, branded, and secure online donation page

with DonateNow. With built-in best practices and mobile-riendly giving options,youll raise more than ever beore.

2. Professional communications: Email campaign and newsletter tools by ConstantContact or sending and tracking emails and telling you which messages work best.

3. Fundraising Fundamentals premium training: Exclusive access to Network orGoods expert advice with personalized reviews, step-by-step tutorials, undraisingtemplates, and more.

4. Online event management:EventsNow powered by givezooks! or acceptingdonations, registrations, and ticket purchases online.

Free Fundraising Tips

Get weekly undraisingadvice delivered right toyour inbox.

Make a Case for Giving!

Use these eight steps as aguide to help your nonprofitcraf a compelling case orgiving.

Let Us Help

Find out how you canattract more donors andraise more money online.
http://localhost/var/www/apps/conversion/tmp/scratch_2/www1.networkforgood.org/for-nonprofits?utm_source=storytelling-fn&utm_medium=guide&utm_campaign=donatenowhttp://localhost/var/www/apps/conversion/tmp/scratch_2/www1.networkforgood.org/for-nonprofits/fundraising/donatenow-features?SelectedPlan=default?utm_source=storytelling-fn&utm_medium=guide&utm_campaign=eventsnow-webhttp://localhost/var/www/apps/conversion/tmp/scratch_2/www1.networkforgood.org/for-nonprofits/email-marketing-by-constant-contact?utm_source=storytelling-fn&utm_medium=guide&utm_campaign=email-webhttp://localhost/var/www/apps/conversion/tmp/scratch_2/www1.networkforgood.org/for-nonprofits/fundraising-fundamentals?utm_source=storytelling-fn&utm_medium=guide&utm_campaign=funfun-webhttp://localhost/var/www/apps/conversion/tmp/scratch_2/www1.networkforgood.org/for-nonprofits/eventsnow-powered-givezooks?utm_source=storytelling-fn&utm_medium=guide&utm_campaign=eventsnow-webhttp://localhost/var/www/apps/conversion/tmp/scratch_2/www1.networkforgood.org/for-nonprofits/eventsnow-powered-givezooks?utm_source=storytelling-fn&utm_medium=guide&utm_campaign=eventsnow-webhttp://learn.networkforgood.org/CaseforGivingGuide_Tips_6.20.13_Content.html?utm_source=storytelling-fn&utm_medium=guide&utm_campaign=casegiving-fnhttp://localhost/var/www/apps/conversion/tmp/scratch_2/www1.networkforgood.org/for-nonprofits?utm_source=storytelling-fn&utm_medium=guide&utm_campaign=donatenowhttp://localhost/var/www/apps/conversion/tmp/scratch_2/learn.networkforgood.org/_tipssignup.html?utm_source=storytelling-fn&utm_medium=guide&utm_campaign=tipssignuphttp://localhost/var/www/apps/conversion/tmp/scratch_2/www1.networkforgood.org/for-nonprofits/eventsnow-powered-givezooks?utm_source=storytelling-fn&utm_medium=guide&utm_campaign=eventsnow-webhttp://localhost/var/www/apps/conversion/tmp/scratch_2/www1.networkforgood.org/for-nonprofits/fundraising-fundamentals?utm_source=storytelling-fn&utm_medium=guide&utm_campaign=funfun-webhttp://localhost/var/www/apps/conversion/tmp/scratch_2/www1.networkforgood.org/for-nonprofits/email-marketing-by-constant-contact?utm_source=storytelling-fn&utm_medium=guide&utm_campaign=email-webhttp://localhost/var/www/apps/conversion/tmp/scratch_2/www1.networkforgood.org/for-nonprofits/fundraising/donatenow-features?SelectedPlan=default?utm_source=storytelling-fn&utm_medium=guide&utm_campaign=eventsnow-webhttp://localhost/var/www/apps/conversion/tmp/scratch_2/www1.networkforgood.org/for-nonprofits?utm_source=storytelling-fn&utm_medium=guide&utm_campaign=donatenow


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