session 3: storytelling + calendar planning · to act, and marry these with clear, easy-to-find...
TRANSCRIPT
Session 3: Storytelling + Calendar Planning
Introduction 5 min
Storytelling 20 min
Calendar Planning 10 min
Wrap-Up 5 min
Agenda
Session #3 Facilitator
Kelly Wilson
DRAFT
DRAFT (PENDING APPROVAL) + PREAPPROVED
ACTIVE: June 11th
• HTML donate button• Custom donation link /form• Widget• API
OBJECTIVE
1. Generate compelling and authentic stories for use in your crowdfunding campaign appeals.
2. Revise your project page to most effectively capture prospective donors.
3. Prepare your calendar for the Accelerator campaign.
Storytelling
Stories are powerful
56%of individuals who respond to a
nonprofit call to action cite being motivated
by compelling storytelling
2XDonors give twice as much when presented with a story about an affected individual
Get Your Story StraightBrevity is key
seconds
The amount of time most
donors review a page before
deciding whether to donate.
4.2
BEST PRACTICES
• Close-up, high-resolution
• Clear focal point
• Positive + empowering
• Engaging
Strong Imagery
Always ask, how do our
stories empower the people
we intend to help?
Empower Constituents
PICTURE #1 PICTURE #2
“Slum Children”
“Children living in slums”
People-First LanguageHow can you apply this to your communications?
Stories should contain a single, compelling
character that is relatable to the audience and who is
comfortable relaying specific details, memories
and experiences.
Effective Character
AuthenticityStories should show—rather
than tell—the audience about the character’s
transformation, using rich details and featuring the
character’s own voice, without jargon.
Stories should chronicle something that happens—an experience, a journey, a
transformation, a discovery.
Trajectory
Stories should convey emotions that move people
to act, and marry these with clear, easy-to-find
pathways to get them to those desired actions.
Be Passionate!
Build A Sense of Urgency
Use the Accelerator
campaign structure to bring
urgency to your story’s
conclusion.
Clear Call to Action
Make it easy for people to
act now.
Let’s Review!
Good Nonprofit Storytelling Involves…• Strong imagery
• Empowering your constituents
• An effective character
• Authenticity
• Trajectory
• Passion
• A sense of urgency
• Clear call to action
What types of stories can we tell?
• Overcoming adversity
• Peek behind-the-scenes story
• Success story
• Cliffhanger story
• Founder story
• Donor stories
• So many more!
Your emails, your social media, how you talk to a stranger, how
to convey your work to a funder or board member.
Your story shows and shares your organization’s impact.
Stories can be used everywhere
Questions?
Calendar Planning
“First, we made a calendar of the entire process, and before the
actual campaign period we created many messages to
communicate on social networks and personal emails.”
GLOBALGIVING NONPROFIT PARTNERRaised $5,420 in under 30 days
Make a plan.Create a calendar.
9:00:01 EDT – 23:59:58 EDT
June 20th Bonus Day
• $10,000 Incentive Fund from GlobalGiving• This is a proportional match on unique online
donations up to $5,000 • Bonus Day lasts a full 24 hours, from 00:00:01 to
23:59:59 EDT on Wednesday, June 20th
• Bonus Day Cash Prizes: $1K for most funds raised; $500 for most one-time donors; $500 for most recurring donors
* Note: Prize money will not count towards your Accelerator Goal
Sample Calendar for Accelerator Campaign
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
June 3Advocate
Pre-Campaign Check-In
Facebook +Twitter Posts
Donor Calls
June 10
Campaign BeginsFacebook +
Twitter PostsSend Email #1
Advocate Check-In
Facebook +Twitter Posts
Facebook +Twitter Posts
June 17Donor Calls
Facebook + Twitter Posts
Bonus Day!Send Email #2
Facebook +Twitter Posts
Advocate Check-In
Fundraising Event!
July 24 Facebook + Twitter Posts
Advocate Check-In
Facebook + Twitter Posts
Send Email #3 -last chance to
give
Campaign End
“Let your creative juice flow for creating a compelling story. That's the key. Brainstorm to tell that story most effectively with meaningful pictures
and videos in all possible social media and never hesitate to ask for
money even over phone.”
GLOBALGIVING NONPROFIT PARTNERRaised $11,518 in under 30 days
Questions?
Wrap-Up
NEXT STEPS
Select one story you want to tell in your donor outreach. Using today’s lessons, draft a
version of the story that can be read in no more than 30-seconds. Then, boil it
down to six words or less. Finally, share both with a partner and ask for feedback.
Record all of this as it will all feed into your email appeals, social media content, and
more!
1. Log into your GG Rewards Dashboard.
2. Find the GG Rewards Cycle for this webinar.
3. Earn 2 points by typing in the original stories (both 30-second and six word versions)
under Step 2 (Act).
4. After you have shared your story with a partner and received feedback, earn 3
points by telling us what you learned from this experience under Step 3 (Learn).
Need help? Email us at [email protected].
Homework Assignment #3 (continued)• Add screen steps for completing cycle
Available 24 hours after viewing the webinar
What is GlobalGiving’s platform fee?
www.globalgiving.org/acceleratorhub
You may submit edits any time before or duringthe campaign, but please note GlobalGiving
takes 1-3 business days to review edits. Submit wisely and (ideally) in a batch.
www.globalgiving.org/acceleratorhub
thank you