storytelling: science and strategy - ymca cmo cdo 2016 conference
TRANSCRIPT
A story.
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Antonio Perez / Chicago Tribune
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Today.
What you’re interested in.
The Curse of Knowledge.
Option A
This is the largest citrus fruit. The rind is very thick but soft and easy to peel away. The
resulting fruit has a light yellow to coral pink finish and can vary from juicy to slightly dry and from seductively spicy-sweet to tangy and tart.
Option B
It’s like a big grapefruit.
Your brain is like a 20 year old:
It wants pleasure and but doesn’t want to work for it.
Schemas and metaphors - stories - help make that happen.
Stories Spread. Stories Stick.
What Spreads• Social Currency
• Triggers
• Emotion
• Public
• Practical Value
• Stories
What Sticks• Simple
• Unexpectedness
• Credibility
• Concreteness
• Emotion
• Stories
Stories Spread. Stories Stick.
What Spreads• Social Currency
• Triggers
• Emotion
• Public
• Practical Value
• Stories
What Sticks• Simple
• Unexpectedness
• Credibility
• Concreteness
• Emotion
• Stories
Driven by Emotion
What Spreads• Social Currency
• Triggers
• Emotion• Public
• Practical Value
• Stories
What Sticks• Simple
• Unexpectedness
• Credibility
• Concreteness
• Emotion• Stories
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Science Magazine
Stories help release oxytocin which increases giving which releases dopamine and oxytocin which makes us happy and increases
giving which releases dopamine and oxytocin which makes us
happy and increases giving which releases dopamine and oxytocin
which makes us happy and increases giving which...
Story Frameworks
You are not the hero of the story.
Pixar Framework
Once upon a time…
Every day…
One day…
Because of that…
Because of that…
Until Finally…
Daniel Pink’s To Sell Is Human
Nemo
Disney
Charity water
charity: water
Chipotle
Chipotle
YMCA
The YMCA
Push stories as close to impact - for them, not you - as possible.
Narrative Framework
Hatch for Good
There must be a problem to solve and someone to root for.
Conversion Framework
Copyright MECLABS, Courtesy of NextAfter
Story Formats
Story Formats
1. Genesis2. Future3. Beneficiary4. Staff5. Donor/Supporter
Story Formats
1. Genesis2. Future3. Beneficiary4. Staff5. Donor/Supporter
Story Formats
1. Genesis2. Future3. Beneficiary4. Staff5. Donor/Supporter
Option A
Your $70 donation today will support water and health related projects around the world to help those who need it most.
Option B
Your $70 donation today will provide clean water for 2 people for life living in the remote village of Sasiga in Ethiopia.
Science of Giving: Experimental Approaches to the Study of Charity
Science of Giving: Experimental Approaches to the Study of Charity
Why People Don’t Give
1. Identifiable victim2. Sense of fairness3. Parochialism4. Money5. Diffusion of responsibility6. Futility
Story Formats
1. Genesis2. Future3. Beneficiary4. Staff5. Donor/Supporter
Option A
Let me tell you about a young boy who dreams of becoming a doctor. A dream that was taken away from him when a classmate punched him in the face causing a traumatic cataract. He lost sight in one eye. A $150 donation today can restore his sight and with it his dream.
Option B
This is Hery Moreno from Madagascar. He’s 10 years old and dreams of becoming a doctor. A dream that was taken away from him when a classmate punched him in the face causing a traumatic cataract. He lost sight in one eye. A $150 donation today can restore Hery’s sight and with it his dream.
Science of Giving: Experimental Approaches to the Study of Charity
Why People Don’t Give
1. Identifiable victim2. Sense of fairness3. Parochialism4. Money5. Diffusion of responsibility6. Futility
Story Formats
1. Genesis2. Future3. Beneficiary4. Staff5. Donor/Supporter
Story Formats
1. Genesis2. Future3. Beneficiary4. Staff5. Donor/Supporter
Science of Giving: Experimental Approaches to the Study of Charity
Summary and Recap
Antonio Perez / Chicago Tribune
Resources & References
● Winning the Story Wars● The Storytelling Nonprofit● Science of Giving: Experimental Approaches to the Study of Charity● charity: water● Chipotle● Dr. Paul Zak and The Future of Storytelling● Made to Stick● Contagious● Future Fundraising Now● recharity.ca ● Science Magazine● To Sell Is Human● Creativity Inc.
Story Capturing & Collecting
● Catalyst projects○ Annual Reports
○ Case for Support
● Template & training for program staff○ Forms to complete
○ The Storytelling Nonprofit
● Story bank… maybe○ Need clear purpose and focus
○ Tagged and stored properly
● Accountability○ Make it ONE person’s responsibility
○ Create goals and timelines to meet
● Raw, uncut, and rough is fine○ Phone pictures and videos are fine
○ Don’t brand the heart out of the story
