the power of effective storytelling
TRANSCRIPT
The Power of
Effective Storytelling
Sherry McPhail
KCI Senior Communications Consultant
ANATOMY OF A STORY
FINDING & SHARING STORIES
Story
Questions
Donors give for many reasons
One org = many stories
Different stories inspire different donors
A great case contains:
Key messages
Project descriptions
Quotes
Stories
ANATOMY OF A STORY
Cultural mores
Human behaviour
Origins Meaning How to
Entertainment
Self revelation
Motivation
“Stories fulfill a profound need to grasp
the patterns of living – not merely as
an intellectual exercise, but within a
very personal, emotional experience.”
– Robert McKee, screenwriting mentor
A powerful story…
Links an idea to an emotion
Simplifies the complex
Creates visuals
Sticks in the memory
Inspires action
ACT II
Rising action
Conflict mounts
ACT III
Climax
Resolution
Denouement
ACT I
Set stage
Introduce characters
Introduce conflict
Structure
Ingredients
Setting
Hero
Quest
Antagonist
Helpers
Transformation
Mood
Theme
Point of view
Individual
Empathy
Conflict = Struggle
Universal
Example
Who am I?
Connection
What makes a story great?
FINDING & SHARING STORIES
Storytellers
Beneficiaries
Families
Donors
Volunteers
Staff
Founders
Case interviews
One-on-one
Storytelling session
Storytelling culture
Settings
Tools
“Last month the
most amazing thing
happened…..”
Desires
Challenges & conflicts
Supporters
Successes
Ways of overcoming
Transformation
Universal truths
Listen & prompt for…
Recording stories
Break into 3 acts
Storyboard or write out
Make it interactive with questions
Tell it out loud to yourself & refine
Tell it to a friend & get feedback
Use eye contact
Slow down and enjoy
Telling stories
