Writing Effective Success Stories

Kimberly Keller, Ph.D., CFLEEvaluation Coordinator

College of Human Environmental SciencesUniversity of Missouri Extension

KellerKJ@missouri.edu

Objectives Define a Success Story, and the rationale

for using it Understand different types of Success

Stories Identify key audiences with whom to share

Success Stories Develop strategies for communicating

Success Stories to different audiences

Which is more memorable? 89% of Evil Witches

hate Princes 71% of Princes have

been turned into frogs There are only 38

Princesses in Missouri We need to stop Evil

Witches from turning Princes into frogs

Success Stories are important communication tools Provide a framework

for understanding, remembering, and acting on information

Prevent your accomplishments from landing in the “circular file”

What is a Success Story? A simple description of a program’s:

Progress Achievements Lessons learned

A request for action

A Success Story is NOT: Surveillance report Complete evaluation picture Un-biased

Why you want a Success Story Gain visibility and credibility Educate and promote your program Satisfy information requests and educate

stakeholders Garner more support and resources Accountability and evaluation

More uses for Success Stories Publicize early successes Market your program to your target

population Provide a “face” to numbers Show progress when planned outcomes

will not be realized until the distant future

The 4 “Knows” of Success Stories:

1. Know what information you want to tell

2. Know your audience

3. Know to tailor your message to your audience

4. Know your story

1. Know what information you want to tell

Stories range from an overall picture to the personal level

Meaning and depth Triangulation of data Used at any point in program progress

Tips for identifying content Related to grant objectives:

Dietary quality and physical activity Food safety Food resource management

Related to site access Related to delivery methods

2. Know your audience Activity:

Each ITV site will be assigned to one of four groups

3 Success Stories will be presented Rate each presentation from the viewpoint of

your assigned group

Possible audiences: Participating program

sites Potential program

sites Parents Extension councils Supervisors Colleagues

Partnering agencies Funders Media Legislators and other

policymakers

… etc.!

3. Know to tailor your message to your audience

What is important to them? Hot topics, key words and phrases Time available to hear / read your story Consider what information you want to tell

Choosing the correct format Elevator story Paragraph spotlight One-pager Full brief Published article

Using one basic Success Story with multiple audiences

Good idea! Ideas for creating different stories using the

same information: Quotes Emphasizing different details of the same event Use of pictures or illustrations Reading level, key words (jargon)

Constructing the story: Before you begin

Before you get started, ask: Who is your audience? What is the goal of the story? Will the story be used for a chance meeting? A

request for information? Other…? Is the story timely?

Write for your reader, not for yourself

Always show a benefit Memorable fact/truth Emotional hook Paint a picture Sense of immediacy The ASK

Typical Outline Title with a VERB Define the problem – what is the issue? Program description Impact statement and the ASK Contact information

It’s your turn! Create 2 Success

Stories based on the same information: Elevator statement Paragraph spotlight

4. Know your story And let others know about it! Practice your Success Stories and share

them with others

Final tips: Be prepared Know your audience Be systematic and consistent Know which issues are hot and why Have several different types of Success

Stories ready at all times Periodically update your Success Stories