I recently had the pleasure of watching a TEDx video on YouTube from Brene Brown on “Vulnerability” – probably the most important 20 minutes I spent that week. A friend had recommended it, yet I hardly expected the first minute to have much impact. In the beginning Brene shares her own personal revelation that while she is a researcher, she is also a story teller, because in her words,
“a story is just data with a soul”.
BAM! I rewound and listened again, and again. Yes, she’s right – this is the perfect way to think about story-telling. It’s how to tell what you do in a way that has meaning and impact; that engages the head and the heart.
So, what is your story? How you answer this question is a major determinant of how much impact you’ll have. If your response is about the statistics on how many you serve or how much disease or poverty you have eradicated, then you’ve missed an opportunity to really connect me to your cause. If however, you use a story to demonstrate your impact, I’m much more likely to engage.
Story-telling is one of the oldest and most powerful marketing strategies. Every organization needs to have a few thoughtful stories that all stakeholders can share on a moment’s notice. Where to begin?
1. Be strategic – Who is your target audience? When you understand who you are communicating with, you’ll know which stories to choose and develop. Most nonprofits have multiple target audiences: Donors/funders/sponsors, staff, board/volunteers and clients. You may need or want different stories that highlight different results for each target group. Put yourself in their shoes – what do they want to hear about your organization and then begin your research?
2. Finding the story – Where do you find the stories to use? Keeping in mind your target audience groups, begin asking around to your program staff, volunteers and board members. Ask them, “If you could share one story that really demonstrates the impact that we have on our constituents, what would it be”? Then listen. Ask probing and clarifying questions. Capture the facts, but don’t forget to dig deep to find the heart of the story.
3. The right story – Is there a right story? I believe some stories are better, but they’re not necessarily the right story – mainly because a story that is right for one person may be the wrong story for another. Once you have collected a half-dozen or more stories, convene a group of people who are closely involved in your nonprofit. Maybe it’s a few staff, a couple of volunteers and 1-2 board members. Share the stories and talk about their relevancy to each target group. Brainstorm on how to improve the impact of the story by re-wording or re-positioning the main points. Choose the best 3-4.
When you have collected a few really great stories, make sure that everyone associated with your agency has a copy and is coached on how to use them. Distribute written copies to staff, volunteers and the board. Ask them to use these stories when they are out in the community, meeting with funders or recruiting volunteers or board members.
Having consistent stories - data with a soul - will help you grow your brand while better demonstrating the impact that your agency is having. And if you think that social media is the must-have marketing strategy, I’d suggest that you consider finding and using a few of your most powerful stories. Using your stories as a foundation for your marketing activities will help you have more impact, and you can always use them in social media too!
Ann Ranson
President, Bottom Line 3 Marketing
CNM Marketing and Strategy Consultant and Presenter
“a story is just data with a soul”.
BAM! I rewound and listened again, and again. Yes, she’s right – this is the perfect way to think about story-telling. It’s how to tell what you do in a way that has meaning and impact; that engages the head and the heart.
So, what is your story? How you answer this question is a major determinant of how much impact you’ll have. If your response is about the statistics on how many you serve or how much disease or poverty you have eradicated, then you’ve missed an opportunity to really connect me to your cause. If however, you use a story to demonstrate your impact, I’m much more likely to engage.
Story-telling is one of the oldest and most powerful marketing strategies. Every organization needs to have a few thoughtful stories that all stakeholders can share on a moment’s notice. Where to begin?
1. Be strategic – Who is your target audience? When you understand who you are communicating with, you’ll know which stories to choose and develop. Most nonprofits have multiple target audiences: Donors/funders/sponsors, staff, board/volunteers and clients. You may need or want different stories that highlight different results for each target group. Put yourself in their shoes – what do they want to hear about your organization and then begin your research?
2. Finding the story – Where do you find the stories to use? Keeping in mind your target audience groups, begin asking around to your program staff, volunteers and board members. Ask them, “If you could share one story that really demonstrates the impact that we have on our constituents, what would it be”? Then listen. Ask probing and clarifying questions. Capture the facts, but don’t forget to dig deep to find the heart of the story.
3. The right story – Is there a right story? I believe some stories are better, but they’re not necessarily the right story – mainly because a story that is right for one person may be the wrong story for another. Once you have collected a half-dozen or more stories, convene a group of people who are closely involved in your nonprofit. Maybe it’s a few staff, a couple of volunteers and 1-2 board members. Share the stories and talk about their relevancy to each target group. Brainstorm on how to improve the impact of the story by re-wording or re-positioning the main points. Choose the best 3-4.
When you have collected a few really great stories, make sure that everyone associated with your agency has a copy and is coached on how to use them. Distribute written copies to staff, volunteers and the board. Ask them to use these stories when they are out in the community, meeting with funders or recruiting volunteers or board members.
Having consistent stories - data with a soul - will help you grow your brand while better demonstrating the impact that your agency is having. And if you think that social media is the must-have marketing strategy, I’d suggest that you consider finding and using a few of your most powerful stories. Using your stories as a foundation for your marketing activities will help you have more impact, and you can always use them in social media too!
Ann Ranson
President, Bottom Line 3 Marketing
CNM Marketing and Strategy Consultant and Presenter
Great advice -- love the idea of convening a group to choose the best 3 or 4!
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