201 Storytelling: How & Why to Blend A People & Money Story to Raise Tons of Money

Transcription

1 201 Storytelling: How & Why to Blend A People & Money Story to Raise Tons of Money 2014 Ignited Fundraising 1

2 Housekeeping Your Participation Open and hide your control panel Join audio: Choose Mic & Speakers to use VoIP Choose Telephone and dial using the information provided Submit questions and comments via the Questions panel Not Your Average Storytelling Webinar Slides & Bonus materials: Ignited Fundraising 2

3 Lori L. Jacobwith LJacobwith LJacobwith Author of the Step-by Step Storytelling System. Recognized as one of top 30 Most Effective Fundraising Consultant in U.S. by The Giving Show & Wall Street Network Has helped organizations raise $250 million from individual donors. Has changed the fundraising culture of thousands of organizations & boards. Today We Will: 1. Learn some of the science behind effective storytelling 2. Cover the basics of crafting an engaging people story. 3. Identify YOUR organization s money story. 4. Using a template, draft a people story and blend in your money story. 5. Review two case studies of effectively combining BOTH people & money stories Ignited Fundraising 3

4 To cut through the clutter of day to day noise Convey Your Impact With Real People Examples 2014 Ignited Fundraising 4

5 For Me It Started With Madison s Story 1 Staff Before $80,000 Budget 12 Volunteers Screening 250 children s eyes/year 2014 Ignited Fundraising 5

6 The Story Changed Everything 2 ½ Years Later 1 Staff $80,000 Budget 12 Volunteers Screening 250 children s eyes/year 5 Staff $1.2 million Budget 890 Volunteers Screening 25,000 children s eyes/year 2014 Ignited Fundraising 6

7 Science Behind Effective Storytelling Why Are Stories So Important*? We THINK in story Every decision we make is based on the story we tell ourselves. If we don t feel something we can t make a decision *From Lisa Cron: Wired for Story 2014 Ignited Fundraising 7

8 You Share Your Stories To Create unforgettable emotional connections and feel empathy Stories or Data: Which Makes A Stronger Case Millions of children are without food in Malawi Make a contribution to help fight hunger in Africa 2014 Ignited Fundraising 8

9 Stories or Data: Which Makes A Stronger Case? Rokia is 7 years old She usually eats one meal a day and is desperately poor Your gift will change her life forever Stories or Data: Which Makes A Stronger Case A Story beats Data 2014 Ignited Fundraising 9

10 Dopamine Importance of Dopamine Your brain s pleasure circuits are activated by acts of charity. Source: David J. Linden, Ph.D., professor of neuroscience at Johns Hopkins University School of Medicine Basics of an Engaging People Story 2014 Ignited Fundraising 10

11 50% of Telling A Great Story is finding a great story to tell Mission Moments Lori s Definition: Any short, inspirational, example of how your organization is making an impact. Must be an example of a real person. Could be a patient, staff person, provider, a community volunteer, a board member or? 2014 Ignited Fundraising 11

12 Lori s Storytelling Checklist Tell a story about an actual person using name/age/descriptors so your listener can visualize. Boring2Brilliant.com Use words that emotionally connect the listener to your work and the person you re speaking about. No jargon. Share specific examples of YOUR work and how it makes a difference in the life of a real person The story must be short 2 minutes or less. Simple Framework What was life like before What happened? What is life like now? 2014 Ignited Fundraising 12

13 Bonus Material Boring Story vs. Brilliant Story 2014 Ignited Fundraising 13

14 Where Are YOU Gathering Good Stories? YOUR $$ Money Story 2014 Ignited Fundraising 14

15 Advanced Storytelling The MOST powerful stories share both your impact and the cost of your programs. Image source: Leadershipwithsass.com Stories We Keep From Our Donors Programs costs. The difference between the certain support & what you must raise to maintain quality programs Ignited Fundraising 15

16 Your Money Story Your Funding Gap What you project in expenses for the year - MINUS what you have already received or had confirmed from individual contributions, corporations, foundations, government funding, United Way funding, or? Money Story/Funding Gap As the year passes, you also subtract any contributed funds you have received to close the gap...so your funding gap or money story should change and shrink weekly Ignited Fundraising 16

17 How to Figure Out Your Money Story How to Figure Out Your Money Story 2014 Ignited Fundraising 17

18 201 Storytelling Message Pyramid Why you exist: The need for your organization Your Money Story Program messages One person example Share The Reality Tickets cover less than ½ of production costs. Thank YOU, our donor partners, who help close the gap so we can deliver more fabulous performances! 2014 Ignited Fundraising 18

19 Are You Thinking: I Can t Do This! Just being honest. We are scared to death to tell people we have a funding gap of $225,000. We have NEVER talked about it before, we are worried that when we start telling people we have an $800k funding gap that they will think of us as a lost cause. How do we tell people we have a funding gap without scaring them away? 2014 Ignited Fundraising 19

20 Draft a People Story & Blend In Your Money Story charity: water 2014 Ignited Fundraising 20

21 charity: water 201 Storytelling Checklist Carefully build your brilliant story Include costs, per day/week/month Don t ask for money. Infer there is more to do with more resources. Share your money story or funding gap. Keep your money story short & factual. Endings aren t necessary for your story Practice is! 2014 Ignited Fundraising 21

22 Bonus Materials Bonus Materials 2014 Ignited Fundraising 22

23 Case Study A Embracing Their Money Story 2014 Ignited Fundraising 23

24 Combined Their $ Story With Amazing Stories About People Raised more money Attracted more media attention Gained more community and corporate support, and Converted board members into powerful & engaged ambassadors June st $1000 Gift! Image source: CCRI 2014 Ignited Fundraising 24

25 We are CERTAIN We CAN Ask For Money Jody Community Support Ignited Fundraising 25

26 Bride Donates Wedding Day to CCRI The Board is ON BOARD 2014 Ignited Fundraising 26

27 February 2014: Largest Individual Contribution To Date $10,000 Image source: CCRI Case Study B 2014 Ignited Fundraising 27

28 Blending The People & Money Story Blending The People & Money Story From $0 to $5 million in 2 years & 2 months Starting With NO DONORS Attracted tons of media attention Generated community & corporate support, and Converted staff members into powerful donors & fundraisers 2014 Ignited Fundraising 28

29 Social Work Not Fundraising Dorcas Grigg Saito, CEO Lowell Community Health Center Gathering of 80 Business Leaders 2014 Ignited Fundraising 29

30 More than 35 Newspaper Articles ++ Source: Lowell Community Health Center enews Dec Ignited Fundraising 30

31 Tell the Blended Story Everywhere More Than $250k Given or Raised by Staff 2014 Ignited Fundraising 31

32 For This to Work It Takes Practice! Support of all Kinds Moves Toward Boldness & Clarity of Communication 2014 Ignited Fundraising 32

33 201 Storytelling: How & Why to Blend A People & Money Story to Raise Tons of Money Type In: One thing you learned. One thing you do differently. Staying Connected Enews-Community Monthly e-news, event notices, and monthly fundraising & communication coaching Weekly BLOG: Fire Starters: Boldness, clarity and wisdom for fundraising professionals 2014 Ignited Fundraising 33

34 Questions? Upcoming Charity How To Webinars: Oct 28 & Nov 4 How To Engage Your Board In Fundraising Storytelling: How & Why to Blend A People & Money Story to Raise Tons of Money Please Take Short Survey Thank You! 2014 Ignited Fundraising 34