Storytelling has become a bit of a buzzword in the charity world and has come to mean many things. But there is great strength in stories - how they are created, how they compel, and how they get shared - that can help organizations in their marketing and fundraising. This session will look at some of the underlying science behind story and how they can best be used to drive membership, engagement, and donations.

3. "Why should I give to you, rather than some
other organization, or not at all?"

4. SPECIAL THANKS TO OUR SPONSOR: NEXTAFTER
Every potential donor that comes to your donation
page is asking themselves one single question:
"Why should I give to you, rather than some other
organization, or not at all?"
And after analyzing how 127 nonprofit organizations
responded to this fundamental value proposition
question through email, social media, over the phone,
and on their donation page – we arrived a startling
conclusion.
There is an endemic failure amongst nonprofit
organizations to effectively convey their value
proposition.
In this study, you'll see the full results of our value
proposition research, and learn how to write an
effective value proposition for your organization.
DOWNLOAD AT
https://www.nextafter.com/nonprofit-value-propositio
n-research-study/

5. PRESENTER: BRADY JOSEPHSON
Brady is a charity strategist, marketer,
professor, and writer. He founded Shift
Philanthropy Inc. - on a mission to see
more people giving and more causes -
which operates a charity marketing
agency, Shift Charity, and a nonprofit
digital equipping company, Nonprofit
Supply Co.
Brady is an adjunct professor at North
Park University’s School of Business and
Nonprofit Management, contributes to the
HuffingtonPost, and manages his own
blog recharity.ca.
FOLLOW
Twitter: @bradyjosephson
LinkedIn: /in/bradyjosephson
Blog: recharity.ca

6. HOUSEKEEPING
● Slides and recording will be sent out later
● Write things down. For real. Everything.
○ Get at least 3 tangible, actionable items
● Participate
○ Quizzes and Polls
■ Online at pollev.com/shiftcharity
■ Text SHIFTCHARITY to 37607
○ Share and ask questions
■ Chat on the side
■ On Twitter @nonprofitsupply #NPSCOWEBINAR

7. STORY

8. gofundme.com/2am4q7kk

9. Antonio Perez / Chicago Tribune

10. gofundme.com/2am4q7kk

11. STORY IS POWERFUL.
STORY IS NOT FLUFF.
STORY IS NOT ‘OURS’

12. TODAY

13. AGENDA
● What’s the problem storytelling helps solve?
● Why do we love stories?
● What are some story frameworks to help marketing and
fundraising?
● What are some story formats to follow in communications and
fundraising?
● What are some resources to learn more about good storytelling?
● Q & A

14. DO YOU KNOW WHAT THIS
ACRONYM MEANS?

18. WHAT THE HECK AM I TALKING ABOUT...

19. THE CURSE OF KNOWLEDGE.

20. Good call outs with colour but which of the three do you want me to do? Which of the three do I want to
do? Focus on ONE at a time perhaps. Drop down selection is not ideal (but not terrible).
This is pretty good. Strong photo. Okay
headline (what is sustainable change?
What’s unique to Wellspring about that?
Reinforcing subheadline with extra offer is
nice.
This is not as good. What does ‘partnering’
mean? If you’re asking me to give or
donate, ask me to give or donate.

21. A POMELO

22. 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.

23. Option B
It’s like a big grapefruit.

25. Your brain is like a 20 year old:
It wants pleasure and but doesn’t want to
work for it.

26. So how can you combat the Curse of
Knowledge and overcome your TMI (too
much information) tendency?

27. STORY

28. STORIES ARE TROJAN HORSES.
(OR BUNNY RABBITS).

30. STORIES SPREAD. STORIES STICK.
What Spreads
• Social Currency
• Triggers
• Emotion
• Public
• Practical Value
• Stories
What Sticks
• Simple
• Unexpectedness
• Credibility
• Concreteness
• Emotion
• Stories

31. STORIES SPREAD. STORIES STICK.
What Spreads
• Social Currency
• Triggers
• Emotion
• Public
• Practical Value
• Stories
What Sticks
• Simple
• Unexpectedness
• Credibility
• Concreteness
• Emotion
• Stories

32. WE ARE HARDWIRED FOR STORY.

33. Graphic from One Spot.

34. DRIVEN BY EMOTION
What Spreads
• Social Currency
• Triggers
• Emotion
• Public
• Practical Value
• Stories
What Sticks
• Simple
• Unexpectedness
• Credibility
• Concreteness
• Emotion
• Stories

35. Dr. Paul Zak

38. gofundme.com/2am4q7kk

42. Science Magazine

43. From ‘Future of StoryTelling: Paul Zak’

44. 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...

45. THERE IS REAL ROI TO GOOD STORYTELLING

46. shiftcharity.com/case-studies

49. YOU ARE NOT
THE HERO OF THE STORY.

54. YOU.

55. 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

56. Nemo
Disney

57. Charity water
charity: water

58. Chipotle
Chipotle

59. GUSTAV’S FREYTAG DRAMATIC ARC
From ‘Future of StoryTelling: Paul Zak’

60. Push stories as close to impact - for them,
not you - as possible.

61. NARRATIVE FRAMEWORK
Hatch for Good

62. There must be a problem to solve and
someone to root for.

63. CONVERSION FRAMEWORK
Copyright MECLABS, Courtesy of NextAfter

65. Story Formats
1. Genesis
2. Future
3. Beneficiary
4. Staff
5. Donor/Supporter

66. Story Formats
1. Genesis
2. Future
3. Beneficiary
4. Staff
5. Donor/Supporter

68. Story Formats
1. Genesis
2. Future
3. Beneficiary
4. Staff
5. Donor/Supporter

70. Option A
Your $70 donation today will support water and health
related projects around the world to help those who need
it most.

71. Option B
Your $70 donation today will provide clean water for 2
people for life living in the remote village of Sasiga in
Ethiopia.

73. Science of Giving: Experimental Approaches to the Study of Charity

74. Science of Giving: Experimental Approaches to the Study of Charity

75. Why People Don’t Give
1. Identifiable victim
2. Sense of fairness
3. Parochialism
4. Money
5. Diffusion of responsibility
6. Futility

76. Story Formats
1. Genesis
2. Future
3. Beneficiary
4. Staff
5. Donor/Supporter

78. 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.

79. 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.

81. Science of Giving: Experimental Approaches to the Study of Charity

82. Why People Don’t Give
1. Identifiable victim
2. Sense of fairness
3. Parochialism
4. Money
5. Diffusion of responsibility
6. Futility

84. Story Formats
1. Genesis
2. Future
3. Beneficiary
4. Staff
5. Donor/Supporter

85. Story Formats
1. Genesis
2. Future
3. Beneficiary
4. Staff
5. Donor/Supporter

88. Science of Giving: Experimental Approaches to the Study of Charity

90. Antonio Perez / Chicago Tribune

91. 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.

93. SPECIAL THANKS TO OUR SPONSOR: NEXTAFTER
Every potential donor that comes to your donation
page is asking themselves one single question:
"Why should I give to you, rather than some other
organization, or not at all?"
And after analyzing how 127 nonprofit organizations
responded to this fundamental value proposition
question through email, social media, over the phone,
and on their donation page – we arrived a startling
conclusion.
There is an endemic failure amongst nonprofit
organizations to effectively convey their value
proposition.
In this study, you'll see the full results of our value
proposition research, and learn how to write an
effective value proposition for your organization.
DOWNLOAD AT
https://www.nextafter.com/nonprofit-value-propositio
n-research-study/