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STORYTELLING FOR IMPACT
TIFFANY@TOOGOODSTRATEGY.COM
FACEBOOK.COM/TOOGOODSTRATEGY
@TOOGOODSTRATEGY
I PLAY TENNIS (NOT VERY WELL)
STORYTELLING IS IN MY BLOOD
STORYTELLING IS IN ALL OFOUR ROOTS
BUT WE KNOW STUFF THAT NOBODY ELSE DOES
HISTORICALLY NONPROFITS HAVE
TAKEN ON THE ROLE OF EXPERTS AND EVANGELISTS OF
THEIR CAUSE
THE SHORT ANSWER IS NO
TODAY EVERYBODY THINKS THEY ARE AN
EXPERT AND EVERYBODY HAS A
PLATFORM
YOUR AUDIENCE IS IN CONTROL OF YOUR MESSAGE
“Ideas today are never fixed: they’re owned and modified by everyone. They move through networks at the will of their members and without that activity, they die.”
Jonah Sachs, “Story Wars”
TO TELL A GOOD STORY, YOU MUST KNOW YOUR AUDIENCE
• Who needs to know your story
• What about your story will move your audience
• Know your end game
YOU MUST UNDERSTAND WHAT YOUR AUDIENCE THINKS THEY KNOW ABOUT
YOUR CAUSE
WHAT I HEARD
• People don’t know about USTA
• People think all tennis players are rich
• Parents aren’t involved in their children’s tennis
• To be successful, we must expose kids to tennis at a young age
USE LOW-COST METHODS TO
REINFORCE WHAT THEY DO KNOW, AND CHANGE SIMPLE
MISCONCEPTIONS
LOW-COST STORYTELLING METHODS - GO VISUAL
Pinterest now has 70 million users; the largest year-over-year increase in audience of any social network in 2012
• Instagram has over 120 million monthly active users and was bought by Facebook for $1 Billion
• Photos receive 2x more likes than text posts on Facebook
• Videos are shared on Facebook 12x more than text posts and links combined
• On YouTube 100 million users are taking social actions (liking, sharing) every week
EMOTIVE CONTENT GETS SHARED.
CONTENT THAT GETS SHARED THE MOST APPEALS TO THESE EMOTIONS:
AMUSINGANGER
CONTROVERSIALCUTE
FEARFULILLUMINATING
INSPIRINGSHOCKING
THE JOURNAL OF PSYCHOLOGICAL SCIENCE 2011
GOD MADE A DOG
KEYS TO CREATING STRONG SOCIAL VIDEOS
• Design it to be sharable
• Have a beginning, middle, and end
• Create conflict
• Don’t lecture
• Use classic storytelling techniques
• Get people hooked in the first 30 seconds
THEN FIND A WAY TO TEACH THEM WHAT THEY DON’T KNOW
WHAT I HEARD
• We don’t have enough time/tools to recruit
• Hard to get courts for league play
• Need donations from non-tennis players
FOR COMPLEX AND HIGHLY COMPELLING
ISSUES ENSURE SUCCESS BY PROVIDING MULTI-
DIMENSIONAL WAYS TO ENGAGE
MAKE YOUR CAUSE THEIR CAUSE
• Find your voice
• Be transparent & authentic
• Be relevant & intentional
• Reach people where they are
WHAT STORY WILL CREATE THE GREATEST PASSION?
‘Supporters generally need a strong cause to rally around and support. While it can be about a global or national issue, it must have some personal and/or local relevance.Most causes have emotional as well as rational drivers —something participants are passionate about, and can “put their heart into.”’
Ogilvy 2013 study on social movements
CARING EQUALS
• Increased funding
• Increased support
• Increased engagement
• Increased resources
• Improved outcomes
ONCE THEY CARE, THERE MUST BE A
SIMPLE WAY FOR THEM TO ENGAGE
IT’S NOT ENOUGH TO CREATE EXCITEMENT WITHOUT ONGOING
ENGAGEMENT
YOUR MARKETING EFFORTS SHOULD BE MULTI-DIMENSIONAL
• Multiple platforms: online + offline
• Multiple voices: yours + your audience
• Multiple activities: support + action + advocacy
• Multiple outcomes: short + long-term
DON'T LEAVE THEM HANGING
SHOW THEIR IMPACT ON YOUR CAUSE
• 93% of consumers want to know what organizations are doing to make the world a better place
• 89% of global consumers take part in activities to address societal issues
• 71% report being confused by the messaging organizations are using to talk about their efforts/impact
Edelman goodpurpose study
WHAT'S YOUR STORY?
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