 Put Persuasive Storytelling to Work for Your Nonprofit Most successful communications products, both print and online, have something in common. They begin with a real story about a person or situation that motivates the reader to read on. And, just like a good novel, the story features interesting characters, a rich context and a compelling plot. Think "Anna Karenina," not Danielle Steel. Storytelling cuts through the mass of information surrounding us. So, instead of being bombarded with facts, names, figures, and other chunks of information that dull your prospect's interest, a story lead makes what you're trying to say seem personal and exciting. For example, instead of promoting a two-year-old program (and promotion is the first step in fundraising) with a promise of being able to provide "provide art and music classes for 8,400 children in 450 Philadelphia elementary schools that currently offer none at all," you can lead with a story like this: (NOTE: This is a fictional scenario.) "In 2001, fifth-grader Arlene Sherman was one of the first elementary school students in her Philadelphia district to participate in the Art for All program. Arlene, who had never before had art or music classes in school, found that she loved to sing, and had a talent for it. After three years in the program, one of her middle school teachers took Arlene to an audition for a city-wide children's choir, and she made the cut. After three years as the lead alto in the choir, Arlene is now the student choirmaster, and has started a choir in her own high school. Thanks to Art for All, Arlene now loves music, and has honed her singing talent. Even better, she's spreading her passion, and her knowledge, with fellow students."When you use a story like this, you must tell the truth. Exceptions are stories that you clearly label as based on imagination by saying something like "Imagine .." Well-told stories (or case studies, which for promoting programs and services serve the same purpose) enable your nonprofit to communicate more effectively. Through compelling stories, you:
When you do, I think you'll see what a difference a story can make, and find lots of applications for stories in your nonprofit's communications. © 2002-2008 Nancy E. Schwartz. All rights reserved. About the Author Nancy E. Schwartz helps nonprofits succeed through effective marketing and communications. As President of Nancy Schwartz & Company (www.nancyschwartz.com), Nancy and her team provide marketing planning and implementation services to organizations as varied as the Robert Wood Johnson Foundation, Center for Asian American Media, and Wake County (NC) Health Services. Subscribe to her free e-newsletter "Getting Attention", (http://www.nancyschwartz.com/getting_attention.html) and read her blog at http://www.gettingattention.org for more insights, ideas and great tips on attracting the attention your organization deserves. NOTE: You're welcome to "reprint" this article online as long as it remains complete and unaltered (including the copyright and "about the author" info at the end), and you send a copy of your reprint. Print this article Back to article archive Contact us today. © 2002-2008, Nancy Schwartz & Company Revised April 12, 2008 |
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