This document provides guidance on how to gather compelling stories through interviews. It discusses preparing for interviews by researching the subject, determining what questions to ask during the interview, how to record the interview, choosing an appropriate location, and tips for conducting the interview. The goal is to gather real stories from people that connect to the National Wildlife Federation's mission and will inspire others to take action.

1. How to Gather
Compelling
Stories
Prepared by Carla Brown,
July 2012

2. What do you want to learn about
Story Gathering?

3. Storytelling Process Development
Identify
Stories
Gather
Stories
Share
Stories
Internally
Development
Membership
Online
Action Team
Communications
Regional
Corp Relations
Analytics
Use / Test Stories
Other Groups

4. Prepare - Research
Research the person:
• Google
• Facebook
• Their friends
• Raiser’s Edge record
The more you know,
the more likely you
will make an
emotional
connection.

5. Research
• What is their #1 passion?
• What innovative things have they done?
• What is likely to be their legacy?
• Why are they interesting?
• Do they have children?
• Is their past or current
home significant?
• What connected them to
NWF?
• Is there a place that is
significant to their story?

6. Pre-Interview
Are they worth interviewing
in person?
• Are you intrigued by them?
• Do they paint a picture
with their words?
• Are they keen to help?
• When you go home, would
you tell your family about
this person?

7. Pre-Interview Questions
• What gives you the most energy right now?
• How did you first become interested in conservation – and it
can start in your childhood?
• How do you revitalize yourself?
• If you could have the people watching this story take one
National Wildlife Federation related action, what would it be?
• What has been the top moments with NWF?
• What do you think NWF brings to the table that no other
organization does?

8. Record or not?
Recording allows you to:
• Keep eye contact
• Focus on your next
question & emotional cues
• Catch items later when you
listen to the recording
• More easily share the story
across departments
• A good online experience

9. How to Record an Interview
• Audio only - laptop with Audacity
(free software) and microphone
(~$20)
• Flip cam
• Video camera with microphone
• Tripod!!!!
Practice so it’s not a source of stress
at the interview.

10. What to Bring to
the Interview
Checklist in Storytelling Portal
A)Recording Equipment
B)Comfort / Thanking Items
C)Paperwork

11. Choosing Location – Where to Meet?
• Emotionally significant location
• Outdoors if at all possible
• Quiet, low or no wind

12. Where to Sit
• Background tells story
• Color contrast with
face & hair color
• Rich color better than
white or gray
• Should not be more
light behind subject –
glow effect

13. Framing
• Subject looks
just to the
side of the
camera or at
camera

14. Rule of Thirds
• Put important
items where
the lines meet
• The most
important item
with stories are
usually EYES

15. If you have a camera-person
• Mostly close up, but initial shot might be further
out, so you can put their name & title below
• Can vary how tight between questions

16. Start at the beginning
Ask about when they
were young.
This makes things:
• Emotional
• Factual but not dull
• Intimate but not weird
• Gives details you need to
understand motivations

17. Listen
• Never interrupt. When they
finish speaking, count to five
and see if they continue.
Move slowly. Never let your
voice overlap their voice.
• Ask open questions

18. Keep Alert for Emotional Cues
• As the person is
talking, note
whenever they get
emotional, or you
feel emotional.
• Ask lots of
questions about
that. Repeat.Look for goose
bumps and
shivers.

19. Why focus on emotion in storytelling?
Studies prove that emotional stories are far
more likely to inspire action.
Emotions = Elephant
Rational Thought = Rider
We can try to control our
emotions, but they are
key to what happens.

20. Architecture of a Good Story
Person was going
along doing
something.
Interesting
&
significant
event
happens
Due to that event, they
are now going to live in a
different way.

21. The “Arc” of a Good Story

22. What is a good story according to
NWF’s Storytelling Initiative?
 Real person does something notable
(perhaps courageous)
 Clear connection with NWF
 At the end, the audience is inspired to
take an action
REMEMBER:

23. You Find a Story!
• Once you identify your story,
encourage them to describe
the scene in detail.
• Keep asking “And then what?”
• Avoid “How did that make you
feel?” - they are in “What”
mode, not “How” mode.

24. Back Pocket Questions
• “Tell me more about that.”
• “Why do you think that was
so important to you?”
• If they speak in generalities:
“Can you describe a specific
example where you
observed what you mean?”

25. “After Moments”
• Don’t rush the end
of an interview.
Keep camera on.
Just sit and chat.
• If possible, have
two interviews.
Often someone will tell you the best story after you
are “finished” and things are more relaxed.

26. If Someone Gets Really Emotional
• If it happens, do not push.
• If someone reveals a very
personal story, check back in
a few days to make sure it is
okay to share.

27. Before you finish asking questions:
 Did the person clearly connect
their story with NWF?
 Is it clear what action a person
would take?
Ask, “If everyone who
sees this story would take
an action, what would you
want them to do?”

28. After the Questions –
“Filler” Shots
• Footage of what they were
talking about if nearby
• Close up of hands when
talking
• Hands turning pages in a book
or pointing at photos
• Walking
• Opening a door, entering
• Talking on phone or with
friend
• Let them walk out of the shot

29. Take Photos of Your Subject
• Near the place, people or wildlife they care about
• In a natural setting
• Mostly head shots, but some upper body or full body
• Use framing techniques described earlier
• Some smiling, some serious, some looking away from camera
• With you!

30. Thanking People
• NWF bottle filled with ice
water (especially if
interviewing in a warm
place)
• Fair trade chocolate bar
• NWF calendar
• People Towels
• NWF children’s magazines
if they have children
• Hand-written thank you
note mailed after the
interview

31. Interviewing Children
• Best when they are doing something else – drawing,
walking, having a snack, looking at photos
• “Go along” technique – walk with them as they
describe a place

32. Set Expectations
“I am very interested in
your story.”
“It will be used in a blog.”
“We hope to feature your
story in other places.”
“I’ll let you know if we use
your story.”

33. Say It with Less
• When you are done putting
together your story, see if
you can cut it in half.
• Get an objective editor.

34. What do
you need
to get
started
today?