Mdnp get_storied

How to Turn Supporters Into True Believers
Maryland Nonproﬁts - March 5 2012

© 2012 www.getstoried.com 1

@getstoried


BEST WORST

POP QUIZ
Exploring Perceptions
Study in 2009 by BBMG of 2,000 consumers asked
what brands they perceive as most environmentally
and socially responsible in America.


Which Story Do You Believe In?


PRIUS VOLVO

BENZ CIVIC


ETHOS ALUMNI

FAITH DREAMS


People don’t buy a
product, brand, or cause.

They buy the story that’s
attached to it.

Big Dilemmas
How do you get
others to see, care
and believe in the
same things you do?

How do you translate
anything new and
different into cultural
acceptance?


Renaissance in Storytelling


Storytelling...In Context
Origin Story
Brand Story
Fundraising Story
Personal Story
Values Story
Participant Story
Impact Story


Help You Become Conscious
of Your Storytelling

1. Pattern recognition
2. Address self-sabotage behavior
3. Change story for new context
4. Question your assumptions
5. Expand the “Golden Principle”

<
HOW to tell the story

>
Having a story that’s
WORTH telling

Storytelling begins
with WHY.


WDYDWYD?


How NPOs Tell the Story
Guilt Pride
Shame Celebration
Righteous Excitement
Justice Intrigue
Crisis Joy
Pity Hope

Social Change is woven
from 3 elements:

SELF US NOW

SELF: Story of why I have been called
US: Story of why we have been called
NOW: Story of urgent challenge called to act on
Source: Marshall Ganz, Harvard Kennedy School


MY STORY


MY STORY

Perpetual
misﬁt,
nerd, and
outsider...


Born in Ohio, I Grew Up In:

Bussiny Brentwood/L.A.
Switzerland California


Inventor Artist/Teacher


I studied cultural anthropology and
comparative religion


Social Entrepreneur

Volunteer Solutions CitySkills


Storytelling...


Three Chapters So Far
Social Entrepreneur (BOSTON ‘98-’01)
Co-founded 2 nonprofit tech start-ups (CitySkills and
Volunteer Solutions) before age of 23. Support from
Rockefeller Fdn, New Profit Inc, Fast Company.

Storytelling Consultant (DC/NYC ‘01-’09)
Founded THIRSTY-FISH, pioneering strategic
storytelling firm. Clients included AARP, Ernst & Young,
Marriott, Merck, NASA, and UN Foundation.

Education & Media Co. (NYC ‘09-’12)
Founded Get Storied. Built Online Community.
Produce How-To Programs and Virtual Events.
Teach for Zappos, Audubon, Etsy, HandsOn.


Get Storied: a tribe for marketers,
change-makers, content creators
15 Axioms for Change-Makers
(11K downloads in 2 years)

Storytelling’s Biggest Online
Conference - April 16-20, 2012

Story University : 7-Step Story
System for Personal Branding


“Tell a story people can identify
with as their own -- and the need
to persuade, convince, or sell
them on anything disappears.”

STORY OF SELF


You are all messengers of your cause


from 3 elements:

SELF US NOW

SELF: Story of why I have
been called


Back Story Exercise
- What forces shaped you
- Where you were born/raised
- Who your parents are
- What you studied in life
- Why you see the world as you do
- How is your work personal?


“I had to know
and understand
my own story
before I could
listen to and help
other people with
theirs.”
- Barack Obama


Invisible Lines of Connection

That Leads to Trust & Relationship

Key Elements of Your Personal Story
Authentic Personal Branding for Leaders,
Change-Makers, and Advocates
1. Tell story of who u are, what u do, who u serve
2. Establish relevance in the mind of audience
3. Provide a coherent back story and origins
4. Be conﬁdent w/o bragging or boasting
5. Be personal w/o oversharing too much
6. Offer a clear invitation into relationship
7. Perceived worth/value linked to personal story


“No matter what you do in your life,
what you create, what career you
have, whether you have a family or
kids, or make a lot of money… your
greatest creation is always going to
be your life’s story.”

- Jonathan Harris


5-Step Story Framework
Motivations
Audience
Stakes
Trust
Relationship

How to Structure Message For True Engagement
Maryland Nonproﬁts - March 5, 2012


My Gift For Each of You


Gift Copy of my Storytelling Manifesto,
Plus Slides and Extra Bonuses...

For quick access:
www.getstoried.com/mdnp

1. Enter your ﬁrst name
2. And your email address


STORY OF US


from 3 elements:

SELF US NOW

US: Story of why we have
been called


“Great stories agree with our
worldview. The best stories don’t
teach people anything new. Instead
the best stories agree with what the
audience already believes and makes
[them] feel smart and secure when
reminded how right they were in the
ﬁrst place.”
- Seth Godin


“The power of your story
grows exponentially as more and
more people accept your story
as their truth.”

Is Your Story Big Enough?


The multi-million dollar renovation of Laniākea into
a Downtown Women’s Club “with a mission”
broadened the appeal and benefits of membership

Hawai’i Women’s Org
‣$5MM biz transformation of community nonproﬁt
‣Re-invented story, linking past/future into relevance


The Evolution of YWCA of O’ahu:
Creating a Contrast Frame

Old Story New Story
Philanthropy Membership
Help Less Fortunate Working Women
Social Justice Community Leadership
Swim and Gym Downtown W Club


The Evolution of AARP:
Creating a Contrast Frame

Old Story New Story
Twilight Years Third-Age
Elders/Retired 60 is the new 60
Tireless Defender Resource Center
Transactional Relational


Help people locate
themselves in your story

Everybody Dreams...


Exercise: Everybody Wants...


Everybody Has The Right To...
Really? Says who?
By what natural law?
My beliefs say otherwise...
Not where I come from!
I don’t think so...
Who are you to say I’m wrong?


Exercise: Everybody Wants...
Everybody wants to tell their story...
Everybody wants a place to call home...
Everybody wants to provide for their family...
Everybody wants to be a somebody...
Everybody wants food that makes them feel good...
Everybody wants a chance at American Dream...
Everybody wants to belong to something greater...
Every parent wants their child to succeed...


The bigger the story,
the more room under
the tent for people to
locate themselves in it.


You’re Invited to Join Me For
5 Days. 20 Speakers. All ONLINE.
‣ Jonah Sachs, Free Range
‣ Jim Signorelli, Story Branding
‣ Kahlil Ashanti, Cirque de Soleil
‣ Patricia Fripp, NSA
‣ John Capecci, Living Proof
‣ Robert Richman, Zappos

STORY OF NOW


Storytelling In Context
Origin Story
Brand Story
Fundraising Story
Personal Story
Values Story
Participant Story
Impact Story


from 3 elements:

SELF US NOW

NOW: Story of the urgent challenge
we are called to act on


MASTR
The Art of
Storytelling


Motivations
Audience
Stakes
Trust
Relationship


Motivations

What inspired you to act?
Why should I trust you?
How is this relevant to me?


Audience

Who is audience (common)?
What do u know about them?
Why do you care so much?


Stakes

Why right now? (Context)
What forces at play?
What is cost of inaction?
What is the opportunity?


Trust

How does it work?
What creates conﬁdence?
What other proof points?


Relationship

What role can play in story?
How can write next chapter?
What’s invite/call to action?


Motivations
Audience
Stakes
Trust
Relationship


Opportunities to Go Deeper

Storytelling’s Largest Online
Conference (April 16-20)

7-Step Storytelling System for
Personal Branding

2-Day Intensive in NYC
(Week of July 9)


My Gift For Each of You


Gift Copy of my Storytelling Manifesto,
Plus Slides and Extra Bonuses...

For quick access:
www.getstoried.com/mdnp

1. Enter your ﬁrst name
2. And your email address


How You See Yourself =
How You See the World =
How the World Sees You

“Storytelling is fortune-telling.
The story you tell and believe is a
self-fulﬁlling prophesy.”


“Those who do not have power over
the story that dominates their lives --
the power to retell it, rethink it,
deconstruct it, joke about it, and
change it as times change -- truly are
powerless, because they cannot
think new thoughts.”
- Salman Rushdie


Mdnp get_storied

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