Maria Greaves, co-founder and Nina Otero, co-founder, So What? Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. Effective Storytelling
20 June 2019

2. A bit about us…
Our members told us the session had boosted their confidence and
writing skills, and given them some great tools and strategies to
apply to their everyday copy.' Charity Comms

3. Why So What?

4. What is storytelling?

5. 1. WHY STORYTELLING WORKS
2. EIGHT STEPS TO GREAT
STORYTELLING

6. 1. WHY STORYTELLING WORKS

7. 1. It’s stood the test of time

8. 2. It’s natural

9. 3. It engages hearts
& synchronises minds

10. 4. It makes concepts shareable

11. 2. EIGHT STEPS TO GREAT STORYTELLING

12. 1. Create a robust architecture

13. 2. Hook your reader from the off

14. The Girl on the Train
You don’t know her. But she knows you.
Behind Closed Doors
The perfect marriage, or the perfect lie?.
The Family Next Door
How much do we really know about our
neighbours?.

15. 3. Make simplicity an obsession

16. EXERCISE ONE: MAKE SIMPLICITY AN OBSESSION
1. Think of one of your charity’s most recent campaigns
2. Sum it up in the most compelling way possible, in 15 words
3. Bring alive what makes it unique
• Remember to use devices that draw your reader in
4. Volunteers share examples
10 MINS

17. 4. Use key storytelling ingredients

18. VILLAIN
HERO
INVOLVEMENT
TRANSFORMATION

19. 5. Have a clear hero & villain

20. Villain:
Tax deadline
Hero:
Quickbooks
Villain:
Flabby & listless
Hero:
Joe Wicks simple to follow
meal & fitnesl plan
Villain:
Loneliness in old
age
Hero:
Oxo’s Share Sunday Lunch
campaign

21. EXERCISE TWO: HEROES & VILLAINS IN YOUR WORLD
1.Create a table with two columns
2.In one column identify three ‘villains’ in your world
3.In the other, identify three hero ‘solutions’ you offer
4.Volunteers share examples
10 MINS

22. 6. Show, don’t tell

23. Our Maths Gallery helps bring a niche
science subject to life
95% of our Maths Gallery visitors develop a new
understanding of what Maths is used for
‘’Maths goes into loads of things;
history & science, inventions.
You don’t really think about it.’
Visitor aged 11

24. 7. Paint a picture

25. 8. Be specific

26. Our 65+ club provides older people with
somewhere to go to meet new
Friends on Friday afternoons
I live for Friday afternoons. I go to the 65+ club
every week. I used to be stuck at home, but now I
have new friends, Margaret & Betty.
We play bridge, have a cup of tea and
a good old gossip.’ Jane, 73

27. Do your final checks

28. FINAL STORYTELLING CHECKLIST
1. Have I used my storytelling principles in a
clear structure?
3. Have I kept it simple with a clear Hero
and Villain?
2. Have I drawn my reader in with an
engaging headline?

29. 4. Have I involved the reader by painting a
compelling picture, using vivid language?
5. Have I revealed my opportunity, not just
talked about it?
Have I brought its transformative impact to
life with specific, relatable examples?
6. Have I made my audience
feel something / want to share the
experience?

31. Getting ahead in your
comms career
20 June 2019
London
#CommsCareer

32. Visit the CharityComms website to view
slides from past events, see what events
we have coming up and to check out
what else we do:
www.charitycomms.org.uk