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Coalition U Storytelling and Creating a great fundraising letter
- 1. Storytelling Tuesday, April 15, 2014 12pm – 2pm Independence Blue Cross 1901 Market Street, 23rd Floor
- 2. #CoalitionU Rev. Dr. Lorina Marshall Blake President Independence Blue Cross Foundation • Vice President of Community Affairs for Independence Blue Cross • UAC Board Member and co-chairs the UAC Marketing Committee • Over 35 years’ experience in Corporate Management, Public Relations and Communications • Serves as an associate minister at the Vine Memorial Baptist Church Hostess
- 3. Tweet your questions #Coalition U Follow @CoalitionU
- 4. #CoalitionU The Power of Storytelling • A compelling story inspires people to get involved and gives them a reason to support your work! • Stories powerfully connect us to our listeners • Stories trigger the ancient human muscle of the imagination
- 5. Tweet your questions #Coalition U Follow @CoalitionU
- 6. Organizational Storytelling: Breaking Through the Clutter Tim Spreitzer, SVP Tierney hellotierney.com tspreitzer@tierneyagency.com Kate O’Neil, Account Dir. Tierney hellotierney.com koneil@tierneyagency.com
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- 8. My Clever Agency http://www.mycleveragency.com/ 8
- 9. So, how do you break through?
- 10. Build an emotional connection You must emotionally connect your audience to your message; give your stakeholders a reason to act
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- 13. 13 “P&G understands the importance of building an emotional brand connection with their customers. They also know their target audience well and what makes them feel.” - Colin Shaw CEO, Beyond Philosophy
- 14. 14 Put your audience first#1 Lead with your message#2 Starts with great storytelling Anecdotes Examples Details Facts Key Message M B Keep it simple#3 Constantly ask “So What?” Met the goal; more to do Improved efficiency How many people are still in need? More people will be served this year
- 15. 15 Give it 3 parts#4 Starts with great storytelling Opening Body ClosingOpening Body Closing Introduce a villain & hero#5 Use visuals when you can#6 Repeat the take-away#7
- 16. Putting it into action.
- 17. • The Salvation Army of Greater Philadelphia used story telling to help raise awareness and drive donations to support their summer programs through the “Christmas in July” campaign. 17 The Salvation Army
- 18. Questions? Tim Spreitzer, SVP Tierney tspreitzer@tierneyagency.com (215) 790-4417 Kate O’Neil, AD Tierney koneil@tierneyagency.com (215) 790-4367 hellotierney.com
- 19. #CoalitionU Putting your Story into an Appeal Letter • “Set the stage” for your story • Strong opening sentence or impactful quote • Make your letter personal • Include organization’s mission and accomplishments
- 20. #CoalitionU Putting your Story into an Appeal Letter • Connect the reader emotionally • Include 3 very clear asks throughout the letter • Make your letter personal • Make it easy to give • Make the donor the hero
- 21. #CoalitionU Putting your Story into an Appeal Letter Tactics that Work! • Use variable data (e.g. “Dear John” vs. “Dear Friend”) • Include photos or images • Indent paragraphs, use bolded lines, italics, underline
- 22. #CoalitionU Putting your Story into an Appeal Letter Tactics that Work! • Read draft letter out loud to others • Use outer envelope to create a sense of urgency • Personalize as much as possible
- 27. Group Sessions Your story should follow these guidelines: – Articulate your organization’s mission – No more than 2 minutes in length OR 1 -2 paragraphs – Be compelling – Have a call to action/Ask
- 28. Follow @CoalitionU Follow @UACoalition ___________________________ Special Thanks to our Co-sponsor Independence Blue Cross Thank You!!
Notas del editor
- News reported in real time, daily deal alerts and social sharing
- Why do we do anything? It’s emotion….. It’s because we feel compelled to act.
- Think about it…. The world’s biggest brands understand this – -- P&G example --
- Think about it…. The world’s biggest brands understand this – -- P&G example --
- 1 – Start with your audience: Who are they? What makes them tick? What’s an emotional connection you can make?2 – Lead with your message