https://bloomerang.co/resources/webinars/ Join Lori L. Jacobwith, master storyteller and fundraising culture change expert, to learn why talking about money is one of the best ways to raise even more.

1. Advanced Storytelling:
Why Talking About
Money Helps
You Raise More
10/13/16
1pm Eastern
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Before we get started »

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https://bloomerang.co/demo/video

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Our guest presenter »
Lori L. Jacobwith
@LJacobwith
• nationally-recognized master storyteller and
fundraising culture change expert
• 30+ years experience
• helped nonprofit organizations raise $300M
• 30+ years experience
• author of Nine Steps to a Successful
Fundraising Campaign
• co-author of The Essential Fundraising
Handbook for Small Nonprofits

5. Presenter: Lori L. Jacobwith, Founder, Ignited Fundraising
Advanced Storytelling
Why Talking About Money
Helps You Raise More

6. Thank You!

7. @LJacobwith
#IgnitedFRStories
Tweeting?

8. Who is Here Today?
Your City
& Your Title

9.
Lori L. Jacobwith
• 30 years in the social sector
• Since 2001 has helped NPOs raise
$300 million from individual donors
And counting
• June 2016: Named one of America’s
Top 25 Fundraising Experts
• Master Storyteller, Fundraising Culture
Change Expert, Author, Speaker,
Trainer
LJacobwith
@LJacobwith
www.ignitedfundraising.com

10. What I Do

11. The Power of A Story

12. The Power of A Story
• 1 Staff
• 12 Volunteers
• $80,000 Budget
• Screening 250 children
each year
What I inherited:
• 5 Staff
• 890 Volunteers
• $1.2 million Budget
• Screening 25,000
children each year
2 ½ years later:

13. What I Have For You
• Fundraising vs Development
• Secret to Nonprofit Success
• Why Tell Stories?
• 6 Steps to Craft Engaging Stories
• Advanced Storytelling
• Sharing YOUR Stories
• Final Thoughts & Wrap Up

14. Before We Dive In

15. What Are YOU
Looking For
Today?

16. Fundraising &
Development

17. Fundraising
The raising of assets and
resources from various
sources for the support of an
organization or a
specific project.
~ Source: AFP Fundraising Dictionary,
(Association of Fundraising Professionals)

18. The total process by which an
organization increases
public understanding of
its mission…
~ Source: AFP Fundraising Dictionary, (Association of Fundraising Professionals)
Development

19. Development: Everyone’s Job

20. How To Stand Out?

21. Talk About the Impact I Make Possible
Image Source: Volunteers of America

22. Secret to Nonprofit
Success

23. The BIG
Secret

24. Secret to Success for ANY Organization:
Communication
Communication
Communication

25. Communication
More than 50% of your donors
stop giving for reasons
connected to a
“failure to communicate.”
~ Penelope Burk & Cygnus Applied Research

26. Where To Focus Your Time
On Communication That Causes
You To:
• Really know key supporters
• Share clear messages
• Hold yourself & others
accountable
• Continually invite participation

27. Why Tell Stories?

28. We “THINK” in story.
Every decision we make is
based on a story we tell
ourselves.
If we don’t feel something
we can’t make a decision

29. “Pleasure is the central
motivator in our lives.
Our brain’s pleasure circuits
are activated by acts of
charity.”*
*Source: David J. Linden, Ph.D., professor of neuroscience at Johns Hopkins University School of Medicine

30. What Storytelling is Not
It’s not about how well YOU
“tell” the story.
It’s about how much passion
you convey and the picture
you paint with your words.
Image Source: Kentucky Arts Council

31. Stories of Your Impact
Create unforgettable
emotional connections
and Empathy

32. Remember
Sympathy creates distance
Image Source: Crusty Dolphin, Flickr

33. Remember
Empathy creates connections
Image source: Dubuque Art Museum Facebook page

34. 50% of telling a great
story
…is finding a great
story to tell

35. Look for Mission Moments
Mission Moment Definition:
“Any short, inspirational, example
of how your organization is making
an impact.”
Must be about a real person.
Could be a donor, client, staff,
volunteer, board member or you.

36. Tell Me A Story
NO

37. Story or Report?
AFTER A BITTER DIVORCE, Margaret moved back to Arkansas from
Texas. She came with her two children, aged 7 and 9, to be close to her
family. Her circumstances left her in a financial bind, and her children
needed physicals to get into school.
Margaret turned to our clinic for her family’s medical needs. During the
physicals, her son did not pass the vision screening. Margaret was relieved
to learn she could bring him back in two weeks to see an optometrist and
get a prescription for glasses paid for by the Star City LIONS club.
Margaret is lucky -- she has a supportive family and has found work. She is
also appreciative that her kids could be seen at our clinic. It makes getting
started just a little easier.

38. Story Telling
NOT
Fact Telling

39. Finding Powerful Stories
• Open-ended questions.
• Ask questions that gets “at” a story
but doesn’t feel like you are putting
the person on the spot.
• The responsibility to “find” the story is
yours. Ask more questions to glean the
“nuggets” to build the story.

40. Module 4: Help Others Identify
THEIR Mission Moments
Ask Questions:
Staff: Who can’t you get off your mind?
Clients: What was life like before us?
Donors: Why do you give your $ or time
to us?
Vendors/Sponsors: Who have you met
here that inspires you?

41. Your Mission Moment?
Image Source: Bethany House website

42. Six Steps to Craft
Engaging Stories

43. Mission Moment to A Story

44. Six Step Process
Step 1:
Identify one person.
Image Source: Milwaukee-Wisconsin Journal Sentinel Online

45. Six Step Process
Step 2:
Learn & jot down as
much about them as
possible.
Step 3:
Write down all of the
exact results.

46. Six Step Process
Step 4:
Make a list of
transformations due to
your involvement and/or
their own efforts

47. Six Step Process
Step 5:
Circle the words that stand
out and are emotionally
connecting.

48. Pay Attention to Placement
of Emotionally Connecting Words
Explosive energy
Cautiously hopeful
Gnarled hands
Uncomfortably shy
Smiled from ear to ear
Unrestrained joy
Yours?

49. Six Step Process
Step 6:
Fit the story into the
framework.
Share your story.
Using various formats.
Often.

50. Simple Story Framework
Let me tell you about…
[Insert name] had a life of…
Here’s why and how [name]
found their way to us…
eBook: Boring2Brillint.com

51. Simple Story Framework
Here’s how [name] felt...
What [name] accomplished
due to our [program name]…
And because of [examples of
your work] [name] is now…
eBook: Boring2Brillint.com

52. Module 5: Before And After

53. Advanced Storytelling

54. My “Secret Sauce”

55. Knowledge Alone Doesn’t
Cause People to Take Action

56. Talk About Money to Raise More

57. Secrets We Keep From Donors
Programs costs.
The difference between
your “certain” and
already received
support & what you
must raise to maintain
quality programs.

58. Message Pyramid
What’s Missing?
The Need for Your Organization
Your Money Story
Program Info:
Waiting Lists
One Person
Example
Understanding
comes from the
top down
Conversations
come from the
bottom up

59. Money Story = Funding Gap
Source: Upstream Arts July 2013 eNews
What it TRULY takes to do
your work this year - MINUS
what you’ve already received
from fees, contributions,
grants, government funding,
ticket sales, or?

60. Type into the box: YOUR
funding gap remaining this
year.
Share YOUR Funding Gap
If you don’t know, pledge to
find out ASAP.

61. I Can’t (or don’t want to!) Do This!
Comments from Others:
Just being honest. We are scared to death to tell people we
have a funding gap of $225,000.
We have NEVER talked about it before, we are worried that
when we start telling people we have an $800k funding gap
that they will think of us as
a lost cause.
How do we tell people we have a “funding gap” without
scaring them away?

62. What can happen
when you “speak
the truth?”
Quote from Maggie Kuhn, see Facebook for her story

63. Share Clear Messages
Funding Gap Messages
become a a KEY
communication tool.
Chuck Meehan, CEO, Volunteers of America, N Louisiana with Melvin

64. Share Clear Messages
I wish you could meet Melvin…
when he came to use he would
talk about the organized “chaos”
of his life…

65. Secrets We Keep From Donors
That their gift of any
size really, truly, DOES
matter.

66. Embraced People & Money Stories
✓Raised more money
✓Attracted more media attention
✓Gained more community and
corporate support, AND
✓Converted board members into
powerful, engaged ambassadors

67. June 2013
1st $1000 Gift!
Image source: CCRI

68. The Board Gets ON BOARD
Image source: CCRI

69. February 2014: Largest Individual
Contribution to Date: $10,000
Image source: CCRI

70. Largest Individual
Contribution to Date: $100,000+
Image source: CCRI

71. Sharing YOUR Stories

72. Module 6: Advanced Storytelling Checklist
1. Carefully build your
engaging people story.
2. Include costs, per day/
week/month.
3. Do not ask for money.
4. Infer there is more to do
with more resources.

73. Module 6: Advanced Storytelling Checklist
5. Share your combined
people and “money story.”
6. Keep your money story
short & factual.
7. Endings aren’t necessary
for your story…
8. Repetition is!

74. Telling A Story. Any Story.
Ditch the notes/text
Use pauses and voice
inflection.
Paint a picture with your words.
Practice. Practice. Practice.

75. Remember:
Support Moves Toward
Boldness & Clarity
Of Communication

76. Communicating With Stories
“Find people who
encapsulate what your core
objective is all about –
and convey their stories
with power, genuineness,
passion and humility.”
~ JD Lasica, Entrepreneur, Public Speaker & Journalist
Image Source: BrightPoint.org

77. Wrap Up

78. LJacobwith
@LJacobwith
Fire Starters Blog:
bit.ly/blog-ignitedfundraising
Resources & Staying Connected
Lori L. Jacobwith
Master Storyteller & Fundraising
Culture Change Expert
IgnitedFundraising.com

79. Closing Thoughts
What did you learn?
What will you do next?

80. Thank You!
Advanced Storytelling
Why Talking About Money
Helps You Raise More

81. Questions?

82. https://bloomerang.co/resources
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83. Our next free webinar »
Is YOUR Board on Fire about Raising Money?
Wednesday, Nov. 2nd – 1:00pm Eastern
Susan Howlett
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