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Stories in a digital world

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Jonathan Waddingham
Jonathan Waddingham

Why storytelling is important, how you get supporters to tell your story, and an example of a fantastic charity story that played out across multiple digital channels.

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Stories in a digital world Jonathan Waddingham @jon_bedford Product Manager @JustGiving June 7th 2011
Charities have great stories. Fact. As we all know... Content is King (not Charles) www.flickr.com/photos/victoriajohnsonphotography/4622063623
The 1 C: Content Doesn’t really matter what form content takes Text, videos, photos, Tweets, Facebook posts, online/offline – it’s all content User generated content is a buzz term, but it’s still important Getting great content from supporters is not easy
Friends’ stories have more impact http://bit.ly/jwerf9
Supporters will tell your story (if you ask)
The ‘nudge’
Prompt sharing of their own stories
Impact is low, at the moment But, this is a first step towards getting supporters’ to tell their stories about why they support a charity This is great content that could be used in many ways We’re learning how to ask for storytelling and sharing
Sonny’s law – after every action, share Made a donation? Signed a petition? Registered for an event? Signed up for newsletter? Been a beneficiary? Tell your friends And say WHY
The best story going round at the moment – my story
Intel’s Museum of Me It’s your story. As told through what you’ve done on Facebook Go to www.intel.com/museumofme
The best charity story I’ve seen
http://twitter.com/childsi/status/20740112937
There was a video http://youtu.be/wzxwUIE7wDQ
There was an email
There was a fundraising page justgiving.com/Save-Joeys-Life
Then I heard this on Facebook
Then the thanks started rolling in...
Watch this and be inspired http://just.ly/childsi
Thank you Jonathan Waddingham jonathan@justgiving.com @jon_bedford slideshare.net/jwaddingham Product Manager @JustGiving

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Stories in a digital world

  • 1. Stories in a digital world Jonathan Waddingham @jon_bedford Product Manager @JustGiving June 7th 2011
  • 2. Charities have great stories. Fact. As we all know... Content is King (not Charles) www.flickr.com/photos/victoriajohnsonphotography/4622063623
  • 3. The 1 C: Content Doesn’t really matter what form content takes Text, videos, photos, Tweets, Facebook posts, online/offline – it’s all content User generated content is a buzz term, but it’s still important Getting great content from supporters is not easy
  • 4. Friends’ stories have more impact http://bit.ly/jwerf9
  • 5. Supporters will tell your story (if you ask)
  • 7. Prompt sharing of their own stories
  • 8. Impact is low, at the moment But, this is a first step towards getting supporters’ to tell their stories about why they support a charity This is great content that could be used in many ways We’re learning how to ask for storytelling and sharing
  • 9. Sonny’s law – after every action, share Made a donation? Signed a petition? Registered for an event? Signed up for newsletter? Been a beneficiary? Tell your friends And say WHY
  • 10. The best story going round at the moment – my story
  • 11.
  • 12. Intel’s Museum of Me It’s your story. As told through what you’ve done on Facebook Go to www.intel.com/museumofme
  • 13. The best charity story I’ve seen
  • 15. There was a video http://youtu.be/wzxwUIE7wDQ
  • 16. There was an email
  • 17. There was a fundraising page justgiving.com/Save-Joeys-Life
  • 18. Then I heard this on Facebook
  • 19. Then the thanks started rolling in...
  • 20.
  • 21.
  • 22. Watch this and be inspired http://just.ly/childsi
  • 23. Thank you Jonathan Waddingham jonathan@justgiving.com @jon_bedford slideshare.net/jwaddingham Product Manager @JustGiving