SocialTelling

“Be the change
you want to
see in the
world”
Gandhi

And let the
world see it!!

This is social
telling:
the third sector
storytelling.
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A Story to Thrill
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With 5 simple
elements
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1- A Storyteller
(NGO as
Storyteller)
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2- A princess to be
saved (Mission)
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3- A Villain
(A clear enemy to be
destroyed, overthrown
or brought down)
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4 - The listener in
the role of hero
(Member as an actor)
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5-
And a magic object
(granted to the hero by the
NGO to fight the enemy)
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And with all this, the
ability to CONVERT IT
INTO A SOCIAL ACT
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Brand building
Story building
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A great brand
is a great story
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Stories have
the ability to
change the
world
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STORIES
MANIFESTO
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A great story is
the one that will
make you laugh
and cry at the
same time
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A great story
conquers you
beyond reason
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A great story is
the one that you
make yours
forever.
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A story casts you
and makes you a
prince in front of a
dragon with a
sword in one hand
and a shield in the
other
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A great story
grabs your heart
with a loop and
takes you flying to
a corner across
the world in less
than a second.
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A great story
has no owner, it
belongs to the
world
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A great story has
the ability to make
you jump ahead to
the next sentence
of the next line
making you feel
co-creator
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A great story
gives you the
power to dream
and see another
worlds
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A great story can
make you feel
deeply unhappy
for something
that never
happened to you
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A great story has
the ability to
unite millions of
people making
them feel like
indispensable
heroes
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A great story is one
that you share with
your people, and
your people with
others, and so on
until it reaches
everyone by itself.
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But above all a
great story
vanquishes
evil and
always has a
happy ending.
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Why
Storytelling?
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Social telling. Story telling – fundraising /
appeals / non profit
• The rules to convert stories of good and evil
have been part of us for decades, even
centuries, and of the overall global cultural
imagery and our heritage for constructing
narrative.
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Social Telling, Stories from Ever
• From Vladimir Propp (Russia 1897), author of the
Morphology of the Folktale (Morfológiya skazki)
to Andrew Stanton, the creator of Pixar and films
like ToyStory, Nemo ... It has been argued that
the creation of stories is culturally pre-defined
and the proper use of that technique is the best
tool for connecting with people.
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Propp.
• Vladimir Propp, Russian author. In his
Morphology of the Folktale (1928), Propp, bases
the historical analysis of tales by relating
ethnological material from Africa, America, the
European classical world, the old East and
Russian folk storytelling, and concludes that
stories reflect previous mystical conceptions,
historically locatable.
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Propp
The three basic principles are:
1. The constant and stable elements of the story
are the functions of the characters, regardless
of their roles or who executes them.
2. The number of functions (or actions) that
occur in the story, is limited.
3. The sequence of functions is always identical.
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Vladimir Propp
“There is always a series of repetitive characters”. This
version is a mixture of his list and the one from Greimas,
some years later:
1.- Antagonist, aggressor, opponent
2. Issuer
3. Auxiliary (magic object)
4. Princess. Recipient.
5. Hero.
6. Mission
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The problem of
NGOs is not
enormous
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The problem of
NGOs is the
enormity
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One?
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story(ies)
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Brands with only one
story forget that every
story has a “the end”.
Today brands need to
generate story(ies)
with a common axis

We have to work
on stories not
just one story.
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Great stories can
make something
very complex
become simple and
close
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Concrete is Tangible
Small is Attainable
Accessible is Involving
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Examples of NGOs that have reduced
their great missions into specific goals
• Greenpeace..
• CharityWater.
• …
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Just one example.
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UNICEF CASE.

ENORMOUS:
1 billion people no access to
clean water

SOLUTION:
Let´s make it
accesible, small.

THE TAP
PROJECT

The 5 elements
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STORYTELLER
MAGIC
PRINCESS
OBJECT
HEROE VILLAIN
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1- Story-teller.
The ROLE of
the NGO
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The emitter, the active narrator
Andrew Stanton, the creator of Pixar Studio,
talked about it in a speech in TED about
story telling.
The keys of a good narrator are:
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KNOWING YOUR
PUNCH LINE
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EVERYTHING LEADS TO
A SINGULAR GOAL
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NEVER SAY ANYTHING
WHICH IS NOT MEANT
TO GET YOUR GOAL
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KEY POINTS FOR THE NARRATOR
• To move.
• To be transparent in their role.
• To generate projection on the partner.
• Being an expert and knowing the subject.
• But also…
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LEAD A MOVEMENT
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AND TRANSMIT WITH
FAITH AND ENERGY
THAT THIS MOVEMENT
COULD CHANGE THE
WORLD
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To lead a movement
• “The real power of tribes has nothing to do with Internet and does have
to do with people”.
• “Leading is different from directing. To lead is to create changes in
which you do believe.”
• “Today marketing is about engaging the tribe and distribute products
and services with stories that spread”
• “There is a big difference between telling people what to do and
promoting a movement”

Being is
doing not
saying
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Children watch
what you are, then
what you do and
finally what you say.
Rudolf Steiner.
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CHARITY
WATER
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2- The Princess
to be saved
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DEFINE IT
• CONCRETE
• IT CLEARLY REFLECTS THE PROBLEM
• BE CAREFULL SHOWING PAIN.

It´s about to be
rescued
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DEFINE IT
• USE CLOSENESS, FRIENDLINESS AND
CREATIVITY.
• WORK WITH THE POWER OF POSITIVENESS

Example:
SAVE THE
CHILDREN
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IDENTIFY
EVERYBODY
WITH THE
PRINCESS
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Commercial:
WWF
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3- The Villain
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• Define well who he is: the evil to defeat.
• Give it a certain personality.

Make him BIG

But beatible

CAJA MADRID
CASE
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Obra Social.
Alzheimer
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4- The Hero
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INVOLVE THE
SPECTATOR TO
ENDORSE THE STORY.
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FROM THE BEGINING,
TURN THE SPECTATOR
INTO A CO-CREATOR
OF YOUR PROJECT
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THE USE OF “WE”
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THE CONCRETION OF
WHAT DO YOU DO
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SPANISH NGO
From a simple idea
based on
something all of us
can do
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Chemo playing
flies by
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We all have games
console that we
don´t use anymore
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“donate the games
console you don´t
use anymore”
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“and we´ll give it to
cancer children in
hospitals in your
name”
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In less that two years old: close to 20.000
followers on facebook, 170.000 € of fundraising
and most important all kids with cancer at
hospitals in Spain with a console games to make
thems chemo flie by.
Making feel everybody as heroes for being part of
the growing of the NGO.
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5- The Magic
Object
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5
THE MAGIC OBJECT
• An item belonging to the real world
• In a real or symbolic way have the magic
attribute to destroy the villain and save the
princess
• It gives the listener real power: the power to
defeat the enemy in a really easy way
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From every
platform of today,
fundraising,
crowdfunding…
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…till great ideas
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PILLS
AGAINST
OTHER’S
PAIN
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HELP I´VE
CUT MY
SELF
BANDAGE
DKMS
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And when you
have
everything,
LETS DO IT
SOCIAL
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The Cluetrain Manifesto
• Markets are conversations.
• Let’s convert them into benefits for the
brand.

• INTERACT WITH THE WORLD IN ITS WORLD
• USE THE NETWORKS AS IDEAS ABOVE THE
MESSAGE
• USE TECHNOLOGY AS A TOOL
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Sometimes the
Social becomes an
Storytelling itself
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AMNESTY
SHAZAM
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BE FAST.
ISRAEL
ANTIDRUG
AUTHORITY
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STORYTELLER
LEAD A MOVEMENT
TRANSMIT THE FAITH TO CHANGE THE WORLD
IDENTIFY WHO TO DEFEAT AND WHO TO SAVE
MAKE PEOPLE FEEL THAT THEY ARE BUILDING
THE PROJECT WITH YOU
GIVE THEM A MAGIC OBJECT, AND GIVE THEM A
HUNDRED IF YOU CAN
MAKE IT SOCIAL IN THE NET
AND TELL EVERYONE, TELL STORIES
TO LEAD A MOVEMENT, …
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Thank you very much
www.unoentrecienmil.org
@unoentrecienmil
jose@unoentrecienmil.org
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