• Brandminds 2019

How to create an online storytelling campaign for an NGO

“Storytelling is how humans communicate with each other, the way that we make sense of complex information, and how we relay our experiences to others. Nonprofit storytelling can motivate people to pay attention and take action. Emotional, appealing stories can build an online audience for your nonprofit,” wrote TheBalance.

Videos allow you to combine your dynamic story with emotion to create a connection with your audience that words and photos cannot build. Emotion is your main asset to use. Moreover, organizations can convey impact in a way that engages and inspires donors by persistently telling stories.Through storytelling, nonprofit organizations can harness the power of emotion to make a connection with donors that inspires action.

According to thebalance.com, a storytelling campaign has three phases: planning, implementation, and evaluation. In the planning stage, you need to articulate the goal of the storytelling campaign clearly. “Design each campaign for a defined purpose and to accomplish a specific goal. You may need to carry out multiple storytelling campaigns per month to achieve your goal, or perhaps just one per quarter, depending on your resources. Once you define the action that you want people to take, you can determine who is most likely to take that action, and the emotional storytelling hooks to get them to do so.”

The next steps are selecting your audience and making sure that the story is true and it fits the audience’s expectations and realities. There are five main types of stories that nonprofits can collect and develop — value stories, social proof stories, founder stories, resilience/continuous improvement stories, and impact stories. After deciding that you must collect the necessary pieces of information to create the right campaign, choose the right channels to whom to send it and promote it,create it, share it and evaluate it. More details you can find here.

“Because e-mail is a great way to engage supporters who might not regularly visit your website, you can use it to hook supporters into your story and prompt further action, without it feeling like you’re asking for donations at every point of communication. Use e-mail as an opportunity to invite readers to be the hero of your organization’s mission. Layer in visuals: With the average person’s attention span maxing out at 8 seconds, you can’t afford to deliver a novel to people’s inboxes. Instead, think of your story as a short picture book. This email is such a great example because it injects an image after every couple sentences. Break up blocks of text with visuals to keep readers engaged and keep your copy clear, simple and concise,” wrote classy.org.

More ideas and pieces of advice you can find also here.

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