Persuasive Storytelling: Sharpening Your Message

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Persuasive Storytelling Sharpening Your Message

• Presented by
• Kathleen Sherwin
• Director of Programs
• External Affairs
• TechFoundation

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Goals Objectives

• What makes a good Story Learn the elements of
  a good story (narrative proposal)
• Who will listen to my Story Discover how to
  find and cultivate your target audience
• Why listen to my Story Understand the tools
  needed to package and market your story

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What is Storytelling?

• Integrating storytelling methods or the narrative
  form to the grantseeking proposal process
• Effective way to communicate need, offer
  solutions and opportunity to participate

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Your Turn What makes a Compelling Story?

• At the bookstore-how did you make your selection?
• What ads (print or media) are most memorable?

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What are the Elements?

• Proposal Narrative should include
• Characters Protagonist and Antagonist
• Setting Time and Place
• Plotline Introduction, Conflict, Building of
  Tension, Climax and Conclusion

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Ready to Start Questions to Ask

• Is your story ready to be told?
• Is your project/story fundable?
• Why are you seeking the grant?
• Have you spent time in the field?
• Have you spent time with the staff and clients to
  gain ideas, data and insight?

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Who is the Target Audience?

• Research the Potential Grantor Does your story
  fit their preferences of geography, sector, size
  of grant and type of grant?
• Research Using Alternative Resources Research
  using the internet, publications, media, print,
  nonprofit co-workers and professional network
• Keep Track of Your Potential Grantors Develop
  grant calendar to stay on track and continue to
  update your research

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Developing Relationships with your Target
Audience

• Letter of Inquiry or Letter of Intent
• Communication during the Grant Process
• Site Visits
• Personal Connections
• Accepted
• Rejected

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Storytelling Element 1 Introduction The
Hook/Summary

• Provide an initial hook
• Present the essential and basic information about
  your organization
• Introduce the Hero and Main Characters
• Establish Sense of Time and Place
• Establish Credibility

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Storytelling Element 2 Conflict/Social Need or
ProblemWelcome the Antagonist

• Define the Need or Social Problem
• Define the Antagonist What is the negative
  impact?
• Use data and statistical information
• Humanize your story Incorporate quotes, photos
  etc.
• Focus on your characters needs

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Storytelling Element 3 Goals and
ObjectivesFinding Resolution

• Define Goals Big and Broad Long Term
• Define Objectives Focused Short-Term
• Define Methods How will you achieve you
  objectives?

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Storytelling Element 4 Evaluation and Next
StepsEpilogue and Sequel

• What is your evaluation mechanism?
• What is the size and cost of your evaluation?
• What is the future funding plan?

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Storytelling Element 5 BudgetThe Language of
Numbers

• Overall annual budget
• Program/Project budget
• Include budget notes and graphs when appropriate
• Incorporate administrative costs in project
  budget
• Financial Statements should include Cash Flow
  Analysis and In Kind Donations

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Marketing Your Story Packaging Distribution

• Titles, Section Headings and Summary
• Cover Letter
• Paper Type, Format and Appearance
• Mail vs. Email
• Supporting Documents

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Marketing Additional Supporting Materials

• 501c3 (IRS Determination Letter)
• Annual Budget Financial Statements
• Board of Directors List
• Brochures, newsletters, annual report and other
  collateral
• Photographs, videos
• Graphs or Charts
• Articles of Incorporation
• Work plans or organization charts

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Storytelling in Person

• Develop your elevator pitch
• Research/Background on your potential audience
• Practice your site visit
• Packaging/Appearance is important
• Use creative ways to display your story
  powerpoint, video, audio and photos

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Storytelling Online

• Understand the new breed of donor Know your
  audience. Make use of online polls/surveys.
• Staff not IT needs to be driving the content for
  your website.
• Your website should be interactive and engage
  your audience Allow for evaluation, donations,
  consistent updates on your cause and create a
  website that shows visually (humanize) the people
  you are helping.

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Summary

1. Research your potential funder/audience .
2. Reserve time for field work and interviews with
   your program staff.
3. Create your narrative Include Summary, Needs
   Statement, Goals Objectives, Evaluation
   Future Funding Models, Budgets and Supporting
   Documents.
4. Pay attention to the packaging and distribution
   of your proposal.
5. Keep a grants calendar and communicate frequently
   with your audience. Cultivate your relationship
   with your potential funder.

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Your Turn What is your Story?

• Do any of the items we listed at the beginning of
  the session NOT APPLY?
• What is your story?

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Contact Information

• Kathleen Sherwin
• Director of Programs External Affairs
• TechFoundation
• 617 354 7595 office
• 617 504 5612 mobile
• 617 588 0480 efax
• ksherwin_at_techfoundation.org