{"id":35697,"date":"2015-01-12T14:33:22","date_gmt":"2015-01-12T19:33:22","guid":{"rendered":"https:\/\/joangarry.com\/?p=35697"},"modified":"2022-06-27T10:29:52","modified_gmt":"2022-06-27T14:29:52","slug":"nonprofit-storytelling","status":"publish","type":"post","link":"https:\/\/joangarry.com\/nonprofit-storytelling\/","title":{"rendered":"The Most Important Lesson I Can Teach You This Year"},"content":{"rendered":"

Today, I have a story to tell you.<\/p>\n

When my kids were younger, they attended the absolutely wonderful Montclair Cooperative School<\/a> in suburban New Jersey.<\/p>\n

My twins, Ben and Kit, are thick as thieves and always have been. When they were five, the school thought maybe they were too<\/em> thick. The teachers, who knew them each so well, determined that two separate pre-k experiences made sense.<\/p>\n

Try telling that to Kit. She was bereft. Miserable.<\/p>\n

The sweetest kid in the world actually bit a teacher. It got pretty bad.<\/p>\n

In other schools, a kid who bites might be removed from the class. Certainly a punishment of some sort was in order.<\/p>\n

But Kit\u2019s teachers proposed a better solution \u2013 one that was so smart, so simple, and so compassionate, I will never forget it as long as I live.<\/p>\n

THE SOLUTION<\/h3>\n<\/p>\n

Twice a week, Kit would get on the phone and call Ben\u2019s classroom and invite Ben up for snacktime. He\u2019d come into the classroom and Kit would\u00a0already have set out his goldfish and juice for him. They both lit up. All was well with the world. They would chat\u00a0for a while and then Ben would toddle\u00a0back to his class.<\/p>\n

I still get goosebumps when I think about how wonderful these teachers were to propose a solution like this. How much they cared.<\/p>\n

So why am I telling you this story? Because it illuminates a critical insight.<\/p>\n

A great leader is a great storyteller.\u00a0<\/em>(Tweet this<\/a>)<\/p>\n

TO RAISE MONEY, TELL A GREAT STORY<\/h3>\n<\/p>\n

For many years I served on the board of the school in a development capacity. I ran the school\u2019s annual fund and twice each year I stood before the membership and made the pitch.<\/p>\n

Sure I told them the basics. The Co-op is a private progressive K-8 school with small classes and master teachers. Schoolwork is interdisciplinary. Time to study the Middle Ages? It\u2019s not a week; it\u2019s an entire semester. It\u2019s costumes and sewing, it\u2019s literature, it\u2019s mosaics, it\u2019s music.<\/p>\n

But I kept that part brief. It\u2019s not what sold anybody.<\/p>\n

What really sold them\u2026 the only<\/em> thing that really sold them\u2026 was my story. About my kids and their wonderful teachers. I told the story and then pointed them to pledge cards. That\u2019s all it took.<\/p>\n

Can you tell a powerful story like this about your organization and its work?<\/p>\n

If not, you are missing out on the absolute best way to bring people and dollars to your organization.<\/p>\n

IN THE AUDIENCE TONIGHT<\/h3>\n<\/p>\n

I never missed a Ronald Reagan State of the Union addresses. He was a master.<\/p>\n

He introduced a concept into his speeches that has been replicated by every President ever since.<\/p>\n

\u201cJoining us this evening, sitting next to my lovely wife Nancy is\u2026.\u201d Camera scans up to the person of the evening or perhaps more appropriately, \u2018the prop.\u2019<\/em><\/p>\n

It was always the most memorable part of the speech. It wasn’t abstract. There was no political jargon.<\/p>\n

It was just a good old fashioned, powerful, story.<\/em><\/strong><\/p>\n

One great, concise impactful story about how your work touches the life of an individual or family in some very real and tangible way. The story would touch the heart of a 10 year old, a 50 year old or my 87 year-old mother (if she could hear it).<\/p>\n

Nonprofit storytelling. It beats a mission statement or a laundry list every single day of the week. It\u2019s gold for an organization. It does not entirely trump success metrics but I believe impact is communicated with both.<\/p>\n

Reagan brought politics to life with that one story. As if he was at your kitchen table talking about your neighbors and how if we all just pitched in a little more, we could make the world a better place.<\/p>\n

I believe that in general, nonprofit leaders don\u2019t do this well. Sometimes they don\u2019t do it at all.<\/p>\n

WHAT IF THERE IS NO OBVIOUS STORY TO TELL?<\/h3>\n<\/p>\n

Say your organization is doing research to cure an illness. Or providing training. Or is in the business of advocacy or lobbying?<\/p>\n

Harder to tell a story, or so they tell me.<\/p>\n

I respectfully disagree. Across a wide spectrum of organizations, at the end of the day, all the work is about real people. Your job is to bring it to life. I\u2019m talking about YOU telling the story that causes people to ask \u201cwhere do I sign up?\u201d<\/p>\n

And what if the audience is disconnected to the reality of the work you do? I\u2019ve had folks say, \u201cthey don\u2019t really care so much about the issue; they just contribute because their boss does.\u201d<\/p>\n

Your job as a nonprofit leader is to MAKE THEM CARE. A story is the best vehicle.<\/p>\n

FIVE ELEMENTS OF NONPROFIT STORYTELLING THAT RAISES MONEY<\/h3>\n<\/p>\n

To help bring a story to life, I\u2019ll use as an example one my clients, ACRIA<\/a>, who works to fight AIDS through research, education and advocacy.<\/p>\n

1. Someone to root for.<\/strong><\/p>\n

I\u2019m rooting for Bob. He is 55 and has lived with HIV since his 20s. He presents as a 70 year old man. His HIV status compromises him and leads to early onset of geriatric issues \u2013 like dementia, Alzheimers. He lives in Mississippi and keeps his HIV status to himself. His health care coverage is basically non-existent.<\/p>\n

This is a specific individual we portray as our protagonist, not an entire general community.<\/em><\/p>\n

2. A real struggle or conflict.<\/strong><\/p>\n

The professionals at his clinic don\u2019t encounter HIV patients often and they have some prejudice.<\/p>\n

3. Empathy.<\/strong><\/p>\n

Here\u2019s the hard part. Put the listener in the shoes of the protagonist. Try this. \u201cImagine you are Bob.What would you want to hear from your health care professional? Do you think that is what Bob heard? Nope. Here\u2019s what he heard\u2026.\u201d<\/em><\/p>\n

4. How your organization solves the problem.<\/strong><\/p>\n

Last year alone we trained X thousand health care professionals to provide them with the kind of language and information they need to treat every HIV patient with care, compassion and the highest possible quality of care.<\/p>\n

5. Evidence of a happy ending.<\/strong><\/p>\n

Bob is now participating in a research study looking at the intersection of HIV and aging. It\u2019s unchartered territory as a result of HIV meds. But there are new problems. Bob is now engaged in helping us navigate these waters on behalf of the hundreds of thousands of men and women who are now over 50 and living with HIV.<\/p>\n

PRACTICE YOUR NONPROFIT STORYTELLING<\/h3>\n<\/p>\n

A great story captures your imagination, creates a memorable visual, and causes you to put down your fork at a fundraising event. It\u2019s so primitive that it\u2019s hard wired into each of us from the time we can remember sitting on someone\u2019s lap in our footsie pajamas.<\/p>\n

We know one when we hear one. We remember it. It opens our eyes to a need, a plight, and ignites us to say, \u201cWhere do I sign up?\u201d<\/p>\n

And yet, it is a skill that many leaders don\u2019t have, that many leaders don\u2019t see as important and it is a skill that requires practice.<\/p>\n

I hope you will add \u201cPractice storytelling\u201d to your list of New Year\u2019s Resolutions. Put it before \u201cavoid gluten free food.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

A great leader is a great storyteller. Here’s how you can tell the stories of your organization that will help you raise more money.<\/p>\n","protected":false},"author":4,"featured_media":35698,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[15,17,16,19,18],"tags":[],"class_list":["post-35697","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-board","category-fundraising","category-ceo","category-media","category-senior-staff"],"acf":[],"yoast_head":"\nNonprofit Storytelling That Brings In Donations<\/title>\n<meta name=\"description\" content=\"A great leader is a great storyteller. 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