Persuasive Storytelling: Sharpening Your Message

1. Persuasive Storytelling: Sharpening Your Message Presented by: Kathleen Sherwin Director of Programs & External Affairs TechFoundation . TechConnect Curriculum 2004-2005

2. 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” TechConnect Curriculum 2004-2005

3. 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 TechConnect Curriculum 2004-2005

4. Your Turn: What makes a Compelling Story? • At the bookstore-how did you make your selection? • What ads (print or media) are most memorable? TechConnect Curriculum 2004-2005

5. 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 TechConnect Curriculum 2004-2005

6. 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? TechConnect Curriculum 2004-2005

7. 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 TechConnect Curriculum 2004-2005

8. Developing Relationships with your Target Audience: • Letter of Inquiry or Letter of Intent • Communication during the Grant Process • Site Visits • Personal Connections • Accepted • Rejected TechConnect Curriculum 2004-2005

9. 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 TechConnect Curriculum 2004-2005

10. Storytelling Element #2: Conflict/Social Need or Problem“Welcome 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 TechConnect Curriculum 2004-2005

11. Storytelling Element #3: Goals and Objectives“Finding Resolution” • Define Goals: Big and Broad & Long Term • Define Objectives: Focused & Short-Term • Define Methods: How will you achieve you objectives? TechConnect Curriculum 2004-2005

12. Storytelling Element # 4: Evaluation and Next Steps“Epilogue and Sequel” • What is your evaluation mechanism? • What is the size and cost of your evaluation? • What is the future funding plan? TechConnect Curriculum 2004-2005

13. Storytelling Element # 5: Budget“The 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 TechConnect Curriculum 2004-2005

14. Marketing Your Story: Packaging & Distribution • Titles, Section Headings and Summary • Cover Letter • Paper Type, Format and Appearance • Mail vs. Email • Supporting Documents TechConnect Curriculum 2004-2005

15. 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 TechConnect Curriculum 2004-2005

16. 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 TechConnect Curriculum 2004-2005

17. 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. TechConnect Curriculum 2004-2005

18. Summary • Research your potential funder/audience . • Reserve time for field work and interviews with your program staff. • Create your narrative: Include Summary, Needs Statement, Goals & Objectives, Evaluation & Future Funding Models, Budgets and Supporting Documents. • Pay attention to the packaging and distribution of your proposal. • Keep a grants calendar and communicate frequently with your audience. Cultivate your relationship with your potential funder. TechConnect Curriculum 2004-2005

19. 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? TechConnect Curriculum 2004-2005

20. Contact Information Kathleen Sherwin Director of Programs & External Affairs TechFoundation 617 354 7595 office 617 504 5612 mobile 617 588 0480 efax ksherwin@techfoundation.org TechConnect Curriculum 2004-2005