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Writing Effective Success Stories

Writing Effective Success Stories. Kimberly Keller, Ph.D., CFLE Evaluation Coordinator College of Human Environmental Sciences University of Missouri Extension KellerKJ@missouri.edu. Objectives. Define a Success Story, and the rationale for using it

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Writing Effective Success Stories

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  1. Writing Effective Success Stories Kimberly Keller, Ph.D., CFLE Evaluation Coordinator College of Human Environmental Sciences University of Missouri Extension KellerKJ@missouri.edu

  2. Objectives • Define a Success Story, and the rationale for using it • Understand different types of Success Stories • Identify key audiences with whom to share Success Stories • Develop strategies for communicating Success Stories to different audiences

  3. Which is more memorable? • 89% of Evil Witches hate Princes • 71% of Princes have been turned into frogs • There are only 38 Princesses in Missouri • We need to stop Evil Witches from turning Princes into frogs

  4. Success Stories are important communication tools • Provide a framework for understanding, remembering, and acting on information • Prevent your accomplishments from landing in the “circular file”

  5. What is a Success Story? • A simple description of a program’s: • Progress • Achievements • Lessons learned • A request for action

  6. A Success Story is NOT: • Surveillance report • Complete evaluation picture • Un-biased

  7. Why you want a Success Story • Gain visibility and credibility • Educate and promote your program • Satisfy information requests and educate stakeholders • Garner more support and resources • Accountability and evaluation

  8. More uses for Success Stories • Publicize early successes • Market your program to your target population • Provide a “face” to numbers • Show progress when planned outcomes will not be realized until the distant future

  9. The 4 “Knows” of Success Stories: • Know what information you want to tell • Know your audience • Know to tailor your message to your audience • Know your story

  10. Know what information you want to tell • Stories range from an overall picture to the personal level • Meaning and depth • Triangulation of data • Used at any point in program progress

  11. Tips for identifying content • Related to grant objectives: • Dietary quality and physical activity • Food safety • Food resource management • Related to site access • Related to delivery methods

  12. 2. Know your audience • Activity: • Each ITV site will be assigned to one of four groups • 3 Success Stories will be presented • Rate each presentation from the viewpoint of your assigned group

  13. Participating program sites Potential program sites Parents Extension councils Supervisors Colleagues Partnering agencies Funders Media Legislators and other policymakers … etc.! Possible audiences:

  14. 3. Know to tailor your message to your audience • What is important to them? • Hot topics, key words and phrases • Time available to hear / read your story • Consider what information you want to tell

  15. Choosing the correct format • Elevator story • Paragraph spotlight • One-pager • Full brief • Published article

  16. Using one basic Success Story with multiple audiences • Good idea! • Ideas for creating different stories using the same information: • Quotes • Emphasizing different details of the same event • Use of pictures or illustrations • Reading level, key words (jargon)

  17. Constructing the story: Before you begin • Before you get started, ask: • Who is your audience? • What is the goal of the story? • Will the story be used for a chance meeting? A request for information? Other…? • Is the story timely?

  18. Write for your reader, not for yourself • Always show a benefit • Memorable fact/truth • Emotional hook • Paint a picture • Sense of immediacy • The ASK

  19. Typical Outline • Title with a VERB • Define the problem – what is the issue? • Program description • Impact statement and the ASK • Contact information

  20. It’s your turn! • Create 2 Success Stories based on the same information: • Elevator statement • Paragraph spotlight

  21. 4. Know your story • And let others know about it! • Practice your Success Stories and share them with others

  22. Final tips: • Be prepared • Know your audience • Be systematic and consistent • Know which issues are hot and why • Have several different types of Success Stories ready at all times • Periodically update your Success Stories

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