What Your Story Must Tell
You’ve probably heard a zillion times by now that the best marketing communications involve telling stories. Stories that define your brand. Stories that your customers/donors can readily absorb and respond to emotionally.
Stories penetrate.
So, are you telling stories? And how effectively?
Here’s a branding creative, Chad Cipoletti, writing on the subject, Three Questions Every Brand’s Story Must Answer.
His questions (plus my slight re-writes) and explanations …
1. What does the world look like if you get your way?
Agitator: What does the world look like of your donor gets his/her way?
“When you show people your blueprint for the future, you invite them to help you create it. More of them will apply, join, buy, give, sign up, and sign in when they understand how that action contributes to a larger effort.”
2. What will it take to get there?
Agitator: How will your help help achieve the vision we share?
“People want to associate with brands that share their beliefs. If you don’t tell them what yours are, you never give them the opportunity to agree with you.”
3. What are you doing right now to make that world a reality?
Agitator: Here’s the progress we’re making because of donors like you.
“Your products and services should be proof of the progress toward the world you’re trying to build. The stories you tell need to demonstrate how your products and services are helping customers get there, too.”
Chad offers some videos to illustrate his points. My favorite is from a brand we all know.
What was being ‘sold’ there? Sneakers? Really?
What’s your story?
Tom
2 responses to “What Your Story Must Tell”
Behavioral Science Q & A
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I’m not aware of any in-market tests specifically comparing recurring vs. gift frequency language. I suspect the answer might not be the same with all gift frequencies, nor with all people. It sounds like a great opportunity for you to test and find out what works for your audience. Based on the literature, here’s a couple […]
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Based on what we know from existing data, those renewal notices can actually be pretty effective in getting people to donate. They tap into our psychology – creating a sense of urgency, reminding us of past support, and using personalization to make the message hit home. They’re playing on our natural tendencies to feel obligated […]
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I’m not an expert in this but a quick search surfaced this article on the effect of tax reforms on 2019’s charitable giving. The researchers didn’t find a reduction. Actually, they observed an “increase in charitable contributions in 2019, even with the lower tax rates and the dramatically smaller number of taxpayers who itemize their […]
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Speaking of stories, check out this fantastic article by David Brooks on the journey from data to journalism to intimacy:
http://www.nytimes.com/2014/05/16/opinion/brooks-stairway-to-wisdom.html?hp&rref=opinion
Tom,
Excellent coverage of this critical issue in nonprofit advancement/philanthropy marketing and communications.
“Agitator: Here’s the progress we’re making because of donors like you.” This is, of course, the principal line of the standard, underlying message we’ve all tried to weave into our organizations’ stories (cases) for many years. It’s in direct-mail appeals, annual reports, annual donor honor roll lists, estate-planning pitches, campaign case documents; it’s everywhere!
This underlying message has not lost an iota (not even a “smidgen”) of its importance in the process of thanking/recognizing donors and preparing to make the next ask!