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The Rule of Three’sKeeping nonprofit marketing on story and fresh!
Marc A. Pitman, FundraisingCoach.com
TVI Conference 2011
Twitter: @marcapitman
More New 501(c)3’s Each Year
Statistics from National Center for Charitable Statistics http://nccsdataweb.urban.org/
Goals
1. To overwhelm you with useful information
2. To give you 2 very practical exercises to get you started on your stories
Campfire picture with people talking
Huge DNA picture strand
This isn’t your father’s media
It used to be that 3 ads reached 85% of viewers.
Not anymore!
LOTS of distraction & fragmentation
Now there are literally HUNDREDS of TV options! Alone!
You need to breakthrough!
So how do you break through?
STORIES!
A trip to the grocery store
Set structure of storytelling 2300 years ago– Beginning, Middle, End
Set structure of storytelling 2300 years ago– Beginning, Middle, End– Has a hero
Set structure of storytelling 2300 years ago– Beginning, Middle, End– Has a hero– Needs CONFLICT
(hero+obstacle=conflict)
Set structure of storytelling 2300 years ago– Beginning, Middle, End– Has a hero– Needs CONFLICT
(hero+obstacle=conflict)– The storyteller works to
help the listener be immersed in the story
Storytelling for Dummies
Act 1: Get hero up a tree
Storytelling for Dummies
Act 1: Get hero up a tree
Act 2: Throw rocks at him
Storytelling for Dummies
Act 1: Get hero up a tree
Act 2: Throw rocks at him
Act 3: Get him down
Be sure to use a “phrase that pays” (Doug Stevenson The phrase that pays
Your Stories = Your Culture
Your Stories = Your Culture
Founding Story
Your Stories = Your Culture
Founding StoryMess Up Stories
Your Stories = Your Culture
Founding StoryMess Up Stories Suffer Stories
Your Stories = Your Culture
Founding StoryMess Up Stories Suffer Stories Phoenix Stories
Your Stories = Your Culture
Founding StoryMess Up Stories Suffer Stories Phoenix StoriesGlorious End
Stories
In control = Out of touch
“The more in control we are, the more out of touch we become…”—A.G. Lafley, CEO P&G
How do you give people a script?
Picture of Elevator Or people in an elevator
Organizing Storieswith The Rule of 3’s
Organizing Storieswith The Rule of 3’s0. Define Your Jennifer
Organizing Storieswith The Rule of 3’s0. Define Your Jennifer1. 3 Attributes
Organizing Storieswith The Rule of 3’s0. Define Your Jennifer1. 3 Attributes2. 3 Channels
Organizing Storieswith The Rule of 3’s0. Define Your Jennifer1. 3 Attributes2. 3 Channels3. 3 Times a Month for 3 Months
Repeat. Repeat. Repeat.
Horse vet picture
Libraries have a great story to tellHow
OCLC’s “How Libraries Stack Up” 2010
Here’s a way to tell the story
This is a video of a girl telling how excited she was to get her first library card!
Storytelling Resources Andy Goodman www.agoodmanonline.com
Cliff Atkinson www.SociableMedia.com
Doug Stevenson www.DougStevenson.com
501 Videos www.MovieMondays2.com
Marc A. Pitman www.FundraisingCoach.com marc@fundraisingcoach.com
• @marcapitman
Give me your card to get a free copy of these slides & my bi-weekly ezine.
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