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Storytelling for Gift Planning Success How to Collect and Share High-Impact, Motivational and Memorable Stories for Organizational and Personal Success

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Storytelling for Gift Planning Success How to Collect and Share High-Impact, Motivational and Memorable Stories for Organizational and Personal Success Wired for Stories! Storytelling for Gift Planning Success How to collect and share high-impact, motivational and memorable stories for organizational and personal success. Dan Harris Senior Vice President & Regional Manager Wells Fargo Philanthropic Services 720-947-6775 [email protected] This information is provided for illustration and education purposes only. Wells Fargo & Company and its affiliates do not provide legal advice. Please consult your legal advisors to determine how this information may apply to your own situation. Whether any planned tax result is realized by you depends on the specific facts of your own situation at the time your taxes are prepared. 2 The Hero’s Journey Why Storytelling? Luke Skywalker Michael (The Blind Side) The Six Myths: The Six Practices: 1. Perfect 1. Advocate and Harry Potter Simba (The Lion King) Management Serve 2. Brand-name 2. Make Markets Katniss Everdeen Mulan awareness Work 3. A breakthrough 3. Inspire (Gladiator) Pollyanna Maximus new idea Evangelists Neo (The Matrix) The Little Princess 4. Textbook mission 4. Nurture statements Nonprofit Jake (Avatar) Anne of Green Gables 5. High ratings on Networks conventional 5. Master the Art of Jamal (Slumdog Millionaire) Matilda metrics Adaptation James Bond Ponyo 6. Large budgets 6. Share Leadership © 2008, 2012 The Man from Snowy River The Beast (Beauty) The 12 Organizations: 1. America’s Second Harvest (1979) 7. The Heritage Foundation (1973) Hawkeye (Last of the Mohicans) Iron Man 2. Center on Budget and Policy Priorities (1981) 8. National Council of La Raza (1968) 3. City Year (1988) 9. Self-Help (1980) 4. Environmental Defense Fund (1967) 10. Share our Strength (1984) Jason Bourne The Hulk 5. Exploratorium (1969) 11. Teach for America (1990) 6. Habitat for Humanity International (1976) 12. YouthBuild USA (1988) Hanna Spiderman 3 200906092 TPB-AB21039 (09/09) 4 Stories Have Amazing Power Building Donor Relationships Stories: . How to measure the connection? • Help us make decisions • Help us define our own Level 1: Awareness identities Level 2: Uniqueness • Help us make sense of the world Level 3: Acceptance • Carry information Level 4: Affiliation • Aide Memory Level 5: Champion / Evangelist • Communicate values • Convey emotion • Inspire / Motivate Stories show us how to behave 5 6 1 1 Inadequacy vs. Empowerment “What” vs. “Why” vs. “How” Self Inadequacy Actualization Empowerment WHY? Marketing Marketing Plot Self Esteem HOW? Vs. Love and Belonging Safety Theme Physiological (Moral / Truth) 7 8 Essential Story Elements? Five Traits of Memorable Stories Un - Simple Concrete Credible Hero Villain expected CONFLICT Emotional The Hero’s Journey The Backstory? Made to Stick, Why Some Ideas Survive and Others Die – Chip Heath and Dan Heath 9 10 Five Traits of Memorable Stories Modern Concept of “TRIBE” A group of people with similar VALUES Emotional Family Inspirational Transformational Empowering True Neighbors Church 11 12 2 2 Clarifying Your Values Review Your Mission Compassion What Personal What is Who is What are Empowerment does our What is Responsibility our our our customer our plan mission customer results value ? ? ? ? ? Health Happiness Optimism What values will your stories convey? (A worthy cause?) The Five Most Important Questions You Will Ever Ask About Your Organization - Peter Drucker (with others) 13 14 “Gap Theory” The Curse of Knowledge . Curiosity arises when we have a Creates difficulty in sharing gap in our knowledge our knowledge . Gaps cause pain . A barrier to: . To reduce the pain, we have to fill the gap, which holds attention . Simplicity .Example: News announcers . Concreteness . Emotion 15 16 Three Basic Inspirational Story Plots Your “Core Four” Org Stories 1. Who are we? (Why are we unique?) 1.The Challenge Plot 2. Why were we founded? 2.The Connection Plot • The story of our founding 3.The Creativity Plot 3. What is our vision? 4. What are our accomplishments? • The story of a specific client Made to Stick, Why Some Ideas Survive and Others Die – Chip Heath and Dan Heath 17 18 3 3 Storytelling Exercise More Org Stories Organizationally: 5. I can guess what you’re Why were you founded? thinking… Who are you? (What makes you unique?) 6. Teaching Individually: 7. Values in Action? Why do you do what you do? (Is the story a Challenge, Connection, or Creativity plot?) 19 20 Everyone is Biased The Seven Faces of Philanthropy Communitarians give because of their sense of belonging to a social community. They Worldview support cultural, human service, religious, and educational organizations. Rules, values, beliefs, biases The Devout do good because it is God’s will. Giving is a moral obligation. Framing Investors see philanthropy as good business, and are motivated by personal tax and Words, images and interactions estate benefits. They look for organizations that are business-like and are well-run. that reinforce a bias someone is Socialites do good work or give because it is fun. They are often members of a social already feeling class or group for which fundraising includes some form of socializing and entertainment. Altruists focus on social causes and giving that provide a sense of purpose and personal fulfillment. They believe that giving promotes spiritual growth (in this case, not religious). Giving is a moral imperative and everyone’s responsibility. They see 1. 26%: Communitarians themselves as true philanthropists, unfettered and untainted by business considerations or personal gain. 2. 21%: The Devout Repayers give because of what they have received in life, which could involve gratitude 3. 15%: Investors for medical or educational benefits that they have received. They insist on cost- effectiveness and want nonprofit organizations to focus on client needs. 4. 11%: Socialites Dynasts see philanthropy as a family tradition. Their giving results from childhood 5. 10%: Repayers socialization by parents or other relatives as to the importance of philanthropy. Philanthropy is part of their self-concept and their rewards from giving include a positive 6. 9%: Altruists self-identity and strengthened family values. 7. 8%: Dynasts *The Seven Faces of Philanthropy The Seven Faces of Philanthropy - Prince, Russ A. and Karen M. File, 1994 - Prince, Russ A. and Karen M. File © The New Yorker 21 22 Brand Personality: The Teacher The Imagineer Encouraging Creative Inclusive Ingenuity ® PPP Supportive… Artistry… ® Durango Discovery Museum ® Smithsonian ® Knowledge is Power Program ® Los Angeles County Museum of Art ® Fort Lewis College ® Loyola Marymount University ® Clyfford Still Museum 23 24 4 4 Nonprofit Brand Personalities? Your Stories: Where to Look? 1. Purist 9. Straight Shooter • Your Board and Staff 2. Pioneer 10.Entertainer • Your History 3. Source 11.Protector • Victories 4. Teacher 12.Imagineer • Defeats (and what you learned) 5. Rebel 13.Emperor • Mentors (and what we / I learned) 6. Wizard 14.Jester 7. Seducer 15.Captain • Current events, books, movies 8. Conqueror 16.Nurturer Adapted from: Story banking? StoryBranding Creating Standout Brands Through the Power of Story, Jim Signorelli Winning the Story Wars Why those who tell-and live-the best stories will rule the future, John Sachs 25 26 Left Brain vs. Right Brain Quantitative vs. Qualitative Analytic Thought Holistic Thought Logic Intuition / Emotion ® Save the Children ® Unicef •Business Plans •Stickiness •Competitive Analysis •Many stated Motivations •Evaluation / •Aiming for the Heart ® Oxfam America Measurement •Donor as Hero •Measurable Results •Emotional Triggers •The Curse of Knowledge ® International Medical Corps Data /Statistics Emotional Stories ® International Rescue Committee 27 28 Board Members’ Stories? Stories for Champions Level 1: Awareness Level 2: Uniqueness Freedom Level 3: Acceptance Land of Benefits of Level 4: Affiliation Opportunity Immigrants Level 5: Champion African “Drill & Rehearse” with your board: Connecting Community with the Center Hard Work • Why am I on this board? World (Refugee Resettlement) • Why am I optimistic about this organization? 29 30 5 5 YOUR Stories Storytelling: Top Take-Aways 1. Stories help us make decisions, especially when we’re overwhelmed with information. Organization You, Personally 2. Stories help us to share values and to inspire champions for our cause. Stories show us how to behave. 1. Who are we? Who am I? 3. Empowerment trumps inadequacy in the world of philanthropy. 2. Why were we founded? Why do I do what I do? 4. Your values are key; people will connect with you based on shared values, not because of what you do; remember to go 3. What is our Vision? My Vision? beyond “what we do.” 5. Your mission will help you to connect with your values, and to What are What are identify good stories. 4. our accomplishments? my accomplishments? 6. Be memorable: Simple, Unexpected, Concrete, Credible, Emotional, Inspirational, Transformational. I can guess I can guess 5. 7. Don’t be cursed by your knowledge. what you’re thinking… what you’re thinking… 8. What is your brand personality? Build your stories to reinforce your 6. Teaching Teaching personality. Employee 9. Donors will decide to give based on your stories, and will use 7. My Values data to justify their decisions. Values in Action 10.Collect ideas, write them, test them, share them, revise them, and help others to share them. 31 200906092 TPB-AB21039 (09/09) 32 Call to Action THANK YOU 1.Become your Chief Storyteller Disclosures . Wells Fargo Bank has agreed to provide the foregoing materials on a complimentary basis and not pursuant to or in conjunction with any new or existing agreement, account or relationship, including fiduciary relationships. Wells Fargo Wealth Management provides products and services through Wells Fargo Bank, N.A. and its various affiliates and subsidiaries. These materials may contain certain assumptions based on information provided by you to Wells Fargo. In preparing these materials, Wells 2.Help your staff and board members to Fargo has not conducted any independent verification of the accuracy or completeness of any information provided to it by you, or your agents and/or advisors, nor have we conducted any appraisal of any of your assets, whether held by Wells Fargo or other parties.
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