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

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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)

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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

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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

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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?)

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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

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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?

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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.

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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. . This information is provided for illustration and education purposes only. Wells Fargo & Company and its affiliates do not provide legal advice. share their stories about why they do 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. what they do . Asset allocation and diversification do not assure or guarantee better performance and cannot eliminate the risk of investment losses. . The allocation mentioned here may be different from your individual allocation due to your unique individual circumstances, but is targeted to be in the allocation ranges for your objective. The asset allocation referenced in this material may fluctuate based on asset values, portfolio decisions, and account needs. The asset allocation suggestions referenced in this material do not take the place of a comprehensive financial analysis. . Insurance products are available through insurance subsidiaries of Wells Fargo & Company and underwritten by non-affiliated Insurance 3.“Story bank” your best organizational Companies. California Insurance License Number 26-007024. Not available in all states. . Because of the short-term nature of options, it is likely that the investor will trade them more frequently than stocks or bonds, and that each time an option-related trade is effected, the investor will be charged a commission. Commissions on option transactions generally amount to a and individual stories higher percentage of the principal than commissions for normal stock trades. Additionally, investors should not buy options unless they are prepared to lose the total amount of premiums and commissions paid. Investors should not sell covered call options unless they are prepared to deliver the related securities at the strike price upon exercise of the option.

. This communication is not a Covered Opinion as defined by Circular 230 and is limited to the Federal tax issues addressed herein. Additional issues may exist that affect the Federal tax treatment of the transaction. The communication was not intended or written to be used, and cannot be used, or relied on, by the taxpayer, to avoid Federal tax penalties.

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6 6 Clarity: Your Mission Matters

What does our What is our Who is our What are our What is our customer mission? customer? results? plan? value?

What are our How do we define What are we trying How have our Where should we customers’ results for our to achieve? customers changed? focus our efforts? aspirations? organization?

What are the goals What are our Do our strengths What are the major What is our capacity that will enable us to internal and external match the needs of contributors or to deliver? achieve our desired considerations? our customers? hindrances? results?

What resources do

Should we redefine Should we add or we have to How do we share What are the budget our mission? Why or remove certain determine our these results? implications? why not? customer groups? customers’ satisfaction?

The Five Most Important Questions You Will Ever Ask About Your Organization - Peter Drucker (with others) 1 Decisions through the lens of your mission

What if we disappeared tonight? What would the world, the community, or individuals regret having lost? - Tom Ahern http://aherncomm.com

What would this organization be doing, that it’s not doing already, if money were no object? - Pamela Jones Davidson http://www.giftplanners.com/davidson_gift_design/

1. Who Do We Serve? 2. What is Our Core Strength? 3. What is Our Core Score? 4. What Actions Can We Take Today?

The One Thing You Need to Know …About Great Managing, Great Leading, and Sustained Individual Success - Marcus Buckingham http://www.tmbc.com/ 2 Mission in Mind: Program Review Contribution to Mission LOW HIGH

LOW Use of

Resources

Is this really a good fit for us? Keep / Expand These Programs

HIGH Use of Resources

CORE Reconfigure / Eliminate these Can we do it differently with Programs? fewer or different resources?

Source: Kate Barr, Nonprofits Assistance Fund 3 Clarity: Your Values Matter

Our organizational values The values we would like to over the past 5 years (top 15, live (in the future / always): most important at the top):

1. Are we “living” our most important values? (My most important values?) 2. What barriers are preventing us from “living” our core values? (My core values?) 3. What is out of balance in our organization? (In my life?) 4. To get more balance, in what areas should we grow? (Should I grow?) 5. What specific actions can we take to gain more balance? (Can I take?) 6. How have our values shifted over time? (How have my values shifted?)

For more information on planning with values, see Dennis Jaffe’s The Values Edge(SM) card system: www.dennisjaffe.com. Using a deck of 56 cards, each with a separate value, The Values Edge(SM) system allows a user to sort and prioritize their values. 4 Values: Organizationally, Personally?

1. Acceptance 36. Creativity 70. Humor 105. Relaxation 2. Accountability 37. Culture 71. Imagination 106. Respect 3. Achievement 38. Curiosity 72. Independence 107. Responsibility 4. Adventure 39. Dignity 73. Influence 108. Safety 5. Affordability 40. Diligence 74. Ingenuity 109. Security 6. Ambition 41. Determination 75. Innocence 110. Service 7. Animal rights 42. Education 76. Integrity 111. Simplicity 8. Appearance 43. Empowerment 77. Joy 112. Sincerity 9. Approval 44. Enjoyment 78. Knowledge 113. Social Responsibility 10. Artistry 45. Environment 79. Laughter 114. Solitude 11. Authentic 46. Ethical 80. Leadership 115. Spirituality 12. Autonomy 47. Excellence 81. Learning 116. Spontaneity 13. Balance 48. Expertise 82. Love 117. Stability 14. Beauty 49. Expression 83. Loyalty 118. Status 15. Belonging 50. Fairness 84. Making a Difference 119. Stewardship 16. Boldness 51. Faith 85. Mobility 120. Strength 17. Career 52. Family 86. Moderation 121. Surprise 18. Challenge 53. Financial Security 87. Modest 122. Support 19. Charm 54. Forgiveness 88. Objective 123. Sustainability 20. Clarity 55. Freedom (personal?) 89. Open Mindedness 124. Teaching 21. Collaboration 56. Friendship 90. Opportunity 125. Thoughtfulness 22. Commitment 57. Frugality 91. Optimism 126. Thought leadership 23. Communication 58. Fun 92. Originality 127. Tolerance 24. Community 59. Future 93. Partnership 128. Tradition 25. Compassion 60. Generosity 94. Passion 129. Transformation 26. Competence 61. Growth (personal?) 95. Peace 130. Trust 27. Completion 62. Happiness 96. Persistence 131. Uniqueness 28. Confidence 63. Harmony 97. Play 132. Vision 29. Conformity 64. Healing 98. Pleasure 133. Wealth 30. Connection 65. Health (physical / 99. Power 134. Wisdom 31. Connectivity emotional) 100. Privacy 135. Winning 32. Consistency 66. Helping 101. Prosperity 136. Wholesome 33. Conflict Resolution 67. Honesty 102. Purity 137. Work-Life Balance 34. Control 68. Honor 103. Rebellion 138. ______35. Courage 69. Hope 104. Recognition 139. ______5

Nonprofit Personality Profiles Archetype Description Values People Nonprofits 1. The Purist Simple and virtuous; wholesome, Harmony, peace, optimism, Julie Andrews, Mr. Spiritual orgs; healthcare exemplary, highly ethical, believes in simplicity, purity, innocence, honesty, Rogers, Michael J. orgs; St. Anthony’s being good and doing good happiness, faith, health Fox, Princess Diana, Medical Center; Audrey Hepburn Dominican Sisters 2. The Pioneer An individualist, blazing a trail in Exploration, freedom, adventure, Amelia Earhart, Neil Outward Bound; Boy pursuit of freedom, adventure, new independence, experimentation, self- Armstrong, Billy Jean Scouts; Girl Scouts; experiences; experiencing life to the reliance, ambition, challenge, King, Stephen Alliance for Sustainable fullest; an early adopter bravery, confidence Hawking, Martin Colorado; Homeboy Luther King Industries 3. The Source The all-knowing provider of Truth, knowledge, expertise, Oprah, Albert Educational orgs; KIPP; knowledge; devours information in intelligence, rigor, diligence, Einstein Charity Navigator; pursuit of knowledge and expertise; objectivity, commitment, depth, Community Foundations curious education, discipline, clarity 4. The Conqueror Noble; has an ability to overcome Courage, determination, endurance, Vince Lombardi, Sports orgs; Special adversity; meets challenges head-on; persistence, success, elitism, strength, Lance Armstrong, Olympics relentless, resilient, confident status, honor, peak performance Michael Jordan 5. The Rebel Unsatisfied with the status quo; abhors Freedom, non-conformity, Howard Stern, Muhammed Yunus / convention; may be disruptive, independence, individuality, Quentin Tarantino, Grameen Bank; Planned shocking, or outrageous to some; controversy, rebellion, daringness, Lady Gaga Parenthood; NAACP; Gay protects right of self-expression boldness, defiance & Lesbian Fund 6. The Wizard Seeks experiences that transform the Magic, imagination, joy, curiosity, Steven Spielberg, Make-A-Wish Foundation; ordinary into the extraordinary; optimism, fun, surprise George Lucas, Harry Smile Train; Wish of a represents the universal message of Potter, Steve Jobs Lifetime mystery, thrill, and novelty; seeks experiences that makes dreams come true 7. The Straight Abhors pretension and is no-nonsense; Realism, authenticity, honesty, Simon Cowell, Denver Rescue Mission; Shooter friendly and informal; stays true to self modesty, frankness Whoopi Goldberg food banks 8. The Seducer Desires romance, intimacy, sensual Love, sensuality, affection, intimacy, Marilyn Monroe, MOMA; many art pleasure; strong sex appeal; attractive, beauty, passion, ecstasy, connection, Scarlett Johannson, installations desirable enjoyment, pleasure Brad Pitt 9. The Entertainer Typical clown, prankster; fun-loving fee Humor, spontaneity, charm, Robin Williams, Steve Performing arts, zoos, spirit who lives in the moment; youthfulness, laughter, Martin, Jerry botanic gardens promises humor and fun gregariousness, levity, happiness, fun Seinfeld, Jim Carrey 10. The Jester Helps people through difficulties with Playfulness, justice, simplicity Mark Twain, Bill Avant garde performing humor; intelligent, brave; holds a Murray, Robin arts orgs mirror up the powerful Williams 11. The Protector Values compassion and generosity; Compassion, motherly advice, Mother Teresa, Healthcare orgs, hospices, puts others first, providing care, hospitality, protection, comfort, Florence orphanages, Dominican support, reassurance empathy, generosity, thoughtfulness, Nightengale, Andy Sisters sincerity, sharing, warmth, wisdom Griffith 12. The Nurturer Values health, balance, recovery, and Physical and emotional health, Your mother Some healthcare orgs, happiness; compassionate balance, caring, supportive, happiness some alternative medicine orgs 13. The Imagineer An artist, an innovator, a dreamer; uses Creativity, passion, ingenuity, vision, John Lennon, Pablo KIPP; Women’s Bean artistry and imagination to share vision creation, innovation, originality, Picasso, Michael Project; Clyfford Still of the world uniqueness, artistry, independent Jackson Museum; Los Angeles thinking County Art Museum 14. The Emperor The leader; exudes power and exerts Leadership, strength, determination, Bill Gates, Donald Harvard University; Bill leadership and dominance over others; influence, respect, dominance, Trump, Warren and Melinda Gates stands above the crowd, whether in prosperity, confidence, control, Buffet, Mark Foundation price, quality, service, performance wealth Zuckerberg 15. The Teacher Values education, responsibility, Encouraging, inclusiveness, fairness, Your favorite teacher PPP, St. Johns College, The achievement, self-improvement; a honesty, inspiring, friendly, Smithsonian Institute; mentor, helps people to reach their camaraderie Loyola Marymount potential; has a higher purpose University 16. The Captain A bold and decisive leader; inspires Wholeness, perfection, truth, Odysseus, George Livestrong? trust; has clarity of vision; idealistic, bravery, accomplishment, honesty Washington, confident, tireless, brave Abraham Lincoln