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Home , Ben Tillett, David Shackleton, Ernest Bevin, Hannah Mitchell, John Hodge (politician), Margaret Bondfield

DIANE ABBOTT. LEO ABSE. VIV ANDERSON. CATHY ASHTON. . case study TONY BENN. . ANEURIN ‘NYE’ BEVAN. . . RT HON . . EVA GORE BOOTH. BILLY BRAGG. MELVYN BRAGG. JOHN BRIGHT. . FRANCIS BURDETT. . CAMPAIGN FOR HOMOSEXUAL EQUALITY. People’s History Museum is the UK’s national museum of democracy. Janneke Geene, Acting Director, considers the importance of storytelling in fundraising . . BRIAN CLOUGH. WILLIAM COBBETT. and marketing, and how the stories of the Radical Heroes at the heart of the . WALTER CRANE. WILLIAM CUFFAY. DAGENHAM FORD museum’s collection has become the flagship of its individual giving campaign.

MACHINISTS. JAYABEN DESAI. . CHARLES DICKENS. “A successful story distracts the builds their character and skills, People’s History Museum is the audience from the marketing, yet wins the battle and comes home a home of ideas worth fighting for BENJAMIN DISRAELI. PRINCESS SOPHIA DULEEP SINGH. FRIEDRICH ENGELS. manages to build an emotional changed person. Think Narnia, Star and is the UK’s national museum connection.” Wars, and The Lion King. In fact, of democracy. Funding cuts MARY FILDES. . . MILLICENT GARRETT Pixar’s screenwriters are experts caused uproar nationally among Bryan Adams at the hero’s journey. American the museum’s many supporters Ph.Creative author Joseph Campbell has written and the museum turned this into FAWCETT. ELIZABETH GASKELL. WILLIAM GLADSTONE. VICTOR GRAYSON. extensively about the power of a fundraising campaign, bringing Was there, once upon a time, an story, particularly the hero’s journey the most important assets of the EARL GREY. . . DOUGLAS HOUGHTON OF SOWERBY era before stories? Have humans format. museum tangibly close to people: ever existed without telling each people who fought for ideas. Ideas other stories about the past, the Understanding the art and of equality, , fairness, CH. HENRY HUNT. JACK JONES. . BRUCE KENT. . present and the future? Stories peace and democracy. seem to be as old as the human the craft of storytelling ERIC LANE BURSLEM. JENNIE LEE. JOHN LILBURNE. . race and storytelling as a way of can make a tangible A spark of inspiration quickly communicating seems hardwired difference in how you became a fire. We realised we . . . CARDINAL MANNING. into us all. And for a good reason. needed to use the essence of why Stories evoke feelings, we relate communicate your brand, the museum matters to create to stories through the emotions, how you build the brand something truly unique and KARL MARX. BILLY MEREDITH. . . images and memories the narrative powerful: we are the home of radical elicits in us. Carefully crafted stories and how you foster ideas, radical people, and radical WILLIAM MORRIS. DANIEL O’CONNELL. FEARGUS O’CONNOR. GEORGE ORWELL. take us on a journey. engagement with the campaigns. Everything we do is inspired by the radical heroes who Just for now, slow down your brand in your customers. are at the heart of our collections. ROBERT OWEN. TOM PAINE. . SYLVIA PANKHURST. reading of this piece, take a slow and deep breath in, relax. Relax Storytelling engages your audience So we created a list of 100 Radical EMMELINE PETHICK-LAWRENCE. PABLO PICASSO. JIMMY REID. PAUL the muscles of your face, relax on a number of levels: it engages Heroes, featuring men, women, your body. Take another long, slow, them emotionally, it makes them campaigns and ideas that have ROBESON. ROCHDALE PIONEERS. ESTHER ROPER. CLIFF ROWE. ARTHUR deep breath in. Now imagine you want to find out more and it changed the world with their fight are seeing a rose. A beautiful rose, encourages them to act. Done in for democracy, freedom and vibrant, strong, open. The rose an authentic way, it resonates with equality. The list included William SCARGILL. THE SEX PISTOLS. SIR . JAMES SHARPLES. smells beautiful. Can you smell it? people and has the power to convey Wilberforce, Emmeline Pankhurst, Ok, so you may or may not have your brand message in a relevant Mary Wollstonecraft, Jayaben Desai . SYDNEY SILVERMAN. LADY MARGARET SIMEY. smelt the rose in your imagination, and powerful way. At People’s and many others. For £3,000 over but I hope you at least saw the rose? History Museum, we started telling three years, people can sponsor one It’s just a simple quick way to convey some pretty powerful stories a of these radical heroes. MARIE STOPES. PETER TATCHELL. BETTY TEBBS. . W the power of storytelling. couple of years ago and we have been surprised by the power of The call to action: ‘sponsor a H THOMPSON. . THE TOLPUDDLE MARTYRS. ROBERT TRESSALL. Understanding the art and the craft them. We did what ‘felt right’, we Radical Hero’ allows people to of storytelling can make a tangible followed the thread where we create a direct connection between ALAN TURING. VICTIMS OF PETERLOO. BEATRICE AND SIDNEY WEBB. PAUL difference in how you communicate realised our audiences responded themselves and their radical hero. It your brand, how you build the brand most strongly. is a way for people to acknowledge and how you foster engagement and celebrate the giants whose WELLER. H G WELLS. REBECCA WEST. WILLIAM WILBERFORCE. EMILY WILDING with the brand in your customers. “The key is not to brag, not to shoulders they stand on. It also promise, but to portray the fosters a sense of connection to the DAVISON. JOHN WILKES. . MARY WOLLSTONECRAFT. One of the oldest and most corporation as a company that museum’s collections and archives; enduring types of story is the is struggling against powerful it is more than being a member or a hero’s journey. It involves a hero forces, trying to make the world a friend. who is called to some sort of better place.” adventure. Along the way there is a We realised that £3,000 is not Ask at reception to find out fundamental crisis, helpers appear, Robert Mckee within everyone’s reach, so we JOIN THE RADICALS AND more or pick up a Radicals leaflet transformation happens, the hero Writer made sure 100 Radical Heroes is the SUPPORT THE PEOPLE’S www.phm.org.uk/support-us

HISTORY MUSEUM JAM 65 a-m-a.co.uk 12 — winter 2017 13 for heads of department and directors

Leicester 26—29 March 2017

Bust of Radical Hero with visitor to People’s History Museum. Image courtesy of People’s History Museum © Kippa Matthews flagship of our individual giving and As for the money: to date we Janneke Geene is backed up by a wider membership have well over 50 Radical Heroes Acting Director programme that is affordable to sponsored, so have raised over People’s History Museum all our visitors, and to everybody £150,000 for the museum. who feels passionate about the Numerous people have put forward museum. A number of radical their own radical hero. Sponsors heroes have also been the subject range from individuals (someone of crowdfunding or JustGiving sponsored Billy Bragg as a campaigns, making them accessible Christmas gift to his partner), to to a much wider audience. businesses and from a school to trade unions. Someone sponsored People’s History Museum a radical hero in order to be able to [email protected] tell their children of the powerful phm.org.uk itself became the hero, the change the person fought for; @jannekeg / @PHMMcr idea worth fighting for. someone sponsored a radical hero in memory of a loved one. A number Our sponsors are radical of businesses have nominated Key takeaways heroes, through donating someone who might have stood at and spreading our story. the beginning of their value-based ——Understand your audience so business that you have an idea of what they will relate to. So who is the hero? Well everyone One could say it’s easy for us, after is. People’s History Museum itself all, as the People’s History Museum ——Allow yourself to play with became the hero, the idea worth we deal with people and their the idea of storytelling. Try it fighting for. Our sponsors are radical stories. I would say though that the out and see what happens. heroes, through donating and cultural sector is brimming with FIND OUT MORE AT spreading our story. We encourage stories, amazing stories of creation, ——Suggested reading: Getting SPEKTRIX.COM/DATA STORIES Find your story. Reach new audiences. our visitors to do what our radical blossoming, growth, death, rebirth Goosebumps, a marketing heroes have taught us to do in the and belonging. The stuff we are all tool by B. Adams and D. face of adversity: stand up, speak made of and we all want to relate Hazlehurst of Ph.Creative. loud, and take action. to.

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