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One of the elusive questions that often surfaces in discussions about storytelling is, “How do we know when the story that we’ve told has been ...
Well, this article makes an interesting point: nonprofits and businesses might want to take a strategic and long-haul approach to figuring out the ROI of storytelling.
This big-picture approach to ROI is focused on finding the patterns of results your storytelling generates.
Hmmmm -- I think this is a kernel of a good idea. I do think that looking at patterns of results over time can be very informative. Yet the assumption buried in this notion is that the ROI of storytelling is hard to figure out. I don't think that's the case if you are clear on a few key points:
So think about and craft your ROI to serve both short-term results and long-term patterns. Sacrificing the long-term for the short-term only means you will miss significant information and perhaps surprising unexpected results.
This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it
How does a charitable institution raise $6.8 million in one single day? Ask Columbia University, and their agency, Story WorldWide.
Here is a terrific example of Columbia University (CU) using storytelling, combined with other techniques, to create an exceedingly effective fundraising campaign. As story colleague Omar Kattan writes in this article, CU and their fundraising partner took several steps at the same time. They developed:
It was a concentrated effort that won big. I particularly liked point #3 -- including ongoing conversation in the mix. Conversation and story sharing is critically important when using stories in fundraising. When the organization shares a story, it prompts a story in return. So make sure you provide for this as you work with your business stories!
And I like how Omar also included links to the actual stories the campaign used. The video from CU on the website is more a promo piece than a story. But stories were part of the campaign and it made a difference.
Go read the article, look at the other amazing stats shared, and enjoy the stories.
This review was written by Karen Dietz for her curated content Just Story It at www.scoop.it/t/just-story-it