Story telling is at the core of all marketing. Internet marketing, direct marketing, they all include some kind of story. People want to know why, why should I focus my attention on this cause? Why should I donate to this organization?
Most of the time, this question is not being asked consciously. It is our humanity that evaluates the question why and then makes a decision to either say yes or turn away. The power to capturing attention and loyalty is in the messages being sent. The power is in the story....
[Christina Kelley talks about the value of storytelling for nonprofits - JD]
Via Gregg Morris