Effective Storytelling for Advocacy Alliance for Biking & Walking Mutual Aid Call Wednesday, July 17,

2013
Want to strengthen your organizations message? The best way to incite action - whether action means donating, contacting an elected official, or sharing something on Facebook - is to create an emotional connection through a real-life story. On this call, panelists discuss ways to tell effective stories in your organizational communications.

Advice from Molly Haigh Director of Media Relations, FitzGibbon Media

Why stories are important
Stories create more human depth and an emotional connection behind your organization. A personal story is more persuasive than just facts and data, especially if the story comes from a more established member of the community. Stories create more For example, It is easier to say no to sidewalks in general, but human depth and harder to say no to a mom who says she needs sidewalks to an emotional conget her kids to school safely. nection behind your Having a narrative can make it easier to talk about the why of organization. what you do day to day. Stories are a great way for people to relate to an issue in a new way. Having personal stories can keep an issue fresh and are easier to rally around than a general issue.

How to gather stories

Before you start asking people for stories, figure out what the end goal is and which kind of stories would best further your objectives. Decide on the platform you will use to collect stories, whether by email, Facebook, or Tumblr, before you begin. If you collect stories offline, organizers can pass out 3 x 5 cards and then manually enter in the comments. Look to events, such as open streets, as great opportunities to gather stories. But you dont always need to rely on your own events. Draw on ongoing news and media moments. For instance, WABA has used the recent bike accident in DC to crowd source for stories of undue police bias towards cyclists.

Weave stories into your work

Push stories out to the press to drum up awareness. Collect stories from members to help make the issue feel more real to them. Contributing members get a sense of empowerment from being involved. Incorporate stories into online petitions as a way to gain support and recruit new members. Create content and stories easy to share on social media to spread the word. 1

Effective Storytelling for Advocacy Alliance for Biking & Walking Mutual Aid Call Wednesday, July 17, 2013
Keep a well-organized reserve of stories
Dedicate one staff person in charge of organizing and keeping track of the stories. Its very important to store the stories in an easily accessible and searchable database. Stories youve collected in previous campaigns can always be used in future campaigns. Stay on the lookout for new opportunities to get stories to add to the reserve. Stories are a proven catalyst to transforming a small issue into a winning campaign. Use collaborative online resources such as Google Docs or the Cloud very easy sharing.

Advice from M.J. Kelly Director of Communications and Marketing, Cascade Bicycle Club
Brief history of how CBC got to the point of seeking a narrative
Six years ago, though Cascade Bicycle Club was making progress, the organization was making progress but felt that they werent as successful as they wanted to be. CBC found that facts and data were effective at persuading people who were already supporting us, but people on the fence were more responsive to stories. CBC was disheartened when local media started pushing anti-bicyclist rhetoric by labeling advocacy efforts as a war on cars. They held a poll of Seattle voters and were overjoyed by the results indicating strong support for CBC efforts. The realization of widespread support helped CBC tamp down on the oppositions narrative of a war on cars with a message for pro-bicycling agenda. Shape your narratives Develop your narrative to make it easy for people to put them Identify specific values you want in your narrative. CBC worked with a communications expert to put their message selves in the framework of your organizain a storytelling narrative. tion Shape your narratives to make it easy for people to put themselves in the framework of your organization Identify the heroes people can relate to and and support as well as the villains that oppose your message

Test your narrative

Conduct a poll to test the efficacy of your narrative and to see what will and wont work

Integrate the narrative into your organization and stick to it

Dont be afraid to shape stories to fit the narrative. Let the narrative guide the types of profiles you write, the photos you select, and the stories you pitch to the media. It can help keep your messages more cohesive. Success relies on consistency. By beating that same dream, staying on the same page, and telling the same story, you strengthen your message.

Effective Storytelling for Advocacy Alliance for Biking & Walking Mutual Aid Call Wednesday, July 17, 2013

Additional Resources
Cascade Bicycle Clubs Bicycle Narrative- An overview of CBCs narrative and the individual components. Social Media Guidelines - A guide from the Association of Fundraising Professionals. Kellogg Foundation Communication Planning Template - The Council of Nonprofits step-by-step guide to creating a strategic communications plan. Tell Your Nonprofits Story More Effectively - Tried and true guidelines for effective storytelling. What Story Will You Tell This Summer?- A summary of lessons learned and activities from a communications arc workshop.