If you heard that a certain type of fox is endangered, would you be moved to
How about if you heard that a mama fox was trying to keep herself and her
litter safe as their forest disappears?
Now that's different. There's a story there with actual individuals being
Such was the storyline for a campaign by Environmental Defense Fund (EDF),
which told a universal tale of survival to communicate about the kit fox
problem in Northern California.
Information in the context of a story is dramatically more compelling than
straight facts. Yet, many nonprofits fail to tell stories to illustrate their
challenges and successful outcomes.
"If you look at the web sites of fifty small nonprofits, you would be
hard-pressed to find written stories or pictures that tell a story," says
Katya Andresen, author of Robin Hood Marketing and Chief Operating Officer,
It can be really tough to get customers to go public with their stories.
But the prospect of winning an award gets customers on board – fast!
Your products and services are helping customers do innovative, progressive
things. Why not submit those examples for industry awards where you both get
some of the glory?
Just last week, I helped a client capture two of its best customer success
stories to submit for two different awards programs in my client’s
And get this…Both featured customers are major, nationally known companies.
My client’s customers were all over the idea,... (more)
Note from Casey Hibbard: While I’m out on maternity leave until the end of
July, this blog will feature a summer guest blogger series with content from
experts in marketing, organizational storytelling and writing.
By Michael Margolis
Gone are the days of “Just the facts, M’am.” Instead we’re all trying
to suss each other out in the relationship economy. Do I share something in
common with you? How do we relate to each other? Are you relevant to my work?
We're exchanging stories all the time to determine if we belong in the same
That’s why the resume is on the out, and t... (more)
If asked, will customers submit themselves as possible case study or success
From consumer-products companies to B2B to nonprofit organizations, many now
actively solicit stories with self-service “Share Your Story” links on
their Web sites. Apple created a link for this soon after the release of its
wildly popular iPhone. FileMaker software includes a link to “Tell us your
Girl Scouts of the USA asks former members to share their experiences for its
alumnae program. And Toyota Motor Sales gather owners' stories and gets usage
permission through an o... (more)
I have a not-quite-two-year-old, and thus, spend a lot of time reading
nursery rhymes and fairly tales.
Most of these catchy or intriguing little stories pre-date our
great-great-grandparents, but the lessons are still valid today.
Take the story of the Ugly Duckling, a tale released by Hans Christian
Andersen in 1843. The ugly duckling, which was mocked when young, grew up to
be the most beautiful swan of them all.
In the case study world, non-public customer stories are perceived as an ugly
duckling of what we do. When you can't post it on your website, spin it into
a pr... (more)