Non-profit Storytelling: 6 Tips for Interviews

Ask any non-profit, and they'll tell you there's nothing better than a personal, heartfelt story to put a face on their cause. Far better than organizational blah-blah or sterile statistics, stories help donors (and future donors) learn an organization's personality. Stories help donors feel engaged in the work—and see the difference they can make in a real person's life. They empower the organization and its supporters to continue on. Messaging Shangri La!

But getting stories (good stories especially) is easier said than done. Here are a few tips we've learned from interviewing hundreds of people who have received help from charitable organizations.

1. Start with the End in Mind—Do your homework. Get the "story behind the story" from the program manager before you ever pick up the phone. Think of the story you want to end up with and backtrack from there to draft your questions.

2. Never Use the Word "Interview"—The word "interview" makes people feel like they're being interrogated by Woodward and Bernstein. It can cause anxiety and stage fright. Instead, ask if you can "chat for a few minutes about the assistance he/she received."

3. Talk Less, Listen More—Use the first minute or so to make the interviewee feel at ease—express your thanks. After that, zip your lips. Closed-ended questions will give you just what you might expect—one-word, dull answers. Ask questions like "what did the help mean to you?" and give people time to think about and respond to the question. Resist the urge to fill dead air as some of the best responses come when the interviewee is given the floor.

4. Veer from the Script—As mentioned in #1, a list of questions is always a good idea. But that said, it's a starting point. Listen closely to the interview, and be ready to jet off in another direction if needed. Use probing questions to get more in-depth answers.

5. Get Approvals—No surprises. That's our motto. After you've drafted the story, give the interviewee a chance to review for accuracy. Most make no changes, but it's better to know any problems before publishing it. Keep a paper trail—you might need it.

6. Be Prepared for Anything (and I mean anything)—Interviewing for non-profits is unique. You're talking to people who were—or are—in crisis. Don't be surprised if you encounter hostility, tears and any other emotions. Listen and be empathetic, but never say, "I know what you're going through." Most of all, stay calm no matter what's thrown at you.

Enthusiasm, friends - ENTHUSIASM!!!!

So, a few weeks ago I went to lunch with a good buddy. I was considering a salad that had an intriguing name. I had no idea what the ingredients of said alluring salad were, so I asked our waiter for details.

Let me stop here. I'm asking to know more about the more expensive salad option. This cat has a chance to upgrade my purchase, upgrade my gastronomic experience (read: upgrade his tip).

So how does he describe this savory delight I'm so curious to try? Brace yourself ...

"Um, (eye rolling, lots of foot shifting), well it's pretty weird. It's got these four little, like, piles of beans on green stuff, and, I don't know, it's like - if you like weird stuff, you'll like it."

I happen to love weird stuff. But I didn't get the salad.

He didn't make the sale, not so much because he had only one adjective at his disposal ("weird" - really gets the mouth watering, doesn't it?), but because he lacked enthusiasm. He was bored, he didn't care. Ergo, I was bored. I ordered the same thing I always get.

The point? People like people who are excited about what they do. They want to be around -and do business with - folks who are all abuzz about their jobs and the projects they're working on. Folks who can convey a little zest and energy.

After my experience with the Shakespearean waiter, I'm more conscious of how I talk to clients, colleagues and team members. I know what an effect enthusiasm has on me. What about you?

Heed the wise words of Mr. Roarke from Fantasy Island: "Smiles, everyone! Smiles!"

Making the “Un-presentation”

I was recently on a panel for the Center for Non-Profit Success Boston Summit.

I’ve done a number of presentations, but this went differently.

In preparing for our session, one of the panelists–Jon Wojciechowski, Senior VP with PROP-People's Regional Opportunity Program – suggested a Q&A approach rather than the traditional three-mini-speeches-followed-by-audience-participation.

We each prepared a list of questions addressing what we thought attendees might want to learn. Out of the combined list, we picked nine questions we felt covered the most important topics/issues.

For each of these, one of us took the lead in answering, while the other two chimed in with additional comments or perspective as appropriate. Attendees could ask questions or make comments at any point.

Did it work?

This was the last session on the second day of a two-day conference. At 4:45, the scheduled close, dialogue was still going strong. About five minutes later the first attendee got up to leave, apologizing that she had to catch a bus.

The group began to break, but the most-involved participants stayed for another 15 minutes or so.

Revolutionary concept, right?
• Begin at the end: what does the listener/prospect want/need to know? (vs. what do you want to say!)
• Keep information in bite-size, manageable chunks.
• Structure the process to facilitate and respond to feedback.

Wait a minute ... That's starting to sound like communication. I thought this was supposed to be a presentation …

Target Marketing Editor Coming to Kansas City ... Kansas City Here She Comes ...

What a coup! Hallie Mummert, Editor in Chief of Target Marketing magazine, will be appearing before the Kansas City Direct Marketing Association (KCDMA) next Tuesday, 10/13. Hallie will share insights into the future of direct marketing—and what is means for us. I think we could all use a crystal ball at this point! The event also marks the annual Rising Stars event, where the DM community honors the up-and-comers in our industry.

So go ahead and do it. Sign up and bring a Rising Star if you can. Should be really interesting ...

Wake up Kansas City!

How can a city that’s among the nation’s top 50 in population let itself fall to 140th in online giving?

Heart of the country, indeed!

That was my reaction as I scanned the results of a just-released report comparing online donations processed by Convio on behalf of its nonprofit clients. Granted, that’s not a scientific representation, but it would seem to be indicative.

After the first eight months of the year, the number of KC online donations appears to be about even with the pace of 2008 (ytd currently at 66% of 2008 total), but the total number of dollars is lagging (50% of 2008 totals). This difference is the result of a lower average gift: $62.08 in 2009 compared to $81.44 in 2008.

In 2008, KC ranked 88th in the country.

By comparison, the current “most generous” city (Alexandria, VA) has about one-third of the population but gave 2.5 times as many gifts and more than three times as much in total dollars.

Personally, I find this a little embarrassing.

Do we support good causes less? Do we just not give online? What’s the deal?

Come on KC. Get out there and show your heart!

Back to Basics

R - E – S – P – E – C - T

I can hear Aretha now, belting it out now.

Find out what it means to me.

That popped into my mind as I was reading about the House vote to rebuke Joe Wilson. There’s a lack of civility in partisan politics that cries out for a little respect.

Politics–and business–are based on mutual self-interest. On relationship. Respect is the underpinning that can allow self interest to become mutual, to grow into relationship.

If you remove that underpinning, you damage relationship.

In politics, or business.

Inflated promises. Shoddy workmanship. Price gouging. Some practices are based a lot more on self-interest than mutuality.

Sometimes it’s a lot less deliberate. The business owner who doesn’t write down part of the order and then neglects to fill it. Or promises delivery in a week, knowing full well it’ll likely be closer to two. Or underbids to get the job, and then seethes to live with the pricing.

What do you do with those lapses? Can you maintain (or restore) the relationship?

I think we have to keep reminding ourselves of the need for respect. To remember mutuality. To not focus solely on our self interest.

And to “Keep on tryin’ (just a little bit .... just a little bit)”!

Merrigan & Co. in Inside Direct Mail

Partners in Change
VFW uses emotional stories in its newsletter mailer to show donors how their gifts affect lives

There’s a common thread many nonprofit organizations share when it comes to direct mail fundraising appeals—they can fall into the trap of hyping up all the great things their organizations do instead of discussing all the ways the donors help. The latter approach is the way Veterans of Foreign Wars (VFW) conveys its message in its fundraising newsletter test campaign.

“One of the things we see a lot is that organizations tend to lapse into what we call ‘chest-beating copy,’ with stories that are more about them, the nuts and bolts of their organization, versus what the donor is doing with the organization,” states Merritt Engel, vice president of Kansas City, Mo.-based direct marketing firm Merrigan & Co., which handles messaging for VFW’s direct mail. More>