Serial Storytelling Pitch for NGOs

The following video is a direct video message from Mike Lee to executives, project managers, and volunteers who help those in need.  Please feel free to share with your colleagues.  And please connect with me at Linkedin.

 

 

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Text of the Video Message

Hello, I’m Mike Lee former global correspondent for ABC News with a direct message for executives, project managers and volunteers who help victims of war, disasters, and human rights abuses.    If your mission in life to to help those in need, this short video may help you.

I will explain how I think I can help you, and your NGO, public agency, or public-private partnership to gain more public attention for your work.

I will tell you how and why I believe you can  use Serial Storytelling videos to reach out to millions of users of social media, which is the largest pool of potential supporters on earth.

What about all those videos, photos, and press releases you, and other agencies, publish about your successes and the need for more support?    As dramatic and as well produced as they are, your media campaign may lack the one thing that potential donors need most in order to want to seek you out on the web over and over again…and to form the emotional bond with your project that can lead to increased support.   That missing link is ongoing personal stories.

Here is how it works.   Serial Storytelling is a multi-episode series that focuses on one person, or a small group of people, involved in a real life drama about your good cause, product, or service.

By focusing on individuals and the effect your project or product has on their lives…an ongoing drama is established.   The audience has a good reason to become emotionally invested in the series.

Each episode, usually several minutes long, is a story within itself, but it also teases ahead…what will happen in the next instalment….to people you are steadily becoming emotionally involved with?

Imagine watching the stories of any of these people unfold over several episodes.   For example a week in the life of just one of these women.  Will she have enough food tomorrow?  Will her sick children been seen by a doctor?  Will there be good news or bad news about missing family members?  Will she finally sleep tonight?   How much longer before she faces a mental breakdown?

These are the kind of personal stories that can help build an emotional bridge between this world, and this one where the key to converting potential donors into donors is to give them more than cold hard facts about the suffering outside their comfort zone.

Audiences, especially people with busy lives, who are inundated with all kinds of impersonal media message, are turning to social media websites where they can connect with the ongoing personal stories of others.  A world in which compassion and empathy are very much alive.

If you want to connect with one of the largest pools of potential donors on earth, through social media websites, just remember that social media users want to be involved with the ongoing stories of others, and to share those life stories with friends.

One more important point.  When you cover your own project as an urgent ongoing story, the news media will be more inclined to pay more attention to it, possibly even use your video, because you are helping make newsworthy material available, with your serial storytelling from the scene of a major story.

 

Mike Lee

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