Non Profit Leaders: Do Your Volunteers Know Your Story?

Non Profit Leaders: Do your volunteers know your story?

Yesterday, on my way into the grocery store, a woman sitting at "animal rescue" table asked me if I would like to donate to their rescue shelter. As I made my way into the store, I had both the time and the inclination to listen to her ask for a donation as my family has been connected to the work of rescue shelters for more than six years. (You can see the website at 3lostdogs.com.) As well, we have three "rescued" shelter dogs in our life. So, I am open to the idea that these volunteers were promoting. I also know that these impromptu tables are an important non profit funding source.

I asked her, "What does your shelter do?" The volunteer was not ready to answer my question. She did not know the story of the shelter she was representing. Her only answer was, "We do the adoptions at the (name of pet store)." Outside of that, she did not know what to say.

So, unlike most people passing her table, I stopped long enough to actually talk to her. I was a prime-candidate to donate money to her cause. However, she had not been trained in how to talk to potential donors. Either she did not know the story of her group or she had not been trained to speak about her organization.

This, of course, is not her fault. Her lack of preparedness was the fault of the director of her non-profit organization. It is possible that she had been trained on where to find the table that she needed, what to do with the money she collected and where to turn in the forms at the end of her shift. She was not trained in talking about the mission of her organization.

How about your volunteers and employees? Have they been trained to tell both their story of why they volunteer as well as the story of your organization? I am not talking about elevator speeches here. These elevator speeches, also know as unique selling points, are static anecdotes used to snare others. Rather, knowing the multiple stories of your organizations and how to adapt them to both casual and formal situations is a key skill for your staff, both volunteer and paid.

Here are three steps you need to follow to prepare your staff to use the power of story in your non-profit organization.

1. Collect the stories of your group.
There are a variety of techniques available to aid any organization in the collection of their stories. However, the best method is the oldest method: listen. Train your staff to think about stories. Ask them to think: what is happening/has happened that others need to know about? Find a way to share these stories at regular gatherings. Never make story sharing mandatory in any setting. Although many trainers advocate this, the pressure of "I must have a story" results in poor stories shared when your staff is under pressure to come up with anything. Stories should always be gathered in an organic or grass-roots process.

2. Train staff in the essential skills (the how-to) of storytelling.
The best investment you can make in your organization's future is to enlist the help of an experienced storytelling coach to teach your staff and volunteers to tell stories. You want your team to be able to know and tell your core or essential stories in a variety of time formats. For example, the volunteer I encountered outside the grocery store might have known the 20-minute story of their organization but had not been trained to tell it to me in a two-minute setting. She would need to know both the long and short versions. You also want your team to be able to use stories as frames for presentations that require quantities of data and shared information. Teach storytelling techniques first and save the high-level theories of storytelling for advanced classes once your staff has had success with storytelling.

3. All non-profit leadership must use stories at every gathering.
In every public speaking setting, from formal board meetings to casual walk-arounds, the leadership of the organization must fully immerse themselves in the use of story. Despite the glut of storytelling-for-business consultants available, the idea of storytelling for adults in a business setting remains challenging for many. Your leadership team, from the top on down, must clearly demonstrate the importance of story in all settings.

In even good economic times, a non-profit organization must have a strong command of their past, present and future stories. Your potential donors are interested in what their money can do in your organization, assuming your mission aligns with their values. Are your volunteers ready to speak your mission statement, not in overused mission "statement-eese," but rather in the geniune stories of your group's daily experiences?

Expressing your organization's story should be a skill for all of your staff. It is a requirement for business communication today. Consider everyone in your organization to be public speakers. Your experiences, expressed in story, are the unique features of your group. Be sure your donors can understand them.

I did explain to the volunteer outside the grocery store about my family's history with rescued animals and thanked her for the good work she was promoting in defense of abandoned animals. Her work was important and I hope she had some success in collecting funds for their rescue project. However, I knew that she was unprepared for real conversations about the work and mission of her group. I hope that the leadership of her group soon gets a chance to teach their staff to tell the real stories of the challenges and successes of their charity.

Good stories, willing listeners and a staff trained in public speaking skills are tangible assets that every non-profit group must have.



The official blog for K. Sean Buvala, storyteller and storytelling coach.

Falling Off The Hay Wagon: Others Pick Up the Future?

Kathy Hansen, over at the "A Storied Career Blog" made an excellent posting about the ideas of expressing story via technology. She quotes from both the Sundance film projects and the new "The Center for Future Storytelling" at MIT. I think it is worth your time to go read her blog post at this link. It is actually worth your time to read her posts on a regular basis, in my opinion.

Top of my head, visceral thoughts about this interesting post:

They're both off the mark, in my opinion. Oral storytelling, person to persons, is still the "mother of all communication." What is referred to as storytelling in the above examples isn't storytelling. The first is filmmaking- which uses stories. The second is MIT's look at technology to convey stories. Again, not storytelling.

In no way do I disparage either the Sundance or MIT projects. I think both are needed and they do and will do good works. However, we do a disservice to what storytelling truly is when we toss about the word "storytelling" so freely.

I contend that all of the people on these projects need as their base some solid training and experiences in creating and speaking stories- oral storytelling ("traditional narrative?") as it were.

Storytelling (as person to person) was here as the foundation long before technologies sought to harness story.

As one of the first "traditional narrative" storytellers to embrace technology via Storyteller.net, I am for the use of technology to convey story. I am against the concept that technology is needed to rescue storytelling. "Traditional narrative...has been drowned out" is not my daily experience in teaching, training and performing.

What has happened is that we who practice the art have allowed our advocacy of "traditional narrative" to be drowned out. I've come to recognize this as the "hay wagon" syndrome: a rose-colored-glasses approach that says the 1970's days of the storytelling revival were the purest and most genuine when stories were told from the back of the hay wagon in Tennessee.

Some of that failure to advocate also comes from the nature of storytellers to not embrace technology to promote the art. Some failure also comes from infighting of leadership of the national organizations, especially in the U.S.

Finally, I think you ask a valid question about "losing meaning." More than losing meaning, I think stories when presented solely via technology are losing the engagement of the audience. Watching a story happen on film or otherwise delivered via technology requires zero engagement on the part of the viewer. The viewer becomes passive, with the story and its images poured into the head.

As an example: "The Dark Knight," the Batman movie, wanted to talk about the nature of evil. Since it was on film, there was no place for me to engage in that conversation. The movie showed it all to me, made my decisions about images, tried to tell me when to be scared and when to be happy. I loved the movie, but I didn't need to be there for the one-way story to happen. I know now the opinion of the director about a story but was not part of the storytelling.

In "traditional storytelling" I very much need my audience to co-create with me. You can see my short reflection article "Listening Sideways" for a little more about adolescents as co-creator of story. The link is http://storyteller.net/articles/206 .

Kathy, you do a great job making links and conversation points in your blog. Thanks very much.


The official blog for K. Sean Buvala, storyteller and storytelling coach.