在這以數據作主軸的世代裏,每個人都會接收各種形式的廣告和營銷數據,包括廣告,贊助帖子,廣告牌,印刷廣告及電視廣告。據說每個人平均每天可以看到4,000個廣告。對於公司而言,要在眾多牌子中脫穎而出,令觀眾對廣告有親切感及聯繫感,牽動人心的技巧是必需的。
In today’s data-driven world, an average person consumes various forms of advertisement and marketing data every day including banner ads, sponsored posts, billboards, print ads and TV ads. It is said that an average person sees 4,000 adverts on a daily basis. For any brand to break out of this clamour and have a memorable connection with their audience, the art of storytelling is essential.

比起大多數的市場營銷方法,故事是最容易與讀者產生共鳴的一種方式。這可以為讀者帶來代入感,增加讀者及機構的聯繫,從而增加讀者對機構好感度。
A story brings the audience closer to the cause. Stories are a fundamental human experience that drives people to feel empathy. As a result, it creates deeper connections between the target market and the marketer, resulting in a higher recollection value of the message your brand is attempting to portray.

對於非貿利政府組織而言,說故事技巧對他們十分重要。為了令讀者代入故事情景中,他必須把自己的感情移入故事裏的人物身上。當讀者會為故事裏的人物而有情緒起伏,就可以觸發他有下一步的行動。
This marketing tool is as important to NGOs as to profit-making brands, maybe even more so. For a donor to be able to connect to the story of a beneficiary, he must be drawn into her life. The trigger of empathy is a powerful tool in fundraising. Even though each NGO’s story varies, there are standard storytelling rules when it comes to marketing.

規則#1:創建角色
RULE #1: Create a character

為了讓故事更有吸引力,一個有影響力,令你有情緒起伏的角色是必需的。所以,請確保角色設定的細節是準備好的。例如,她有寵物嗎?角色的目標或願望是什麼?這為下一條規則奠定了基礎。
In order for a reader to follow a story, there must be a character to empathize with. This is who you hope for, fear for, and cheer for. Be sure to include memorable details to your character – does she have a pet? Who is their best friend? What is their favourite meal? The character must have a goal or desire, this sets up the basis for the next rule.

規則#2:衝突
Rule #2: Conflict

既然您擁有吸引觀眾的角色,便可以開始描述他們的經歷。首先,先談論您的角色遇到什麼困難,討論此問題如何影響您的角色,並描述可能產生的附帶影響。例如,自然災害可能導致缺乏醫療保健,或者疾病可能導致社會不滿。
Now that you have a well-rounded character that the audience has been drawn to, it is time to describe their struggle. This is when you talk about the cause and effect of the problem that your NGO is trying to solve. Talk about how this problem is affecting your character, describing any collateral effects that may come out of it. For instance, a natural disaster could lead to lack of healthcare, or disease could cause social disapproval.

規則#3:採取行動
Rule #3: Take action

故事的這一部分描述了角色如何在您的組織的幫助下面對她所面臨的困難。現在是時候說明潛在捐助者如何扮演英雄角色,用自身的能力及財力,幫助主角克服困難。
This part of the story describes how, with the help of your organization, the character faces the challenges that were thrown at her. This is the time to illustrate how a potential donor plays the role of a hero, and the power they hold to help the protagonist overcome her challenges.

規則#4:以“影響力”作結尾
Rule #4: End with impact

故事結束時,最後就要突顯出受惠者得到的東西及組織所幫助的人數和統計數據。講述組織未來的方向,從而說服讀者作出下一步的行動。
Now that the story comes to a close, it is time to show the numbers and statistics of who your organization has helped, and the progress achieved so far. This is where the ‘ask’ comes in – the action that you would like the viewer to take. This is a good opportunity to talk about what the future actions taken by the organization will be.

講故事的注意事項
Best Practices of NGO Storytelling

在講述你所屬的NGO的故事時,請牢記一些注意事項。
While you tell your NGO’s story, there are some best practices to keep in mind.

1)請記住保持真實性
1) Remember to stay authentic:

隨著人們在媒體花費的時間每日倍增,人們越來越意識到故事的真假。所以,請花費時間製作真實的故事。
With the amount of media consumed by the average person, people are increasingly aware of when they are being ‘sold’ to. Take the time to craft genuine stories in a language that your audience can relate to.

 2)權衡利弊
2) Balance the good and the bad:

利用悲慘的故事吸引資助者很容易,但研究顯示,抱希望比悲慘的故事更具影響力。所以要小心地將每一個悲慘的故事與希望的元素平衡起來。
It is easy to use the darkest stories to attract funders, but studies have shown that stories of hope have more impact than those of darkness. Be careful to balance every tale of woe with an element of hope.

 3)行動
3) Include a call to action:

盡我們不能一直在故事中強調行動的重要性。但是,我們要確保我們帶出的行動是與故事相關。
Though mentioned earlier, we cannot stress the importance of including an actionable item for the listener of the story. Make sure this action item is relevant to the story at hand.

4)使用視覺效果
4) Use visuals:

對於讀者而言,分享視頻是分享文字帖子和鏈接總和的12倍,而分享照片則是其兩倍。所以,以視覺方式講說故事使消費者更容易接收。
Videos are 12 times more likely to be shared than text posts and links combined, and photos are twice as likely. Visuals bring the consumer of the story closer to the cause.

 5)一個重點信息
5) Clear messages:

當一個非政府組織以​​多種不同方式幫助一群不同的受益人時,自然會有多個信息出現。所以當設計一個故事,請根據您的目標受眾選擇一個重點信息,然後圍繞它。這就可以在傳遞消息時更容易明白及理解了。
When an NGO helps a group of diverse beneficiaries in many different ways, it is natural for the message to get lost in translation. Choose your message depending on your target audience, and craft your story around that. Be clear and concise while delivering this message.

 6)說出這個詞
6) Get the word out:

現在您有自己的故事,請好好利用它!將其發佈在社交媒體上,與您的利益相關者交流,在會面時介紹給捐贈者,並在您的網站上使用。運用不同的演說方式,把您的故事有效地傳達給他們。
Now that you have your story, use it! Post it on social media, communicate it to your stakeholders, present it during meetings with donors, use it on your marketing materials and website. Pen down a story distribution plan by discussing possible points of contacts with your target audience, and the means in which the story can be communicated to them.

當你的NGO擁有創建故事的能力,請記住,故事不會跑到你的手中,你必須尋找屬於你自己的故事。而當你擁有自己的故事,用盡你的方法去把故事告訴你的最相關的受眾。
Now that your NGO has the tools to create its story, remember, a story is not handed to you, it must be found. Keep an eye out, talk to volunteers and beneficiaries and dig out the story that relates most with your cause and audience.

Credit & Appreciation
The original English content of this blog is written by Priyanka Maheshwari from AsGoodAs.org (https://www.asgoodas.org/), and GoBuddy team has translated it into Chinese.

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