Power narratives.

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Power narratives.
AFP Sudbury Kate Eccles, Vice President,
KCI November 15, 2006 930 1030

• Engaging hearts and minds.

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Todays discussion.

• Understanding the role of communications in
  fundraising
• Building the organizational narrative
• Bridging the fundraising strategies and messages
  with the overall organizational positioning
• Engaging your key publics
• Establishing a philanthropic organizational
  culture

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Who are you?
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What do you dream of?
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What will it mean?
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Your starting point.

• Stems from strategic planning
• Understanding the positioning of your
  organization
• Vision
• Strategic direction
• Development pillars
• Impactful programs and projects

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Where do you want to go?
strategic vision
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How will you get there?
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Setting the stage.

• Confirms mission and values
• Creates a vision of success
• Determines the critical strategic issues
• Sets your strategic goals
• Establish your development priorities
• Confirm your fundraising objectives

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Advancement communications.

• Brings profile at the most important time
• Provides case to support requests
• Institutional vs. Advancement Message umbrella
  concept
• Speaking with one voice written, verbal, visual
  elements

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What do we mean by narrative?

• Storytelling
• Engaged listening
• Meaning-making

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Branding the narrow view.

• Point-of-purchase experiences
• Logos
• Taglines
• Colour palettes

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Narratives in medicine
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law
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psychology
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and business.
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Advancing your message in a philanthropic context
has less to do with spending a fortune on
advertising and glossy brochures, and more to do
with establishing a clear and competitive
organizational vision, communicated through
masterful and emotive storytelling.
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Learning and remembering.
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University of Texas at Austin.
NARRATIVE STORY 1

• High awareness, low understanding
• Decentralized communication
• Outgoing message driven by Development
• Confusion about what it stands for, where its
  heading
• Were Texas

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Queens University
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Mythic Dimensions
The Iron Ring, worn on the little finger of an
engineer's working hand, is the symbol of the
pride we have in our profession. In addition, the
ring reminds us of our responsibility.
Engineering students attend a ceremony near the
end of their graduating year to receive their
Iron Ring.
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Rotman School.
NARRATIVE STORY 2
The New Story
The Old Brand

• Poor reputation
• Out of date curriculum
• Undistinguished from its peers

• Integrative Thinking
• Business Design
• The Value of One

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Rotman School.
NARRATIVE STORY 2
The Old Brand
The New Story

• Poor reputation
• Out of date curriculum
• Undistinguished from its peers

• Integrative Thinking
• Business Design
• The Value of One

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Royal Conservatory.
NARRATIVE STORY 3

• Background
• Stuffy music school
• 6 cultural projects underway due to Superbuild
• No connection for corporate marketers
• New building not seen as vital meaning was
  missing

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Royal Conservatory.
NARRATIVE STORY 3

• The new narrative
• History
• Firsts and Bests
• Zeitgeist
• Innovations
• Creative Education
• New kind of educational facility
• First in world

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Analytic, abstract thinking is ideal for
reporting the regular, the expected, the normal,
the ordinary, the unsurprising, the mundane, the
things we often take so much for granted that we
are hardly conscious that we know them at all. By
contrast, narrative thinking, encapsulated in
stories and storytelling, is ideally suited to
discussing the exceptional. Jerome
Bruner Research Professor of Psychology and
Education, NYU
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Who are you? What do you dream of? What will it
mean?