Course content
As a not for profit, you want to communicate with your audience and turn them into supporters – champions of your organisation and your cause. You want to compel them to take an action - be it donate, sign up or share your message. The best way to do that is to create an emotional connection between them and your organisation.
Stories are the best way to do that. Because, facts alone don’t change minds – you need to sway hearts. Storytelling is fun, but we’re doing it for a purpose. To do that we need to identify our goal, our audience and our tone. For the best results we want to start by identifying our end goal and working back from there. This course takes you through all the steps you need to develop a story from start to end.
Stories are the best way to do that. Because, facts alone don’t change minds – you need to sway hearts. Storytelling is fun, but we’re doing it for a purpose. To do that we need to identify our goal, our audience and our tone. For the best results we want to start by identifying our end goal and working back from there. This course takes you through all the steps you need to develop a story from start to end.
Hello. Welcome to Lumin, I’m Stefan. I’m here to teach you about storytelling, an essential skill for every organisation. I’ve spent more than 15 years in communications, with 10 years as a journalist and I have a real passion for crafting a great story. We all have a story to tell and today I’m going to take you through the fundamentals of how to tell yours.
As a not for profit, you want to communicate with your audience, because you want to turn them into supporters – champions of your organisation and your cause. You want to compel them to take an action, be it donate, sign up or share your message.
The best way to do that is to create an emotional connection between them and your organisation. Stories are the best way to do that. Because, facts alone don’t change minds – you need to sway hearts. We’ve all heard things we know are important – but we don’t act on them. For example, people are often told they need a bushfire plan, but they just don’t prepare. Why? Because it’s a big scary idea the brain just can’t connect with.
By contrast, the ideas that change our lives hit us in the heart, before the head. When you’re a kid, your parents tell you to look both ways before crossing the road, if you asked why, they tell you it’s so you don’t get hit by a car.
That’s a simple little story. It has a character (you), a relatable outcome (hit by a car) and an action (look out). It’s more effective than just “look both ways because I said so.” Do you remember being told, “because I said so” by your mum and dad, with no explanation why. No story. How frustrating that was. Then you understand why storytelling is so important and powerful. From a young age with yearn to connect; it’s how we’re wired. A good story helps us understand and connect. If we feel a story is true that’s very powerful.
We want your audience to feel and understand your message, your story. Storytelling is a powerful tool because your work and reputation is enhanced by showing your heart and passion. Storytelling is how to use the knowledge of human behaviour and psychology to achieve your goals and prompt action. Next we’ll start breaking down how we tell your story. Join me in the next lesson to identify your goals.
As a not for profit, you want to communicate with your audience, because you want to turn them into supporters – champions of your organisation and your cause. You want to compel them to take an action, be it donate, sign up or share your message.
The best way to do that is to create an emotional connection between them and your organisation. Stories are the best way to do that. Because, facts alone don’t change minds – you need to sway hearts. We’ve all heard things we know are important – but we don’t act on them. For example, people are often told they need a bushfire plan, but they just don’t prepare. Why? Because it’s a big scary idea the brain just can’t connect with.
By contrast, the ideas that change our lives hit us in the heart, before the head. When you’re a kid, your parents tell you to look both ways before crossing the road, if you asked why, they tell you it’s so you don’t get hit by a car.
That’s a simple little story. It has a character (you), a relatable outcome (hit by a car) and an action (look out). It’s more effective than just “look both ways because I said so.” Do you remember being told, “because I said so” by your mum and dad, with no explanation why. No story. How frustrating that was. Then you understand why storytelling is so important and powerful. From a young age with yearn to connect; it’s how we’re wired. A good story helps us understand and connect. If we feel a story is true that’s very powerful.
We want your audience to feel and understand your message, your story. Storytelling is a powerful tool because your work and reputation is enhanced by showing your heart and passion. Storytelling is how to use the knowledge of human behaviour and psychology to achieve your goals and prompt action. Next we’ll start breaking down how we tell your story. Join me in the next lesson to identify your goals.
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About the instructor
Stefan Delatovic
Stefan is an accomplished communicator specialising in media, crisis messaging and strategy. With 18 years’ experience, his passion is for using stories and ideas to shape communities and empower them. His origins as a journalist in a regional community give him a deep understanding of how people digest information, interact with complicated ideas, and the role communication plays in their lives. Working from strategic planning right through to time-critical reactive messaging, he has successfully coordinated emergency management communication functions that provide cohesive advice and action.