Moped Newsletter - Once Upon a Time...
And So the Story Goes...
September 2009 - Vol 1, Issue 2
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ONCE UPON A TIME there was a young woman who was in pursuit of a dream, decided to sell everything she owned, took her $900 and packed her car to move to New York. She went through ups and downs, trials and tribulations, almost gave up, but in the end -- she made it.

It's the way a lot of movies have unfolded (at least in the 80's and 90's, no?). But this is no movie. Oh no, Mister and Ma'am. This is Moped.

It's actually the story before the story of Moped Productions, of when I, Mo Isern, made a choice in 2002 to leave Florida. Would you be interested in hearing more?

Well, I like to stay behind the scenes. But I shouldn't. Because what people connect to in business is the person. I was told recently, "We don't hire companies because they're companies; we hire companies based on the talent of the people in the company."

So how are you telling the story of your talent... of your people?

In this issue we're looking at how organizational storytelling can be a valuable marketing tool as competition increases.

We'll give you 10 Tips on how to find your organization's story.

And we'll talk about how stories compel Gen-X to donate to non-profit causes (a potential lesson in why they buy anything at all).

Eventually, we'll get around to sharing our own story. Give us another newsletter to get to that, and stay tuned!

Your organization, whether for-profit or not, is like a human body. There are hundreds, if not thousands of complicated, moving parts that need different forms of attention to remain healthy. One of the things organizations need to stay healthy, much like humans, is interaction.

And as with humans, communicating with its social circle can't be an afterthought for an organization. It has to be done consistently, not only for its consumers to feel connected to it, but in the spirit of true dialogue, for the organization to know what its consumers are thinking.

Think about what happens when you go MIA for a while. You become out-of-touch, your friends have no idea what's running through your mind, and your casual acquaintances stop calling.

So how does your business connect to people? How does it engage consumers and keep them tuned in?

There are goldmines of inspiring, funny and compelling tales to tell within the walls of every business. Organizations that listen to the stories of their staff, volunteers and customers - and then use that to understand and drive their organizational goals forward, will go in that direction with committed followers. And communicating them in a true voice is equally as important.

Daniel Pink's most recent book, "A Whole New Mind: Why Right-Brainers Will Rule the Future," has a great chapter on Story and what 'Organizational Storytelling' is all about. He writes, "When facts become so widely available and instantly accessible, each one becomes less valuable. What begins to matter more is the ability to place these facts in context and to deliver them with emotional impact."

Take E.M. Forster's famous observation that Pink paraphrases in his book, to decide whether fact or story connects to you:

The fact is "The queen died and the king died."

The story is "The queen died and the king died of a broken heart."
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There are so many stories to recount. Which ones do you tell? Here are some pointers to guide you through your creative and strategic journey.

  • Ask Your Audience. You know who your target audience is, but have you talked to them lately? Whether it's through formal surveys or focus groups, or by casually conversing over a message thread or (gasp!) and in-person meeting, find out what matters to them and why. You may be surprised by what you learn (if you are really listening).

  • Get To Know Yourself. Asking your staff, board members and volunteers to share their personal stories and experiences will not only enlighten you to your organizational strengths and pitfalls, it will breathe real life into your outward messages. And watch what it does to your storytellers as they reminisce.

  • Get Outside Your Building. What's going on in your real lives that lends itself to how and why your organization operates the way it does?

  • Track Recurring Themes and Find the Intersection. Where are your organizational goals and internal stories lining up with what your audience wants to know? You may have found a starting point.

  • Keep it Real. The last thing you want is to tell the story of your company by reciting a press release. Your audience will know it's a farce right away, and the backlash could be negative.

  • Have a Purpose. At the end of the day, the stories you tell have to have a point. As you navigate through the process, keep your eye on the prize. If you're having to work hard to align all the peices, you may be speaking the wrong language.

  • Don't Forget: Placement is Key. Our last newsletter explained how Gen-X donates money online. Place your messages in your audience's territory.

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    Some of the non-profits we work with find themselves using the same messaging tactics they've used for older generations to recruit younger supporters. What they're finding is the older keep getting older and the younger aren't stepping up to fill their shoes. Their support list is shrinking.

    Our last newsletter touched on how young people prefer to give - primarily online and at the request of trusted friends and acquaintances. But what types of messages to they respond to? Why do they respond? Which stories work?

    Check out some of our findings from when we surveyed over 200 Gen X and Y respondents, and see how it holds up against your messaging tactics.

  • Top three motivations driving Gen X and Gen Y respondents to make a donation: being driven emotionally to the organization's work, understanding informative data regarding the organization's impact on its clients, and knowing how much the agency is spending on programs versus overhead.

  • Top three reasons respondents say they donate to a specific cause: personal experience with the cause's mission, wanting to improve their community, and wanting to improve the world. Reasons such as feeling a sense of responsibility to help others, or wanting to empower those with less, ranked next. Feeling a sense of guilt for not donating, or believing that people with less deserve help, ranked low.

  • Top three types of information they value receiving: personal client stories, financial updates on how the charity has been spending donated funds, and overall success stories from the charity or cause. Summaries of recent news coverage, events to participate in, and tax receipts ranked next. Consumer 'news you can use' did not make the top rankings.

    • Excerpt from Generational Motivations for Charitable Giving Report © 2009 Moped Productions LLC
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    The greatest compliment you can give us is a referral! And we don't let compliments go unnoticed.

    For any referral you send our way that results in business for us, we'll send you a thank you card in the form of a $100 Visa Gift Card, complete with our gorgeous logo on it!

    And who doesn't want to see Moped's logo while paying for groceries, a movie or a nice dinner?

    Please make sure they mention your name when they first contact us.

    We always welcome your feedback! Email us with ideas, questions, comments or compliments at info@mopedproductions.tv. Please let us know if you are not open to us sharing your comments.

    Moped Productions, LLC is an award-winning, full-service media consulting and production company dedicated to turning your mission into a powerful, customized visual message. We partner with non-profits, businesses and other producers to create strategic and compelling sales/marketing, entertainment and education media tools, engaging all distribution platforms.

    Moped Productions is a Certified W/MBE in New York City and New York State.

    You are receiving this email because you have worked with or expressed interest in this organization. Please remove yourself from the mailing list by clicking unsubscribe below if you do not wish to continue receiving this newsletter.

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    Moped Productions - Mobilize Your Mission

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