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Greetings!
Whether you are trying to motivate a million consumers or sell a cause concept to your boss, a firm grip on the tools of storytelling will take you far.
That's why the art of cause storytelling is a major theme of CMF13 and why we've asked communications guru Andy Goodman to make a keynote address and lead his Storytelling as Best Practice workshop in May. 
To get a feel for Goodman's wit and wisdom, ponder these ideas from Andy's Free Range Thinking newsletter. They'll help you create cause communications people will share by leveraging the secrets of successful joke telling:
1. Quickly grab attention. Jokes, stories, newscasts, commercials - all forms of communication have this initial obligation because we live in an age of ADD.
2. Create interest through incident and/or identification with character. A joke, like a story, is an invitation to temporarily leave the real world behind and teleport instantly to another time and place. Most people are happy to take this leap, but...they need characters with whom they can identify or a familiar scene they can enter.
3. Build tension through complication, elaboration and
misdirection. Laughter is literally the body's way of releasing tension, so it stands to reason that the more tension a joke-teller can build up, the bigger the laugh. Stories build tension in similar ways, giving the audience just enough information so they understand what's happening but are curious to see what happens next.
4. Make "the turn" (i.e., a sudden change in attention or subject). "A joke is really two stories," Emmy Award-winning sitcom director Barnet Kellman told Andy. "The set-up gets us following one story, but we ultimately end up in another." The stories you tell may never feature such a dramatic turn of events, but they do require some element of surprise.
5. Deliver the punchline. Like stories, jokes are intended to convey meaning, and that's what the punchline is all about. Storytellers don't have to deliver punchlines, but their tales must convey meaning - the final, and perhaps most important obligation of all.
Want your cause marketing efforts to end happily? I suggest you register for Andy's workshop while spots are still available!
Happy New Year!
David Hessekiel
President
Cause Marketing Forum
P.S. Check your mailbox for a CMF13 Brochure or visit the Conference page online to see the full program!
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It's HALO AWARD Submission Time:
Deadline 1/31/13 (2/6 w/ late fee)
Proud of your 2012 cause marketing campaign? Enter it into the 2012 Cause Marketing Halo Award for a chance to earn the recognition you deserve.
Categories include:
* Best Transactional Campaign
* Best Message-Focused Campaign
* Best Social Media Campaign
* Best Health-Related Campaign
* Best Environmental/Animal Campaign
* Best Social Service Campaign
* Best Education Campaign
* Best Business Model Integration (New Category!)
* Best Video Creative
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JANUARY WEBINAR: Entertaining Good: Expanding Branding & Fundraising Through Entertainment Cause Integration
January 29, 2012 1:30pm - 2:30pm ET
Cost: $99 or FREE for CMF Members
 In an increasingly cluttered and competitive marketplace, charities and causes need new ways to generate enthusiasm and loyalty, acquire new and diversified supporters, and raise much needed funds. As traditional forms of cause marketing and corporate alliances continue to evolve, creating impact and awareness through strategic entertainment alliances will be a strong point of differentiation in the marketplace. Likewise, entertainment properties and brands are seeking unique ways to connect and create affinity with consumers, audiences, and fans, creating the perfect storm of opportunity. The potential for entertainment properties and non-profit organizations to create vibrant, robust and effective campaigns to galvanize saturation, support and loyalty is limitless. Join Phil McCarty and Laura Probst, along with additional industry experts, to learn how to position your organization as a content expert and brand asset for entertainment properties, allowing you to find unique ways to broaden brand awareness and fundraising opportunities. |
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Resolve in 2013 to Increase Your Cause Marketing Know-How!
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Stay Apprised of New Cause Campaigns!
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January Webinar:
Entertaining Good: Expanding Branding & Fundraising Through Entertainment Cause Placement
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