Storytelling for charity/humanitarian organizations: effectively encouraging interest, desires and actions

  • dr. Mateja Mahnič Doba Business School
Keywords: storytelling, NGOs advertising, consumer donation practices

Abstract

In the article, we discuss storytelling and the effect it has when it comes to NGO’s fund raising projects. We research three stories about minority youth that were covered in the media and analysed them we using the recommended theoretical criterium for a good humanitarian story. We undertook an online poll, using the representative sample of the students enrolled in the DOBA Faculty`s Content Creation and Storytelling course. The respondents graded the stories based on seven indicators of effective stories, evaluated the level of empathy and made a declaration on the amount of appropriate donation. The poll was concluded with their personal thoughts on the restraints that they feel, despite the empathy, with the agenda of donations.

We conclude that there exist many disagreements concerning how the target audience of the humanitarian advertising respond to the pleas of NGO’s for donations. Most interviewers did express their affection for donating and for the general philanthropic activities. However, there is a disconnection between the affection for the idea and a practical act of donating. The intent of donating and the consumer practice are worlds apart. We have split the different objections to donating by groups and indicated possible solutions to overcoming them. Further research is necessary if we want to extract as much of the donating money as possible, since our research clearly shows that NGOs make mistakes when it comes to advertising their donating stories.

 

 

References

Aristoteles (2012). Poetika. Založba Beletrina.

Blatnik A. (2010) Pisanje kratke zgodbe. Od pravopisa do natisa. LUD literatura.

Bonšek U.(2017).Storytelling za nevladnike. Center za informiranje, sodelovanje invrazvoj nevladnih organizacij – CNVOS. Dostopno na https://www.cnvos.si/media/filer_public/75/6f/756f7bad-6c6c-4c15-a9d5-1ef83f4b448f/storytelling.pdf

Dam.F.,Siang.T.Y(2020).The Power of Stories in Building Empathy. Interaction design foundation. Dostopno na: https://www.interaction-design.org/literature/article/the-power-of-stories-in-building-empathy.

Dernovšek I. (2020). Ko je stiska, mora biti pomoč hitra. Dnevnik. Dostopno na: https://www.dnevnik.si/1042936770/slovenija/ko-je-stiska-mora-biti-pomoc-hitra-

Fairbairn,G.(2005). Storytelling, ethics and empathy. Research Gate, p. 48-55. Dostopno na: ttps://www.researchgate.net/publication/270893393_Storytelling_ethics_and_empathy%27

Fryer B.(2003). Storytelling That Moves People. Harvard Business Review. Dostopno na: https://hbr.org/2003/06/storytelling-that-moves-people. https://hbr.org/2003/06/storytelling-that-moves-people

Humanitarček (2021). Društvo za promocijo humanitarne dejavnosti. Dostopno na: https://www.projektvida.org, dostopno 9.5. 2021

Intihar S. (2021). Stopnja tveganja revščine in stopnja tveganja socialne izključenosti v 2020 višji kot v 2019.Republika Slovenija, Statistični urad. Dostopno na: https://www.stat.si/StatWeb/News/Index/9624

Kavanagh, M. (2021). Infographic: A Nonprofit Storytelling How - to. Dostopno na: https://www.classy.org/blog/infographic-nonprofit-storytelling

Mahnič M. (2020) Pripovedovanje zgodb in empatija = Storytelling and emphaty [Elektronski vir]. Dostopno na: https://www.fakulteta.doba.si/doba-znanja/raziskave/monografije

Mahnič M. (2021). Prosojnice Webinar 3, dostopno na https://blackboard.doba.si/webapps/blackboard/execute/announcement

Obolnar S. (2020):Pomagajmo srednješolki Tiji, starši so ji zapustili dolgove. Ona Plus Delo.si.Dostopno na: https://onaplus.delo.si/pomagajmo-srednjesolki-tiji-starsi-so-ji-zapustili-dolgove

Ogulin A.(2020).Mitja je bil največkrat tepen,a nikoli ni vedel, zakaj. Dnevnik Anite Ogulin,24ur.com. Dostopno na: https://www.24ur.com/veriga-dobrih-ljudi/mitja-je-bil-najveckrat-tepen-a-nikoli-ni-vedel-zakaj.html

Petek T. (2021) Elektronsko sporočilo na mejl avtorice članka.

Podnar K., Golob U. (2019). Pojmovanje trajnosti skozi porabniške prakse. Akademija MM, Vol. 14, Iss. 28, 23-37.

Prop V. (1982). Morfologija bajke. Prosveta, Beograd

SM - Studio Marketing (2015): Novi marketing za nove čase Storytelling. Dostopno na: http://www.sm-studiomarketing.com/intelligence/clanki/novi-marketing-za-nove-case-storytelling/

Stone R.(2012). Storytelling opens the door to successful fundraising, Institue for giving. Dostopno na: http://www.instituteforgiving.org/Resource%20Articles/Story%20Telling%201-2-12.pdf

Vidic J.(2018). Devetnajstletna brucka Ana skrbi za dementno babico in brata. Val 202. Dostopno na: https://val202.rtvslo.si/2018/09/botrstvo-142

Weixler E. (2018), PINA Association for Culture and Educatio Digital storytelling – Guidebook for educator, p.10 – 30

Wu R.(2011).How to Get Started in Storytelling for Fundraising -Cara Jones Interview on July 14, Cause Vox.com Dostopno na: https://www.causevox.com/blog/how-to-get-started-in-storytelling-for-fundraising-cara-jones-interview/

Zak J.P. (2014) Why Your Brain Loves Good Storytelling. Harvard Business Review org. Dostopno na: https://hbr.org/2014/10/why-your-brain-loves-good-storytelling

ZRC - Znanstvenoraziskovalni center Slovenske akademije znanosti in umetnosti (2020). Zgodbarjenje: odgovor Terminološke sekcije na vprašanje poslano 2. 11. 2020. Dostopno na: https://isjfr.zrc-azu.si/

Zveza prijateljev mladine Ljubljana Moste Polje (2020) Dostopno na: https://www.zpmmoste.net/

Published
2022-06-30
How to Cite
Mahnič, M. (2022). Zgodbarjenje humanitarnih organizacij: učinkovito vzbujanje interesa, želja in dejanj. Mednarodno Inovativno Poslovanje = Journal of Innovative Business and Management, 14(1). https://doi.org/10.32015/JIBM.2022.14.1.3
Section
Original article