Nowadays, more and more people are finding ways to get their projects funded by the communities around them. Just last year, a campaign for Reading Rainbow, a brand of educational videos for children, managed to receive over 6 million dollars in funding.
While some projects, much like the Reading Rainbow campaign, succeed with flying colors, the sad reality of the crowdfunding world is that about half of all campaigns fail to meet their goal.
But why is it? Michael offers us one simple explanation: because the story that the campaign is telling isn’t connecting with its audience.
Some stories just don’t connect. When it comes to crowdfunding, the only thing that a story needs to do is get people excited and interested in being a part of something that they find unique or appealing. It is imperative to convince an audience that what is being funded is something cool and that the audience should become a part of it.
But how are you going to do that? The answer, Michael says, is with storytelling. When you’re telling your story, the more specific you can be, the better. Recently, Michael worked with a group of clients aiming to crowdfund a project. Michael asked them, “What are you trying to do? What is the point of telling your story?” They responded by saying, “We want people to feel good.”
While this may be an excellent goal, Michael explained to his client that it just wasn’t specific enough. What exactly is “good?” Does it mean happy? Excited? “How exactly do you want people to feel good?” Michael asked them. “What are you specifically doing that is going to improve their lives?”
“By getting specific”, Michael explains, “the audience will become excited.” They will be able to envision your goal. Their imagination will be engaged through the story you’re telling. It will make your audience want to join your community, and that’s what storytelling is. It’s all about community building.
Whether you’re telling your story to crowdfund to your goal, or you’re telling your story to sell a product, the importance of storytelling cannot be understated. By taking our online class, students will learn how to tell a story that gets the audience excited and interested in reading more.
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