Using storytelling to kickstart engagement

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Using storytelling and data to explain your organisations purpose is very effective with three levels “The Self”, “The us” and “the We”

Kickstarter is a crowd-funding organisation for the arts: the company’s stated mission is to “help bring creative projects to life” . 

Kickstarter is an enormous global community built around creativity and creative projects. Over 10 million people, from every continent on earth, have backed a Kickstarter project. Some of those projects come from influential artists like De La Soul or Marina Abramović. Most come from amazing creative people you probably haven’t heard of — from Grandma Pearl to indie filmmakers to the band down the street. Every artist, filmmaker, designer, developer, and creator on Kickstarter has complete creative control over their work — and the opportunity to share it with a vibrant community of backers.

Kickstarter has reportedly received more than $1.9 billion in pledges from 9.4 million backers to fund 257,000 creative projects, such as films, music, stage shows, comics, journalism, video games, technology and food-related projects.

Kickstarter uses storytelling to engage people .

It has an impactful way of asking people to join its team.

That narrative starts by having its founder tell the story of the company (the “self”).

Their website includes pictures and short descriptions of each and every company employee  (“the us”).

Finally, the narrative culminates its “now” call to action with a careers page asking: “Love Kickstarter? You’ll fit right in.”

These stories are most powerful when they are individually authentic, build to a collective narrative and values, and then seal the deal by asking the person reading, watching, or listening to join in.

Author: Andrew Mann

Managing Partner at NorthBailey. Having had senior marketing & insight roles at Tesco, Sainsbury's, Asda, Coop and M&S, I'm now using my experience & network to solve strategic marketing problems for NorthBailey clients

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