by IWPA President Val Ensalaco
Storytelling
by IWPA President Val Ensalaco
Have you noticed how effective a communicator can be by telling a story … to
explain a concept, to train or teach, to sell an idea, to share personal experiences,
to act as an advocate, to get the listener to "buy in" to inspire
action or to simply entertain? Being able to tell a story is a powerful tool
that can be used in many arenas.
As a fundraiser, I often use a story to convey my message. Sometimes it's a
true story; other times it's a story that is meant as an example and provides
information in a "how to" approach, such as telling how John and Mary
Smith donated stock to us and not only got a tax write off for the gift but
also avoided capital gains tax. Today I received a four-page, newsletter-style
solicitation letter from a religious organization that told all about the life
and contributions of one of its members. It was an inspirational story about
a sister who is now 89 and has spent 70 years as a nun. The last paragraph reflects
on how profoundly sister's life has enriched and inspired others … just like
the generosity and gifts of prayer have provided for the retired members of
the community who are so deserving. The letter had a photo on every page to
enhance the story. The P.S. asks for a contribution.
Those who are advocates for certain causes or groups find storytelling effective
to inform their publics of their ministry. Advocates for the needy might tell
positive stories that focus on how the needy are trying to help themselves rather
than preaching compassion, fairness and charity, which can have negative effects.
And communicating the negative consequences, such as ignorance versus education,
by telling a success story can be convincing.
Training manuals frequently tell stories that help the learner to identify with
concepts and procedures: "It was extremely warm on the stage and a fan
blew gently across the podium to help offset the heat of stage lights. Taking
a deep breath, Mary placed her speech on the stand, all seven double-spaced
pages done in 14-point type. She raised her arms, moving them away from her
body as she welcomed the participants and as she did that, the papers blew off
the podium like autumn leaves falling from a tree. The pages were not numbered
and Mary, embarrassed, had to quickly decide if she would reorganize her material
or try to address the group from memory. Jackie was next to speak and she approached
the podium without notes in hand, and almost invisibly took a 4" x 6"
card from her suit pocket and delivered her message from bullets that cued her
quickly."
Think about your work as a story. Isn't an annual report the story of a year's
activity? A proposal could be a story about your organization and its accomplishments
as well as its needs.
Referring to your roots for a tale to tell fits the story telling format.
It helps people get to know you.
Sometimes dropping in a story when the listener or reader expects something
else can be, well, let's say - interesting. For example, I spent six and a half
years doing a weekly column for senior citizens in a local west suburban newspaper.
Here's a story I told in my column as well as the results of my efforts . .
.
One afternoon I visited an elderly friend in town who had invited me to come
to her garden for some vegetables for my family. She filled a brown grocery
bag full of lettuce. She told me I could store the bag in the refrigerator until
I was ready to use it and then … I should fill the kitchen sink with soapy water
and swish the lettuce around in it. I was to be sure I rinsed it well in clear
water. She promised if I did that, the lettuce would not have the bitter taste
that I had mentioned a few days earlier that I disliked.
I brought the bag home, put it in the vegetable drawer of the refrigerator and
three days later, I removed the bag, did the soapy water thing and as I was
swishing, out jumped a frog … almost devoid of color. In fact, he looked like
an albino! My four children were delighted to see me whoop and holler as they
ran to the kitchen to investigate the din! They watched the little critter stagger
around the kitchen counter and tried to ignore their mother shouting: "get
that thing out of the house immediately!"
I think the purpose of the story was to tell people they could wash and rinse
lettuce in the kitchen sink to eliminate any bitter taste of their home-grown
product. That's obviously not how the readers chose to interpret it. That column
received the most calls and letters of any I'd written. The other articles mostly
had to do with programs and benefits for senior citizens. But this article was
different and people responded! No one seemed to care about the care of lettuce
except those who called to tell me what would happen if it didn't get rinsed
well (I'll spare you the details about eating soapy produce). I heard about
being kind to frogs including shame on me for refrigerating one for three days
until it turned white.
Most people liked that I told a story about myself and interestingly enough,
it made me more approachable as people met me on the street or called or wrote
to tell me similar stories or just to hear the story one more time first hand
with some theatrics added. I certainly got to know a portion of the readership
and was surprised to learn it wasn't only those 55 and over that read the column
regularly.
On the other hand, I also was overwhelmed with brown bags filled with lettuce.
Maybe it's not a good idea to tell stories. At least the outcome of that story
is better than the barefoot farm lady who brought to my office two live chickens
(feet tied, both hanging upside down) the first of 11 years I spent as a professional
in the field of aging. It was being given as payment for having completed some
paperwork for her. I said I was happy to do the favor and there was no charge.
She wouldn't take no thanks for an answer. Please, don't ask any questions.
The outcome is yet another story. It may be more of a yarn than you care to
hear. Besides, sometimes it's a good idea to leave your reader wanting more.