Storytelling

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Now in its Second Edition! Includes a new chapter reflecting on massive changes triggered by COVID-19 and other significant events. Stories have been written, printed, blogged, shared, discussed, debated, and passed down through the generations. Why? Because people have an incredible appetite for stories. Stories trigger a physical response in the same way a delicious meal satisfies. The global pandemic serves as one of the best examples of the need for storytelling in crisis management. The noise and chaos of crisis can be overwhelming. People are looking for ways to find meaning and connection - particularly in a world that is so polarized. Strategic storytelling can help you to cut through the noise and chaos to reach the hearts and minds of your donors. Great stories engage donors and raise more money. Studies confirm good storytelling is one of the most powerful ways to engage stakeholders and influence behavior. Stories raise awareness, change behavior, and trigger generosity. Facts and logic are not nearly as persuasive as a good story. Stories penetrate our natural defense systems and become more compelling and memorable. As a result, great stories can be very powerful. Nonprofit organizations have amazing stories to share - stories of perseverance, fortitude, and generosity. But what makes a great story? What ingredients engage the audience and have an impact? What flavors will spark the appetite and make the mouth water? There are some ingredients that are essential. You just can't make a good sauce (or gravy as my grandfather called it) without tomatoes. Like a good meal, storytelling can be delicious if it is executed with a bit of strategy. It requires planning the meal, choosing and collecting the right ingredients, and then sharing the meal with the right people, in the right setting, and at the right time. With the right recipes, you will use stories to engage stakeholders and increase gifts to your organization. In the chapters of Storytelling: The Secret Sauce of Fundraising Success, you will find the recipes to become a storytelling gourmet!

Lynn Malzone Ierardi, JD has been in the gift and estate planning field for more than thirty years. She is a leader in the charitable planning community. Lynn was elected Chair of the Board of the National Association of Charitable Gift Planners (CGP) after serving terms as Treasurer and Chair-elect. She has been a member of CGP since 1993 and is a member of the CGP Leadership Institute.She is a past board member, conference chair, and past President of the New Jersey Council of Charitable Gift Planners, a current board member of the Planned Giving Council of Greater Philadelphia, and a regular faculty member for the Planned Giving Course. As the Director of Gift Planning for the University of Pennsylvania (Penn), Lynn worked with several schools and centers and handled gifts of real estate university-wide. She has served as an independent consultant to a variety of nonprofit organizations through her firm, Gift Planning Advisor, founded in 2002. Prior to joining Penn, she held gift planning positions in health and higher education, served as Vice President with the Merrill Lynch Center for Philanthropy, and practiced estate planning, tax, and real estate law. After graduating from Lycoming College with a BA in English, Spanish, and Literature, she received her Juris Doctor from Fordham University School of Law. A dynamic and highly rated speaker, Lynn has presented at conferences, meetings, and webinars throughout the United States and in the United Kingdom on a variety of gift planning topics. She has also been a contributor to several gift planning publications, including Planned Giving Today.She is the Proud Penn Parent of two adult daughters, Katie and Kristen, and lives with her favorite storyteller and husband, Mark, in Philadelphia. When not wearing a gift planning hat, Lynn enjoys wearing sunglasses on the beach, dancing the night away, or watching some of the most magnificent sunsets in the world at Lake Naomi. She has served as a member of the Lake Naomi Finance Committee and the Lake Naomi Board of Governors.