How nonprofit, Be The Match, conveys emotion in their storytelling to help save lives.
STORIES ARE 22X MORE MEMORABLE THAN FACTS AND FIGURES ALONE. THIS IS ONE OF THE REASONS SMART BRANDS LEAN INTO STORYTELLING TO CREATE MORE EMOTIONAL CONNECTIONS WITH THEIR AUDIENCE. TODAY’S PODCAST GUEST, RYAN PENA, LEADS PAID DIGITAL AND SOCIAL MEDIA AT NON-PROFIT, BE THE MATCH DOING INCREDIBLE WORK TO LITERALLY SAVE LIVES.
In this episode, we dig into how to leverage emotional storytelling to save lives. This is going to be a helpful episode for all my nonprofit marketers out there, or if you have a CSR initiative you’re communicating. But even if you don’t work with a nonprofit—keep listening, because there’s lessons to be learned for any content marketer who wants to more emotionally connect w/their audience. Which— is ALL of us, right?
I’ve personally been on the Be the Match donor list for years—hoping I will one day be a match to help donate bone marrow to save someone’s life. Support Be the Match by joining the donor registry or donating funds at www.join.bethematch.org/ryan .
TOPICS COVERED IN EPISODE
- How the Be the Match content team is structured
- Their approach to brand storytelling
- How a content audit proved the value of an empathetic approach and changed how Be the Match plans people stories: 800 stories and 12 drove significant action because they had a strong empathetic approach.
- Good examples of scrappy UGC-led social video storytelling to drive audience action (donor registrations, in this case)
- Brand storytelling campaigns Ryan is proud of
- Measuring brand storytelling efforts
- Ends with an actionable takeaway of advice from Ryan Pena
LINKS MENTIONED IN EPISODE
- Ryan Pena on Instagram
- Ryan Pena on Twitter
- Ryan Pena on LinkedIn
- Instagram Be the Match
- Support Be the Match by joining the donor registry or donating funds at: www.join.bethematch.org/ryan
ABOUT THE AUTHOR
Sarah Panus is a brand storytelling marketing strategist, podcast host, Minnesota mom, and owner of Kindred Speak, LLC, a remote consultancy that helps corporations attract upper-funnel leads that drive bottom-funnel results through storytelling. Her mission is to add value to the world by humanizing brand+consumer connections. Her online courses teach content professionals inside corporations how to think like Editorial Directors to drive stronger results while enjoying their jobs more. She’s spent the last 20 years helping brands including Sleep Number, Starbucks, Nestle Waters, Christos Bridal, Game Crazy, Cone Inc, and others, speak a kindred language with their audiences, driving brand advocacy and millions in revenue and brand engagements. Learn more at www.kindredspeak.com.
