Multichannel Storytelling: How Social Has Changed the Way Stories Are Told

You go to your mailbox and find a postcard that only says “you can be a part of…” in tiny font, suggestive of a whisper. On the back of the postcard there is a web address – nothing more. 

You punch the web address in your iPhone and up pops a YouTube video featuring an elderly woman who says, “You can be a part of history.” 

The woman asks you to be a part of a mission: Help raise awareness for a charity that wants to protect the historic places in your community. 

“I saved the church I was married in,” she continues.  

If you agree to the mission, you’ll snap pictures of you in front of the places you love and submit a short story about them to the charity’s Facebook page. 

Five weeks later you find a newsletter in the mailbox with your picture and story, highlighting your efforts and how many like you are the human stories behind the places in their community. 

What This Means

Rather than repeating messages across several platforms, multichannel storytelling is the sequence of a storyline in different channels and often times the story is shaped with the help of the audience.

The point being: Information and entertainment are rarely isolated experiences anymore and social media has changed expectations about the way stories are told.  

Your Next Steps

You can use every asset on hand to your advantage to weave engaging stories for your donors. Extend these stories across multiple platforms such as print, web and video. Help draw the map for your donor’s journey.


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