When one of our longest standing clients, Dogs for the Disabled, became Dogs for Good storytelling was at the heart of their new brand. To make this a success the marketing team needed to get the puppy trainers, kennel team and community teams excited about storytelling. We ran a full day training course covering the art and science of storytelling, why stories are crucial to a charity’s brand, how to spot a good story, and verbal storytelling skills.
Despite regular breaks for dog walks (how often does that happen during a training course?!), by the end of the day our eyes had been prickling as a result of the inspiring stories we’d heard. Staff also shared their ideas for a system of story gathering that would work for them. As a result of the day Dogs for Good established the Pop-up Story Café. Once a quarter the marketing team come armed with flip chart paper and Danish pastries and sit and chat to staff who pop in to share their highlights and anecdotes.