When the Usual Tactics Aren’t Getting Results, Find Storytellers Using Phones
Storytelling is a powerful tool for any advocacy campaign, but recruiting people who are willing to share their stories can be like searching for a needle in a haystack—especially in states that may not lean in your direction.
When clients come to us saying that they haven’t been able to gain traction via the usual methods—lead gen ads on Meta, relational organizing, and in-person recruitment chief among them—one of the routes we recommend is exploring a phones program.
This may seem like a strange suggestion, but we’ve found it can yield real results in places where storyteller recruitment is tough going.
How does it work?
This sort of program uses live calls and asks people if they’d be willing to record a message to share their story on a given topic. Simple as that.
When should I consider phones for storytelling?
We don’t recommend phones as a first stop on your storyteller recruitment journey, but if you’ve tried other avenues and come up short, this may be a solid option for your work.
With this tactic, you’re looking for needles in a big haystack, so casting a wide net is advisable. Of course, you should always be strategic in your targeting (you don’t want to call people who you think are fully against what you’re trying to do, for instance), but find the balance and err on the side of being expansive.
What this means is that you’re making a volume play for a relatively small rate of return. It’s a high cost-per-result compared to other tactics, which is why we recommend you exhaust those first. But it also means that you’re likely to have a manageable follow-up list and if you’ve got the capacity, you may be able to bring some of these storytellers further into your engagement funnel.
What does the timeline look like?
This is a quick-turn tactic. Once you’ve got an approved script and a universe set, it’s often a matter of a few days to call through the list and turn around the recorded stories.
How should I approach the script?
Short and sweet is key here. Additionally, take some time to think about your ask. It should be clear, concise and open-ended (e.g. Would you be willing to record a message about why funding for cancer research is important to you?).
Time permitting, it is also helpful to explain why the recording is important. That could mean a phrase as simple as “We need your voice on this issue,” or “Decision-makers need to hear from you.”
How can these recordings be used?
We’ve used recordings to create audiograms, static graphics with pull-quotes or full video content. Get creative.
That said, different legal teams require different language around how the recordings will be used—make sure you check with your lawyers about what needs to be included in your call script.
For more on storytelling, check out these blogs.
And of course, if you have questions or want to talk more about how to use phones for storytelling, drop us a note.