Challenge:     I work in an NGO, in the Marketing area, specifically in Fundraising. The  goal is for my team to add more people to support the organization with  a monthly donation.  Therefore, it is important to make known what the Organization defends,  what its cause is, and how it works to solve the problem. And that the  whole team communicates it in the same way.    Selection:    For a person to decide to give money (or not) to a social cause, they must  feel challenged by it.   Although it seems a simple task to communicate a social cause, the reality  is, it is not. It is important to understand what you want to communicate,  why you want to communicate it and how you are going to do it.  That's why I decided to use Storytelling as one of the most useful tools to  achieve my goals.   As Anthony Weaver says, “Storytelling says it's not about the list of things we  have to do, it's about the connection that we give to people about a piece  of information that we're trying to share. A good story at its essence, is  simply conveying a message that has logic. It has emotional connection,  and it also has larger purpose”.    Application:     It is complex to make the team understand that we must not educate our  donors. That we do not need to be history teachers or, explain with a  scientific method, to make the cause of the organization known.   I think that is the biggest obstacle, to believe that many figures, data and  scientific language make a person decide to support a humanitarian  emergency.   What we need for the person to say, "it's a cause worth defending", "it's a  cause I want to support", is for him or her to be moved, to be inspired and  to really feel that he or she is making the change.   And the only one who knows what inspires him is the donor himself.  Design thinking is user-centred. The important thing is the client, the user,  in my case, the donor. It is he who defines the value, it is he who has a  problem that we want to solve. He knows what hurts him, and if we want  to give him a solution, we have to make him the protagonist. That's where

research, empathy and field work come in. We have to leave behind our  prejudices, our "classroom ideas", our "I know what they need". We have  to dedicate time and resources to listening, to understanding.    Insight:     He Design Thinking, teaches us that, you don't matter. Because, of course,  what matters is the user/client/donor. It's not your point of view that  makes a good or bad idea. You don't have to convince anyone of "your  idea". You have to let go of your ego, you are there to understand the  other and to offer proposals that are adapted to the donor. And that is  neither good nor bad for you, you are just a facilitator of the process.  Storytelling allows you to reach your audience, it manages to connect the  feelings of the one who tells the story, with the one who listens to it.   The way the storytelling is generated in this method will allow us to  achieve our goals with a greater loyalty to our donor.   Design Thinking proved to be the most effective way to develop empathy  skills. It is a good antidote to the habit of pretending to manage change  with sermons.     Approach:     You have to test with real fire. Ideas are a mirage that trick us into  thinking that we are "doing something". But the real world only changes  through action. Prototyping. Constant, and fast, and cheap. The goal is to  test your assumptions and proposals, let the donor validate them, see  what works and what doesn't, and build on it. This implies abandoning  the idea of the "finished product", of "the perfect". It means putting  something on the table to be tested, something with "mistakes". And this  error is a useful tool for achieving a greater goal. You have to get rid of  the notion that "this is wrong". It's not a test you pass or fail, it's not  something you fail at. You try and you try again. And I love it. Because  that's what real life is like. It's all about principle, about global direction.


Challenge : I work in an NGO , in the Marketing area , specifically in Fundraising . The goal is for my team to add more people to support the organization with a monthly donation . Therefore , it is important to make known what the Organization defends , what its cause is , and how it works to solve the problem . And that the whole team communicates it in the same way . Selection : For a person to decide to give money ( or not ) to a social cause , they must feel challenged by it . Although it seems a simple task to communicate a social cause , the reality is , it is not . It is important to understand what you want to communicate , why you want to communicate it and how you are going to do it . That 's why I decided to use Storytelling as one of the most useful tools to achieve my goals . As Anthony Weaver says , “ Storytelling says it 's not about the list of things we have to do , it 's about the connection that we give to people about a piece of information that we 're trying to share . A good story at its essence , is simply conveying a message that has logic . It has emotional connection , and it also has larger purpose ” . Application : It is complex to make the team understand that we must not educate our donors . That we do not need to be history teachers or , explain with a scientific method , to make the cause of the organization known . I think that is the biggest obstacle , to believe that many figures , data and scientific language make a person decide to support a humanitarian emergency . What we need for the person to say , " it 's a cause worth defending " , " it 's a cause I want to support " , is for him or her to be moved , to be inspired and to really feel that he or she is making the change . And the only one who knows what inspires him is the donor himself . Design thinking is user - centred . The important thing is the client , the user , in my case , the donor . It is he who defines the value , it is he who has a problem that we want to solve . He knows what hurts him , and if we want to give him a solution , we have to make him the protagonist . That 's where research , empathy and field work come in . We have to leave behind our prejudices , our " classroom ideas " , our " I know what they need " . We have to dedicate time and resources to listening , to understanding . Insight : He Design Thinking , teaches us that , you do n't matter . Because , of course , what matters is the user / client / donor . It 's not your point of view that makes a good or bad idea . You do n't have to convince anyone of " your idea " . You have to let go of your ego , you are there to understand the other and to offer proposals that are adapted to the donor . And that is neither good nor bad for you , you are just a facilitator of the process . Storytelling allows you to reach your audience , it manages to connect the feelings of the one who tells the story , with the one who listens to it . The way the storytelling is generated in this method will allow us to achieve our goals with a greater loyalty to our donor . Design Thinking proved to be the most effective way to develop empathy skills . It is a good antidote to the habit of pretending to manage change with sermons . Approach : You have to test with real fire . Ideas are a mirage that trick us into thinking that we are " doing something " . But the real world only changes through action . Prototyping . Constant , and fast , and cheap . The goal is to test your assumptions and proposals , let the donor validate them , see what works and what does n't , and build on it . This implies abandoning the idea of the " finished product " , of " the perfect " . It means putting something on the table to be tested , something with " mistakes " . And this error is a useful tool for achieving a greater goal . You have to get rid of the notion that " this is wrong " . It 's not a test you pass or fail , it 's not something you fail at . You try and you try again . And I love it . Because that 's what real life is like . It 's all about principle , about global direction .