Example from the Land of Storytelling
Here’s a summarized version of the STORY for The Abbey Theatre in Ireland.
They’re an amazing organization, with an incredibly rich history, a glitch five years ago that has been dramatically reversed, a terrific Senior Team and more.
I believe The Abbey would tell you that one of the most important things we’ve done as their COACH has been to help them tell their story! Obviously, The Abbey and its leadership understand the whole idea of STORY. The challenge was that the story they were telling (and not telling) wasn’t working.
Hope the following helps you better understand the whole idea of STORY and its power:
THE ABBEY’S STORYLINES:
- The ORGANIZATION STORY.
THE NATIONAL THEATRE OF IRELAND! For over 100 years have been staging and reflecting Irish life and culture. Deeply engaged in the Easter Rising in 1916 (the founding of the country!) and will be again on the 100th Anniversary in 2016. Major challenges in 2004, leadership, financial, etc. Big-time turnaround. Superstar Artistic Director. Super-smart CFO. ‘Brilliant’ new Senior Team. New financial controls. New Message and Marketing. Now in position to scale and grow the IMPACT of The Abbey in Dublin, Ireland, the United States and around the world.
- The MESSAGE STORY.
Again, THE NATIONAL THEATRE OF IRELAND! Staging and reflecting Irish life and culture. Connecting TALENT and AUDIENCES!
- PERSONAL STORIES.
Everyone on the Senior Team (and actually the Board as well) has their own personal story as it relates to Ireland, the Theatre and The Abbey. Each can now tell that in a powerful way.
- The LEGACY/HISTORY STORY.
The Abbey was FOUNDED before there was a country! The Manifesto was written in 1899. Yeats, with the help of two amazing women benefactors, founded The Abbey in 1904. The Abbey was central to the Easter Rising in 1916 and full of legendary artists and writers including James Joyce, Sean O’Casey, George Bernard Shaw and now Tom Murphy, Bryan Freel and Mark O’Rowe. Today the Abbey is impacting almost 100,000 people from 62 countries enjoying shows at The Abbey and has had five world premieres.
- The MATH/NUMBERS STORY.
The government plays a huge role in funding the Arts in Ireland. Part of the ‘Numbers’ Story is that this money goes to help sponsor and underwrite performances to allow the people of Ireland access to theatre and artistic work. The ‘Math’ Story also includes ‘tightening of the belt’ (redundancy), packaging up the actual ‘cost’ of performances and tours and much more. [E.g., the actual (average) ‘gap‘ for each performance is approximately €1,016.] (Cost – Ticket Sales = Gap)
- The CAUSE & CASE STORY.
The ‘Cause’ Story has now grown from simply being THE NATIONAL THEATRE OF IRELAND and doing what The Abbey has always done to becoming a leader and prime-time player in the resurgence of Ireland’s economy! Business and political leadership in Ireland have determined that Arts and Culture are two of the country’s greatest assets.The Abbey needs to be positioned as a vital part of the country’s message. The ‘Case’ Story centers around The Abbey’s responsibility to:
- Develop Playwrights
- Mark History
- Create Dialogue
- The MODEL STORY.
The Abbey has an entirely new FUNDING MODEL built around TODAY. TOMORROW. FOREVER. It is a top-down model that relies heavily on shoulder-to-shoulder visits with The Abbey’s very best Qualified Prospects and Potential Investors. The model is designed to help The Abbey with Current Operations (Today), Priorities & Projects over the next six years (Tomorrow) and Legacy/Planned Gifts (Forever).
- The PLAN STORY.
There is a very specific ACTION PLAN around both IMPACT and INCOME. The IMPACT Plan includes encouraging and developing playwrights, particularly more women playwrights; expanding The Abbey’s reach and influence to the school children of Ireland; reaching out to the Irish Diaspora around the world, and much more. The INCOME Plan/Story includes very specific fundraising goals for the Yeats Performance Fund (1,016 Euros, 100/300/400+ Members); 25/50 Members in the Annie Horniman Circle (10,300 Euros); 50-100 Members in Lennox Robinson Society (Legacy Gifts), etc. The FUNDING PLAN Story also includes a bold and aggressive outreach to the United States.
- The FUNDRAISING/DEVELOPMENT STORY.
Simple story.The Theatre was built on fundraising – literally. It’s in The Abbey DNA. Yeats was the original fundraiser.Yeats then did three whistle stop funding tours in the U.S. where the Irish Americans BUILT the Theatre and brand known today. First gift from Annie Horniman for 10,300 lbs sterling.Yeats sat with people in New York just as The Abbey is doing today … continuing the tradition. Fiach is Yeats and the person The Abbey is sitting with is Annie. 2nd Story. No real culture of philanthropy in Ireland until very recently. No real fundraising or development for The Abbey until very, very recently. Government has been and continues to be the #1 investor/benefactor. The Abbey has not gone out and ASKED. The Abbey is now out SHARING THE STORY and PRESENTING THE OPPORTUNITY.