This past weekend was a big weekend for movie theaters and for Warner Brothers with the triumphant return of “Harry Potter” to theaters for its final installment. The lobby was packed with costumed patrons all saying goodbye in their own way to characters that they’ve come to know and love over the last 14 years. (“Harry Potter and the Philosopher’s Stone” was published on June 30, 1997.)

I’ve read the books and seen the movies and enjoyed them all thoroughly.

As I sat in the dark theater this weekend, surrounded by a myriad of ages and ethnicities, I started to think about the series, the business, the franchise and what made it work. Next I thought about my clients. What principles could we glean from this success? How could these principles be used to cultivate community?

Here’s a few takeaways:

The Content is Remarkable
Bottom Line – It’s a good story. It’s THE story; the hero’s journey is the foundation of every story and what draws us in. J.K. Rowling created a rich, dynamic world for readers to enter. There’s a spinoff series around every corner; she can tell you the story of characters going back 100 years. She looks to connect us to the humanity in the story. We wrestle with the unknown, we feel uneasy when our characters do and we shed a tear in a Starbucks when Dobby dies (maybe that last one was just me). Point is, it’s worth talking about. It’s a great experience and it’s rewarding. There’s intrinsic value to it. Now how many nonprofits are creating remarkable content? Nonprofits that have great value and with great stories to tell – true stories! Stories of the hero’s journey, of life change and of impact. Takeaway: Make the best content you can.

Rabid Fans Spread Rabidly
The engagement and the worldwide spread of Harry Potter is a phenomeon. It’s part art and part science. We know that to tell a good story that it must have certain pieces (science) and it must weave eloquently (art). Rowling’s blending of the two is nothing short of genius. She gives us the story we want but not in the way that we want it. This is the mark of a great storyteller. Spending a few hours with Harry Potter, using our imaginations and joining his friends on an adventure is a great experience. When I was handed the books I was told, “Hurry to the 3rd book, it gets amazing!” and when I finished it, I was having a great time reading. I was having a great time reading?!?!?! It’s not all that often, I read a lot and most of it is to stay informed about issues or a new strategy, but this was pure pleasure and glorious. I wanted to share this experience with others and tell my sphere about this positive experience. Takeaway: Make sure your donor experience is positive!

J.K. Rowling Has a Formula
As each story starts, Harry is introduced to a new concept and sees that the world is bigger than he thought – just like growing up. She starts each story in August just days before Harry’s birthday (a big event in any kid’s life) and every year she introduces a new mode of transportation, a new creature and fills in the gaps on the evil in the world. The truth is: for every similarity she also breaks her rules but always to further the story. This formula gives us tracks to run on, we can get comfortable and then she uses that comfort against us when she’s breaking the rule. Yet we’re not upset. It’s entertaining and it’s great storytelling. Takeaway: Be informative about how your community works but don’t be afraid to push the envelope.

Up the Ante
Building on the formula, the stakes get bigger every time. We see characters die in the “The Sorcerers’ Stone” but they were villains so we don’t feel too terrible. It’s what good does, it triumphs over evil and the minions are left holding the bag. By the time the fourth book gets started and we’re introduced to even more characters, we think we’ve got it figured out but then tragedy. A character dies. Not a distant relative or a story from years past. Cedric Diggory is murdered right in front of Harry Potter. When I read this part is was so abrupt that that I was looking for more exposition on the circumstance. The death of characters continues throughout the books. Characters we’ve come to care about, characters with influence. But this is how life is, no certainty and when conveying your story it’s important to up the tension. It’s crucial to show that the act of donating or volunteering will make a difference but you must ACT – and do it now! It’s also important here to note that the story of “Boy who Cried Wolf” is a very important fundraising lesson. Donor fatigue is all too real in today’s world and we need to be mindful and thank our donors as often as possible.. besides, I’ve never heard someone complain because they just keep getting thanks for their work with a nonprofit. Takeaway: Use tension to create urgency in your story. What time of year is this most appropriate? Remember to say “Thanks”, often.

It Takes Time
It’s easy for us to look at the Harry Potter franchise and say, “It’s obvious this would be a hit.” I don’t think the editor of the first book was thinking that this series would bring in over $21 Billion, spawn a theme park and become a household name. After the fourth installment – some would say the second – it was obvious that this series was going to be big. The big lesson here is that consistency will pay your bills in the tough months as long as the tyranny of the urgent doesn’t distract. So publish on Facebook, update your Twitter profile. Do it often and don’t miss your email updates. You’re making deposits into an emotional bank account for your brand. Takeaway: Winning on the web is a splash for some but most involves daily farming. Be consistent!

Helping organizations be creative in the telling of their story is our specialty. (It’s also one of my more favorite things to do!) We love getting to the heart of what your organization is about and then giving you, and your team, the tools to make a major impact. If your organization needs a boost in how you’re communicating online – Give us a shout on our contact page!

---