baltimore Buildings
baltimore Buildings
baltimore Buildings
20NTC Session Proposal

Storytelling as a Recruitment Strategy


Description: SPARK is seeking to recruit 50,000 families into the largest study of autism ever. Working with 31 clinical sites, autism partners and a Community Advisory Council to ensure representation across demographics, SPARK engages with families to tell the stories of their autism journey. Some of these stories are turned into web articles and videos to encourage more families to join the study. Other stories are used for internal team building. These families speak about their autism journey, the value of scientific research in their lives, and their commitment to staying the course over time. What they have to say is important. 

In this session we will discuss:

  • Effectiveness of storytelling through differing media
  • Tips to making the ask of families and increasing their comfort level
  • Examples of what makes a good story – 2 case studies
  • Ensuring community representation across all demographics
  • Paid media campaigns and associated metrics

Learning Outcomes

  • Learn how to leverage personal stories into strong tools for recruitment and community building
  • Understand how to manage family expectations and staff expectations
  • Identify 3 tips to strong video recruitment

Target Audience

program managers, fundraising managers, marketing teams

Additional Speakers

Darnell Newsum, marketing consultant and autism advocate