Beth's Blog: Nonprofits and Social Media

Multi-Channel Fundraising Campaigns: Storytelling Is Key

Planned Parenthood Online Overview

View more presentations from Big Duck.

This morning on Twitter, Farra, from Big Duck, pointed me to a guest blog post titled "What Story Are You Telling Your Donors, Where Are You Telling It?"  The above presentation comes from the NYC chapter of NTEN’s 501 Tech Club to hear presentations about multi-channel campaigns, including the deck above from Rebecca Willett of Planned Parenthood Federation of America.

The point of the post is that good storytelling is the heart and soul of donor solicitations and a consistent story must be told across all donor touch points.

This presents a wonderful opportunity because every time a donor interacts with your organization it is a chance to share another aspect of your story and reiterate the work they make possible.

That's an important point for how web site content, engagement, and social content work in perfect harmony as we've been discussing and thinking about the topic of Social Content on the WeAreMedia Wiki.  There's the other side of letting your supporters tell their story in their words via social media and then re-purposing it through other channels.

How are you thinking about how your story is being told and retold through both traditional and social channels?

Guest Post by Chad Norman: 5 Nonprofit Storytelling Lessons from a Master of Hip-Hop

Submitted by Chad Norman, publisher of I dig webby things...and I bet you do too

So much of social media and relationship marketing revolves around storytelling, and this is especially true for nonprofits. Using the internet and social media as a vehicle to tell stories is an approachable, inexpensive, and effective way to engage your audience (Check out NTEN's social media and storytelling web seminars series for the juicy details.)

Last week I was listening to some old school hip-hop - you know, Eric B and Rakim, Public Enemy, Boogie Down Productions, etc. These artists are all great examples of how media can be used for social change - as a vehicle for storytelling. At this phase in the evolution of hip-hop, artists were still explaining to listeners WHY they were picking up a microphone - meaning, they were trying to tell us about themselves...about their organization, and what they were trying to accomplish.

KRS1 was the brains behind Boogie Down Productions, and he was a master storyteller. He devoted a few songs on every album that told us about himself, his mission, and why he was speaking out. I think that's something all nonprofits can learn from. It's like selling yourself from the inside out. KRS1 would go on to become an expert at using music as a vehicle for social change (a whole other blog post), but early on it was all about telling his own story. And he did it well.

Here are 5 quotes from the Boogie Down Productions classic "My Philosophy" that provide lessons in storytelling that all nonprofits can benefit from:

"You're a philosopher? Yes, I think very deeply."
Do you know you stuff? Oh yeah you do - and your audience wants to learn from you. Go deep, be honest, and be passionate. Tell your story from the roots up. Nobody knows your mission better than you, so every time you write, blog, podcast, and speak, tell your story proudly and your philosophy will get across.

"You gotta have style, and learn to be original"
The best ideas may be stolen, but they're also the most common. Put yourself or your organization out there in a unique way that people can connect with. Be creative. Your story is yours, so give it a style and flair that reflects your culture and mission.

"I just produce, create, innovate on a higher level"
There is no substitute for hard work, high standards, and constant scheming. Join every social network, community, directory, and affinity group you can to tell your story. Be prolific, type furiously, be emotional - all when appropriate, of course. Content will always be king, so if your story is creative and innovative, it will be heard by the desired audience.

"It's not about a salary, it's all about reality"
A good story can connect with anyone, regardless of economic status. A well crafted, mission-focused message can impact an unemployed college graduate just as much as a Fortune 500 CEO. People are giving because of how they feel about reality, not their salary. The ask might be different when that time comes, but everyone loves a good story.

"This is just one style, out of many"
Despite Kurt Vonnegut being my favorite author, I still search for opposing styles from other writers. Tell a good story, but don't forget to bring in new voices. Storytelling is very personal, and multiple authors will bring multiple styles. This can help you reach a wider audience. Find the storytellers in your organization, whether they are members, staff, donors, or board members, and give them the platform to tell your story.

So, are you ready to channel your inner old-school hip-hop master and start storytelling? Be sure to check out the last two sessions of NTEN's social media and storytelling web seminars series, and then visit the We Are Media Project for details on how to make it happen. Now let's hear your philosophy!

This article was originally posted on I dig webby things...and I bet you do too at http://forums.blackbaud.com/blogs/webbythings/archive/2009/02/10/engaging-social-change-with-lessons-from-boogie-down-production.aspx by Chad Norman:

An internet marketing, social web geeking, podcasting, skateboarding, family-oriented web guy running a green nonprofit at www.GoGreenCharleston.org

Message in A Box: New Toolkit from Tactical Technology Collective

Message in-a-box: Tools and tactics for communicating your cause is a new web resources that includes tactical guides to using a wide range communications tools for social change, packaged with some open source tools for creating media.  This resource is for small to midsized nonprofit organizations.

This guide is a one-stop place to find checklists, strategy tips, and how-to guides for creating everything in you need to implement a communications strategy - from quick guide for a print strategy to selecting a content management system.  It also includes tips and resources for developing an Internet Strategy
sharing content on mobile phones, and an email strategy.  

The guide incorporates some tutorials and how-to information social media strategy, most notably a Blogging guide for activists and campaigners for using blogs for grassroots organizing and citizen journalism written by Sokari Ekine who blogs at www.blacklooks.org.  There is also a rich section about how to incorporate the use of video -- from creating your own to using works created by others.

The tools section is an annotated directory of open source tools that describe the tool and include links to downloads, manuals, and tutorials.  

The content incorporates and points to materials created by others in the citizen journalism and activism fields and is packaged as self-paced tutorials and checklists.   There are a few content areas that I do not normally included in the other many similar guides available.  These include:

•  Quick Guide to Images:  Advice about how to incorporate images effectively in your campaign materials.
• A Simple Guide to Animation Creating short animations can be an effective way to communicate about your cause.  This short tutorial steps you through some easy ways to create animation.
• Primer on Search Engine Optimization A good primer for those just beginning to think through a search engine optimization strategy.
• A Guide To Open Content  This section explains creative commons licensing and open content in easy to understand terms.

Well, I'm off to add links in the appropriate places in WeAreMedia.

WeAreMedia Module 4: The Best Examples of Nonprofits Telling Their Stories With Social Media

Photo from Scottish Libraries

This week we've been discussing and building Module 4: The Art of Storytelling as part of NTEN's We Are Media: Social Media Starter Kit for Nonprofits project.  After putting together your nonprofit social media map and addressing internal resistance, you are now ready to consider how you will share your nonprofit's story. This module will cover why storytelling is an essential component of your strategy, how to compose effective stories, and look at excellent examples of nonprofit storytelling in a social media strategy.

We need YOUR examples of good storytelling in a social media strategy context. Maybe you've told the same story fifty different ways or like CogDog Blog used fifty different tools or had fifty different people tell your organization's story. 

Think we can get 50 examples?   Please add a link to your organization's best storytelling examples using social media whether it be on YouTube, your blogs, flickr, or wherever in the comments or even better on this page over at the WeAreMedia Wiki.

WeAreMedia Module 4: What are the best techniques for effective storytelling?

The Hypnotist by CA-Newsom

We've been discussing and building Module 4: The Art of Storytelling as part of NTEN's We Are Media: Social Media Starter Kit for Nonprofits project.  After putting together your nonprofit's social media map and addressing internal resistance, you are now ready to consider how you will share your nonprofit's story. This module will cover why storytelling is an essential component of your strategy, how to compose effective stories, and look at excellent examples of nonprofit storytelling in a social media strategy.

We've already discussed why storytelling is important in any medium for nonprofits to use in their fundraising and marketing efforts.   And in a social media strategy as Alanna points out, stories help build momentum, energize, and can help bring your organization's mission to live.   As Stephen Downes mentions stories capture our attention and points to Jason Ohler's storytelling work in an educational context.  Ohler says "good stories hypnotize us."

Agreed, but how?  What is an easy, simple framework we can use to tell our organization's story's effectively?

 

From page 87 in Jason Ohler's excellent book - Digital StoryTelling in the Classroom

I found this resource by Jason Ohler on the art of storytelling.  In particular, I like the Visual Portrait of Story for its simplicity.  There's been a burst of activity over at the wiki from people offering resources and techniques about effective storytelling practice, including:

• Peter Cook has several favorites, including these videos by Ira Glass of This American Life explaining storytelling techniques and Barry Cook's summary presentation "How To Tell A Powerful Story". (The meat is on pages 2-3).

• EaitKen1 (Elaine whoever you are, thank you) recommends Stephen Denning's Springboard which looks at Storytelling at the World Bank as well as in a corporate context.

• CCTV wiki has some excellent resources.

• My own particular favorite, particularly for nonprofits, and recommend by Drew Bernard is from Andy GoodmanWhy Bad Presentations Happen to Good Causes.  I had an opportunity to meet Andy Goodman last fall and the NTEN Webinar I attended with Andy Goodman in 2006 dramatically changed my whole approach to presentations.

What's your favorite step-by-step approach to thinking through your story?  What are some of the best resources, tutorials, or blog posts?    Add them to the WeAreMedia wiki or in the comments.

 

Storytelling As Social Media Conversation Gasoline

Flickr Photo by Lab2114

Chris Brogan started a wonderful "open thread" that ignited quite a few comments and discussion.  Beth Dunn, who was getting up at 4:00 am, stayed up late to respond her blog.  As of Friday evening, there 77 comments on this post.  Impressive.   And, there have been many spin-off conversations on other blogs as a result.  Take for example Connie Bensen's post and story.

As Holly Ross notes on the NTEN blog, Chris doesn't like to call himself an expert.   I understand Chris. Expert would imply  that you are not a learner.  There in lies the key to effective conversation sparking.  Being a learner.  What does that mean? 

It means that you don't assume that the your students, participants, stakeholders, or audience knows nothing and that your job is to fill them with knowledge.  That their an empty vessel.  It means asking questions and letting the audience, your students, or your stakeholders teach you.  Those who work in education will certainly immediately recognize "Constructivism"

There is also another thread that runs through the stories and advice generated by Chris's thread - learning from doing and doing from learning.  What does that mean exactly?  It means experimenting while working towards perfection.

All this brings me to Andy Goodman and Storytelling as Best Practice.   When someone is new to a field or an organization, there is an orientation period.  There is much more learn beyond the formal training.   So, what are the campfire stories that social media evangelists tell?  What ignites our own personal fire?

Andy talks about the sacred bundle or a group stories that an organization should have (or expanded in this definition a loosely coupled community or network should have).  I've translated Andy's organizational stories into network stories:

• The story of how the organization was founded.  Chris's question is the story of how people got started using social media.
• Emblematic victories that demonstrate social media effectiveness over time and across different aspects
• What-we-learned-in-defeat story.
• The story of one person that shows levels of creativity and passion
• Stories about the problem that social media solves

So, Chris is collecting stories from social media professionals that relate to all this.

How have you used storytelling to help people understand social media?

Northern Voices: A Great Idea from Nick Noakes

Northern Voices is one conference that is on my bucket list.  Like my colleague Nick Noakes, I've followed it from afar reading posts from Nancy White and Alan Levine via the their blogs and social media.

I remember in 2006 - Nancy's wonderful session on the 7 Online Compentencies (I didn't attend).  Alan recorded it, Nancy put up her slides, and Nick Noakes wove them together. It just happened.

This is a great idea of how to document a conference and perhaps encourage remote participation.  Next week, I'm participating in a session at LASA in the UK via My Oovoo or skype.  Maybe we can create something like this?  What do you think Laura?

A Little Pecha-Kucha for my NTC ROI of Social Media Panel

For the NTC ROI of Social Media Panel, the awesome panelists will do a case study slam.  I had read about the "Ask Later" format used at Ignite Seattle, but on the plane back from my travels last week I got a chance to read Presentation Zen by Garr Reynolds and discovered that the format is called Pecha-Kucha.

I wanted to put together some quick links for the panelist (who I hope don't kill me) of some examples and tips.   Here's an excellent example of a Pecha-Kucha on signage by Daniel Pink, a writer at Wired.  Here's what Garr Reynolds had to say about his presentation.

The case study presenters will include representatives from nonprofits using social networks or other web2.0 tools -- Eve Smith, Danielle Brigida, Carie Lewis, and Wendy Harmon.  Each case study will focus on a different aspects.

Have you ever presented Pecha-Kucha style?  Have any advice?
 

Every Baby Has A Story: March of Dimes Prematurity Awareness Raising Project

March of Dimes: PSA Video Contest

 

Cooper and Emily just reminded  me that November is Prematurity Awareness Month.  Last year, The March of Dimes ran a flickr photo contest to help draw attention to premature births.  This year, The March of Dimes continues to be a creative and innovative nonprofit user of social media with its Every Baby has a Story Tour project.

A traveling Every Baby Story Tour motor coach has crisscrossed the nation on a 16-city, 28-day road trip, collecting memorable, inspiring, and humorous baby stories from moms and dads and family members at each location.  The trip has been chronicled on a blog and there is an interactive map that shows the locations of each story collected the whole route (Over 820 stories collected as of this writing).  The stories are also being collected in Scrapblog.  Here's one of the most viewed stories and it is linked to an opportunity to donate.  You are also encouraged to spread the word about Prematurity Awareness Month via emails to your friends and family and other tools.  There are also banners and widgets.

This is an excellent example of integrated social media campaign that is using technology tools very appropriate to the audience.  I think they've done a brilliant job at getting sponsors too -- for example if you donate you can get a promotional coupon good for a free print from the one the digital photo sponsors.

Voice Thread for Museums: A Test

My friend Nina who writes the Museum2.0 blog has set up an experiment using VoiceThreads, a multimedia presentation software that allows people to add their voices to the presentation.   So, if you have a minute, please participate:

I've set up a simple experimental project with Eric Siegel of the New York Hall of Science, a mini-collaboration on an exhibition they are working on, "Human +," about human enhancement
technologies.

My goal is to have a wide range of interesting, creative leaders (you!) engage in this collaboration over the next week by offering your comments about Human + online.  The activity should take about ten minutes, and will work best with a high speed internet connection and a computer microphone (though you can do it without either).  Please go to this site: http://www.museumtwo.com/colab.html to contribute your comments.  If you do so, please email me to let me know what you think about its value and your interest in projects like this.  And of course, feel free to share this site with colleagues, friends, students--I'd love to get as much participation as possible over the next week to demonstrate my ability to reach out and get people involved.

Tell Stories: Brand Talk!

While browsing through this excellent slide show about Nonprofit Web Strategy,  I noticed a slide that Andy Goodman used in his presentation during the meeting I just attended! 

Story Telling As Best Practice: Meeting Andy Goodman

I'm here in Stevenson, WA at the Skamania Lodge where I will be doing a Social Media and Nonprofits Workshop for the grantees of the The Robert Wood Johnson Foundation Locals Initiative Funding Partners Program at their annual meeting.   That's a photo of me with Andy Goodman at the break during the Keynote workshop on Story Telling as Best Practice.

I had the opportunity to take a Webinar offer by NTEN just after his book, "When Bad Presentations Happen To Good Causes." (I referred to this book in one of my first screencasts in using flickr for presentations) What I learned deeply influenced and changed my practice in presenting.

If you work for a nonprofit and you're not using story telling to share the impact of your programs, go buy Andy's book "Story Telling As A Best Practice."   The techniques for telling a story can also be used on your blog.    If I were starting a blog from a nonprofit organization, I would blog a story at least once a week.  And, after a few months, think about the notebook you'd have to draw from when putting together a presentation.

 

Collective Lens: Photography for Social Change

Photo by Santino Livoti

One face to a problem moves us, millions overwhelm us. Successful fund raisers for social causes have known that for a long time.   A recent series of studies by psychologists provides the research that proves it -- they have found that fund-raising appeals do best when they are crafted around a single gripping image. 

So, you can imagine my delight in discovering this fabulous photography site called Collective Lens: Photography for Social Change.   It uses images to promote social and humanitarian causes. The project's intent is to educate and inform the public on important issues around the world, and connect individuals to organizations.   

All of the photos on the site are submitted by the public. Individuals can upload photos that depict a social or humanitarian injustice, or charity in action. The photos are organized by category, and viewers can then quickly find out information about relevant organizations, non-profits, and NGOs. Likewise, organizations themselves can submit their information to our site in order to inform viewers on how they can get involved.

The photo above caught my eye.  It is a young Cambodian girl in Siem Reap near one of Cambodia's major tourist attractions.  The caption says it all, "This little girl is playing with the only toy she could find, a polystyrene, while tourists walk past her.  What can we do?."  There are links to several charities that provide support and assistance to children in developing countries.

Another contributor to the site is Natalia who has shared some compelling photos of children beggars in
from Afghanistan.  Or check out the photos from Kathy Adams who runs Empowerment International and has been sharing photos from Nicaragua and Costa Rica that show the impact of her organization's work.

50 Web2.0 Ways to Tell A Story

As part of his Austraila tour in the fall, the brilliant Cogdog has put together an awesome workshop wiki called 50 Web2.0 Ways To Tell A Story.   

Just three steps:
Outline a Story Idea
Find Some Media
 Pick a Tool to Build Your Story

And, wow, that list of tools ...

But even better, he told the same story using the 50 different tools.  That's pretty obsessive, but I would do the same thing.

Now, wait, where's the workshop - 50 ways to remix a story? 

I also see that he is creating a "Tag Workshop" too and my photo is there!   I prepared a tag workshop a  few months back - the materials are here and reflections here.   I've also followed a few colleagues and how they've taught tagging.  So, I will be very curious to see what type of workshop cogdog creates.

Two Excellent Examples of Storytelling about web.20 adoption in slide shows

Here are two wonderful slideshows I found on Slideshare both on the same topic:  Web2.0 adoption at the enterprise level.   Note the visual style with a narrative structure.  This are very engaging ways to do presentations.   I especially like slide 13

NPTimes TechnoBuzz: Telling Stories Online Makes That Vital Connection

The NonProfit Times has an e-newsletter.  (Disclosure - I've written a few articles for the TechnoBuzz newsletter) But, that's not why I'm pointing you over there.   

This week's TechnoBuzz Newsletter has an excellent piece by Jonah Sachs from FreeRange Studios on online storytelling, making the point that you don't need the latest web2.0 technology tool, but the oldest communication method known to human beings - stories!

This came just in the nick of time as I'm remixing my Web 2.0 workshops for July.  These are all on the on the topic of Web2.0 tools and fund raising.   For BlogHer, I'm on a panel with Britt Bravo and I have to present the widget fundraising case study in ten minutes. (rest of the session will be discussion/questions).  So, I am thinking about some of the advice in that Nonprofit Times article on how to do this.  Jonah has laid out a really good design process:         

• The Heroes: Who are they? What are they trying to achieve? What person, historical figure, even animal or mythical creature might represent these heroes? Think beyond your organization's employees when searching. The hero need not be you! Oftentimes it is our constituents or those we are trying to help who emerge as the most compelling heroes in our stories.

• The Villains: Every story needs a bad guy. People just won't accept a struggle without a villain and with no struggle there is no story. Who stands in our hero's way? Are they identifiable individuals or a set of problems that can be personified in a character or person? Villains should feel evil in your story but that doesn't mean you have to vilify your opposition. We don't have to personally attack other people to show the problem as evil (although at times, it has undeniably worked).

• The Catalyst: Stories begin with a struggle between hero and villain that does not begin to resolve until a catalyst appears. Something or someone shifts the balance and the hero begins to prevail. Who, or what, is the catalyst in your story? What people or actions will come along to break the deadlock and allow the desired outcome? How can the listener (or viewer) of the story be the catalyst or cause the catalyst to come about?

The other remix challenge is take the Social Media and remix for fundraising 2.0.  Luckily, my colleague Francesco has remixed the game for fundraising, but it is in Italian!  (cards and presentation).   It's so cool that the cards have OKNO and Segnalo - the Italian versions of Digg and Del.icio.us.  I wonder what they translate into?

Web2.0 and the Wizard of Oz

This is a wonderful slide deck because:

• It uses narrative structure to convey the information
• Few words, more visuals

I found on Slideshare my favorite web2.0 application right now.  Vicky Davis, one of my favorite bloggers, is preparing for some presentations at conferences and thinking about presentation 2.0.   I don't know why, but we seem to be on similar tracks in terms of our interest, only slightly different applications.

Digital StoryTelling Event at TechSoup: Now!

Digital Storytelling: Using Technology to Create and Share Powerful
Stories

What digital storytelling is, and how you can use it tell your
nonprofit's story

March 28-29, TechSoup's Community forums at
http://www.techsoup.org/digitalstory

Holly Stevens: Blogging as Storytelling

The Storyteller and the Listener Online, edited by Holly Stevens of Oak Ridge, North Carolina, publishes two guest essays each month which explore, "the role of story and narrative in peacemaking, healing, bridge building and reconciliation processes in communities around the world."  I recently had the opportunity to interview Holly about her work.

1.  Can you tell me a story about you?

I've been living with fourth-stage breast cancer (all through my bones, they say) since 2001, but these have been the best years of my life, as living so much on the edge of life does tend to invite one to be mindful and purposeful.

In 2002, I stopped my habit of setting weak resolutions for each new year and instead began to embrace themes -- a word, an idea, a value that would set the tone and tenor of the months to come. I love the way that these annual themes color my daily experiences with potential and meaning and help me select activities that relate to them. I never know just how the theme will play out, but I have never
been disappointed.

By the way, "Storytelling" became my chosen theme in 2004, as I set about recording my life's stories in various forms for loved ones.  The next year, 2005, I chose storytelling's counterpart "listening" as my theme, mindful of the need for a better balance in my own life, and it was in the context of that theme that I launched The Storyteller and the Listener Online in August 2005. 

2. Tell me about The Storyteller and Listener Online blog?

The Storyteller and the Listener Online publishes essays every month which have come from throughout the English speaking world, and readers have come from every continent except Antarctica. The newsletter is one-of-a-kind in its yearning to invite to the table people involved with story and narrative both from the teller end of the continuum (such as professional storytellers, performing artists and librarians) and from the listener end (such as conflict resolution specialists, truth commission workers, therapists and clergy), and I love the synergy that develops from this dialogue.

Besides my deep passion for the potential of story to heal our hurting world, I also simply love being a cheerleader for people who are using their creative talents for positive social change. And I enjoy working with people who have never had a piece of writing published before -- helping them polish their essays into a statement that really sparks the imagination of readers. Though I don't earn a penny for all of this work, it is the most gratifying job I've ever held.

3. Bloggers are storytellers.  What are some storytelling points that bloggers should think about and possibly incorporate into their writing?

I can share some of my own preferences for how stories are told:

* I prefer inductive writing, in which the particular experiences of the writer is shared first, and the wisdom that came of the experiences comes later. That way, as a reader, I can participate vicariously in the experience; I might come away with an entirely different new kernel of truth that the writer expresses, but it is still much more of a shared experience.

* I love to see personal narrative blended with broad social commentary, the way Barbara Kingsolver tells stories. She might start off with a remark her daughter made after a morning in kindergarten, and the remark gets her going about what it means to be patriotic, and how she feels robbed of her identification with the American flag.

* I love stories that make for good reading aloud. I've always loved spoken essays. One of my favorite storytellers is Roger Rosenblat, who is a frequent contributor to the PBS NewsHour with Jim Lehrer.

4. Can you point me to a few pieces on the site that talk about storytelling and nonprofits or social change?

Every essay has to address one of more of the following social aims of story and narrative: peacemaking, healing, bridge building and reconciliation. So in that respect, all the essays relate to social change. Andre Heuer talks about the emerging ethic of storytelling for social change among young storytellers; Laura Simms shares her storytelling adventures with the Gypsy children of a small town in Rumania, the focus of a charitable organization she created; Quaker storyteller Sarah Malone writes about her not-for-profit venture, The Peace Tales Project, which uses storytelling as an agent for peacemaking.

5. What do you think are the best 3-5 blogs written by women who tell stories? Why are they compelling?

I'm glad you asked the question. I don't usually judge blogs by the gender, but it got me to thinking about the topic more directly.

Gwynn Calvetti's blog, Musings on Story and Life, at , offers gems of insights into the behind-the-scenes experience of a professional storyteller. She has developed a repertoire of stories centered on "strong women" and writes about that. She posts only about once a month, so it's a good blog to subscribe to when you want a touch of storytelling wisdom without being overwhelmed.

Patti Digh, a storyteller who comes with more than 20 years in not-for-profit management, publishes a blog called 37 Days.  She has her priorities right, declaring right in her title line that her most important work is being a mother to her two daughters. Otherwise, she is passionate about countering exclusion and prejudice, globalization issues and leadership. She's an idea person, and it shows in her posts.

I'm just getting to know JoyfulWoman by a woman named Ginger, at . She has a deeply spiritual bent, thinks deeply about leadership issues, writes reflective personal narratives about her life experiences. Her blog is hard to pin down. On her "about me" page, two of her favorite books are written by a favorite author of mine, Anne Lamott, and even if you can't judge a book by its cover, you can get a rough judgment of a person's character by getting to know her favorite books.