Designing with Intention: A Look Behind the Scenes of the First-ever WellTold Conference
At Tellwell, we believe stories shape how we see, understand, and engage with the world. And that the way we gather should reflect that belief, too. So when we set out to design (not just plan) the first-ever WellTold: A Nonprofit Storytelling Conference, we didn’t begin with logistics. We started with curiosity. With questions that put humans at the center of the experience.
What did we want people to feel? What kind of memories did we want them to walk away with? What would it mean for folks to not just attend WellTold—but to be equipped with practical, applicable knowledge that they can use to make a greater impact? And, of course, thinking about how might we incorporate meaningful connections, creativity, and a dash of inspiration?
We know that meaningful experiences don’t “just happen.” We needed to design on purpose, with purpose. So we dreamed ‘n’ schemed alongside our presenting partner DonorDock to craft a one-of-a-kind experience with five key decisions.
Elevate Nonprofits with Every Choice
From day one, we asked ourselves the question: We have purchasing power, how can we use it to invest in the good around us?
That question led us to intentionally incorporate nonprofit partners into the conference. First up, the venue. We chose the Plains Art Museum, a nonprofit space that champions community, creativity, and accessibility. Then we turned our attention to having a delicious and nutritious lunch, so we partnered with Heart-n-Soul Community Café, a pay-what-you-can mobile cafe that focuses on nourishing bodies and supporting the community.
But we didn’t stop there. To close out the day, we invited our friends at Hope Blooms to lead the “Happiest Hour.” Kelly Krenzel, the founder, shared Hope Blooms’ story and reinforced the idea that “You Matter.” Their team guided attendees in making beautiful bouquets—arrangements that were later delivered to folks in the community to create moments of joy and belonging.
We also chose event partners who share our love of nonprofits. DonorDock who support nonprofits day-in and day-out with their CRM tools and trainings, and Pinnacle Productions who bring nonprofit events to the next level of experience. Lots of love to our other event sponsors who love on and support nonprofits too!
Design for Practical Learning (and Inspiration, Too!)
There’s a time and place for keynotes that are simply intended to inspire. Yet, we wanted more for WellTold. We wanted content to spark actionable ideas. We wanted every attendee to leave with real tools and frameworks they could apply immediately. We know from experience: when you give people something that’s both inspiring and usable, that’s when change actually happens.
So we built a day using the best practices for adult learners to actually learn. Instead of keynoters, we brought in facilitators and teachers. They brought frameworks and tools that are field-tested and nonprofit approved. We wrapped all those up into a branded binder with handouts from each speaker and pages for notes.
Plus, attendees each received a copy of Janese Evans’ Brain Noodling Cards along with Patrick Kirby’s book “Fundraise Like a Fifth Grader!”
Instead of trying to cram one more keynote into the day, we wrapped it up by inviting speakers back to the stage all together so that they could share something they’d learned from each other during the day. Then Max led attendees through a reflection to capture what they learned. To write down the most useful insights. The next steps. Info to share with their teams. How to apply the tools.
The whole day was built with learning and practicality in mind. Fear not, practicality doesn’t mean dull, and we had plenty of laughs throughout the day! Without a doubt, the speakers all inspired the crowd, too. Because honestly? Inspiration tends to follow when something just clicks.
Giving Extra Care to the Speakers
Every speaker we invited is first and foremost a human being. And at Tellwell, people come first. So we set out to care deeply and intentionally for our speakers—not just as knowledge-holders, but as humans.
We aimed for clear communication with a speaker guide that shared all the logistics and the intentions of WellTold. We got to know them before they arrived through our “mini-sode” series on Tellwell the Podcast. We offered coaching to help them shape stories that felt approachable and grounded—focusing on real-world applications over lofty ideas.
We gave them a list of Fargo favorites to explore during their time here (Vinyl Taco was a BIG hit… just ask Jon, John and Lisa!). At the venue, we welcomed them in the most Midwest way, by having their favorite snacks in the greenroom. We also had our incredible friend Terry as their day-of liaison to answer questions and provide pep talks as-needed.
That care wasn’t just for them. It was for the audience, too. Because when speakers feel supported, it creates space for them to show up as their best selves. And when they show up grounded, everyone wins!
Much love to the speakers who said “Heck yes!” to our invitation to take the WellTold stage: Jon McCoy, Janese Evans, John Lepp, Bridgette Bitzegaio, Patrick Kirby and Lisa Nelson-Haynes.
Moments of Surprise and Delight
It’s one thing to run a smooth conference. It’s another to make someone’s eyes light up. For us, that sense of delight—of the unexpected, the whimsical, the joyfully human—was something we knew would make WellTold go from a good conference to a great experience.
So we wove a few moments of surprise and delight throughout the day.
- Our friend James Bergman, a musician and songwriter, greeted everyone on the sidewalk outside the venue with a song and a smile.
- To encourage connection, we handed out a Connection Card during lunch that gave attendees an easy way to spark conversation. They also got a “Spark-a-Story” card to take home and got to practice having deeper conversations in real time during breaks with “Roll ‘n’ Share.”
- We didn’t reserve the stage just for speakers. Patrick Kirby hosted “Fundraising Therapy” and invited attendees to hop on-stage in real time to solve a challenge through collective wisdom.
- DJ 1PrettyRicky from WEAREONE kept the energy high and the vibes immaculate, creating a soundtrack that made the whole event feel like a celebration. He proved that good music can make or break an event’s energy!
- Instead of the usual conference throwaway swag, we partnered with Brandfolk to create custom merch that people would want to keep and use. Tellwell’s design team created weekender bags, marker sets, and binders that were actually useful—and just plain fun. And the event program? It wasn’t a boring paper schedule. It was a chocolate bar. (Yes, really!)
- We also couldn’t resist a little extra whimsy during the Happiest Hour, so we brought in Patrick Kirby’s son, aka the cover model of his book “Fundraise Like a Fifth Grader!” to do autographs. And we had another talented fifth grader join us to do card tricks with an extra twist where a few cards in the deck were winners of a donation to a nonprofit of their choice.
Make Room for Creativity
Our final goal? Encourage creativity. By inviting people to create, dream, imagine, and not be limited by reality. And by creating a sense of place, bringing people into a learning wonderland.
We invited our friends from Unglued to run a “Beautify Your Badge” station where attendees could get hands-on creativity while personalizing their name tags. And they delivered! With stickers, paints, jewels, gold leafing, and collage supplies, they encouraged attendees to get crafty and turn those badges into memories.
We also went all-in on set design, transforming the event space into a whimsical, three-dimensional woodland straight out of a storybook. The goal wasn’t just aesthetic—it was immersive. We wanted people to feel transported. To feel like they weren’t at just another conference, but inside a narrative that invited imagination, curiosity, and wonder.
When we step away from our everyday, familiar surroundings, we can unlock new possibilities and that’s something we all need a little more of!
The Takeaway: Design With People In Mind
Here’s something we know to be true: whether you’re sharing stories, designing gatherings, or building community, intention is the difference maker.
Every choice we made—from the venue to the vibe, the speakers to the swag—was shaped by our intention: To invite people into an experience that would extend far beyond one day.
When we design with heart, people feel it. And when people feel it, they remember it.
Because well told stories can change everything.
Want to relive WellTold? (or see what you missed out on?)
Check out all the incredible event photos from Britta the Photographer. For real. They’re so good.
