finding your sizzle: the importance of emotions in fundraising

Finding Your Sizzle: the Importance of

Emotions in Fundraising

4/28/16 1pm Eastern

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Our guest presenter »Wendy Dyer @wendydyer_com

22+ years experience

President, Wendy Dyer Fund Development Consultants

Primary services include major gift fundraising, campaigns, coaching, plus strategic planning and development assessments.

Explore emotions in fundraising

Which to use and which to avoid

Discuss emotions vs. effective altruism

How to find your sizzle

Importance of relatability

Tenderizing your story


Get comfortable being uncomfortable –stink

trying something new than do nothing at all Stop shopping for shoes in a bakery Stay “Pleasantly Persistent” Think like I.E.! Or like W.D.! People are giving money away, anyway, might as

well be to you!

(C) 2016 wendy dyer fund development

consultants

…they want to

…it makes them happy – that warm glow

…they want to do good

…they are made aware

…they are inspired

…they are asked!


All we have is what we say

Whether on paper or in person

Gotta make it


Compelling

Chill on the stats

Focus on the one

Emotional

Relatable

Tender


consultants

“If you show me the masses, I cannot act; if you show me the one, I can.”

“Looking at one person instead of many humanizes it.”

African famines

Pale Male – bird, personified

Statistics Play a Role but We Can’t Relate to Them.


P I T Y


What happens when you see something pitiful?


A N G E R


What happens when you see something that irritates you? What’s your natural reaction?

You laser in – it’s not that you’re enraged, but something is not right, right?


Is not a real word!

Has no geographic boundaries

World’s responses to natural and man made disasters


Nine year old Jamyla was lying on her mother’s bed doing homework when shots rang through the window, killing her and wounding her mother in the leg.

What do you relate to?


Nine year old Jamyla was lying on her mother’s bed when shots rang through the window, killing her and wounding her mother in the leg.

That you can you relate to?


Because we all remember doing homework (except me in micro and macro econ!)



A homeless Filipino boy broke hearts around the world in July when he was photographed studying on the sidewalk by the light of a McDonald’s restaurant.


A homeless Filipino boy broke hearts around the world in July when he was photographed studying on the sidewalk by the light of a restaurant.

Prove the pervasiveness of the problem with stats

Bring it down to “the one”

Help me relate to that person

Domestic Violence example – have to put it into context so I can see myself or someone I care about in that scenario

Share with me something tender


Imagery!

Don’t say the child is learning to read at grade level - how unmemorable is that!

What’s their favorite story?

And what is it about the story that so captivates them? Are some pages dog-eared?


Don’t say that during summer low-income children go hungry because they’re not at school and can’t get their main meals.

Make it real: some children spend their summer months foraging for food.

If I haven’t experienced hunger I cannot understand – you need to take me there.


consultants

Hope

You can be a hopeful person and still not overuse hope!

WWBD? What would Boeing do?

We are in the business of compelling people into action – does hope compel?

No!

Health coach says it

Lacks action

Powerless

Try her exercise!


consultants

Anticipate

Look forward to

Welcome

Trust

Have faith

Expect

Believe

Our words are all we have – impact our behaviors and donors – choose them wisely and make them sizzle!


Effective Altruism!

“Generosity for nerds”

Evidence and analysis to take actions that help others as much as possible

Accomplish the most good for the world

Urges givers to “divorce” generosity from emotion

So, if E.A. takes over, everything we just covered on emotion is bogus


consultants

High profile people

Most effective charities make 1,000 times the impact of least effective charities

$1,000 to an ineffective charity = $1 to a good one

3% of donors use research in their decision

E.A. urges to avoid emotion, intuition or brand loyalty in decisions

E.A. advises not to donate to a cancer organization just because lost a relative (relatability)

NYT’s op ed piece by Jamil Zaki, refinethemind.com, Money for Good


No crystal ball for E.A.

With 40% pathetic donor retention we know donors switch around a lot

The world is getting smarter

What is the role of emotions moving forward?

“You have to grow and change all the time.

When you no longer have something new

To do or say, you disappear.”

Josephine Baker


Go get it started!

Wendy Dyer

www.wendydyer.com

314-303-3704

[email protected]


http://www.wendydyer.com/

mailto:[email protected]

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finding your sizzle: the importance of emotions in fundraising

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