psychology of giving: a journey inside the mind of your donor
TRANSCRIPT
The Psychology of Giving
Leah Eustace, ACFRE (@LeahEustace)Scott Fortnum, ACFRE (@SFortnum)
March 11, 2015
About us
Leah Eustace, ACFRE Scott Fortnum, ACFRE
What we’ll cover
• How we think
• Stories
• Getting old
• Inspiring action
• Communicating effectively
• Tools and techniques to influence action
Emotion versus logic
Artwork courtesy of Mark Phillips www.bluefroglondon.com
Emotion versus logic
The identifiable victim
“If I think of the mass I will never act, if I think of the one, I will”
The identifiable victim
Singer’s paradox
The power of story
The power of story
How we feel story
How we feel story
Story telling tips
How empathy works
Giving makes us happy
Our aging brains
Visualized autobiography
Collective nostalgia
Thinking fast and slow
http://youtu.be/JiTz2i4VHFw
Influence and persuasion
Reciprocity
Consensus/social proof
Consistency
Scarcity
Authority
Similarity
Psychological Bias
Readability and comprehension
Influential words
• You
• Value
• And
• Do
• Or
• Should we…?
• Consensus
• Imagine
• See, Show, Hear, Tackle
• Their Name
• Power Words
• Because
• Opportunity
Personalization
Supportive vs combative messaging
Design and legibility
The psychology of color
Slow snail mail
Even a penny will help
Mere exposure theory
Why, not howThe cause, not the institution
The power of thank you
Questions?
Leah Eustace, ACFRE
@LeahEustace
Scott Fortnum, ACFRE
@SFortnum
Further resources
• https://www.ted.com/speakers/antonio_damasio
• http://en.wikipedia.org/wiki/Identifiable_victim_effect
• http://bit.ly/Paul-Zak
• http://jonathangottschall.com/about-the-book/
• http://en.wikipedia.org/wiki/Thinking,_Fast_and_Slow
• http://en.wikipedia.org/wiki/Robert_Cialdini
• http://www.charityinfo.ca/articles/Remember-grade-seven
• http://www.neurosciencemarketing.com/blog/