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Psychology of Giving: A Journey Inside the Mind of your Donor
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Transcript of Psychology of Giving: A Journey Inside the Mind of your Donor
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The Psychology of Giving
Leah Eustace, ACFRE (@LeahEustace)Scott Fortnum, ACFRE (@SFortnum)
March 11, 2015
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About us
Leah Eustace, ACFRE Scott Fortnum, ACFRE
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What we’ll cover
• How we think
• Stories
• Getting old
• Inspiring action
• Communicating effectively
• Tools and techniques to influence action
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Emotion versus logic
Artwork courtesy of Mark Phillips www.bluefroglondon.com
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Emotion versus logic
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The identifiable victim
“If I think of the mass I will never act, if I think of the one, I will”
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The identifiable victim
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Singer’s paradox
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The power of story
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The power of story
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How we feel story
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How we feel story
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Story telling tips
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How empathy works
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Giving makes us happy
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Our aging brains
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Visualized autobiography
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Collective nostalgia
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Thinking fast and slow
http://youtu.be/JiTz2i4VHFw
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Influence and persuasion
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Reciprocity
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Consensus/social proof
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Consistency
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Scarcity
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Authority
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Similarity
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Psychological Bias
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Readability and comprehension
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Influential words
• You
• Value
• And
• Do
• Or
• Should we…?
• Consensus
• Imagine
• See, Show, Hear, Tackle
• Their Name
• Power Words
• Because
• Opportunity
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Personalization
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Supportive vs combative messaging
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Design and legibility
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The psychology of color
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Slow snail mail
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Even a penny will help
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Mere exposure theory
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Why, not howThe cause, not the institution
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The power of thank you
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Questions?
Leah Eustace, ACFRE
@LeahEustace
Scott Fortnum, ACFRE
@SFortnum
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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/