storytelling (presented at ifc online 2011) by leah eustace

(connect with your donors through

stories)

Leah Eustace, CFRE

May 2011

WHY TELL STORIES?Part I

The answer is in your brain

Everything you ever needed to know about the psychological heuristics of decision making ... but were afraid to ask.

Scenario One: Baby Jessica

This photograph by Scott Shaw of the Odessa American won the 1988 Pulitzer Prize for spot news photography.

Scenario Two: Darfur

www.logosjournal.com/issue_6.1-2/bronner.htm

Psychic Numbing

What can we learn from this guy?

Appeal to the heart, not the head

Artwork courtesy of Mark Phillips www.bluefroglondon.com

Donors make giving decisions with their

right brain (usually)... and the right brain is

verrrrry sexy these days.

Yellow Blue OrangeBlack GreenRed

YellowPurple Red

RedOrange Green Black

Blue PurpleGreen Blue Orange

Your right brain tries to say the colour, but your left brain tries to say the word

Left Brain versus Right Brain

FINDING STORIESPart II

Look and Listen

Invite

• Website• Reply devices• Social Media• Surveys• Welcome packages• Receipt packages• Newsletters• Blogs

...and so on

Ask

QUESTION BREAK

TELLING STORIESPart III

Make an impression

A few examples …

Recording your stories:The art of the interview

Your shopping list

Oh, and you might need this…

Thank you!

Leah Eustace, CFRE

leah@goodworksco.ca

@leaheustace

www.goodworksco.ca