(connect with your donors through stories) leah eustace, cfre may 2011
TRANSCRIPT
(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…
