Have they lost that lovin’ feeling? The emotional life of a donor.
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4
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Gerald Zaltman. How Customers Think: essential insights into
the minds of the market. Harvard Business School Press
Gerald Zaltman. How Customers Think: essential insights into
the minds of the market. Harvard Business School Press
Gerald Zaltman. How Customers Think: essential insights into
the minds of the market. Harvard Business School Press
l 4
l 2
Primary reason why people do not give
Source: R A Sevier. From strategy to action. Findarticles.com, 2003.
Other than not being asked...
No compelling story.
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Max Sutherland & Alice K Sylvester. Advertising and the mind of the consumer. Allen & Unwin 2000.
Schema
Organized cluster of
knowledge about a
particular object or
sequence of events.
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Consensus Maps
Taste
Anticipation
Indulgence
Memories evoked
Escape
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Thalamus
Amygdala
Cortical
Areas
Purchase
Decision
Conscious
Evaluation
Unconscious
Evaluation
Modulation
Slow
Fast
Gerald Zaltman. How Customers Think: essential insights into the minds of the market. Harvard Business School Press
Stimulus
Zaltman’s model of the limbic pathway
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Thalamus
Amygdala
Cortical
Areas
Purchase
Decision
Conscious
Evaluation
Unconscious
Evaluation
Modulation
Slow
Fast
Gerald Zaltman. How Customers Think: essential insights into the minds of the market. Harvard Business School Press
Stimulus
Zaltman’s model of the limbic pathway
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The essential difference between
emotion and reason is that
emotion leads to action
while reason leads to conclusions.
Donald Galne (neurologist)
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2 fallacies to debunk
1. People think in a reasonable way
2. They can explain their behaviour
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Schachter’s Two-Factor Theory
Our interpretation of our
feelings depends on:
1. Autonomic arousal
2. How we explain it to ourselves
Dutton and Aron’s
naturalistic study of
interpersonal
attraction.
Belief ≠ Action
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Two Stories
Comprehensive community building naturally lends
itself to a return-on-investment rationale that can be
modeled, drawing on existing practice. A factor
constraining the flow of resources to CCIs is that
funders must often resort to targeting or categorical
requirements in grant making to ensure accountability.
Story 1
Two Stories
Story 2
Kidney Heist
What can you tell me about…
• Comprehensive community building?
• Kidney heists?
The key to your story sticking
• Simple
• Unexpected
• Credible
• Emotional
• Story
The key to your story sticking
• Simple
• Unexpected
• Credible
• Emotional
• Story
The Good Defense Lawyers Law If you argue ten points, even if each
is a good point, when they get back
to the jury room, they won’t
remember any.
The key to your story sticking
• Simple
• Unexpected
• Credible
• Emotional
• Story
Medium popcorn popped with coconut
oil has 37 grams of fat
Medium popcorn popped with coconut
oil has more artery-clogging fat than a
bacon-and-eggs breakfast, Big Mac
and fries, and a steak dinner with all
the trimmings – combined.
The key to your story sticking
• Simple
• Unexpected
• Credible
• Emotional
• Story
There’s a difference between
accurate and credible. Ronald Regan
vs Jimmy Carter in the 1980
presidential debate:
“Before you vote, ask yourself if you
are better off today than you were
four years ago.”
• Simple
• Unexpected
• Credible
• Emotional
• Story
“If I look at the mass, I
will never act. If I look
at the one, I will.”
$1.14 $2.38 Read Both
$1.43
If an object travels at 5 feet per minute, then how far will it travel in 360 seconds?
Please write down one word to describe how you feel when you hear the word ‘baby’.
$1.26 $2.34
Food shortages in Malawi are
affecting more than 3 million children.
In Zambia, severe rainfall deficits
have resulted in a 42% drop in maize
production from 2000. As a result, an
estimated 3 million Zambians face
hunger.
Four million Angolans — one third of
the population — have been forced to
flee their homes.
More than 11 million people in
Ethiopia need immediate food
assistance.
Any money that you donate will go to Rokia, a seven-year-old girl from Mali, Africa. Rokia is desperately poor and faces the threat of severe hunger or even starvation. Her life will be changed for the better as a result of your financial gift. With your support, and the support of other caring sponsors, Save the Children will work with Rokia’s family and other members of the community to help feed and educate her and provide basic medical care and hygiene education.
21 million people may die
1 girl may die
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Ref
: Ch
ip H
eath
an
d D
an H
eath
. Mad
e to
sti
ck.
Ran
do
m H
ou
se.
The key to your story sticking
• Simple
• Unexpected
• Credible
• Emotional
• Story
Fundraising is more about inspiring
than asking. We have the best stories
in the world to tell and the best of
reasons for telling them. So our motto
should be ‘The truth told well’.
Fundraisers should be the world’s best
storytellers. Ken Burnett – the 11 pillars of fundraising wisdom
Think playwright,
not actor
“There is no such thing as a great presenter. There’s only a clear thinker.” Sir Gerry Robinson
It’s about asking properly.
“The guy who shimmies up to you, scarred from last night’s
brawl and reeling with canned lager is only ever going to
get the occasional coin… But the beggar with a story –
that’s already a difference! I have been daft enough to have
given £5 to a young man who spun me a story about a
dying relative, a stolen car, a bank that didn’t open till
morning and a hopeless quest to get to the deathbed at
night.”
George Smith. Asking Properly. White Lion Press.
Star Wars
Luke Skywalker is an orphan living with his uncle and aunt in Tatooine.
He is rescued from aliens by wise, bearded Ben Kenobi, who turns out to be a
Jedi Knight.
Ben reveals to Luke that Luke's father was also a Jedi Knight, and was the best pilot
he had ever seen.
Luke is also instructed in how to use the Jedi light sabre as he too trains to become a
Jedi.
Luke has many adventures in the galaxy and makes new friends such as Han Solo
and Princess Leia.
In the course of these adventures he distinguishes himself as a top X-wing pilot in the
battle of the Death Star, making the direct hit that secures the Rebels victory against
the forces of evil.
Luke also sees off the threat of Darth Vader, who we know murdered his uncle and
aunt.
In the finale, Luke and his new friends receive medals of valour.
All of this set to the orchestral score composed by John Williams.
Harry Potter
Harry Potter
Hagrid
suburbia
wizard
muggles
Hagrid Harry Harry’s wizard Quidditch player
Harry magic wand
wizard Harry Hogwarts Ron
Hermione Quidditch seeker
Quidditch match catch Gryffindor Slytherin
Lord Valdemort Harry win the house cup
Harry parents
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Money is a means to an end
Fundraising is not about money.
It’s about necessary work that urgently needs doing.
“There is a perception out there that NPC’s have a different set of rules and regulations and that it operates differently to other enterprises. An NPC is just another form of enterprise and if you want to compete and stay current, you have to invest in development….”
Corrine Jansen – Chamber member
COO, The Sunflower Fund
Thank You