the psychology of giving
TRANSCRIPT
![Page 1: The Psychology of Giving](https://reader030.vdocument.in/reader030/viewer/2022032421/55a850cd1a28abc84f8b4569/html5/thumbnails/1.jpg)
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
The Psychology of Giving #AFPBrains
Leah Eustace, ACFRE @LeahEustace
Scott Fortnum, ACFRE @sfortnum
![Page 2: The Psychology of Giving](https://reader030.vdocument.in/reader030/viewer/2022032421/55a850cd1a28abc84f8b4569/html5/thumbnails/2.jpg)
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
About us
![Page 3: The Psychology of Giving](https://reader030.vdocument.in/reader030/viewer/2022032421/55a850cd1a28abc84f8b4569/html5/thumbnails/3.jpg)
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
What we’ll cover
• Emotion versus logic
• The identifiable victim
• The power of story
• How we feel story
• Our aging brains
• Thinking fast and slow
• Influence and persuasion
• Readability and comprehension
• The importance of design
• Why, not how
![Page 4: The Psychology of Giving](https://reader030.vdocument.in/reader030/viewer/2022032421/55a850cd1a28abc84f8b4569/html5/thumbnails/4.jpg)
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
Emotion versus logic
Artwork courtesy of Mark Phillips www.bluefroglondon.com
![Page 5: The Psychology of Giving](https://reader030.vdocument.in/reader030/viewer/2022032421/55a850cd1a28abc84f8b4569/html5/thumbnails/5.jpg)
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
Emotion versus logic
![Page 6: The Psychology of Giving](https://reader030.vdocument.in/reader030/viewer/2022032421/55a850cd1a28abc84f8b4569/html5/thumbnails/6.jpg)
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
Emotion versus logic
![Page 7: The Psychology of Giving](https://reader030.vdocument.in/reader030/viewer/2022032421/55a850cd1a28abc84f8b4569/html5/thumbnails/7.jpg)
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
The identifiable victim
“If I think of the
mass I will never
act, if I think of
the one, I will”
![Page 8: The Psychology of Giving](https://reader030.vdocument.in/reader030/viewer/2022032421/55a850cd1a28abc84f8b4569/html5/thumbnails/8.jpg)
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
The identifiable victim
![Page 9: The Psychology of Giving](https://reader030.vdocument.in/reader030/viewer/2022032421/55a850cd1a28abc84f8b4569/html5/thumbnails/9.jpg)
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
The power of story
![Page 10: The Psychology of Giving](https://reader030.vdocument.in/reader030/viewer/2022032421/55a850cd1a28abc84f8b4569/html5/thumbnails/10.jpg)
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
The power of story
![Page 11: The Psychology of Giving](https://reader030.vdocument.in/reader030/viewer/2022032421/55a850cd1a28abc84f8b4569/html5/thumbnails/11.jpg)
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
How we feel story
![Page 12: The Psychology of Giving](https://reader030.vdocument.in/reader030/viewer/2022032421/55a850cd1a28abc84f8b4569/html5/thumbnails/12.jpg)
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
How we feel story
![Page 13: The Psychology of Giving](https://reader030.vdocument.in/reader030/viewer/2022032421/55a850cd1a28abc84f8b4569/html5/thumbnails/13.jpg)
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
Our aging brains
![Page 14: The Psychology of Giving](https://reader030.vdocument.in/reader030/viewer/2022032421/55a850cd1a28abc84f8b4569/html5/thumbnails/14.jpg)
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
Thinking fast and slow
![Page 15: The Psychology of Giving](https://reader030.vdocument.in/reader030/viewer/2022032421/55a850cd1a28abc84f8b4569/html5/thumbnails/15.jpg)
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
Influence and persuasion
![Page 16: The Psychology of Giving](https://reader030.vdocument.in/reader030/viewer/2022032421/55a850cd1a28abc84f8b4569/html5/thumbnails/16.jpg)
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
Reciprocity
![Page 17: The Psychology of Giving](https://reader030.vdocument.in/reader030/viewer/2022032421/55a850cd1a28abc84f8b4569/html5/thumbnails/17.jpg)
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
Consensus/social proof
![Page 18: The Psychology of Giving](https://reader030.vdocument.in/reader030/viewer/2022032421/55a850cd1a28abc84f8b4569/html5/thumbnails/18.jpg)
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
Consistency
![Page 19: The Psychology of Giving](https://reader030.vdocument.in/reader030/viewer/2022032421/55a850cd1a28abc84f8b4569/html5/thumbnails/19.jpg)
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
Scarcity
![Page 20: The Psychology of Giving](https://reader030.vdocument.in/reader030/viewer/2022032421/55a850cd1a28abc84f8b4569/html5/thumbnails/20.jpg)
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
Authority
![Page 21: The Psychology of Giving](https://reader030.vdocument.in/reader030/viewer/2022032421/55a850cd1a28abc84f8b4569/html5/thumbnails/21.jpg)
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
Similarity
![Page 22: The Psychology of Giving](https://reader030.vdocument.in/reader030/viewer/2022032421/55a850cd1a28abc84f8b4569/html5/thumbnails/22.jpg)
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
Readability and comprehension
![Page 23: The Psychology of Giving](https://reader030.vdocument.in/reader030/viewer/2022032421/55a850cd1a28abc84f8b4569/html5/thumbnails/23.jpg)
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
Design and legibility
![Page 24: The Psychology of Giving](https://reader030.vdocument.in/reader030/viewer/2022032421/55a850cd1a28abc84f8b4569/html5/thumbnails/24.jpg)
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
Why, not how
The cause, not the institution
![Page 25: The Psychology of Giving](https://reader030.vdocument.in/reader030/viewer/2022032421/55a850cd1a28abc84f8b4569/html5/thumbnails/25.jpg)
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
Putting it all together
![Page 26: The Psychology of Giving](https://reader030.vdocument.in/reader030/viewer/2022032421/55a850cd1a28abc84f8b4569/html5/thumbnails/26.jpg)
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@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/
![Page 27: The Psychology of Giving](https://reader030.vdocument.in/reader030/viewer/2022032421/55a850cd1a28abc84f8b4569/html5/thumbnails/27.jpg)
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
Questions?
Leah Eustace, ACFRE
@LeahEustace
Scott Fortnum, ACFRE
@SFortnum