Finding Your Sizzle: the Importance of Emotions in Fundraising

Finding Your Sizzle:
the Importance of
Emotions
in Fundraising
4/28/16
1pm Eastern
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Before we get started »

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https://bloomerang.co/demo/video

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Our guest presenter »
Wendy Dyer
@wendydyer_com
22+ years experience
President, Wendy Dyer Fund
Development Consultants
Primary services include major gift
fundraising, campaigns, coaching, plus
strategic planning and development
assessments.

(C) 2016 wendy dyer fund development
consultants

 Explore emotions in fundraising
 Which to use and which to avoid
 Discuss emotions vs. effective altruism
 How to find your sizzle
 Importance of relatability
 Tenderizing your story
consultants

 Get comfortable being uncomfortable –stink
trying something new than do nothing at all
 Stop shopping for shoes in a bakery
 Stay “Pleasantly Persistent”
 Think like I.E.!
 Or like W.D.!
People are giving money away, anyway, might as
well be to you!
consultants

 …they want to
 …it makes them happy – that warm glow
 …they want to do good
 …they are made aware
 …they are inspired
 …they are asked!
consultants

 All we have is what we say
 Whether on paper or in person
 Gotta make it
consultants

 Compelling
 Chill on the stats
 Focus on the one
 Emotional
 Relatable
 Tender
consultants

 “If you show me the masses, I cannot act; if you show me
the one, I can.”
 “Looking at one person instead of many humanizes it.”
 African famines
 Pale Male – bird, personified
Statistics Play a Role but We
Can’t Relate to Them.
consultants

P I T Y
consultants

 What happens when you see something pitiful?
consultants

A N G E R
consultants

 What happens when you see something that
irritates you? What’s your natural reaction?
You laser in – it’s not that you’re enraged, but something is not right,
right?
consultants

 Is not a real word!
 Has no geographic boundaries
 World’s responses to natural and man made
disasters
consultants

Nine year old Jamyla was lying on her mother’s
bed doing homework when shots rang through
the window, killing her and wounding her
mother in the leg.
What do you relate to?
consultants

Nine year old Jamyla was lying on her mother’s
bed when shots rang through the window,
killing her and wounding her mother in the
leg.
That you can you relate to?
consultants

 Because we all remember doing homework
(except me in micro and macro econ!)
consultants

consultants
A homeless Filipino boy broke hearts
around the world in July when he was
photographed studying on the sidewalk by
the light of a McDonald’s restaurant.

consultants
A homeless Filipino boy broke hearts
around the world in July when he was
photographed studying on the sidewalk by
the light of a restaurant.

consultants

 Prove the pervasiveness of the problem with
stats
 Bring it down to “the one”
 Help me relate to that person
 Domestic Violence example – have to put it into
context so I can see myself or someone I care about
in that scenario
 Share with me something tender
consultants

 Imagery!
 Don’t say the child is learning to read at grade
level - how unmemorable is that!
What’s their favorite story?
And what is it about the story that so captivates
them? Are some pages dog-eared?
consultants

 Don’t say that during summer low-income
children go hungry because they’re not at
school and can’t get their main meals.
 Make it real: some children spend their
summer months foraging for food.
If I haven’t experienced hunger I cannot understand –
you need to take me there.
consultants

 Hope
You can be a hopeful person and still not overuse hope!
WWBD? What would Boeing do?
We are in the business of compelling people into
action – does hope compel?
 No!
 Health coach says it
 Lacks action
 Powerless
Try her exercise!
consultants

 Anticipate
 Look forward to
 Welcome
 Trust
 Have faith
 Expect
 Believe
Our words are all we have – impact our behaviors and
donors – choose them wisely and make them sizzle!
consultants

 Effective Altruism!
 “Generosity for nerds”
 Evidence and analysis to take actions that help
others as much as possible
 Accomplish the most good for the world
 Urges givers to “divorce” generosity from
emotion
So, if E.A. takes over, everything we just covered on
emotion is bogus
consultants

 High profile people
 Most effective charities make 1,000 times the
impact of least effective charities
 $1,000 to an ineffective charity = $1 to a good one
 3% of donors use research in their decision
 E.A. urges to avoid emotion, intuition or brand
loyalty in decisions
 E.A. advises not to donate to a cancer organization
just because lost a relative (relatability)
NYT’s op ed piece by Jamil Zaki, refinethemind.com, Money for Good
consultants

 No crystal ball for E.A.
 With 40% pathetic donor retention we know
donors switch around a lot
 The world is getting smarter
 What is the role of emotions moving forward?
“You have to grow and change all the time.
When you no longer have something new
To do or say, you disappear.”
Josephine Baker
consultants

 Go get it started!
Wendy Dyer
www.wendydyer.com
314-303-3704
wendy@wendydyer.com
consultants

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