Psychology of Giving: A Journey Inside the Mind of your Donor

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AHP Webinar Presentation by Leah Eustace, ACFRE, and Scott Fortnum, ACFRE, on March 11, 2015

The Psychology of Giving
Leah Eustace, ACFRE (@LeahEustace)
Scott Fortnum, ACFRE (@SFortnum)
March 11, 2015

About us
Leah Eustace, ACFRE Scott Fortnum, ACFRE

What we’ll cover
• How we think
• Stories
• Getting old
• Inspiring action
• Communicating effectively
• Tools and techniques to influence action

Emotion versus logic
Artwork courtesy of Mark Phillips www.bluefroglondon.com

The identifiable victim
“If I think of the
mass I will never
act, if I think of the
one, I will”

Thinking fast and slow
http://youtu.be/JiTz2i4VHFw

Influential words
• You
• Value
• And
• Do
• Or
• Should we…?
• Consensus
• Imagine
• See, Show, Hear,
Tackle
• Their Name
• Power Words
• Because
• Opportunity

Why, not how
The cause, not the institution

Questions?
Leah Eustace, ACFRE
@LeahEustace
leah@goodworksco.ca
Scott Fortnum, ACFRE
@SFortnum
scott@fortnumgroup.com

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/

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