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

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

2. About us
Leah Eustace, ACFRE Scott Fortnum, ACFRE

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

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

5. Emotion versus logic

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

7. The identifiable victim

8. Singer’s paradox

9. The power of story

10. The power of story

11. How we feel story

12. How we feel story

13. Story telling tips

14. How empathy works

15. Giving makes us happy

16. Our aging brains

17. Visualized autobiography

18. Collective nostalgia

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

20. Influence and persuasion

21. Reciprocity

22. Consensus/social proof

23. Consistency

24. Scarcity

25. Authority

26. Similarity

27. Psychological Bias

28. Readability and comprehension

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

30. Personalization

31. Supportive vs combative messaging

32. Design and legibility

33. The psychology of color

34. Slow snail mail

35. Even a penny will help

36. Mere exposure theory

37. Why, not how
The cause, not the institution

38. The power of thank you

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

40. 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/