Slides at www.fundraising123.org/katya Persuasion during  tough times 6 things I wish I’d known  20 years ago @katyaN4G
I. WE’RE IN THE HAPPINESS BUSINESS.
<ul><li>Stress picture </li></ul>
Fear and scarcity <ul><li>Today I shall mostly be in the fetal position   Smileham on Flickr,  Creative Commons </li></ul>
Photo: Jonas Hansel, Flickr Photo: By Darren Whiteside
We aren’t about a line item, we’re about a life. … . giving affects our brain chemistry. For example,  people who give oft...
What we need  vs.  What we provide <ul><li>Begging </li></ul><ul><li>Money </li></ul><ul><li>Political support </li></ul><...
It’s not $5 coffee, it’s a third place. Webgrl, Flickr
So… <ul><li>Focus on the  joy  you bring your supporters rather than the  fear  they will not give. </li></ul>
Giving makes people happy. Happy people give more. Which makes them happier. Which makes them give more.
2. IT’S NOT ABOUT YOU.  IT’S ABOUT YOUR AUDIENCE.
The dangers of marketing myopia
How is your audience feeling?
Who Really Keeps America Rolling?
3. FEELINGS FIRST, FACTS LATER.
Lead with emotion to give facts a chance.
4. NOTHING BEATS A GOOD STORY ABOUT ONE PERSON.
When it comes to problems, the bigger the numbers, the less people care
Totally, completely irrational
 
 
Photo Credit: YouGetThePicture, Flickr
 
Is this ethical?
5. MESSENGERS MATTER: PEOPLE LIKE US, AUTHORITIES WE TRUST.
Social proof
Authority
Reducing social distance <ul><li>Relatable people  </li></ul><ul><li>No statistics </li></ul><ul><li>Friends to friends </...
6. BE GENEROUS WHEN YOU’RE HUNGRY.
You are too important to fail. <ul><li>Happiness </li></ul><ul><li>Abundance </li></ul><ul><li>Stories </li></ul><ul><li>I...
Questions <ul><li>Katya Andresen </li></ul><ul><li>[email_address] </li></ul><ul><li>Learning Center – www.fundraising123....
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Nonprofit leadership keynote

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My keynote for United Partners for Human Services Annual Conference for Excellence in Nonprofit Management & Leadership

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  • REASON IS OVERRATED – Alia taking point
  • REASON IS OVERRATED – Alia taking point
  • Nonprofit leadership keynote

    1. 1. Slides at www.fundraising123.org/katya Persuasion during tough times 6 things I wish I’d known 20 years ago @katyaN4G
    2. 2. I. WE’RE IN THE HAPPINESS BUSINESS.
    3. 3. <ul><li>Stress picture </li></ul>
    4. 4. Fear and scarcity <ul><li>Today I shall mostly be in the fetal position Smileham on Flickr, Creative Commons </li></ul>
    5. 5. Photo: Jonas Hansel, Flickr Photo: By Darren Whiteside
    6. 6. We aren’t about a line item, we’re about a life. … . giving affects our brain chemistry. For example, people who give often report feelings of euphoria, which psychologists have referred to as the &quot;Helper's High .&quot;
    7. 7. What we need vs. What we provide <ul><li>Begging </li></ul><ul><li>Money </li></ul><ul><li>Political support </li></ul><ul><li>Volunteers </li></ul><ul><li>Giving </li></ul><ul><li>Impact </li></ul><ul><li>Chance to make a difference </li></ul><ul><li>Happiness </li></ul>
    8. 8. It’s not $5 coffee, it’s a third place. Webgrl, Flickr
    9. 9. So… <ul><li>Focus on the joy you bring your supporters rather than the fear they will not give. </li></ul>
    10. 10. Giving makes people happy. Happy people give more. Which makes them happier. Which makes them give more.
    11. 11. 2. IT’S NOT ABOUT YOU. IT’S ABOUT YOUR AUDIENCE.
    12. 12. The dangers of marketing myopia
    13. 13. How is your audience feeling?
    14. 14. Who Really Keeps America Rolling?
    15. 15. 3. FEELINGS FIRST, FACTS LATER.
    16. 16. Lead with emotion to give facts a chance.
    17. 17.
    18. 18. 4. NOTHING BEATS A GOOD STORY ABOUT ONE PERSON.
    19. 19. When it comes to problems, the bigger the numbers, the less people care
    20. 20. Totally, completely irrational
    21. 23. Photo Credit: YouGetThePicture, Flickr
    22. 25. Is this ethical?
    23. 26. 5. MESSENGERS MATTER: PEOPLE LIKE US, AUTHORITIES WE TRUST.
    24. 27. Social proof
    25. 28. Authority
    26. 29. Reducing social distance <ul><li>Relatable people </li></ul><ul><li>No statistics </li></ul><ul><li>Friends to friends </li></ul>
    27. 30. 6. BE GENEROUS WHEN YOU’RE HUNGRY.
    28. 31.
    29. 32. You are too important to fail. <ul><li>Happiness </li></ul><ul><li>Abundance </li></ul><ul><li>Stories </li></ul><ul><li>In the mouth of the right people </li></ul>
    30. 33. Questions <ul><li>Katya Andresen </li></ul><ul><li>[email_address] </li></ul><ul><li>Learning Center – www.fundraising123.org </li></ul><ul><li>Free Training – www.nonprofit911.org </li></ul><ul><li>My take – www.nonprofitmarketingblog.com </li></ul><ul><li>Twitter - @katyaN4G </li></ul>
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