(the fine art of
finding, g
      g gatheringg
  and telling your
          stories)
       Leah Eustace, CFRE
           ...
Part I

WHY TELL STORIES?
The answer is
in your brain
Everything you ever
needed to know about
the
th psychological
        hl i l
heuristics of decision
making ... but were
af...
Scenario One: Baby Jessica




          This photograph  by Scott Shaw of the Odessa American won the 
          1988 Pul...
Scenario Two: Darfur




       www.logosjournal.com/issue_6.1‐2/bronner.htm
Psychic Numbing




                   Paul Slovic, University of Oregon



                      This slide links to a vi...
Appeal to the heart,
    not the head
Donors make giving
   decisions with their
right brain (usually)...
  and th right b i i
    d the i ht brain is
verrrrry ...
“And if a
picture is worth
a thousand
words, a
   d
metaphor is
worth a thousand
     h    h    d
pictures.”
     -Dan Pin...
Time for a test ...
Left Brain versus Right Brain




 Yellow Blue Orange
  Black Red Green
 Purple Yellow Red
 Orange Green Black
      g
   ...
Which way is she spinning?




                 Animated optical illusion can be found at
  http://www.news.com.au/heralds...
COUNTER-
CLOCKWISE?             CLOCKWISE?
LEFT BRAIN FUNCTIONS   RIGHT BRAIN FUNCTIONS

Logical                Random
Seq...
IQ accounts for what
proportion of career success?
        i   f

 a)50   to   60   percent
 b)35   to   45   percent
 c)2...
The answer is …
4 to 10 percent

Confining oneself only t th
C fi i         lf   l to the
answers presented is a symptom
o...
Part II

FINDING STORIES
Look and Listen
Invite
•   Website
•   Reply devices
•   Surveys
•   Welcome packages
•   Receipt packages
•   Newsletters
•   Facebook
• ...
Ask
Keep a Record
                Save the Kittens Canada

  Storyteller                  Story                        Notes  ...
Part III

TELLING STORIES
Make an impression
Your t
Y    turn!
         !
This slide links to a video that can be found at
http://www.youtube.com/watch?v=n7KQ4vkiNUk
A few examples …
This slide links to a video that can be found at
http://www.youtube.com/watch?v=DWC3UzJGVUA
quot;Mom,
quot;Mom cancer
is messing
with the wrong
girl. I will
kick cancer in
the ass with
my stilettosquot;

-Lindsay M...
Remember Darfur?
The art of the interview
Your shopping list
Resources: Books
Cialdini, Robert B. “Influence.” x 2
        ,
Garguilo, Terence L. “Once Upon a Time.”
Godin, Seth. “All...
Resources:
         Websites/Blogs
                 /

http://www.sofii.org/
http://www.copyblogger.com/
http://www copybl...
A few words from Dan Pink




     This slide links to a video that can be found at
    http://www.youtube.com/watch?v=o89...
Thank you!




Leah Eustace, CFRE
leustace@theflagroupinc.com
    www.theflagroup.com
Leah Eustace AFP Toronto Congress 2008 Compressed
Leah Eustace AFP Toronto Congress 2008 Compressed
Leah Eustace AFP Toronto Congress 2008 Compressed
Leah Eustace AFP Toronto Congress 2008 Compressed
Leah Eustace AFP Toronto Congress 2008 Compressed
Leah Eustace AFP Toronto Congress 2008 Compressed
Leah Eustace AFP Toronto Congress 2008 Compressed
Leah Eustace AFP Toronto Congress 2008 Compressed
Leah Eustace AFP Toronto Congress 2008 Compressed
Leah Eustace AFP Toronto Congress 2008 Compressed
Leah Eustace AFP Toronto Congress 2008 Compressed
Leah Eustace AFP Toronto Congress 2008 Compressed
Leah Eustace AFP Toronto Congress 2008 Compressed
Leah Eustace AFP Toronto Congress 2008 Compressed
Leah Eustace AFP Toronto Congress 2008 Compressed
Leah Eustace AFP Toronto Congress 2008 Compressed
Leah Eustace AFP Toronto Congress 2008 Compressed
Leah Eustace AFP Toronto Congress 2008 Compressed
Leah Eustace AFP Toronto Congress 2008 Compressed
Leah Eustace AFP Toronto Congress 2008 Compressed
Leah Eustace AFP Toronto Congress 2008 Compressed
Leah Eustace AFP Toronto Congress 2008 Compressed
Leah Eustace AFP Toronto Congress 2008 Compressed
Leah Eustace AFP Toronto Congress 2008 Compressed
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Leah Eustace AFP Toronto Congress 2008 Compressed

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This is a three-hour presentation done in November 2008 at the Association of Fundraising Professionals Congress in Toronto, Canada.

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Leah Eustace AFP Toronto Congress 2008 Compressed

  1. 1. (the fine art of finding, g g gatheringg and telling your stories) Leah Eustace, CFRE Congress 2008
  2. 2. Part I WHY TELL STORIES?
  3. 3. The answer is in your brain
  4. 4. Everything you ever needed to know about the th psychological hl i l heuristics of decision making ... but were afraid to ask ask.
  5. 5. Scenario One: Baby Jessica This photograph  by Scott Shaw of the Odessa American won the  1988 Pulitzer Prize for spot news photography.
  6. 6. Scenario Two: Darfur www.logosjournal.com/issue_6.1‐2/bronner.htm
  7. 7. Psychic Numbing Paul Slovic, University of Oregon This slide links to a video that can be found at http://nsfgov.httpsvc.vitalstreamcdn.com/nsfgov_vitalstream_com/psychic_numbing.swf
  8. 8. Appeal to the heart, not the head
  9. 9. Donors make giving decisions with their right brain (usually)... and th right b i i d the i ht brain is verrrrry sexy these days. y y y
  10. 10. “And if a picture is worth a thousand words, a d metaphor is worth a thousand h h d pictures.” -Dan Pink ik
  11. 11. Time for a test ...
  12. 12. Left Brain versus Right Brain Yellow Blue Orange Black Red Green Purple Yellow Red Orange Green Black g Blue Red Purple Green Blue Orange Your right brain tries to say the colour, but your left brain tries to say the word
  13. 13. Which way is she spinning? Animated optical illusion can be found at http://www.news.com.au/heraldsun/story/0,21985,22556281-661,00.html
  14. 14. COUNTER- CLOCKWISE? CLOCKWISE? LEFT BRAIN FUNCTIONS RIGHT BRAIN FUNCTIONS Logical Random Sequential Intuitive Rational R ti l Holistic H li ti Analytical Synthesizing Objective Subjective Looks at parts Looks at wholes
  15. 15. IQ accounts for what proportion of career success? i f a)50 to 60 percent b)35 to 45 percent c)23 ) to 29 p percent d)15 to 20 percent
  16. 16. The answer is … 4 to 10 percent Confining oneself only t th C fi i lf l to the answers presented is a symptom of excessive L di f i L-directed td thinking.
  17. 17. Part II FINDING STORIES
  18. 18. Look and Listen
  19. 19. Invite • Website • Reply devices • Surveys • Welcome packages • Receipt packages • Newsletters • Facebook • Blogs ...and so on d
  20. 20. Ask
  21. 21. Keep a Record Save the Kittens Canada Storyteller Story Notes Source Thomas, Jane Has owned kittens since  Globe&Mail April 3/08,  Karen Jones (phone  she was a child, recently  www.janethomas.com conversation of June  gave kitten to her  20/08) granddaughter Smith, John Teaches kitten obedience,  Board member, has left  Shirley Johnson (email  eldest daughter raises  bequest of March 3/08) money for cause through  school McNeil, Dr. Grace Kitten researcher at Acme  See paper file Self‐identified (reply  University device, rec’d Oct 30/07) Names, stories, notes and sources are fictional
  22. 22. Part III TELLING STORIES
  23. 23. Make an impression
  24. 24. Your t Y turn! !
  25. 25. This slide links to a video that can be found at http://www.youtube.com/watch?v=n7KQ4vkiNUk
  26. 26. A few examples …
  27. 27. This slide links to a video that can be found at http://www.youtube.com/watch?v=DWC3UzJGVUA
  28. 28. quot;Mom, quot;Mom cancer is messing with the wrong girl. I will kick cancer in the ass with my stilettosquot; -Lindsay MacPhee Lindsay
  29. 29. Remember Darfur?
  30. 30. The art of the interview
  31. 31. Your shopping list
  32. 32. Resources: Books Cialdini, Robert B. “Influence.” x 2 , Garguilo, Terence L. “Once Upon a Time.” Godin, Seth. “All Marketers are Liars.” Grobel, Lawrence. “The Art of the Interview.” Heath, Chip & Dan. “Made to Stick.” Maxwell, Richard. “The Elements of Persuasion.” ll ih d h l f i Pink, Daniel H. “A Whole New Mind.” Simmons, Annette. The Simmons Annette “The Story Factor ” Factor. Wortman, Craig. “What’s your Story?”
  33. 33. Resources: Websites/Blogs / http://www.sofii.org/ http://www.copyblogger.com/ http://www copyblogger com/ http://www.nonprofitmarketingguide.com http://www.nonprofitmarketingblog.com/ htt // fit k ti bl / http://www.donorpowerblog.com/ http://sethgodin.typepad.com/ // / http://www.gettingattention.org/
  34. 34. A few words from Dan Pink This slide links to a video that can be found at http://www.youtube.com/watch?v=o89V8YJ09uE
  35. 35. Thank you! Leah Eustace, CFRE leustace@theflagroupinc.com www.theflagroup.com

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