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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‐2/bronner.htm
  7. 7. Psychic Numbing Paul Slovic, University of Oregon This slide links to a video that can be found at
  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,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.
  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 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
  23. 23. Make an impression
  24. 24. Your t Y turn! !
  25. 25. This slide links to a video that can be found at
  26. 26. A few examples …
  27. 27. This slide links to a video that can be found at
  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 copyblogger com/ htt // fit k ti bl / // /
  34. 34. A few words from Dan Pink This slide links to a video that can be found at
  35. 35. Thank you! Leah Eustace, CFRE