The Psychology of Giving

#AFPBrains

#AFPCongressThe Psychology of Giving

November 2014

@LeahEustace

@SFortnum

The Psychology of Giving #AFPBrains

Leah Eustace, ACFRE @LeahEustace

Scott Fortnum, ACFRE @sfortnum

#AFPBrains

November 2014

@LeahEustace

@SFortnum

About us

#AFPBrains

November 2014

@LeahEustace

@SFortnum

What we’ll cover

• Emotion versus logic

• The identifiable victim

• The power of story

• How we feel story

• Our aging brains

• Thinking fast and slow

• Influence and persuasion

• Readability and comprehension

• The importance of design

• Why, not how

#AFPBrains

November 2014

@LeahEustace

@SFortnum

Emotion versus logic

Artwork courtesy of Mark Phillips www.bluefroglondon.com

#AFPBrains

November 2014

@LeahEustace

@SFortnum

#AFPBrains

November 2014

@LeahEustace

@SFortnum

#AFPBrains

November 2014

@LeahEustace

@SFortnum

The identifiable victim

“If I think of the

mass I will never

act, if I think of

the one, I will”

#AFPBrains

November 2014

@LeahEustace

@SFortnum

The identifiable victim

#AFPBrains

November 2014

@LeahEustace

@SFortnum

The power of story

#AFPBrains

November 2014

@LeahEustace

@SFortnum

The power of story

#AFPBrains

November 2014

@LeahEustace

@SFortnum

How we feel story

#AFPBrains

November 2014

@LeahEustace

@SFortnum

How we feel story

#AFPBrains

November 2014

@LeahEustace

@SFortnum

Our aging brains

#AFPBrains

November 2014

@LeahEustace

@SFortnum

Thinking fast and slow

#AFPBrains

November 2014

@LeahEustace

@SFortnum

Influence and persuasion

#AFPBrains

November 2014

@LeahEustace

@SFortnum

Reciprocity

#AFPBrains

November 2014

@LeahEustace

@SFortnum

Consensus/social proof

#AFPBrains

November 2014

@LeahEustace

@SFortnum

Consistency

#AFPBrains

November 2014

@LeahEustace

@SFortnum

Scarcity

#AFPBrains

November 2014

@LeahEustace

@SFortnum

Authority

#AFPBrains

November 2014

@LeahEustace

@SFortnum

Similarity

#AFPBrains

November 2014

@LeahEustace

@SFortnum

Readability and comprehension

#AFPBrains

November 2014

@LeahEustace

@SFortnum

Design and legibility

#AFPBrains

November 2014

@LeahEustace

@SFortnum

Why, not how

The cause, not the institution

#AFPBrains

November 2014

@LeahEustace

@SFortnum

Putting it all together

#AFPBrains

November 2014

@LeahEustace

@SFortnum

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-

• http://www.neurosciencemarketing.com/blog/

#AFPBrains

November 2014

@LeahEustace

@SFortnum

#AFPBrains

November 2014

@LeahEustace

@SFortnum

Questions?

Leah Eustace, ACFRE

@LeahEustace

leah@goodworksco.ca

Scott Fortnum, ACFRE

@SFortnum

sfortnum@trca.on.ca

The Psychology of Giving

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