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1Anchoring your storyJanuary 2016
The Nonprofit AcademyPRESENTS!
PRESENTSANCHORING
MAKING SURE YOUR STORY STICKS WITH with Leah Eustace
#npapresents
@LeahEustace#npapresents
Anchoring your storyJanuary 2016
ANCHORING:MAKING SURE YOUR STORY
STICKS
@LeahEustace#npapresents
Anchoring your storyJanuary 2016
How we think we make decisions
@LeahEustace#NPStoryConf
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Anchoring your storyJanuary 2016
How we actually make decisions
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Anchoring your storyJanuary 2016
Anchoring theoryThe anchoring rule of thumb describes the common human tendency to rely too heavily on the first piece of information offered (the “anchor”) when making decisions. Once the anchor is set, decisions are then made by adjusting around the initial anchor, regardless of the legitimacy of the actual anchor.(source: http://disenthrall.co/)
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Anchoring your storyJanuary 2016
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Anchoring your storyJanuary 2016
Has this happened to you?
Photo by Ann Larie Valentine / CC BY-SA 2.0
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Anchoring your storyJanuary 2016
What a deal!
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Anchoring your storyJanuary 2016
How much would you pay?
Photo by Joanna Poe/ CC BY-SA 2.0
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Anchoring your storyJanuary 2016
How much jail time?
Photo by Ken Teegardin/ CC BY-SA 2.0
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Anchoring your storyJanuary 2016
HOW CAN YOU USE THIS IN
FUNDRAISING?
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Anchoring your storyJanuary 2016
Save 50,000 sea birds
“Would you be willing to pay $5….”? $20
“Would you be willing to pay?” $64
“Would you be willing to pay $400…?” $143
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Anchoring your storyJanuary 2016
Leah’s shoe foundation
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Anchoring your storyJanuary 2016
The results
$47.33
$87.35
$318.65
(Thank you to the person who gave $25,000,000)
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Anchoring your storyJanuary 2016
Be thoughtful about what your first ask is
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Anchoring your storyJanuary 2016
What do heat maps tell us?
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Anchoring your storyJanuary 2016
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Anchoring your storyJanuary 2016
@LeahEustace#npapresents
Anchoring your storyJanuary 2016
@LeahEustace#npapresents
Anchoring your storyJanuary 2016
Anchoring your story
That first piece of information, first photo, first character, first word, first number, first emotion, first impression, is critically important.
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Anchoring your storyJanuary 2016
Anchoring your story
People look to an anchor to help them make a decision, but they make multiple decisions before making a gift, so there's an opportunity for multiple anchors: “Should I open the package?" "Should I read the letter?" "Should I agree to the meeting?"
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Anchoring your storyJanuary 2016
Think of an anchor as an opportunity to plant your flag.
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Anchoring your storyJanuary 2016
Carol’s story
“When I was 13 year’s old, I asked my mother if I was pretty. She answered,
Don’t be ridiculous …
of course you are.
For a very long time, I only remembered the first part.”
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Anchoring your storyJanuary 2016
13-year-old girls are
SmartStrongPowerfulSelf-confident
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Anchoring your storyJanuary 2016
What’s the anchor… in Toronto
What’s the anchor?
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Anchoring your storyJanuary 2016
What’s the anchor?
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Anchoring your storyJanuary 2016
What’s the anchor?
“I don’t want to ask for $1,000,000 and get thrown out of your office, but I don’t want to ask for $100,000 either if $500,000 is more your speed.”
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Anchoring your storyJanuary 2016
What’s the anchor?
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Anchoring your storyJanuary 2016
What’s the anchor?
@LeahEustace#npapresents
Anchoring your storyJanuary 2016
What’s the anchor?
@LeahEustace#npapresents
Anchoring your storyJanuary 2016
What’s the anchor?
@LeahEustace#npapresents
Anchoring your storyJanuary 2016
What’s the anchor?
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Anchoring your storyJanuary 2016
• Impact• Break the cycle• You make the
difference• The time to act is now• Our programs work• There’s no better place
to ask for help than YSB
• Saving lives
… and look at the eyes
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Anchoring your storyJanuary 2016
What’s the anchor?
"I’m not a nature girl. I don’t hike, canoe, fish or hunt. Born and raised in Toronto, I’m what you would call an urban naturalist. That’s a term that applies to a lot of Canadians, as most of us now live in an urban environment. "
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Anchoring your storyJanuary 2016
Leah Eustace, ACFREChief Idea Goddess, Good [email protected]
@LeahEustace#NPStoryConf
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Anchoring your storyJanuary 2016
PRESENTS
http://thenonprofitacademy.com/vault/
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