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#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
The Psychology of Giving #AFPBrains
Leah Eustace, ACFRE @LeahEustace
Scott Fortnum, ACFRE @sfortnum
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
About us
#AFPBrains
#AFPCongressThe Psychology of Giving
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
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
Emotion versus logic
Artwork courtesy of Mark Phillips www.bluefroglondon.com
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
Emotion versus logic
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
Emotion versus logic
#AFPBrains
#AFPCongressThe Psychology of Giving
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
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
The identifiable victim
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
The power of story
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
The power of story
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
How we feel story
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
How we feel story
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
Our aging brains
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
Thinking fast and slow
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
Influence and persuasion
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
Reciprocity
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
Consensus/social proof
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
Consistency
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
Scarcity
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
Authority
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
Similarity
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
Readability and comprehension
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
Design and legibility
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
Why, not how
The cause, not the institution
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
Putting it all together
#AFPBrains
#AFPCongressThe Psychology of Giving
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-
seven
• http://www.neurosciencemarketing.com/blog/
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
#AFPBrains
#AFPCongressThe Psychology of Giving
November 2014
@LeahEustace
@SFortnum
Questions?
Leah Eustace, ACFRE
@LeahEustace
Scott Fortnum, ACFRE
@SFortnum
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