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Presentation by Leah Eustace and Holly Wagg of Good Works to CAGP/AFP Saskatoon, September 2013. Nothing connects us to one another like stories. We teach our children through story. We entertain each other with stories. And yes, we raise a lot of money by being great storytellers. Great fundraisers know the power of great narrative. In this session, we talk about the psychology around giving, and will provide real life examples of great planned giving stories in action.
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Incorporating Stories Into Your
Fundraising Program Leah Eustace, CFRE & Holly Wagg, CFRE
Holly Wagg Leah Eustace
#FRDay13 www.goodworksco.ca | www.envisiononline.ca
Principal & Chief Idea Goddess [email protected] blog.goodworksco.ca
Philanthropic Counsel [email protected] blog.goodworksco.ca
THE IMPORTANCE OF STORIES
Marketing clutter
The answer is in
how your brain works
Scenario One: Karen Klein
Scenario Two: Darfur
Psychic Numbing
Nicholas Kristof, New York Times
The future of storytelling
Appeal to the heart,
not the head
Artwork courtesy of Mark Phillips www.bluefroglondon.com
INGREDIENTS TO MAKE A
GOOD STORY
Passion
Hero
An antagonist
or conflict
Awareness
Result
Writing
Two Common Legacy Objections
TYPES OF LEGACY STORIES
Founding/Founder Story
The St. Michael's Story In 1892, in an old Baptist church on Bond Street, the Sisters of St. Joseph operated Notre Dame des Anges, a boarding house for working women. Responding to the need to care for their own and the poor population in the south end of Toronto, the Sisters founded St. Michael's Hospital.
Donor Story
Beneficiary Story
Leadership Story
Family of the deceased Story
Your story
Questions?
