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WATSON DURENBERGERCOLLABORATIVE CONSULTING
How Neuroscience Can Turbo Charge Your Philanthropy and
Development Programs
Heather DurenbergerMBA, MA
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Find worksheetTake a moment to locate
worksheet.
Worksheet will help you capture key learning’s and guide your learning experience.
www.heatherdurenberger.com
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About the presenterAchieving results in Non Profits and Fortune
300 environment for 16 years
MBA, 2000 + MA in Biopsychology, 1993 research Dopamine
Member, Neuroleadership Institute
Help clients see what’s really, really going on
Strengths: engaging others, building partnerships, focus, creating high trust environments and sustained performance leaps
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Workshop overviewPurpose: How do you see board engagement helping your leadership? Process: Stop, listen, reflect(ah-ha’s), process, take actionPayoff: Gain understanding of governance and conditions needed for healthy board functioning. Permission:How do we want to work
together?
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Those Successful in PhilanthropyHave a knack for building
relationships that go deep quickly. Can produce win-win outcomes
with those they seek to engage and serve.
Are intuitively using proven neuroscience techniques to achieve their success.
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Today You Will LearnTechniques for emotional
engagement in a way that engages the whole person - heart, mind and investment.
How to connect deeper and more authentically with prospective donors
How work from the donor’s perspective
Let’s turn the tables on development
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Quick Poll: Who is here?
By show of hands, please share if you are:
Philanthropy, Development or Fundraising Professional
A Non profit ManagerA Non profit Board
Member/Volunteer Other
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Human brain and human mind
Research now helps us connect the brain (physical organ) to
the mind (human consciousness that thinks, feels, acts, perceives and behaves)
Image source:Deborahmay.com
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How Your Brain is Constructed
Extend both arms with palms open facing down and lock your thumbs
Curl your fingers and make two fists
Turn your fists inwards until the knuckles touch
While fists touching, pull towards your chest – you are looking down on your knuckles.
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How Your Brain is Constructed
Thumbs remind us interconnection
The knuckles and outside part of hands remind us of cerebrum (thinking part of the brain)
Spread your palms while keeping knuckles touching – look at tips of fingers – this is limbic (emotional area)
The wrists are the brainstem, your forearms are the brain stem
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Image source: Brainytot.com
basal ganglia
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First Concept: Initial Connection
Something NewEngages working
memory prefrontal cortex
Needs to compare new with old info
High energy costFatigues easilyOne piece/timeRequires lots of
repetition
Something Familiar
• Engages basal ganglia
• Something routine, familiar, trusted
• Area of the brain functions on routine so it is automatic, much practiced…
• Much lower energy cost
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Take AwayTap the basal ganglia rather than the
prefrontal cortex
When introducing idea, work from the familiar!
To do so REQUIRES you know the person you are introducing the concept SO you can WEAVE or CONNECT your concept or idea into what your prospect already knows, trusts and finds familiar
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Seek First to UnderstandThis flips the goals of
development conversations for the solicitor
It is not ALL about the non profit, this is ALL about your prospect
What are their needs, dreams, passions, history, beliefs?
DONOR CENTRIC - Work from this place!
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Second Concept: Be Real
The old saying: Say what you mean and mean what you say
This saying is grounded in neuroscience.
Who knew?Image source:dailypaul.com
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Neural ErrorsHuman brains have STRONG capacity to detect the difference between expectations & actualities called errors
Image source:uninstallvirusspyware.com
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Promised One Thing, Delivered Another
What happens to our brains?
Edmund Rolls found ↑ neural firing/brain activity
Orbital frontal cortex which sits behind the eyeballs
Image source:spssscience.blogspot.com
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Quick Poll
By show of hands, what area of the brain do you think the orbital frontal cortex (remember for ERRORS) sits close too?
1. Visual Cortex2. Amygdala3. Cerebellum
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AmygdalaOne of the oldest
parts of the mammal brain
Responsible for fight or flight
Protects us from perceived danger
When amygdala is activated it draws energy away from prefrontal cortex Image source:youtube.com
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So What Does This Mean?When neural errors are
detected this draws/pushes people to become emotional and act impulsively
Stress = ↑ energy cost
If we want to tap into high trust, creative, strategic and generative part of the brain – STAY AWAY from activating the amygdala
Under promise, over deliverImage source:pinterest.com
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Third Concept: How to engage?Telling vs engaging
We are wired to act like 2 year old when TOLD what to do -brain automatically pushes back
When people can SOLVE problem themselves and make NEW CONNECTIONS then brain is happy : )
Image source:youtube.com
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Happy Brain
When brain makes new connections or novel solutions it releases RUSH of neurotransmitters like adrenaline
Image source:happybrainscience.com
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Take AwaysRather than TELLING, ask lots
of questions
Help prospect find or create solutions
If they need help offer options and let them make decisions on their own
When you try to persuade rather than AUTHENTICALLY INQUIRE this sets off subconscious alarm bells
Power of helping others come to their OWN insights Image source:bekindtoustrolls.wordpress.com
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Quick Poll
What can we do to better engage prospects in win-win outcomes?
1. Tell the prospect the solution
2. Authentically inquire
3. Help them seek/create new solutions
4. Answers 2 and 3
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Neuroscience and Motivation
Simple mechanisms of motivation are seated in the oldest parts of our brains that are common to our mammalian cousins
Image source:thisistidietz.com
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So What Does This Mean?
Straight from the literature:The GOAL of organizations is to
MINIMIZE engagement of the brain’s aversive system and ATTEMPT to best engage the motivational system.
Translation -
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Quick Poll
In your organization how do you consider the donor experience when you designing strategies?
1. Ask staff to design solutions
2. Partner with donors
3. Use surveys
4. Answers 2 and 3
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Neuroscience of AffiliationRelatedness refers to
the need we have for maintaining important interpersonal relationships…
Research has been shown that affiliation activates the brain reward network.
Image source:thompsonblogs.org
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The Brain & Social Exclusion
A recent study by researchers at the University of Michigan revealed that “the same regions of the brain that become active in response to painful sensory experiences are activated during intense experiences of social rejection.”
Image Source: sciencedaily.com
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Rejection = PainIn other words, social
rejection and isolation are experienced as intensely as physical pain.
As has been widely documented by researchers, they aren’t emotions that motivate people to be better; they are emotions that make people feel backed into a corner.
Image Source: NY Times
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So What Does This Mean?Brain hurts as much
as physical pain when perceives being unaffiliated
Brain longs for being in relationship
How might development authentically leverage this fact? Image source: bernardsolutions.com
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Last concept: Power of focusWith so many distractions - one of our biggest challenges is focus
How do we get prospects to give enough attention to the idea/opportunity we would like them to focus on?
Image source:theeternalist.blogspot.com
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Power of focused attentionThe greater the focus
on one specific thought, idea or mental experience the higher the attention density
With enough attention density individuals thoughts and acts of the brain become part of the individuals identity
Image source:performancing.com
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So What Does This Mean? Make sure you are focus on
one message
Make sure it is the RIGHT message based on your prospect
Weave it into what prospect knows/trusts
Follow up is critical in order to keep attention focused and to reinforce
Make sure not too many ask from same organization – again FOCUS Image source:blog.vkistudios.com
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Today’s Takeaways1. Work from the familiar &
trusted
2. Deliver what you promise: avoid activating neural errors
3. Help prospect come to own insight & ah-has: causes rush of neurotransmitters
4. Remember people desire to be connected in relationships
5. Focus your message: attention density
6. Reinforce and follow up to keep attention focused on the insights & opportunity Image source:theproducersperspective.com
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Questions
What is one thing you learned today that you can try tomorrow morning?
Other questions?
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Go Deeper David Rock and Jeffrey Schwartz , the Neuroleadership
Institute, http://www.neuroleadership.org/
NeuroscienceTed Talks. Ethan Kross, Marc G. Berman, Walter Mischel, Edward E. Smith, Tor
D. Wager.Social rejection shares somatosensory representations with physical pain. Proceedings of the National Academy of Sciences, 2011
Human Dignity and Humiliation Studies: http://www.humiliationstudies.org/research/research.php
Neuroscience at Work http://www.nytimes.com/2013/03/24/business/neuroleadership-institutes-chief-on-shared-goals.html?_r=0
Brain Basics: http://www.ninds.nih.gov/disorders/brain_basics/know_your_brain.htm
www.heatherdurenberger.com