have they lost that lovin’ feeling? the emotional life of

Have they lost that lovin’ feeling? The emotional life of a donor.

Gerald Zaltman. How Customers Think: essential insights into

the minds of the market. Harvard Business School Press

l 4

l 2

Primary reason why people do not give

Source: R A Sevier. From strategy to action. Findarticles.com, 2003.

Other than not being asked...

No compelling story.

Max Sutherland & Alice K Sylvester. Advertising and the mind of the consumer. Allen & Unwin 2000.

Schema

Organized cluster of

knowledge about a

particular object or

sequence of events.

15

Consensus Maps

Taste

Anticipation

Indulgence

Memories evoked

Escape

16

Thalamus

Amygdala

Cortical

Areas

Purchase

Decision

Conscious

Evaluation

Unconscious

Evaluation

Modulation

Slow

Fast

Gerald Zaltman. How Customers Think: essential insights into the minds of the market. Harvard Business School Press

Stimulus

Zaltman’s model of the limbic pathway

17

Thalamus

Amygdala

Cortical

Areas

Purchase

Decision

Conscious

Evaluation

Unconscious

Evaluation

Modulation

Slow

Fast

Gerald Zaltman. How Customers Think: essential insights into the minds of the market. Harvard Business School Press

Stimulus

Zaltman’s model of the limbic pathway

18

The essential difference between

emotion and reason is that

emotion leads to action

while reason leads to conclusions.

Donald Galne (neurologist)

19

2 fallacies to debunk

1. People think in a reasonable way

2. They can explain their behaviour

21

Schachter’s Two-Factor Theory

Our interpretation of our

feelings depends on:

1. Autonomic arousal

2. How we explain it to ourselves

Dutton and Aron’s

naturalistic study of

interpersonal

attraction.

Belief ≠ Action

24

Two Stories

Comprehensive community building naturally lends

itself to a return-on-investment rationale that can be

modeled, drawing on existing practice. A factor

constraining the flow of resources to CCIs is that

funders must often resort to targeting or categorical

requirements in grant making to ensure accountability.

Story 1

Two Stories

Story 2

Kidney Heist

What can you tell me about…

• Comprehensive community building?

• Kidney heists?

The key to your story sticking

• Simple

• Unexpected

• Credible

• Emotional

• Story


• Simple

• Unexpected

• Credible

• Emotional

• Story

The Good Defense Lawyers Law If you argue ten points, even if each

is a good point, when they get back

to the jury room, they won’t

remember any.


• Simple

• Unexpected

• Credible

• Emotional

• Story

Medium popcorn popped with coconut

oil has 37 grams of fat

Medium popcorn popped with coconut

oil has more artery-clogging fat than a

bacon-and-eggs breakfast, Big Mac

and fries, and a steak dinner with all

the trimmings – combined.


• Simple

• Unexpected

• Credible

• Emotional

• Story

There’s a difference between

accurate and credible. Ronald Regan

vs Jimmy Carter in the 1980

presidential debate:

“Before you vote, ask yourself if you

are better off today than you were

four years ago.”

• Simple

• Unexpected

• Credible

• Emotional

• Story

“If I look at the mass, I

will never act. If I look

at the one, I will.”

$1.14 $2.38 Read Both

$1.43

If an object travels at 5 feet per minute, then how far will it travel in 360 seconds?

Please write down one word to describe how you feel when you hear the word ‘baby’.

$1.26 $2.34

Food shortages in Malawi are

affecting more than 3 million children.

In Zambia, severe rainfall deficits

have resulted in a 42% drop in maize

production from 2000. As a result, an

estimated 3 million Zambians face

hunger.

Four million Angolans — one third of

the population — have been forced to

flee their homes.

More than 11 million people in

Ethiopia need immediate food

assistance.

Any money that you donate will go to Rokia, a seven-year-old girl from Mali, Africa. Rokia is desperately poor and faces the threat of severe hunger or even starvation. Her life will be changed for the better as a result of your financial gift. With your support, and the support of other caring sponsors, Save the Children will work with Rokia’s family and other members of the community to help feed and educate her and provide basic medical care and hygiene education.

21 million people may die

1 girl may die

34

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: Ch

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an

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eath

. Mad

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sti

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Ran

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ou

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• Simple

• Unexpected

• Credible

• Emotional

• Story

Fundraising is more about inspiring

than asking. We have the best stories

in the world to tell and the best of

reasons for telling them. So our motto

should be ‘The truth told well’.

Fundraisers should be the world’s best

storytellers. Ken Burnett – the 11 pillars of fundraising wisdom

Think playwright,

not actor

“There is no such thing as a great presenter. There’s only a clear thinker.” Sir Gerry Robinson

It’s about asking properly.

“The guy who shimmies up to you, scarred from last night’s

brawl and reeling with canned lager is only ever going to

get the occasional coin… But the beggar with a story –

that’s already a difference! I have been daft enough to have

given £5 to a young man who spun me a story about a

dying relative, a stolen car, a bank that didn’t open till

morning and a hopeless quest to get to the deathbed at

night.”

George Smith. Asking Properly. White Lion Press.

Star Wars

Luke Skywalker is an orphan living with his uncle and aunt in Tatooine.

He is rescued from aliens by wise, bearded Ben Kenobi, who turns out to be a

Jedi Knight.

Ben reveals to Luke that Luke's father was also a Jedi Knight, and was the best pilot

he had ever seen.

Luke is also instructed in how to use the Jedi light sabre as he too trains to become a

Jedi.

Luke has many adventures in the galaxy and makes new friends such as Han Solo

and Princess Leia.

In the course of these adventures he distinguishes himself as a top X-wing pilot in the

battle of the Death Star, making the direct hit that secures the Rebels victory against

the forces of evil.

Luke also sees off the threat of Darth Vader, who we know murdered his uncle and

aunt.

In the finale, Luke and his new friends receive medals of valour.

All of this set to the orchestral score composed by John Williams.

Harry Potter

Harry Potter

Hagrid

suburbia

wizard

muggles

Hagrid Harry Harry’s wizard Quidditch player

Harry magic wand

wizard Harry Hogwarts Ron

Hermione Quidditch seeker

Quidditch match catch Gryffindor Slytherin

Lord Valdemort Harry win the house cup

Harry parents

39

Money is a means to an end

Fundraising is not about money.

It’s about necessary work that urgently needs doing.

“There is a perception out there that NPC’s have a different set of rules and regulations and that it operates differently to other enterprises. An NPC is just another form of enterprise and if you want to compete and stay current, you have to invest in development….”

Corrine Jansen – Chamber member

COO, The Sunflower Fund

Thank You

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