Learn how neuromarketing and psychology can be applied to fundraising. Click on images within the presentation to be taken to the research or resource that supports the particular point.

1. A Journey Inside the Brain
of your Donors and Clients
Leah Eustace, CFRE
Principal and Chief Idea Goddess
@LeahEustace

3. Pepsi vs Coke

4. The power of persuasion

5. Emotion drives action

6. Engage the emotions

7. Giving makes people happy

8. …and it makes them live longer

9. So, giving people the
opportunity to invest
in your organization is,
in reality, doing
them a favour

10. Moral identity matters
“Thanks for calling and becoming
a kind and caring WFIU
donor (or client)”
Those two words increased giving by 21%
amongst female donors (no impact on males).

11. And so does… texture?

12. Humans experience
psychic numbing
“If I think of
the mass I will
never act, if I
think of the
one, I will”

13. We really don’t make any sense
Give $10 million to fight a disease claiming
20,000 lives and save 10,000.
or
Give $10 million to fight a disease claiming
290,000 lives and save 20,000.
Read more about this study

14. The case of Karen Klein

15. Stories are powerful

16. Stats depress response
versus

17. Our brains change as we age

18. Design is really important

19. Photos matter

20. And so does readability
If your fundraising messages has a grade level higher than 7, it will draw a
lower response than one written at 7 or less. It’s a tested reality.

21. Obama is really good at this

22. MRI’s of Donor Brains

23. Speaking of planned giving
Most people have
no idea what
those words mean

24. 95%
of planned gifts
are bequests
Read about the research here

25. Why, not how

26. Telling someone your goal makes
it less likely to happen

27. Be cautious about
raising awareness

28. Beware of what people say

29. In summary
• Use persuasion
• Focus on emotion
• Moral identity matters
• Use stories, not stats
• Don’t forget design & readability
• Stop using “planned” and “legacy” giving
• Why, not how
• Beware of stating your goal and/or raising awareness
• Actions speak louder than words

30. Leah Eustace, CFRE
Chief Idea Goddess, Good Works
@LeahEustace
leah@goodworksco.ca