Nonprofit leadership keynote

www.networkforgood/npo

1Slides at www.fundraising123.org/katya

Persuasion during tough times

6 things I wish I’d known 20 years ago

@katyaN4G

www.networkforgood/npo

I. WE’RE IN THE HAPPINESS BUSINESS.

2

www.networkforgood/npo

3

• Stress picture

www.networkforgood/npo

4

Fear and scarcity

Today I shall mostly be in the fetal position Smileham on Flickr, Creative Commons

www.networkforgood/npo

5Photo: Jonas Hansel, Flickr

Photo: By Darren Whiteside

www.networkforgood/npo

6

We aren’t about a line item, we’re about a life.

…. giving affects our brain chemistry. For example, people who give often report feelings of euphoria, which psychologists have referred to as the "Helper's High."

www.networkforgood/npo

What we need vs. What we provide

• Begging• Money• Political support• Volunteers

• Giving• Impact• Chance to make a

difference• Happiness

7

www.networkforgood/npo

It’s not $5 coffee, it’s a third place.

8

Webgrl, Flickr

www.networkforgood/npo

9

So…So…

• Focus on the joy you bring your supporters rather than the fear they will not give.

www.networkforgood/npo

Giving makes people happy.

Happy people give more.

Which makes them happier.

Which makes them give more.

www.networkforgood/npo

2. IT’S NOT ABOUT YOU. IT’S ABOUT YOUR AUDIENCE.

11

www.networkforgood/npo

The dangers of marketing myopia

12

www.networkforgood/npo

13

How is your audience feeling?

www.networkforgood/npo

14

Who Really Keeps America Rolling?Who Really Keeps America Rolling?

www.networkforgood/npo

3. FEELINGS FIRST, FACTS LATER.

15

www.networkforgood/npo

Lead with emotion to give facts a chance.

16

www.networkforgood/npo

17

www.networkforgood/npo

4. NOTHING BEATS A GOOD STORY ABOUT ONE PERSON.

18

www.networkforgood/npo

When it comes to problems, the bigger the When it comes to problems, the bigger the numbers, the less people carenumbers, the less people care

www.networkforgood/npo

Totally, completely irrational

www.networkforgood/npo

www.networkforgood/npo

www.networkforgood/npo

Photo Credit: YouGetThePicture, Flickr

www.networkforgood/npo

www.networkforgood/npo

Is this ethical?

www.networkforgood/npo

5. MESSENGERS MATTER: PEOPLE LIKE US, AUTHORITIES WE TRUST.

26

www.networkforgood/npo

Social proofSocial proof

www.networkforgood/npo

Authority Authority

www.networkforgood/npo

Reducing social distanceReducing social distance

• Relatable people

• No statistics

• Friends to friends

www.networkforgood/npo

6. BE GENEROUS WHEN YOU’RE HUNGRY.

30

www.networkforgood/npo

31

www.networkforgood/npo

You are too important to fail.

• Happiness

• Abundance

• Stories

• In the mouth of the right people

32

www.networkforgood/npo

QuestionsQuestions

Katya AndresenKatya.andresen@networkforgood.org

Learning Center – www.fundraising123.org

Free Training – www.nonprofit911.org

My take – www.nonprofitmarketingblog.com

Twitter - @katyaN4G