Once Upon a Time: The Power of Stories in Fundraising

Once Upon a Time:The Power of Stories in FundraisingLeah Eustace, ACFRE

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Leah Eustace

Principal & Chief Idea GoddessGood Worksleah@goodworksco.cablog.goodworksco.ca@LeahEustace

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THE IMPORTANCE OF STORIES

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Marketing clutter

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The answer is in how your brain works

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Scenario One: Karen Klein

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Scenario Two: Darfur

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Psychic Numbing

Nicholas Kristof, New York Times

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The future of storytelling

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Appeal to the heart, not the head

Artwork courtesy of Mark Phillips www.bluefroglondon.com

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FINDING STORIES

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Look and Listen

Invite

• Website• Reply devices• Surveys• Welcome packages• Receipt packages• Newsletters• Facebook• Blogs

...and so on

Ask

INGREDIENTS OF AGOOD STORY

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Passion

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Hero

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An antagonist or conflict

Awareness

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Result

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Writing

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EXAMPLES

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Founding/Founder Story

Jer’s VisionBullied and discriminated against in high school. Challenged his school board and administration at the Ontario Human Rights Commission, and used the settlement to establish a scholarship fund. The response was so overwhelming that he subsequently established a charity supporting youth across the country and internationally.

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Donor Story

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Beneficiary Story

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Legacy Story

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Your story

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Questions?

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