Once Upon a Time: The Power of Stories in Fundraising Leah Eustace, ACFRE #LGBTPhilanthropy #InclusiveGiving @LeahEustace
Once Upon a Time: The Power of Stories in Fundraising
Aug 23, 2014
Presentation by Leah Eustace, ACFRE, to the LGBT Philanthropy Conference, April 2014 in Toronto.
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Once Upon a Time:The Power of Stories in FundraisingLeah Eustace, ACFRE
#LGBTPhilanthropy #InclusiveGiving @LeahEustace
Leah Eustace
Principal & Chief Idea GoddessGood [email protected]@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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