The Nonprofit Academy PRESENTS!€¦ · 1 Anchoring your story January 2016 The Nonprofit Academy...

transcript

1Anchoring your storyJanuary 2016

The Nonprofit AcademyPRESENTS!

PRESENTS

ANCHORING

MAKING SURE YOUR STORY STICKS WITHwith Leah Eustace

#npapresents

@LeahEustace#npapresents

Anchoring your storyJanuary 2016

ANCHORING:MAKING SURE YOUR

STORY STICKS

How we think we make decisions

@LeahEustace#NPStoryConf

How we actually make decisions

Anchoring theory

The anchoring rule of thumb describes the common human tendency to rely too heavily on the first piece of information offered (the “anchor”) when making decisions. Once the anchor is set, decisions are then made by adjusting around the initial anchor, regardless of the legitimacy of the actual anchor.

(source: http://disenthrall.co/)

Has this happened to you?

Photo by Ann Larie Valentine / CC BY-SA 2.0

What a deal!

How much would you pay?

Photo by Joanna Poe/ CC BY-SA 2.0

How much jail time?

Photo by Ken Teegardin/ CC BY-SA 2.0

HOW CAN YOU USE

THIS IN FUNDRAISING?

Save 50,000 sea birds

“Would you be willing to pay $5….”? $20

“Would you be willing to pay?” $64

“Would you be willing to pay $400…?” $143

Leah’s shoe foundation

The results

$47.33

$87.35

$318.65

(Thank you to the person who gave $25,000,000)

Be thoughtful about what your first ask is

What do heat maps tell us?

Anchoring your story

That first piece of information, first photo, first character, first word, first number, first emotion, first impression, is critically important.

Anchoring your story

People look to an anchor to help them make a decision, but they make multiple decisions before making a gift, so there's an opportunity for multiple anchors: “Should I open the package?" "Should I read the letter?" "Should I agree to the meeting?"

Think of an anchor as an opportunity to plant your flag.

Carol’s story

“When I was 13 year’s old, I asked my mother if I was pretty. She answered,

Don’t be ridiculous …

of course you are.

For a very long time, I only remembered the first part.”

13-year-old girls are

SmartStrongPowerfulSelf-confident

What’s the anchor… in Toronto

What’s the anchor?

“I don’t want to ask for $1,000,000 and get thrown out of your office, but I don’t want to ask for $100,000 either if $500,000 is more your speed.”

• Impact• Break the cycle• You make the

difference• The time to act is now• Our programs work• There’s no better place

to ask for help than YSB

• Saving lives

… and look at the eyes

"I’m not a nature girl. I don’t hike, canoe, fish or hunt. Born and raised in Toronto, I’m what you would call an urban naturalist. That’s a term that applies to a lot of Canadians, as most of us now live in an urban environment. "

Leah Eustace, ACFREChief Idea Goddess, Good Worksleah@goodworksco.cawww.goodworksco.ca

PRESENTS

http://thenonprofitacademy.com/vault/

#npapresents

The Nonprofit Academy PRESENTS!€¦ · 1 Anchoring your story January 2016 The Nonprofit Academy...

Documents