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Anchoring: Making Sure your Story Sticks

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Presented at the NonProfit Academy, January 2016

Published in: Government & Nonprofit
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Anchoring: Making Sure your Story Sticks

  1. 1. 1 Anchoring your story January 2016 The Nonprofit Academy PRESENTS! PRESENTS ANCHORING MAKING SURE YOUR STORY STICKS WITH with Leah Eustace #npapresents
  2. 2. @LeahEustace #npapresents Anchoring your story January 2016 ANCHORING: MAKING SURE YOUR STORY STICKS
  3. 3. @LeahEustace #npapresents Anchoring your story January 2016 How we think we make decisions @LeahEustace #NPStoryConf
  4. 4. @LeahEustace #npapresents Anchoring your story January 2016 How we actually make decisions @LeahEustace #NPStoryConf
  5. 5. @LeahEustace #npapresents Anchoring your story January 2016 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/)
  6. 6. @LeahEustace #npapresents Anchoring your story January 2016
  7. 7. @LeahEustace #npapresents Anchoring your story January 2016 Has this happened to you? Photo by Ann Larie Valentine / CC BY-SA 2.0
  8. 8. @LeahEustace #npapresents Anchoring your story January 2016 What a deal!
  9. 9. @LeahEustace #npapresents Anchoring your story January 2016 How much would you pay? Photo by Joanna Poe/ CC BY-SA 2.0
  10. 10. @LeahEustace #npapresents Anchoring your story January 2016 How much jail time? Photo by Ken Teegardin/ CC BY-SA 2.0
  11. 11. @LeahEustace #npapresents Anchoring your story January 2016 HOW CAN YOU USE THIS IN FUNDRAISING?
  12. 12. @LeahEustace #npapresents Anchoring your story January 2016 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
  13. 13. @LeahEustace #npapresents Anchoring your story January 2016 Leah’s shoe foundation
  14. 14. @LeahEustace #npapresents Anchoring your story January 2016 The results $47.33 $87.35 $318.65 (Thank you to the person who gave $25,000,000)
  15. 15. @LeahEustace #npapresents Anchoring your story January 2016 Be thoughtful about what your first ask is
  16. 16. @LeahEustace #npapresents Anchoring your story January 2016 What do heat maps tell us?
  17. 17. @LeahEustace #npapresents Anchoring your story January 2016
  18. 18. @LeahEustace #npapresents Anchoring your story January 2016
  19. 19. @LeahEustace #npapresents Anchoring your story January 2016
  20. 20. @LeahEustace #npapresents Anchoring your story January 2016 Anchoring your story That first piece of information, first photo, first character, first word, first number, first emotion, first impression, is critically important.
  21. 21. @LeahEustace #npapresents Anchoring your story January 2016 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?"
  22. 22. @LeahEustace #npapresents Anchoring your story January 2016 Think of an anchor as an opportunity to plant your flag.
  23. 23. @LeahEustace #npapresents Anchoring your story January 2016 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.”
  24. 24. @LeahEustace #npapresents Anchoring your story January 2016 13-year-old girls are Smart Strong Powerful Self-confident
  25. 25. @LeahEustace #npapresents Anchoring your story January 2016 What’s the anchor … in Toronto
  26. 26. What’s the anchor?
  27. 27. @LeahEustace #npapresents Anchoring your story January 2016 What’s the anchor?
  28. 28. @LeahEustace #npapresents Anchoring your story January 2016 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.”
  29. 29. @LeahEustace #npapresents Anchoring your story January 2016 What’s the anchor?
  30. 30. @LeahEustace #npapresents Anchoring your story January 2016 What’s the anchor?
  31. 31. @LeahEustace #npapresents Anchoring your story January 2016 What’s the anchor?
  32. 32. @LeahEustace #npapresents Anchoring your story January 2016 What’s the anchor?
  33. 33. @LeahEustace #npapresents Anchoring your story January 2016 What’s the anchor?
  34. 34. @LeahEustace #npapresents Anchoring your story January 2016 • 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
  35. 35. @LeahEustace #npapresents Anchoring your story January 2016 What’s the anchor? "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. "
  36. 36. @LeahEustace #npapresents Anchoring your story January 2016 Leah Eustace, ACFRE Chief Idea Goddess, Good Works leah@goodworksco.ca www.goodworksco.ca @LeahEustace #NPStoryConf
  37. 37. @LeahEustace #npapresents Anchoring your story January 2016 PRESENTS http://thenonprofitacademy.com/vault/ #npapresents

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