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Anchoring: Making Sure your Story Sticks
1. 1
Anchoring your story
January 2016
The Nonprofit Academy
PRESENTS!
PRESENTS
ANCHORING
MAKING SURE YOUR STORY STICKS WITH
with Leah Eustace
#npapresents
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/)
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. @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?"
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.”
29. @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.”
35. @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
36. @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. "