Nonprofit leadership keynote
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Transcript of Nonprofit leadership keynote
www.networkforgood/npo
1Slides at www.fundraising123.org/katya
Persuasion during tough times
6 things I wish I’d known 20 years ago
@katyaN4G
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I. WE’RE IN THE HAPPINESS BUSINESS.
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• Stress picture
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Fear and scarcity
Today I shall mostly be in the fetal position Smileham on Flickr, Creative Commons
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5Photo: Jonas Hansel, Flickr
Photo: By Darren Whiteside
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We aren’t about a line item, we’re about a life.
…. giving affects our brain chemistry. For example, people who give often report feelings of euphoria, which psychologists have referred to as the "Helper's High."
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What we need vs. What we provide
• Begging• Money• Political support• Volunteers
• Giving• Impact• Chance to make a
difference• Happiness
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It’s not $5 coffee, it’s a third place.
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Webgrl, Flickr
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So…So…
• Focus on the joy you bring your supporters rather than the fear they will not give.
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Giving makes people happy.
Happy people give more.
Which makes them happier.
Which makes them give more.
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2. IT’S NOT ABOUT YOU. IT’S ABOUT YOUR AUDIENCE.
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The dangers of marketing myopia
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How is your audience feeling?
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Who Really Keeps America Rolling?Who Really Keeps America Rolling?
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3. FEELINGS FIRST, FACTS LATER.
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Lead with emotion to give facts a chance.
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4. NOTHING BEATS A GOOD STORY ABOUT ONE PERSON.
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When it comes to problems, the bigger the When it comes to problems, the bigger the numbers, the less people carenumbers, the less people care
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Totally, completely irrational
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Photo Credit: YouGetThePicture, Flickr
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Is this ethical?
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5. MESSENGERS MATTER: PEOPLE LIKE US, AUTHORITIES WE TRUST.
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Social proofSocial proof
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Authority Authority
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Reducing social distanceReducing social distance
• Relatable people
• No statistics
• Friends to friends
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6. BE GENEROUS WHEN YOU’RE HUNGRY.
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You are too important to fail.
• Happiness
• Abundance
• Stories
• In the mouth of the right people
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QuestionsQuestions
Katya [email protected]
Learning Center – www.fundraising123.org
Free Training – www.nonprofit911.org
My take – www.nonprofitmarketingblog.com
Twitter - @katyaN4G