A brand has a higher chance of inciting a donor’s empathy and, subsequently, future charitable giving the more it resonates with the donor’s personal beliefs, goals, and preferences. For this reason it is critical to tell relevant, emotionally-charged stories and to match the right ones with the right people.
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Tag: science of storytelling
When the power of visual storytelling is combined with individual relevance, a level of interest, engagement, and impression can be formed beyond that of any other means of communication.
By leveraging the Ben Franklin “impact story” effect, you have a tremendous opportunity to increase your chances of getting incremental donations from existing donors.
The effect that a well-told, individually relevant story with a meaningful narrative can have on the brain is something that cannot be ignored. Especially when it comes to fund raising, donor relations, stewardship, and advancement.
Narrative transportation is the experience of being transported to the world of a story. Being “transported” means having an emotional reaction, significant mental imagery about the story, and some degree of loss of awareness of your surroundings.
Babies have the potential to recognize a sense of connection and being wanted starting as early as seven months. From the get-go, we require connection. It is responsible for ordering how we will perceive and interpret our role in the world. This inclination or, rather, this need, is truly hardwired into us.
I’m terrible with names. My wife Susannah blames me but I blame my hippocampus. If you are not familiar with the hippocampus, it’s the seahorse-shaped part of our brain that gives us episodic memory and relates our facts to our experiences. And mine is broken.
Imitation is a key concept involved in the process of empathy, though it is sometimes also known as motor mimicry. It refers to your brain’s capacity to match the patterns of neural activity as perceived in another individual.
The words of a story are saturated with meaning thanks to the left and right cerebral hemispheres. These two halves of the brain are crucial for the telling and receiving of stories. While each hemisphere specializes in different functions, they work together with irreplaceable cohesion in an ever-evolving dance.
Reporting to your constituents with individually relevant beneficiary impact stories has a distinct and positive impact on donor engagement, intent to give, and actual giving. And in this day and age, the number and frequency of communications that donors and potential donors receive is truly mind boggling.