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The Art & Science Of The Story

Telling great stories is an art and science… here is a great story about the neural underpinnings of what makes a great story. Although the focus of this video is on giving, identify the elements of a story that illicit a response that promotes engagement is the HOLY GRAIL of social media.

From: “The two ingredients of stories that motivate giving”, By Jeff Brooks.

Here’s a video about story-telling that every fundraisers should see:

Or watch it here on YouTube.

In short, it describes a study that found the most impactful stories have two key elements:

  1. Distress, produces cortisol, which helps us focus attention on the story.
  2. Empathy, which produces oxytocin, which promotes a sense of connection.

And when these things are present, hearers of the story are much more likely to give.

Do your stories have both distress and empathy in them?

Posted by  on 28 November 2012 at 08:04 in Donor Psychology |

 

 

 

 

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