1. Katrina VanHuss
Founder, Turnkey For Good
Otis Fulton, PhD
VP of Psychological Strategies,
Turnkey For Good

3. Why “Social
Fundraising,”
not P2P?

4. I am normal.

5. Community
makes you do
crazy things.

6. Community &
Identity

7. Community
builds trust;
Trust yields
revenue

8. Community
yields
happiness &
good health

9. Social
Fundraising is
best built on
community

10. Pediatric
Brain Tumor
Foundation

11. American
Cancer
Society
Relay For
Life

12. Great Cycle
Challenge

13. Let’s assume you’re in
the community now…

14. Direct Fundraising

15. Direct Response

16. Social
Fundraising

17. Social Fundraising

18. Why do social
fundraising?

19. ✓ Exponential fundraising growth
✓ Empowered supporters
✓ Increased reach

20. Exponential
Growth

21. How Persuasive Are You?

22. Vanessa Bohns
Social
Psychologist
Cornell
University

23. How Persuasive Are You?

24. People hate to
ask others for
anything.

25. How to reduce anxiety…
Tell me a story:
1) How did you get involved with
the organization/mission?
2) Why do you stay involved?

26. The “Ask”
This year I’m raising funds for the
Richmond SPCA. The Richmond
SPCA is a no-kill shelter that
adopts as many as 100 animals a
week. Can I count on you to
support Richmond SPCA?

27. The “Ask”
This year I’m raising funds for the
Richmond SPCA. The Richmond
SPCA is a no-kill shelter that
adopts as many as 100 animals a
week. Can I count on you to
support Richmond SPCA me?

28. People want
to say yes.

29. PLEASE DO ME A FAVOR
John Jecker - Stanford

30. Who liked the researcher more?
•People asked by the researcher for the money
back
•People asked by someone else for the money
back
•People who got to keep the money

31. Who liked the researcher more?
•People asked by the researcher for the
money back
•People asked by someone else for the money
back
•People who got to keep the money

32. What’s
happening
here?

34. Why Do People
Stop Supporting
You?

35. NationalAwareness, Attitudes, and Usage Study

36. Ask Thank Report

37. •We are 2X as persuasive as we think
•1 in 4 will say yes
Ask: “Why I got involved, why I stay, give me money”
Thank: Brag on them and to them!
Report: Solidify
•Result? High Revenue & High Regard

38. Just begin with—
“I’m hoping you’ll do me a favor…”

39. Not fundraising

40. $10,000 team captain

41. Questions
& Comments