The document provides a sampling of further reading and resources on the topic of donor psychology and fundraising. It lists specific scientists and researchers in the field, videos shown in the presentation, studies conducted, blogs, magazines, books, and how to contact the presenters. The resources cover topics like neuroscience, persuasion, fundraising techniques, nonprofit marketing, and social science research related to donor decision making and charitable giving.

1. A Journey Inside your Donor’s Brain
Further Reading and Resources
The following is just a sampling of further reading and resources (primarily the ones we
mentioned in our session), but there are many, many more. We’d love to hear about your
favourites!
Scientists and Researchers:
 Dr. Raj Raghunathan, University of Texas
http://www.utexas.edu/opa/experts/profile.php?id=2161
 Dr. Paul Slovic, University of Oregon and President of Decision Research
http://www.decisionresearch.org/people/slovic/
 Dr. Adrian Sargeant and Dr. Jen Shang, Indiana University
Videos Shown in the Presentation:
 The Future of Storytelling: Paul Zak
 The Science of Persuasion
Specific Studies:
 “Mixed reasons, missed givings: The costs of blending egoistic and altruistic reasons in
donation requests”
 “Aging-Induced Conservatism and the Right Hemisphere Aging Hypothesis”
 “Eye images increase charitable donations”
 “If I look at the mass, I will never act: Psychic Numbing and Genocide.”
 “A Meta-Analysis of the Effectiveness of the “But You Are Free” Compliance-Gaining
Technique”
Miscellaneous:
 Readability and comprehension
 Clear print design standard
 Research that will lead your fundraising astray
 The Science of Philanthropy Initiative at the University of Chicago
 Is announcing your goal killing your fundraising?
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2. Blogs, Magazines and Books:
 Psychology Today Magazine
 Neuromarketing Blog
 Daniel Pink’s book, “A Whole New Mind.”
 Jeff Brooks’ Future Fundraising Now
 Katya Andresen’s Non-Profit Marketing Blog
 Stanford Social Innovation Review Journal
 Robert Cialdini (all his books are fantastic)
 The Good Works Blog
 Beyond Philosophy
 npEngage
How to get in touch with us:
Leah Eustace, CFRE Scott Fortnum, ACFRE
Good Works The Living City Foundation
leah@goodworksco.ca sfortnum@trca.on.ca
Twitter: @LeahEustace Twitter: @SFortnum
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