The Neuroscience of Giving

Did you know that our subconscious makes a decision a full seven seconds before we’re consciously aware of it? In this session, you’ll learn about the role that psychological, social, cognitive and emotional factors play in donor decision-making, particularly when it comes to gift planning. By understanding some of the basic principles of neuroscience — social proof, reciprocity, anchoring and authority to name a few — you’ll be able to build deeper connections to your donors, and raise more revenue. Leah will share both research and real life examples, and you’ll leave the session with plenty of new ideas.

Leah Eustace, CFRE, ACFRE, is President and Head Paddler at Blue Canoe Philanthropy, whereshe specializes in case development, strategic planning and program audits. Her volunteer work is extensive: she’s on the boards of AFP International, AFP Canada, the AFP Foundation for Philanthropy Canada, and the ACFRE Credentialing Board. As well, she’s a member of the Planned Giving Advisory Group at Trent University.

      This session is approved for 1.0 CFRE Credit.