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Overview and Course Instructors

Session 1: In-Person Pitches with Major Donors

It’s one of the most important meetings you’ll find yourself in. Pitching your organization and your organization’s plans to a major donor. We could all use as much help in making these meetings go better, so how can neuroscience help you when you find yourself making a pitch to major donors? Learn the ins and outs of neuroscience and persuasion for in-person meetings in this session with Geoff Peters, CEO of Moore DM Group.

Session 2: Mirroring

The next time you're sitting at the dinner table and someone picks up their drink, watch to see who else does it. More times than not, someone else will take a drink too. We all do it in various situations. What is it? It's called mirroring.

 In this session, find out how you can use mirroring to help your organization be more effective at fundraising.

Session 3: Commercial studies, fundraising results Part 1

While you know that all methods of selling don't translate into the world of nonprofits and fundraising, there are some exciting studies being done with neuro-marketing in the commercial space that can help innovate and create ideas for those of us in the fundraising world.

 In this session we'll look at some of those studies that are being done and explore how they might make us better fundraisers.

Session 4: Commercial studies, fundraising results Part 2

While you know that all methods of selling don't translate into the world of nonprofits and fundraising, there are some exciting studies being done with neuro-marketing in the commercial space that can help innovate and create ideas for those of us in the fundraising world.

In this session, Geoff Peters will explore some additional studies that are being done and see how they might make all of us better fundraisers.

Session 5: Priming

You just bought a new car, maybe it’s a red Toyota Prius and now that you have it, you see red Toyota Prius' everywhere. Did they start making more of them? No. You've just been primed to look for them.

In this session, Tracy Trost, President of TCM Creative shows us how to use priming to become better fundraisers.

Session 6: In Studio Wrap Up

In this final in studio session, Geoff Peters wraps up all that has been covered and what else is new and coming in the world of neuro-fundraising that sophisticated fundraisers should always keep in mind.

Session 7: Oxytocin

Empathy is something we all know we need to build in potential donors in order to get them to not only care but act out by making a donation to our cause. But where does empathy come from and how do we cultivate it?

In this off-site session, Geoff Peters shows us how oxytocin plays a role in creating empathy and how we can cultivate the release of it to become better fundraisers.

Session 8: Can Neuro-Marketing Drive Fundraising?

We've looked at many ways that we can learn from neuro-marketing to help become better fundraisers, but in this off-site session, Geoff Peters looks at some additional ways and recaps some familiar topics on what fundraisers can learn from studies in the world of neuro-marketing.

Session 9: Design

What makes for good design and what makes for effective design? Just because something looks good, doesn't mean it will perform. The graveyard of high-priced ad campaigns and fundraising campaigns that didn't perform is crowded.

In this session, we'll look at what makes for effective design from a neuro-fundraising perspective and learn how to create campaigns that reach the subconscious levels of donors giving us a better opportunity for response.

Geoff Peters

An internationally sought-after fundraising strategist and mentor on topics ranging from Neuro-Fundraising, Direct Mail Fundraising, and Regulation of Charities, Geoffrey Peters is known for his creative and insightful presentations to Boards of Directors, clients and conferences alike. He is a well known expert on various types of fundraising and government regulation of nonprofits and their fundraisers in the U.S. and Europe.

He currently works with clients developing integrated multi-channel fundraising strategies and direct mail fundraising programs as well as nonprofit management, strategy, and long range planning for more than 100 NGOs that are clients of Moore DM Group and its more than 25 constituent companies.

Tracy Trost

With more than 30 years of experience with television and film production, Tracy Trost is recognized as an award-winning director, producer, and writer.

He has written, produced, and directed four feature films that have won numerous awards.

Tracy is currently applying that experience and leading the way in Direct Response Television. His work with clients such as Shriners Hospitals for Children, The American Red Cross, Disabled American Veterans, and March of Dimes, has garnered several industry awards. Tracy’s fresh approach on fundraising, through storytelling and the use of neuroscience, is being recognized by the industry and more importantly, the viewing audience.

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