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When you tell donors they can “feed hungry children”, “stop human trafficking” or “give twice the hope”, you make them the hero. This engages a “storytelling switch” that triggers a rush of cortisol and oxytocin throughout their body: Cortisol focuses your attention on a problem that needs solving (feeding hungry children). Oxytocin magnifies your feelings of empathy, caring, and love. Can brain chemistry really increase fundraising results? Short answer: Yes. Every. Single. Time. Stories are powerful because they transport us into other people’s worlds but, in doing that, they change the way our brains work and potentially change our brain chemistry. – Paul Zak In fact, the release of these two chemicals are actually predictors of giving behavior. Stories increase fundraising results! Researchers in one study concluded is that story structure (hook, problem, payoff) kicks off the chemistry associated with giving.

6 case studies from Packard Foundations grantees

A guide for nonprofits from the W.K. Kellogg Foundation