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data stories persuasion

Small Scale Stories Keep Donors Generous

My friend, Kim Ervin, turned me on to this great NPR story, Why Your Brain Wants To Help One Child In Need — But Not Millions, by Shankar Vedantam. Please give it a listen. A story about an individual victim affects us emotionally. But a million people in need speaks to our head, not our heart. “As the numbers grow,” [Psychologist Paul Slovic of the University of Oregon] explains, “we sort of lose the emotional connection to the people who…

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