The Psychology of Impactful Storytelling

Identify key emotional pathways (e.g., empathy, compassion, hope) that motivate action in non-profit contexts.

Explain the neuroscience of how stories can bypass rational resistance to influence decision-making.

Apply the Elaboration Likelihood Model to choose between emotional and rational appeals for different audiences and goals.

Recognize common psychological barriers (e.g., compassion fatigue, psychic numbing) that prevent audiences from acting.

Analyze a successful non-profit video to deconstruct its use of psychological triggers and emotional arcs.