English to Russian Science Biology (-tech,-chem,micro-)

Доброго времени суток.

The format for the Copa Ball is like many charity events. A speaker delivers a short speech and then there’s an ask, a request for donations. The checkbooks or smartphones with giving apps come out, and then another speaker takes the stage. It’s like a small telethon, where performers do their bit and the host asks for donations.

This is an effective model only if the speakers deliver. My job was to convince MHF that simply having speakers endorse a cause and emphasize its importance wasn’t enough. As in Paul Zak’s studies, the key to more donations lay in using story to change minds and hearts, to increase attention and trust and, through that, generosity. Logic and credibility and rhetoric, I explained, weren’t going to make the cause any more important than they had the year before. By using stories, though, we could ***hack the very neurology that connects people*** at a fundamental level and drives trust and generosity.

Спасибо.