Applying CERTA and immersion to events

Welcome to Season Three of The Fundraising Elevator! In this special two-part opener, hosts Sam and Kristin sit down with world-renowned neuroscientist Dr. Paul Zak, a pioneer in neuroeconomics, neuromanagement, and neuromarketing. Best known for discovering oxytocin’s role in trust and human connection, Dr. Zak brings cutting-edge insights on donor psychology, empathy, and storytelling in fundraising.

In Part One, we explore the science of giving: why humans are wired to cooperate, how oxytocin fuels generosity and trust, and why storytelling is the most effective tool for donor engagement. Dr. Zak breaks down how attention, emotion, and immersion inspire people to act—and shares proven strategies for fundraisers to design high-impact campaigns and events. From crafting stories that spark empathy to creating immersive donor experiences, this episode offers practical applications backed by neuroscience.

If you’re a nonprofit professional, fundraiser, or development leader looking to increase donor trust, deepen engagement, and inspire generosity, this episode delivers evidence-based strategies to elevate your fundraising success.

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This Episode Brought to You by: 

Swaim Strategies: https://swaimstrategies.com

Utilizing over 20 years of nonprofit event strategy and production expertise, Swaim Strategies coaches and teaches organizations how to increase the impact of their fundraising events. 

The AV Department: https://theavdept.com/

As a full-service event AV and video production partner, The AV Department’s technical event production and media content generation provide you with a range of experience and talent from a partner who wants to know you and work together year after year. 

Feathr: https://www.feathr.co/

Speakers

Samantha Swaim

LinkedIn: https://www.linkedin.com/in/samantha-swaim-a28a9a4/

Substack: https://substack.com/@swaimstrategies

Kristin Steele

LinkedIn: https://www.linkedin.com/in/kristin-steele777/

Substack: https://substack.com/@swaimstrategies

Dr. Paul J. Zak

LinkedIn: https://www.linkedin.com/in/paul-j-zak-91123510/

| RESOURCES |

Connect with Swaim Strategies: https://swaimstrategies.com

Propose a Podcast Episode: https://swaimstrategies.com/propose-a-podcast-episode/

Get Event Help Right Now with Gala 911: https://swaimstrategies.com/solutions/gala-911/

Book Consulting Time with Sam: https://calendly.com/consultingwithsam

Book Consulting Time with Kristin: https://calendly.com/eventstorytelling

Learn More About the Elevate Conference: https://swaimstrategies.com/elevate-conference/

Get Planning a Successful Major Donor Event: https://swaimstrategies.com/solutions/#book

Join Swaim Strategies on Substack: https://substack.com/@swaimstrategies

Connect with The AV Department:  https://theavdept.com/

Connect with Paul Zak: https://pauljzak.com/

Empathy, Neurochemistry, and the Dramatic Arc: https://www.youtube.com/watch?v=q1a7tiA1Qzo

Immersion: https://pauljzak.com/books/

The Little Book of Happiness: https://pauljzak.com/books/

No One Wants to Read Your Sh*t: https://www.goodreads.com/book/show/30556551-nobody-wants-to-read-your-sh-t

SIX: your6.com

“Virtual Reality Education Increases Neurologic Immersion and Empathy in Nursing Students”:

https://www.mdpi.com/2039-4403/15/9/336

Paul Zak TED Talk: https://www.youtube.com/watch?v=rFAdlU2ETjU

The Value Measurement: https://www.getimmersion.com/