You can stop relying on conventional wisdom passed on through webinars and conferences. There’s a plethora of quantitative research on how to optimize storytelling to get your best fundraising outcomes. What is social emotion, how do you evoke it and why should you? How much story detail is not enough or too much? Better to talk about individuals or groups? What does the research reveal to maximize Planned Giving fundraising commitments? Professor Russell James of Texas Tech University walks us through what the research shows.