Who are you talking to, really? -- The eyes have it -- Life review -- The evolutionary science behind charity -- "You are that good!" -- You'll need a donor acquisition program -- Overwhelming -- More thanks = more money -- Don't fall for your own nonsense -- The 100% fallacy -- Know your smit -- Event ROI (return on investment) -- A donate button is not enough -- Wrong -- Grade level and speed reading -- "Looks unprofessional" -- "...with as much anticipation as possible" -- Research said -- More ismore, up to a point -- Easy fixes -- Generosity in America-- Judging new donors -- When inertia works for you -- Why donors quit -- "That's so 2003" -- If donors enjoy what you're saying -- Putting statistics in their place -- Is ignorance a barrier to giving? -- "The difference between anger and compassion is huge" -- The lizard brain -- Faster -- Organization-focused vs. donor-focused -- Surprise! -- What comes first matters -- Prioritizing -- Get off the treadmill -- Swimming in money -- Meet Jacqueline -- Why fundraisers quit -- Repeat donors are different -- Outro -- The answers.