Nonprofit 911: Neuro-Nudges for Nonprofits

Transcription

1 Nonprofit 911: Neuro-Nudges for Nonprofits with Roger Dooley Audio for this event will be available beginning at 1 pm ET via your computer speakers or headphones If you are unable to listen to your computer audio, please close the Audio Broadcast panel and click the Request Button below the participant panel to get dial-in info.

2 About

3 Today s Speaker Roger Dooley

4 Neuro-Nudges for Nonprofits Roger Dooley rogerdooley.com linkedin.com/in/dooley/

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9 2004: NeuroscienceMarketing.com 2005: Blog: Neuromarketing

10 Brainy Marketing

11 The Downside

12 Honesty & Ethics Very High/High Nurses 85% Engineers 70% Advertising 11% Sales 8%

13 CEO Trust CFOs 90% CIOs 90% CMOs 20%

14 Development Execs?

15 Most Marketing Is Wasted.

16 Marketing Waste 95% - New Products 98% - Direct Mail 98% - Sales s 93% - Sales Calls 50% - Large Branding Campaigns

17 Non-Profit Waste 99% - Donor Acquisition Mail 90% - House List Mail 99.9% - Fundraising s

18 My Mission:

19 Cut marketing waste even a little!

20 Bring neuromarketing to the 99% - including nonprofits!

21 Behavior Research Neuroscience Research Marketing Studies Actionable Advice

22 Behavior Research

23 Neuro-Nudges

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25 Iceberg: 88% Hidden Mind: 95% Subconscious (Lakoff & Johnson)

26 Neuromarketing for Nonprofits

27 Your appeal + neuro-nudge(s) =

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29 @rogerdooley #Brainfluence

30 Why Do People Donate? Conventional Wisdom: Personal Experience Take a Stand Taxes Desire to Do Good Recognition Religion Make a Difference

31 Helping - Donations - Volunteering

32 Selfishness vs. Altruism

33 To promote charity and volunteering, we need to work with human nature as it is. -Dr. Geoffrey Miller

34 Evolutionary Psychology

35 fitness fitness

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40 Another Reason (esp. volunteering)

41 Helping Makes You Hot! U. Of Nottingham, 2008

42 Beware of Solicitors Bearing Gifts

43 If you contribute

44 $31 $29 $22 $19 $24 $22

45 1. Be wary of promising donors a gift.

46 2. Frame gifts: You ll be showing your support to others...

47 3. Use rewards that confer social status e.g. VIP events.

48 Reciprocity

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50 Size Matters (Sometimes) +75% +17%

51 Even a small up-front gift can encourage a larger donation.

52 Getting High Donations: Up: 17% Down: 7% Level: 11%

53 Ask for donations or volunteers upstairs! Really!

54 Build Loyalty Like George Bailey

55 Counter-Factual Scenario Imagine that we never existed beats, Think about the good we do

56 Use George Bailey thinking to increase loyalty.

57 Make it Personal! % -50% Photos via ChildFund International

58 Appeals to help one person work better than helping many.

59 Copy

60 Engaging Copy

61 Lifeless Copy? Jump-start it with metaphor!

62 Lifeless Copy? Jump-start it with metaphor!

63 Crime wave = beast vs. virus Different actions

64 Use metaphors that support your cause!

65 Tell Stories

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69 Use a story to engage the reader s brain.

70 Adjectives

71 Adjectives = Evil? Slow the reader? Reduce impact of action words?

72 Adjectives = Evil? More adjectives Less social sharing -Dan Zarrella

73 Adjectives = Good! Sales +27% w/adjectives -Brian Wansink

74 Traditional Cajun Red Beans w/rice Succulent Italian Seafood Filet Tender Grilled Chicken Homestyle Chicken Parmesan Satin Chocolate Grandma s Zucchini Cookies

75 Vivid Sensory Emotional/Nostalgic Specific Branded

76 rough Having a bad day? Textural Metaphors

77 bad rough

78 sharp polished bright heavy smooth slimy fuzzy

79 Use sensory metaphor words for maximum impact.

80 Neuro-Nudge: Priming

81 From are Florida oranges Sky the seamless gray is Sunlight makes temperature wrinkle raisins

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83 From are Florida oranges temperature Sky the seamless gray is Sunlight makes temperature wrinkle raisins

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85 $

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87 Avoid selfish triggers in fundraising ads and environments.

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89 Mirror Power

90 Mirror No Mirror 9% 34%

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92 Mirror Subsitute? Susan, We need your help

93 Reflect your target to encourage altruism!

94 Rudeness & Revenge

95 What canceled rudeness effect?

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97 Apologies really DO work. Apologize!

98 Post-It Power 36% Letter 48% Letter + Note 75% Letter + Post-It

99 Use a sticky note to increase response rate!

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103 Use simple fonts to minimize perceived effort.

104 If you remember just one thing from today

105 Change is constant and accelerating

106 Communication Huge Change in 50 Years

107 Media Huge Change in 50 Years

108 Social Mobile! Media! Big Data!

109 Our Brains NO Change in 50,000 Years!

110 Work with your donor s brain and how it is wired!

111 Free Resources Neuromarketing Neurosciencemarketing.com/blog Brainy Marketing blogs.forbes.com/rogerdooley/ Dan Ariely Blog danariely.com Inside Influence Report influenceatwork.com Katya s Nonprofit Marketing Blog nonprofitmarketingblog.com

112 Neuro-Nudges for Nonprofits Roger Dooley rogerdooley.com linkedin.com/in/dooley/

113 Register for How to Get More Followers on Social Media w/ Guy Kawasaki Thursday, March 1pm ET Links Upcoming Trainings: Nonprofit911.org Fundraising Fundamentals Subscription Offer x1 or Sales@networkforgood.org Interactive online community: TheNetworkforGood.org Online Learning Center: Fundraising123.org

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