Behavior sequence1. Hariette, former MBA 2. First trigger: Fellowwith high ability to donate alumni and close friend(wealthy) and lukewarm Bob tells her he recentlymotivation goes to a donated. Bob urges her toStanford Alumni reunion donate.party.4. Recalling her convo 3. Second trigger: Thewith Bob, she follows the next day, Hariette openslink and fetches her her email and sees awallet. follow-up email from the Stanford Alumni Association (sent out to all attendees) asking her to donate.5. She enters her creditcard info - Hariettedonates (UTB).
supplemental slide #1 More on Hariette A fo r m e r M B A , s h e believes Stanford already has a lot of money. She had to work in an awful investment banking job after Stanford to pay off her student loans. Plus since her sister’s child died of cancer, she thinks t h a t ’s a mu c h m o re worthy cause to donate.
supplemental slide #2 Harriette’s motivation and ability Hariette’s motivation to donate to Stanford is not that high, though she’s not completely closed to the possibility. Her ability to donate is very high. After her investment banking job she came back to Silicon Valley and made a nice sum of money starting and selling a company. So, she’s wealthy (maybe thanks to Stanford, she thinks). Motivation Ability
supplemental slide #3 Why did Hariette donate? boost in motivationMotivation-before Bob bc of social trigger/ pressure Motivation-after Bob + email trigger from SAA UTB