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Katya Andresen - The Happy Circle and the Sea Monkey - The Truth about Why People Give
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Katya Andresen - The Happy Circle and the Sea Monkey - The Truth about Why People Give

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New research into how people think and why they donate provides a host of insights for fundraisers and non-profit marketers. Learn what the latest findings about human thinking, feeling and decision …

New research into how people think and why they donate provides a host of insights for fundraisers and non-profit marketers. Learn what the latest findings about human thinking, feeling and decision making tell us about generosity and the art and science of inspiring it.

Takeaways:
- Learn the science behind what influences human decision-making processes
- Explore numerous scientific studies that underscore why emotion rules, values matter, tangibility is key, and donors just want to feel happy among others

Published in: Technology, Economy & Finance

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Transcript

  • 1. The Happy Circle and the Sea Monkey: The Truth about Why People Give The
  • 2. CausesDonors
  • 3. CausesDonors
  • 4. Photo: By Darren Whiteside
  • 5. ra·tio·nal·i·ty [ra-shə-ˈna-lə-tē] Foundation for economic theories- The simple and compelling idea that we are capable of making the right decisions for ourselves.
  • 6. be⋅hav⋅ior⋅al ec⋅o⋅nom⋅ics [bi-heyv-yer-al / ek-uh-nom-iks] Applies scientific research on social, cognitive, and emotional factors that influence the decisions people make.
  • 7. There are no exceptions to the rulethat you must awaken the heartto arouse the mind.
  • 8. The Truths
  • 9. 1. Giving is emotional.
  • 10. Laura, helped back into housing by Common Ground
  • 11. Laura, helped back into housing by Common Ground
  • 12. http://www.youtube.com/watch?v=Wgi0t2ap-us&feature=player_embedded
  • 13. The more emotional, the more money
  • 14. The martyrdom effect Howtocopewithpain.org
  • 15. 2. Giving is personal.
  • 16. Photo Credit: YouGetThePicture, Flickr
  • 17. The singularity effect
  • 18. When it comes to problems thebigger the numbers, the lesspeople care
  • 19. Bigger camp = less money Source: Communications Network, Paul Slovic
  • 20. Reducing social distance• Relatable people• No statistics• Friends to friends
  • 21. 3. You can’t change #1 or #2.If you try, prepare to raise less.
  • 22. Is this ethical?
  • 23. 4. Giving makes people happy.
  • 24. Recurring givingmakes peopleVERY happy.
  • 25. Most fundraisers probably don’t thinkof themselves in the businessof selling happiness to donors,but that is ... their job.” M.A. Strahilevitz
  • 26. 5. Giving is social.
  • 27. The last person gave…
  • 28. Not so fast… $2.9 million $5 million $100 million All my money
  • 29. 36
  • 30. A summary• Irrational: right brain rules• Emotional: lead with feeling• Personal: forge connections• Social act: create community
  • 31. Katya Andresen, COO Network for Goodwww.nonprofitmarketingblog.com Twitter: @katyaN4G