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

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

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