A Journey Inside the Minds of your Donors


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Learn how neuromarketing and psychology can be applied to fundraising. Click on images within the presentation to be taken to the research or resource that supports the particular point.

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A Journey Inside the Minds of your Donors

  1. 1. A Journey Inside the Brainof your Donors and Clients Leah Eustace, CFRE Principal and Chief Idea Goddess @LeahEustace
  2. 2. Pepsi vs Coke
  3. 3. The power of persuasion
  4. 4. Emotion drives action
  5. 5. Engage the emotions
  6. 6. Giving makes people happy
  7. 7. …and it makes them live longer
  8. 8. So, giving people the opportunity to investin your organization is, in reality, doing them a favour
  9. 9. Moral identity matters “Thanks for calling and becoming a kind and caring WFIU donor (or client)” Those two words increased giving by 21%amongst female donors (no impact on males).
  10. 10. And so does… texture?
  11. 11. Humans experience psychic numbing “If I think of the mass I will never act, if I think of the one, I will”
  12. 12. We really don’t make any sense Give $10 million to fight a disease claiming 20,000 lives and save 10,000. or Give $10 million to fight a disease claiming 290,000 lives and save 20,000. Read more about this study
  13. 13. The case of Karen Klein
  14. 14. Stories are powerful
  15. 15. Stats depress response versus
  16. 16. Our brains change as we age
  17. 17. Design is really important
  18. 18. Photos matter
  19. 19. And so does readabilityIf your fundraising messages has a grade level higher than 7, it will draw alower response than one written at 7 or less. It’s a tested reality.
  20. 20. Obama is really good at this
  21. 21. MRI’s of Donor Brains
  22. 22. Speaking of planned givingMost people haveno idea whatthose words mean
  23. 23. 95%of planned gifts are bequests Read about the research here
  24. 24. Why, not how
  25. 25. Telling someone your goal makes it less likely to happen
  26. 26. Be cautious aboutraising awareness
  27. 27. Beware of what people say
  28. 28. In summary• Use persuasion• Focus on emotion• Moral identity matters• Use stories, not stats• Don’t forget design & readability• Stop using “planned” and “legacy” giving• Why, not how• Beware of stating your goal and/or raising awareness• Actions speak louder than words
  29. 29. Leah Eustace, CFREChief Idea Goddess, Good Works @LeahEustace leah@goodworksco.ca