Meredith Niles - Behavioural Economics to Turbocharge your Fundraising
1. TURBOCHARGING RESPONSE
THROUGH BEHAVIOURAL SCIENCE
MEREDITH NILES – HEAD OF FUNDRAISING INNOVATION
@meredithniles
8 October 2014
2.
3. “It took millions of years for man’s instincts to
develop. It will take millions more for them to
even vary. It is fashionable to talk about
changing man. A communicator must be
concerned with unchanging man, with his
obsessive drive to survive, to be admired, to
succeed, to love, to take care of his own.”
-- Bill Bernbach
9. WHY THIS MATTERS:
LOTS OF NOISE!!!
Average Contact by Medium (seconds)
Advert in popular magazine 1.7
Advert in trade journal 3.2
Poster 1.5
Mailing (first relevance check) 2
Banner ad 1
Source: Decoded: The Science Behind Why We Buy
22. READING LIST
“Thinking Fast and Slow” – Daniel Kahneman
“Influence: The Psychology of Persuasion” –
Robert Cialdini
“Decoded: The Science Behind Why We Buy”” –– Phil
Barden
“Brainfluence: 100 Ways to Persuade and
Convince” – Roger Dooley
“Made to Stick” – Chip and Dan Heath
“Predictably Irrational” – Dan Ariely