Topic: How Behavioural economics can turbocharge your fundraising results * What fundraisers and marketers can learn from leading behavioural economists (e.g. Daniel Kahneman, Robert Cialdini) * How insight from behavioural economics can be applied to fundraising to increase conversion and average donation levels * Examples of how charities have used principles such as social proof, reciprocity, and framing successfully in their appeals * Practical tips for applying behavioural economics in your work - achieve quick wins today!

1. TURBOCHARGING RESPONSE
THROUGH BEHAVIOURAL SCIENCE
MEREDITH NILES – HEAD OF FUNDRAISING INNOVATION
@meredithniles
8 October 2014

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

4. “SYSTEM 1” VS “SYSTEM 2”

5. STARTING POINT: THE “LAZY BRAIN”

6. STARTING POINT: THE “LAZY BRAIN”

7. STARTING POINT: THE “LAZY BRAIN”

8. THE LAZY BRAIN

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

10. HEURISTICS

11. SOCIAL PROOF
MACMILLAN

12. BYSTANDER EFFECT

13. BYSTANDER EFFECT

14. BYSTANDER EFFECT
BRITISH RED CROSS

15. IDENTIFIABLE VICTIM
SAVE THE CHILDREN

16. COMMITMENT AND CONSISTENCY
FRIENDS OF THE EARTH

17. RECIPROCITY

18. RECIPROCITY
NSPCC LETTER FROM SANTA

19. MONEY ILLUSION
We tend to concentrate on the face value of money
more so than on what it could purchase

20. MONEY ILLUSION
SAVE THE CHILDREN

21. SCARCITY VALUE

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

23. TWITTER HANDLES TO FOLLOW
@RobertCialdini
@TheScienceOfUs
@DanAriely
@RogerDooley
@PhilBarden
@RorySutherland

24. TURBOCHARGING RESPONSE
THROUGH BEHAVIOURAL SCIENCE
MEREDITH NILES – HEAD OF FUNDRAISING INNOVATION
@meredithniles
8 October 2014