a journey inside your donor's brain
DESCRIPTION
Presented at Banff Compass in May 2013TRANSCRIPT
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A Journey Inside the Brain of your Donors
Leah Eustace, CFREPrincipal and Chief Idea Goddess
@LeahEustace
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Emotion drives action
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Engage the emotions
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Giving makes donors happy
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…and it makes them live longer
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So, giving donors the opportunity to invest in your organization is,
in reality, doing them a favour
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Moral identity matters
“Thanks for calling and becoming a kind and caring WFIU donor”
Those two words increased giving by 21% amongst female donors (no impact on males).
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Donors experience psychic numbing
“If I think of the mass I will never act, if I think of the one, I will”
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We really don’t make any sense
Give $10 million to fight a disease claiming 20,000 lives and save 10,000.
orGive $10 million to fight a disease claiming
290,000 lives and save 20,000.
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The case of Karen Klein
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Stories are powerful
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Stats depress response
versus
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Our brains change as we age
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Design is really important
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And so is readability
If your fundraising messages has a grade level higher than 7, it will draw a lower response than one written at 7 or less. It’s a tested reality.
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Obama is really good at this
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MRI’s of Donor Brains
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Speaking of planned giving
Donors have no idea what those words mean
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95% of planned gifts
are bequests
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Why, not how
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Telling someone your goal makes it less likely to happen
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Be cautious about raising awareness
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Beware of what donors say