nonprofit 911 neuro nudges.pdf · 2013. 3. 14. · nonprofit 911: neuro-nudges for nonprofits with...

Nonprofit 911: Neuro-Nudges for Nonprofits

with Roger Dooley

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About

Roger Dooley

Today’s Speaker

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Neuro-Nudges for

Nonprofits

Roger Dooley rogerdooley.com

rogerd@dooleydirect.com

Twitter: @rogerdooley

linkedin.com/in/dooley/

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

2004: NeuroscienceMarketing.com

2005: Blog: Neuromarketing

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

2011 - 2013 Brainy

Marketing

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

The Downside…

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Honesty & Ethics Very High/High

• Nurses – 85%

• Engineers – 70%

• Advertising – 11%

• Sales – 8%

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

CEO Trust

•CFOs – 90%

•CIOs – 90%

•CMOs – 20%

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Development Execs?

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Most Marketing

Is Wasted.

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Marketing Waste

95% - New Products

98% - Direct Mail

98% - Sales Emails

93% - Sales Calls

50% - Large Branding Campaigns

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Non-Profit Waste

99% - Donor Acquisition Mail

90% - House List Mail

99.9% - Fundraising Emails

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

My Mission:

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Cut marketing

waste –

even a little!

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Bring neuromarketing

to the “99%” -

including nonprofits!

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Actionable Advice

Behavior Research

Neuroscience Research Marketing

Studies

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Behavior Research

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Neuro-Nudges

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Iceberg: 88% Hidden

(Lakoff & Johnson)

Mind: 95% Subconscious

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Neuromarketing

for Nonprofits

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Your appeal

+

neuro-nudge(s)

=

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

@rogerdooley

#Brainfluence

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Why Do People Donate?

Conventional Wisdom:

• Personal Experience

• Take a Stand

• Make a Difference

• Desire to Do Good

• Recognition • Religion

• Taxes

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Helping

-

Donations

-

Volunteering

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Selfishness vs. Altruism

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

“To promote charity and

volunteering, we need to

work with human nature

as it is.”

-Dr. Geoffrey Miller

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Evolutionary Psychology

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

“fitness” “fitness”

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Another Reason… (esp. volunteering)

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Helping

Makes You

Hot!

U. Of Nottingham, 2008

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Beware of

Solicitors

Bearing Gifts

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

“If you contribute…”

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

$22

$31 $29

$19

$24

$22

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

1. Be wary of promising

donors a gift.

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

2. Frame gifts:

“You’ll be showing your

support to others...”

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

3. Use rewards that

confer social status –

e.g. VIP events.

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Reciprocity

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Size Matters (Sometimes)

+17%

+75%

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Even a small up-front

gift can encourage a

larger donation.

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Getting High

Donations:

↑ Up: 17%

↓ Down: 7%

↔ Level: 11%

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Ask for donations or

volunteers upstairs!

Really!

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Build Loyalty Like

George Bailey

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

“Counter-Factual” Scenario

“Imagine that we never

existed…”

beats,

“Think about the good we do…”

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Use “George Bailey”

thinking to increase

loyalty.

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Make it Personal!

1 8 2

-15% -50%

Photos via ChildFund International – http://www.childfund.org/

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Appeals to help one

person work better than

helping many.

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Copy

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Engaging Copy

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Jump-start it with metaphor!

Lifeless Copy?

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Jump-start it with metaphor!

Lifeless Copy?

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Crime wave =

“beast” vs. “virus”

Different actions

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Use metaphors that

support your cause!

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Tell Stories

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Use a story to engage

the reader’s brain.

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Adjectives

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

• Slow the reader?

• Reduce impact of action

words?

Adjectives = Evil?

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

More adjectives

↓

Less social sharing

-Dan Zarrella

Adjectives = Evil?

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Adjectives = Good!

Sales +27%

w/adjectives

-Brian Wansink

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

• Traditional Cajun Red Beans w/Rice

• Succulent Italian Seafood Filet

• Tender Grilled Chicken

• Homestyle Chicken Parmesan

• Satin Chocolate

• Grandma’s Zucchini Cookies

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

• Vivid

• Sensory

• Emotional/Nostalgic

• Specific

• Branded

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

“Textural Metaphors”

Having a bad day?

rough

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

“bad” “rough”

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

polished bright

heavy

slimy fuzzy

sharp

smooth

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Use “sensory metaphor”

words for maximum

impact.

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Neuro-Nudge:

Priming

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

• From are Florida oranges

• Sky the seamless gray is

• Sunlight makes

temperature wrinkle

raisins

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

• From are Florida oranges temperature

• Sky the seamless gray is

• Sunlight makes temperature wrinkle raisins

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

€ $

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

€ $

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Avoid “selfish”

triggers in

fundraising ads and

environments.

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Mirror Power

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Mirror No Mirror

9%

34%

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Mirror Subsitute?

Susan, We need your help…

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

“Reflect” your target to

encourage altruism!

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Rudeness

&

Revenge

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

What canceled

rudeness effect?

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Apologies really DO

work. Apologize!

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Post-It® Power

36%

75% 48%

Letter Letter

+ Post-It

Letter

+ Note

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Use a sticky note to

increase response rate!

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Use simple fonts to

minimize perceived

effort.

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

If you remember

just one thing from

today…

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Change is constant and

accelerating…

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Communication

Huge Change in 50 Years

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Media

Huge Change in 50 Years

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Mobile!

Big Data!

Social

Media!

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Our Brains

NO Change in 50,000 Years!

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Work with your

donor’s brain and

how it is wired!

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Free Resources Neuromarketing

Neurosciencemarketing.com/blog

Brainy Marketing

blogs.forbes.com/rogerdooley/

Inside Influence Report

influenceatwork.com

Dan Ariely Blog

danariely.com

Katya’s Nonprofit Marketing Blog

nonprofitmarketingblog.com

@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

Neuro-Nudges for

Nonprofits

Roger Dooley rogerdooley.com

rogerd@dooleydirect.com

Twitter: @rogerdooley

linkedin.com/in/dooley/

Register for How to Get More Followers on Social Media

w/ Guy Kawasaki Thursday, March 21 @ 1pm ET

Links

Upcoming Trainings: Nonprofit911.org

Fundraising Fundamentals Subscription Offer

888.284.7978 x1

or

Sales@networkforgood.org

Interactive online community: TheNetworkforGood.org

Online Learning Center: Fundraising123.org