charity marketing conference - meredith niles - behavioural economics to turbocharge your...
DESCRIPTION
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!TRANSCRIPT
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TURBOCHARGING RESPONSE THROUGH BEHAVIOURAL SCIENCE
MEREDITH NILES – HEAD OF FUNDRAISING INNOVATION
@meredithniles
8 October 2014
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“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 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
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“SYSTEM 1” VS “SYSTEM 2”
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STARTING POINT: THE “LAZY BRAIN”
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STARTING POINT: THE “LAZY BRAIN”
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STARTING POINT: THE “LAZY BRAIN”
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THE LAZY BRAIN
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WHY THIS MATTERS:LOTS OF NOISE!!!
Average Contact by Medium (seconds)
Advert in popular magazine 1.7
Advert in trade journal 3.2Advert in trade journal 3.2
Poster 1.5
Mailing (first relevance check) 2
Banner ad 1
Source: Decoded: The Science Behind Why We Buy
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HEURISTICS
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SOCIAL PROOFMACMILLAN
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BYSTANDER EFFECT
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BYSTANDER EFFECT
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BYSTANDER EFFECTBRITISH RED CROSS
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IDENTIFIABLE VICTIMSAVE THE CHILDREN
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COMMITMENT AND CONSISTENCYFRIENDS OF THE EARTH
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RECIPROCITY
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RECIPROCITYNSPCC LETTER FROM SANTA
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MONEY ILLUSION
We tend to concentrate on the face value of money more so than on what it could purchase
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MONEY ILLUSIONSAVE THE CHILDREN
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SCARCITY VALUE
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READING LIST
“Thinking Fast and Slow” – Daniel Kahneman
“Influence: The Psychology of Persuasion” –Robert Cialdini
“Decoded: The Science Behind Why We Buy” – Phil “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
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TWITTER HANDLES TO FOLLOW
@RobertCialdini
@TheScienceOfUs
@DanAriely
@RogerDooley@RogerDooley
@PhilBarden
@RorySutherland
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TURBOCHARGING RESPONSE THROUGH BEHAVIOURAL SCIENCE
MEREDITH NILES – HEAD OF FUNDRAISING INNOVATION
@meredithniles
8 October 2014