Nonprofit 911 Neuro Nudges.pdf · 2013. 3. 14. · Nonprofit 911: Neuro-Nudges for Nonprofits with Roger Dooley Audio for this event will be available beginning at 1 pm ET via your

Nonprofit 911: Neuro-Nudges for Nonprofits

with Roger Dooley

Audio for this event will be available beginning at 1 pm ET via your computer speakers or headphones

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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

[email protected]

Twitter: @rogerdooley

linkedin.com/in/dooley/






2004: NeuroscienceMarketing.com

2005: Blog: Neuromarketing


2011 - 2013 Brainy

Marketing


The Downside…


Honesty & Ethics Very High/High

• Nurses – 85%

• Engineers – 70%

• Advertising – 11%

• Sales – 8%


CEO Trust

•CFOs – 90%

•CIOs – 90%

•CMOs – 20%


Development Execs?


Most Marketing

Is Wasted.


Marketing Waste

95% - New Products

98% - Direct Mail

98% - Sales Emails

93% - Sales Calls

50% - Large Branding Campaigns


Non-Profit Waste

99% - Donor Acquisition Mail

90% - House List Mail

99.9% - Fundraising Emails


My Mission:


Cut marketing

waste –

even a little!


Bring neuromarketing

to the “99%” -

including nonprofits!


Actionable Advice

Behavior Research

Neuroscience Research Marketing

Studies


Behavior Research


Neuro-Nudges



Iceberg: 88% Hidden

(Lakoff & Johnson)

Mind: 95% Subconscious


Neuromarketing

for Nonprofits


Your appeal

+

neuro-nudge(s)

=



@rogerdooley

#Brainfluence


Why Do People Donate?

Conventional Wisdom:

• Personal Experience

• Take a Stand

• Make a Difference

• Desire to Do Good

• Recognition • Religion

• Taxes


Helping

-

Donations

-

Volunteering


Selfishness vs. Altruism


“To promote charity and

volunteering, we need to

work with human nature

as it is.”

-Dr. Geoffrey Miller


Evolutionary Psychology


“fitness” “fitness”






Another Reason… (esp. volunteering)


Helping

Makes You

Hot!

U. Of Nottingham, 2008


Beware of

Solicitors

Bearing Gifts


“If you contribute…”


$22

$31 $29

$19

$24

$22


1. Be wary of promising

donors a gift.


2. Frame gifts:

“You’ll be showing your

support to others...”


3. Use rewards that

confer social status –

e.g. VIP events.


Reciprocity



Size Matters (Sometimes)

+17%

+75%


Even a small up-front

gift can encourage a

larger donation.


Getting High

Donations:

↑ Up: 17%

↓ Down: 7%

↔ Level: 11%


Ask for donations or

volunteers upstairs!

Really!


Build Loyalty Like

George Bailey


“Counter-Factual” Scenario

“Imagine that we never

existed…”

beats,

“Think about the good we do…”


Use “George Bailey”

thinking to increase

loyalty.


Make it Personal!

1 8 2

-15% -50%

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

http://www.childfund.org/


Appeals to help one

person work better than

helping many.


Copy


Engaging Copy


Jump-start it with metaphor!

Lifeless Copy?


Jump-start it with metaphor!

Lifeless Copy?


Crime wave =

“beast” vs. “virus”

Different actions


Use metaphors that

support your cause!


Tell Stories





Use a story to engage

the reader’s brain.


Adjectives


• Slow the reader?

• Reduce impact of action

words?

Adjectives = Evil?


More adjectives

↓

Less social sharing

-Dan Zarrella

Adjectives = Evil?


Adjectives = Good!

Sales +27%

w/adjectives

-Brian Wansink


• Traditional Cajun Red Beans w/Rice

• Succulent Italian Seafood Filet

• Tender Grilled Chicken

• Homestyle Chicken Parmesan

• Satin Chocolate

• Grandma’s Zucchini Cookies


• Vivid

• Sensory

• Emotional/Nostalgic

• Specific

• Branded


“Textural Metaphors”

Having a bad day?

rough


“bad” “rough”


polished bright

heavy

slimy fuzzy

sharp

smooth


Use “sensory metaphor”

words for maximum

impact.


Neuro-Nudge:

Priming


• From are Florida oranges

• Sky the seamless gray is

• Sunlight makes

temperature wrinkle

raisins



• From are Florida oranges temperature

• Sky the seamless gray is

• Sunlight makes temperature wrinkle raisins



€ $


€ $


Avoid “selfish”

triggers in

fundraising ads and

environments.



Mirror Power


Mirror No Mirror

9%

34%



Mirror Subsitute?

Susan, We need your help…


“Reflect” your target to

encourage altruism!


Rudeness

&

Revenge


What canceled

rudeness effect?



Apologies really DO

work. Apologize!


Post-It® Power

36%

75% 48%

Letter Letter

+ Post-It

Letter

+ Note


Use a sticky note to

increase response rate!





Use simple fonts to

minimize perceived

effort.


If you remember

just one thing from

today…


Change is constant and

accelerating…


Communication

Huge Change in 50 Years


Media

Huge Change in 50 Years


Mobile!

Big Data!

Social

Media!


Our Brains

NO Change in 50,000 Years!


Work with your

donor’s brain and

how it is wired!


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


Neuro-Nudges for

Nonprofits

Roger Dooley rogerdooley.com

[email protected]

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

[email protected]

Interactive online community: TheNetworkforGood.org

Online Learning Center: Fundraising123.org

http://learn.networkforgood.org/Nonprofit91103.21.13HowtoGetMoreFollowersonSocialMediawithGuyKawasaki.html

nonprofit911.org

http://www.thenetworkforgood.org/t5/Network-for-Good-Premium/ct-p/PremiumTraining

http://www.thenetworkforgood.org/t5/Network-for-Good-Premium/ct-p/PremiumTraining

mailto:[email protected]

thenetworkforgood.org

fundraising123.org

Documents

Nonprofit 911 Neuro Nudges.pdf · 2013. 3. 14. · Nonprofit 911: Neuro-Nudges for Nonprofits with Roger Dooley Audio for this event will be available beginning at 1 pm ET via your