Embed Size (px)
Citation preview
PRESENTS
EMOTIONRAISING: HOW TO CONVINCE THE BRAIN TO
SUPPORT GOOD CAUSESwith Francesco Ambrogetti
#npapresents
Using the Control Panel1. The orange arrow opens & hides your
control panel
2. To listen, join the audio
◦ Choose “Mic & Speakers to join through your computer
◦ Choose “Telephone” to dial in using the information provided
3. Ask questions via the “Questions” panel or by tweeting with the hashtag#npapresents
The recording of this session should be available in the Online Vault a few hours after this session is over. http://thenonprofitacademy.com/vault/
How to convince the brain
to support good causes
Fundraising & Marketing Director
People don’t
think how they
feel,
don’t say what
they think and
don’t do what
they say!
1- Hearth vs. Mind
2- The buying brain
3- The giving brain
4- Realm of fundraising senses
5- Emotional detectors
8
12/6/2017 9
Dan Ariely
12/6/2017 11
50-95% DAILY
BEHAVIOUR AT
UNCONSCIOUS
LEVEL
We have little or no awareness of
why we do the things we do.
When people are asked
by researchers what they
like or what they’ll buy,
their answers are often
hypothesis
50-70% of those responding to
online surveys provide incomplete
or random answers
75% of focus group participants
generally go against their
opinions and beliefs(Hill, 2008 Emotionomics)
“We are not thinking
machines. We are feeling
machines that think.”
12/6/2017 17
Emotions lead
to actions
Reason lead to thinking
12/6/2017 18
EMOTIONS
E - movere
www.paulekman.com
12/6/2017 20
http://atlasofemotions.org/
12/6/2017 21
THE BUYING BRAIN
United States Postmaster General and a pioneer in
marketing
“Half of the investments in
advertising are wasted..
The problem is I don’t know which
half it is”
John Wanamaker (1838 – 1922)
Emotional
31%
Combined
26%
Rational
16%
% of ADV gain from: IPA – 2016: “Marketing in the Era of Effectiveness”
30 sec. = $4 Millions
Douglas Van Preat (VW Planning Director) "the spot (analysed by classical
techniques) had a lower score of pleasure, showing a low correlation with sales...“
The most effective spot in Volkswagen history with 62 M views on Youtube
Stephen Sands Chair of Sand Research, the spot "provokes a
strong emotional response with the highest score ever recorded
for SuperBowl»
- original target sales +22%, boosted sales of other VW
car models by 24% and VW sales in US by 26%
Joy Amazement Rage Loathing Grief Terror
HAPPINESS SURPRISE ANGER DISGUST SADNESS FEAR
Satisfaction Curiosity Annoyance Boredom Pensiveness Worry
EMOTIONMETER ©
12/6/2017 29
12/6/2017 30
+ $200 M
12/6/2017 31
12/6/2017 32
Joy Amazement Rage Loathing Grief Terror
HAPPINESS SURPRISE ANGER DISGUST SADNESS FEAR
Satisfaction Curiosity Annoyance Boredom Pensiveness Worry
EMOTIONMETER ©
THE GIVING BRAIN
12/6/2017
Donate is activated by mesolimbic system
(Sex, food and money)(Moll, Krueger, Pardini, Oliviero-Souza, Grafman, 2006)
Paul Zak a.k.a. Dr. Love
Joy Amazement Rage Loathing Grief Terror
HAPPINESS SURPRISE ANGER DISGUST SADNESS FEAR
Satisfaction Curiosity Annoyance Boredom Pensiveness Worry
EMOTIONMETER ©
12/6/2017 44
Joy Amazement Rage Loathing Grief Terror
HAPPINESS SURPRISE ANGER DISGUST SADNESS FEAR
Satisfaction Curiosity Annoyance Boredom Pensiveness Worry
EMOTIONMETER ©
12/6/2017 46
Realm of fundraising senses
12/6/2017
12/6/2017 52
12/6/2017 53
54
ACTIVE: +16%
LAPSED: +39%
ACTIVE: +59%
LAPSED: +111%
ACTIVE: +27%
LAPSED: +41%
EMOTIONAL DETECTORS
Brain Lab
• Electroencephalography (EEG)
• Electrocardiography (ECG)
• Elettrooculography (EOG)
• Galvanic Skin Response (GSR)
• Eye-tracking (fixed or portable)
2004-2010 2004-2015 2004-2020
13,0 67,3 107,7
Estimates of potential legacy value, billions €
Sources: Bank of Italy and National Institute of statistics
340,0000 families without kids
Punto “0”
DEATH AVOIDANCE
ONE DAY
SOMEBODY WIL
TALK ABOUT YOU
Negative Positive
CTA
Punto “0”NegativePositive Positive
CTA
DEATH AVOIDANCE
CTA
CTA
Spot A Spot B
21/09/16
Emotional engagement with/without child (dark line= without child)
ConctactRequest legacy
brochureFuture Income
4.856 3.556 14.175.000
January – Sept 2017
(DRTV, WEB, MAILING, PRINT, TMK)
€
How to Decode Emotions in Faces
Basic Emotional Expressions
Source: Caruso, Salovey, The Emotionally Intelligent Manager
71
READY?
12/6/2017 75
12/6/2017 79
12/6/2017 81
84
Keep the conversation going:
http://thenonprofitacademy.com/forum/
#npapresents
