Charity Marketing Conference - Meredith Niles - Behavioural Economics to Turbocharge your Fundraising

Download Charity Marketing Conference - Meredith Niles - Behavioural Economics to Turbocharge your Fundraising

Post on 27-May-2015

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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!

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<ul><li> 1. TURBOCHARGING RESPONSETHROUGH BEHAVIOURAL SCIENCEMEREDITH NILES HEAD OF FUNDRAISING INNOVATION@meredithniles8 October 2014</li></ul> <p> 2. It took millions of years for mans instincts todevelop. It will take millions more for them toeven vary. It is fashionable to talk aboutchanging man. A communicator must beconcerned with unchanging man, with hisobsessive drive to survive, to be admired, tosucceed, to love, to take care of his own.-- Bill Bernbach 3. SYSTEM 1 VS SYSTEM 2 4. STARTING POINT: THE LAZY BRAIN 5. STARTING POINT: THE LAZY BRAIN 6. STARTING POINT: THE LAZY BRAIN 7. THE LAZY BRAIN 8. WHY THIS MATTERS:LOTS OF NOISE!!!Average Contact by Medium (seconds)Advert in popular magazine 1.7Advert in trade journal 3.2Poster 1.5Mailing (first relevance check) 2Banner ad 1Source: Decoded: The Science Behind Why We Buy 9. HEURISTICS 10. SOCIAL PROOFMACMILLAN 11. BYSTANDER EFFECT 12. BYSTANDER EFFECT 13. BYSTANDER EFFECTBRITISH RED CROSS 14. IDENTIFIABLE VICTIMSAVE THE CHILDREN 15. COMMITMENT AND CONSISTENCYFRIENDS OF THE EARTH 16. RECIPROCITY 17. RECIPROCITYNSPCC LETTER FROM SANTA 18. MONEY ILLUSIONWe tend to concentrate on the face value of moneymore so than on what it could purchase 19. MONEY ILLUSIONSAVE THE CHILDREN 20. SCARCITY VALUE 21. READING LISTThinking Fast and Slow Daniel KahnemanInfluence: The Psychology of Persuasion Robert CialdiniDecoded: The Science Behind Why We Buy PhilBardenBrainfluence: 100 Ways to Persuade andConvince Roger DooleyMade to Stick Chip and Dan HeathPredictably Irrational Dan Ariely 22. TWITTER HANDLES TO FOLLOW@RobertCialdini@TheScienceOfUs@DanAriely@RogerDooley@PhilBarden@RorySutherland 23. TURBOCHARGING RESPONSETHROUGH BEHAVIOURAL SCIENCEMEREDITH NILES HEAD OF FUNDRAISING INNOVATION@meredithniles8 October 2014 </p>