TURBOCHARGING RESPONSE THROUGH BEHAVIOURAL SCIENCE

MEREDITH NILES – HEAD OF FUNDRAISING INNOVATION

@meredithniles

8 October 2014

“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

“SYSTEM 1” VS “SYSTEM 2”

STARTING POINT: THE “LAZY BRAIN”

STARTING POINT: THE “LAZY BRAIN”

STARTING POINT: THE “LAZY BRAIN”

THE LAZY BRAIN

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

HEURISTICS

SOCIAL PROOFMACMILLAN

BYSTANDER EFFECT

BYSTANDER EFFECT

BYSTANDER EFFECTBRITISH RED CROSS

IDENTIFIABLE VICTIMSAVE THE CHILDREN

COMMITMENT AND CONSISTENCYFRIENDS OF THE EARTH

RECIPROCITY

RECIPROCITYNSPCC LETTER FROM SANTA

MONEY ILLUSION

We tend to concentrate on the face value of money more so than on what it could purchase

MONEY ILLUSIONSAVE THE CHILDREN

SCARCITY VALUE

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

TWITTER HANDLES TO FOLLOW

@RobertCialdini

@TheScienceOfUs

@DanAriely

@RogerDooley@RogerDooley

@PhilBarden

@RorySutherland

TURBOCHARGING RESPONSE THROUGH BEHAVIOURAL SCIENCE

MEREDITH NILES – HEAD OF FUNDRAISING INNOVATION

@meredithniles

8 October 2014