lisa simpson ntc 3 18
TRANSCRIPT
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Lisa Simpson
for Nonprofits#11NTCLISA
Katya Andresen, COO Network for Good
www.nonprofitmarketingblog.com@katyan4g
Alia McKee, Principal Sea Change Strategies
www.seachangestrategies.com@aliamc
Mark Rovner, Principal Sea Change Strategies
www.seachangestrategies.com@mjrovner
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Lisa Simpson
for Nonprofits#11NTCLISA
www.networkforgood.org/lisa
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Session EvaluationEach entry via text or web is a chance to win
great NTEN prizes throughout the day!
Session Evaluations Powered By:
TEXTText 11NTCLISA to 69866.
ONLINEUse 11NTCLISA at
http://nten.org/ntc/eval
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Katya Andresen
MarkRovner
Today’s Speakers
Alia McKeeScott
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The truth behind why people give.
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Giving is irrational and emotional.
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Giving is personal.
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Giving makes people happy.
Happy people give more.
That makes them happier.
Which makes them give more.
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Most fundraisers probably don’t think of themselves in the businessof selling happiness to donors, but that is ... their job.”
M.A. Strahilevitz
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Giving is social.
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Reason is overrated.
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Win the heart and the mind willfollow. The intellect can always findlogic to justify what the heart hasalready decided.
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ra·tio·nal·i·ty [ra-shə-ˈna-lə-tē]
Foundation for economic theories- The simple and compelling idea that we are capable of making the right decisions for ourselves.
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be hav ior al ec o nom ics ⋅ ⋅ ⋅ ⋅ ⋅ ⋅[bi-heyv-yer-al / ek-uh-nom-iks]
Applies scientific research onsocial, cognitive, and motional factors that influence the decisions people make.
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Social proof
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Authority
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Likeability
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When it comes to problems thebigger the numbers, the less peoplecare
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Second that emotion.
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These are emotions:
• Bravery• Righteous Anger• Love• Hate• Determination• Remorse• Awe• Compassion
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Four tactics to amp up the E
• Images and Photos• Show your passion• No Guilt Trips• Tell Stories
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Empathy, compassion, and ripping yarns.
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Most groups tell crappy stories.
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What gives a story power?
• A relatable protagonist• Conflict• A bad guy• Kitchen sink details
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What makes someone relatable?
• A person, not an organization!!!!!• Relatable pain, such as illness or loss. • Has to make a tough moral choice.• Has a sense of mystery.• Is funny.• Takes action to make things better.• Is good at what they do.• Is the victim of unfair treatment
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Get tangible.
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Tangibility
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Photo Credit: YouGetThePicture, Flickr
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Friends like us.
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Cultural Cognition
Individuals conform their beliefs about disputed matters of fact to values that define their cultural identities.
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Individualists Communitarians
Let each member do their own thing
We’re all in this together – society as a whole
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Hierarchists Egalitarians
Well-identified class and authority structure
More open society with fewer pre-determined class and authority structures
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Don’t let your head explode.
• Values trump rationality• Group ties motivate people• Values polarize people• Research is key
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Data rules.
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Design a test.
• Be clear on your goals• Make a hypothesis• Outline your methodology• Be clear on your metrics
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When you test, remember…
• Breakthrough results don’t equal small tests• Sample size is key• Don’t ignore past test results• If it worked for x, that doesn’t mean it will
work for you• Analyze your data• It’s ok to fumble
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Lisa Simpson
for Nonprofits#11NTCLISA
www.networkforgood.org/lisa
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Session EvaluationEach entry via text or web is a chance to win
great NTEN prizes throughout the day!
Session Evaluations Powered By:
TEXTText 11NTCLISA to 69866.
ONLINEUse 11NTCLISA at
http://nten.org/ntc/eval