What does Homer Simpson has to do with your cause? Katya Andresen, Alia McKee and Mark Rovner say “a lot.” In an outstanding presentation, they provide a fundraiser’s map to understanding how people make decisions, including decisions about public engagement and charitable giving.
NTEN Nonprofit Tech Conference | Causecast
The success of your online outreach may hinge on your understanding of the inner workings of the human mind. Learn how you can use eight principles of behavioral economics to craft more effective messages that will win the hearts and minds of your audience and how to influence supporters with technology.
Principles of Behavioral Economics
- Small, not big. The more personalized the communication is, the greater the impact on your audience. People can connect and care about a person (Jane, for instance) but have difficulty relating to hundreds or even dozens of nameless people.
- Hopeful, not hopeless. People tend to act on what they believe they can change. If your problem seems intractable, enormous and endless, people won’t be motivated to help.
- Peer pressure still works. People are more likely to do something if they know other people like them are doing it.
- Stick to social norms, not market norms. Social norms are about what you do as a good person and citizen. Market norms are about WIIFM (what’s-in-it-for-me) and transactional experience. Once you trigger market norms, it’s hard to go back to social norms.
- People listen to authority. People tend to comply with requests of authority figures, even if they are asked to perform objectionable acts. How can you put authority into practice in your organization?
- Want to know more? Download the full “Homer Simpson for Nonprofits” eBook from Network for Good! — It’s free!
Video takeaways:
1. How to engage both the emotional mind and the rational mind at the same time.
2. Common mistakes fundraisers make and how to avoid them.
3. Practical tools for building persuasive campaigns that stick.
The panel was lead by Katya Andresen (Network for Good powered by Groundspring), Alia McKee (Sea Change Strategies), and Mark Rovner (Sea Change Strategies).
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