PRESENTS

EMOTIONRAISING: HOW TO CONVINCE THE BRAIN TO

SUPPORT GOOD CAUSESwith Francesco Ambrogetti

#npapresents

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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

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Dan Ariely

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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.”

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Emotions lead

to actions

Reason lead to thinking

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EMOTIONS

E - movere

www.paulekman.com

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http://atlasofemotions.org/

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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 ©

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+ $200 M

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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 ©

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Joy Amazement Rage Loathing Grief Terror

HAPPINESS SURPRISE ANGER DISGUST SADNESS FEAR

Satisfaction Curiosity Annoyance Boredom Pensiveness Worry

EMOTIONMETER ©

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Realm of fundraising senses

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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

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READY?

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84

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