Behav science deck
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Transcript of Behav science deck
Attitude drives behavior
Emphasis on content
Led by audience specific insight
Attitudinal Model
Behavior drives attitude
Emphasis on context
Led by global insights
Behavioral Science Model
2.38
1.14
1.43
0
0.5
1
1.5
2
2.5Behavioral
Science Model
Identifiable victim
Statistics Identifiable victim and statistics
1 Kogut, T., & Ritov. The “identifiable victim” effect:
Two step mental process for giving2.
• Step One: Will I give or not? – Entirely decided by how the donor thinks giving will make them feel.
– Thinking they will better about themselves increases giving by a factor of 3
• avoid feelings of regret
• think they did good
• They need to believe giving $ is best way to fix what is causing negative arousal (vs. throw in trash or delete) cite explicit benefit to donor, regret avoidance, gift will solve problem
• Step Two: How much will I give?– Partly function, again, of how donor thinks giving will make them feel
– Partly the amount of empathy for the beneficiary
Behavioral Science Model
2 Dickert, Sagara and Slovic, Affective Motivations to Help Others: A Two-Stage Model of Donation Decisions
• Make donor benefit explicit1.– American Red Cross: The need is constant. The gratification is instant
– CARE: “I am powerful” applying to donor and beneficiary
3Feeling Good about Giving, Anik, Aknin, Norton and Dunn
5
Commitment to
Organization
Functional
Connection
Personal
Connection
Behavior
Constituent Experiences• Marketing/Brand• Donor Service• Fundraising• Operations
Functional
1. I feel like I know what to expect from (org name) 2. I get good value for the donations I make to (org name) 3. My donations are put to good use at (org name)
Commitment
1. I am a committed (org name) donor 2. I feel a sense of loyalty to (org name) 3. (org name) is my favorite charitable organization
Personal
1. I feel like I have a personal relationship with(org name) 2. I have an emotional connection to (org name) 3. (org name) is very responsive to donor needs
Attitudinal Model
Commitment
to
Organization
Functional
Connection
Personal
Connection
• Explaining the benefits of becoming an Audubon Member
• Easy to know whether National, state, Center or local• Renew membership at appropriate time
• Saving birds from extinction• Helping bird enthusiasts identify specific bird species• Providing opportunities to experience birds and nature in
community
• Providing great articles about birds and nature• Providing great bird photographs• The frequency of the magazine
REALLOCATE RESOURCES
• Easy to send emails to elected officials• Use of social media to connect to local field trips/events• Identify birds using printed or digital field guide
Every 1pt increase in
Commitment equals $89 increase
in donor LTV
FOCUS HERE$8.64
$1.67 Bird cams to connect to mission$1.83 Legislation update$1.78 Monthly email newsletter$1.80 Impact on public policy$1.55 Use of social media
Engagement
Chapter Volunteer
$0.67
$0.10 Volunteer for bird counts$0.11 Audubon field trips$0.11 Local conservation issues$0.12 Opportunities to protect habitat$0.11 Opportunities state, Center$0.11 Opportunities volunteer at Center
Brand
$15.38
$2.91 Conservation community bird enthusiasts$3.08 Inspiring bird enthusiasts$3.21 Saving birds preserving habitat$3.06 Ranchers/farmers best practices$3.11 Reduce climate change impact
Magazine
$16.90
$4.36 Explain Audubon mission$4.00 High quality magazine$4.44 Audubon success stories$4.10 Make membership better
Donor Service
$6.83
$0.90 Appropriate thank you$1.02 Knowledgeable member rep$0.94 Better business bureau$1.03 Helpful service and support$0.95 Easy contact info$1.01 Timely correspondence$0.99 Address questions first contact
$36.15
$39.11
Membership
$26.85
$4.62 Good member benefits$4.56 Member of National Org$4.32 Member of local chapter$4.32 Member of local Center$4.59 Diff between local and National$4.42 Diff between Center and Nation
$89
• Acknowledging receipt of donations in timely manner• Maintaining accurate biographical information about you• Honor request to only be communicated with in certain ways• Asking for appropriate donation amount• Offering simple way to give on recurring basis• Showing appreciation of support with token gifts• Frequency of requests for donations• Having convenient hours
Member
Term
$8.30
Leisure
Activity
$5.67
National Member
Audience
6
Good Performance/Weak
Performance
Scorecard for each communication
Audited package components
8
Package Resp Rate Avg Gift NetControl 1.07% $54.90 $16,346
Test 1.43% $83.04 $51,606
Var 34% 51% 216%
UNHCR Email TM Script Brochure
Global Drivers of Giving
• Identifiable Victim + - -
• Remove statistics - - -
• Make donor think they will feel better (cite explicit benefit to donor, regret avoidance, gift will solve problem)
- - +
UNHCR Key Messages
UHCR provides emergency shelter, food, water. + + +
• Link gift to tangible good + (execution
poor)+ (execution
poor)+ (execution
poor)
UNHCR continues support to get them back on feet.UNHCR Livelihood projects – technology (and microfinance). Education, women & Children
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