BRAIN-BASED GIVING Neuromarketing and Fundraising Erin Cook
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Transcript of BRAIN-BASED GIVING Neuromarketing and Fundraising Erin Cook
BRAIN-BASED GIVINGNeuromarketing and Fundraising
Erin Cook
Arial Brush
Average time:52 Minutes
Average time:113 Minutes
86% Willingness to Participate
61% Willingness to Participate
PREMOTOR CORTEX
PARIETALCORTEX
Giancomo Rizzolatti
discovered
neurons in 1992
Yawn.
SUPERIORTEMPORAL SULCUS
Nails on a chalkboard.
Sucking on a lemon.
Tell a story
“Use your customer’s desire to connect with each other by offering them chances to see and feel things as others
experience them.”
-Dr. A. K. Pradeep
PARIETALCORTEX
RETROSPLENIALCORTEX
CEREBELLUM
AMYGDALA
DON’T USE
DON’T
Don’tForget
Forget
NEUROMARKETING
NEUROMARKETINGSHOULD WE?
Sources• Simon Houpt. Neuromarketing Comes Out of the Shadows. Adhocracy, The Globe and Mail, published Thursday September 16th,
2010. http://www.theglobeandmail.com/report-on-business/industry-news/marketing/adhocracy/neuromarketing-comes-out-of-the-shadows/article1710689/
• If It’s Hard to Read, It’s Hard to Do. Hyunjin Song and Norbert Schwarz. Association for Psychological Science, Volume 19-Number 10, 2008. http://sitemaker.umich.edu/norbert.schwarz/files/08_ps_song___schwarz_effort.pdf
• Martin Lindstrom. Buy-ology: Truth and Lies About Why We Buy. Broadway Books, New York. 2008. • Pradeep, Dr. A.K. The Buying Brain: Secrets for Selling to the Subconscious Mind. John Wiley and Sons, New Jersey. 2010. • Millward Brown Case Study, 2009. http
://www.millwardbrown.com/Libraries/MB_Case_Studies_Downloads/MillwardBrown_CaseStudy_Neuroscience.sflb.ashx
• Roger Dooley, author of Neuromarketing Blog. Webinar for Nonprofit 911, August 10, 2010. http://web.networkforgood.org/nonprofit-911-081010/
• Roger Dooley, October 4th, 2010. http://www.neurosciencemarketing.com/blog/articles/paper-vs-digital.htm
ADDITIONAL READING:
• http://impactmax.wordpress.com/2009/05/26/giveology-does-neuromarketing-research-have-anything-to-teach-nonprofits/ • http://www.donorpowerblog.com/donor_power_blog/2007/06/it_takes_a_vill.html • http://www.psychologytoday.com/blog/the-moral-molecule/200911/the-science-generosity • http://money.cnn.com/2010/03/17/smallbusiness/neuromarketing/index.htm