WORKSHOP BACKGROUND W O R K S H O P B A C K G R O U N D The - - PowerPoint PPT Presentation

WORKSHOP BACKGROUND

The science of fundraising is a hot topic among the nonprofit community. Through the use of scientific theories and availability of advanced measurement tools, nonprofits can be more efficient and effective than ever before at making each dollar invested towards garnering more fundraising count. Unfortunately, many nonprofit professionals aren’t aware of the science behind what makes people take action are not, and many aren’t fluent in the tools they need to know if their fundraising campaigns are effective or not, leaving them unable to make the right decisions and use their budgets must wisely. This 3-part workshop will lead nonprofit professionals through the science on what really triggers humans to take action (e.g. donate, follow, sign-up) on behalf of nonprofits’ initiatives. It will have an educational portion to first teach audience members about scientific theories available to them to harness and then it will focus in on actually implementing and measuring these theories in practice.

W O R K S H O P B A C K G R O U N D

BEHAVIORAL ECONOMICS AND WHY YOUR NONPROFIT SHOULD KNOW IT

SECTION 1 PREVIEW

THE STATE OF SOCIAL GOOD

The space is more crowded than ever with savvy marketers Expectations to move donors up the value curve Increased competition on where to give

01

“

You’re in the business of

SELLING HAPPINESS

01

“

At their core, digital experiences are

HUMAN EXPERIENCES

01

BEHAVIORAL ECONOMICS

ECONOMICS

02

PSYCHOLOGY

BEHAVIORAL ECONOMICS

AUTOMATIC

02

REFLECTIVE

System 1 System 2

“We had another donor who gave $75 / $180 / $300. How much would you like to give today?”

CAN WHAT OTHERS GIVE IMPACT US?

06

How much would you like to give today?

CAN WHAT OTHERS GIVE IMPACT US?

Ideal amount is 90% - 95%

• f the previous gifts

06

$180

$75 Control $300 $86.58 $87.44 $96.98 $107.23

AVERAGE DONATIONS

03

06

$50 $20 $0.50 HALF DOUBLE

$10.00 $4.17 $0.70 $2.00 $2.00

CASE STUDY: BEHAVIORAL ECONOMICS IN PRACTICE.

SECTION 2 PREVIEW

We created our survey using a survey tool called Qualtrics. We then used a tool called Amazon Mechanical Turk (MTurk), which provides businesses performing market research with survey participants to take surveys. All survey respondents had a 90% HIT approval rating or above which s the rate that Requesters have approved HITs that Workers complete. For example, if a Worker has completed 500 HITs and had their work rejected 5 times, their approval rate is 99%.

S T U D Y H Y P O T H E S I S

We believed that using specific behavioral economics theories in email messaging to potential donors would make them more likely to sign-up for a recurring giving program at a fictional nonprofit called Africa Reads Now.

S T U D Y P R O C E S S

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S T E P 0 3

S E R V E D O N E O F T H E 6 E M A I L S

Q U E S T I O N

After reading the email, how likely are you to commit to a monthly, recurring donation to Africa Reads Now? Herd Effect Email Reciprocity Email Control Email Social Norm Theory Email Celebrity Endorsement Theory Email 50 42 41 37 36 33 Identifiable Victim Effect Email

IMPLEMENTING AND MEASURING BEHAVIORAL SCIENCE THEORIES

SECTION 3 PREVIEW

This section will show workshop attendees how to properly set-up their own studies. In the world of nonprofit communications, pretesting communications can make or break fundraising asks and efforts. Here, we will review the tools showcased in section two, Amazon Mechanical Turk and Qualtrics so that users can learn how to pre-market test their own theories and efforts.

S E T T I N G U P Y O U R O W N S T U D Y

Earn 2.25 CFRE Continuing Education Points Learn the Science behind what makes people want to give! Enroll for the 9/20/18 Live Online Workshop at : http://bit.ly/TNPBEWorkshop This event will be recorded and available to view OnDemand Contact Amy@TopNonprofits.com with any questions!

ENROLL in this Virtual Workshop TODAY!