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Charity Marketing Conference - Meredith Niles - Behavioural Economics to Turbocharge your Fundraising

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Topic: How Behavioural economics can turbocharge your fundraising results

* What fundraisers and marketers can learn from leading behavioural economists (e.g. Daniel Kahneman, Robert Cialdini)
* How insight from behavioural economics can be applied to fundraising to increase conversion and average donation levels
* Examples of how charities have used principles such as social proof, reciprocity, and framing successfully in their appeals
* Practical tips for applying behavioural economics in your work - achieve quick wins today!

Publicado en: Marketing
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Charity Marketing Conference - Meredith Niles - Behavioural Economics to Turbocharge your Fundraising

  1. 1. TURBOCHARGING RESPONSE THROUGH BEHAVIOURAL SCIENCE MEREDITH NILES – HEAD OF FUNDRAISING INNOVATION @meredithniles 8 October 2014
  2. 2. “It took millions of years for man’s instincts to develop. It will take millions more for them to even vary. It is fashionable to talk about changing man. A communicator must be concerned with unchanging man, with his obsessive drive to survive, to be admired, to succeed, to love, to take care of his own.” -- Bill Bernbach
  3. 3. “SYSTEM 1” VS “SYSTEM 2”
  4. 4. STARTING POINT: THE “LAZY BRAIN”
  5. 5. STARTING POINT: THE “LAZY BRAIN”
  6. 6. STARTING POINT: THE “LAZY BRAIN”
  7. 7. THE LAZY BRAIN
  8. 8. WHY THIS MATTERS: LOTS OF NOISE!!! Average Contact by Medium (seconds) Advert in popular magazine 1.7 Advert in trade journal 3.2 Poster 1.5 Mailing (first relevance check) 2 Banner ad 1 Source: Decoded: The Science Behind Why We Buy
  9. 9. HEURISTICS
  10. 10. SOCIAL PROOF MACMILLAN
  11. 11. BYSTANDER EFFECT
  12. 12. BYSTANDER EFFECT
  13. 13. BYSTANDER EFFECT BRITISH RED CROSS
  14. 14. IDENTIFIABLE VICTIM SAVE THE CHILDREN
  15. 15. COMMITMENT AND CONSISTENCY FRIENDS OF THE EARTH
  16. 16. RECIPROCITY
  17. 17. RECIPROCITY NSPCC LETTER FROM SANTA
  18. 18. MONEY ILLUSION We tend to concentrate on the face value of money more so than on what it could purchase
  19. 19. MONEY ILLUSION SAVE THE CHILDREN
  20. 20. SCARCITY VALUE
  21. 21. READING LIST “Thinking Fast and Slow” – Daniel Kahneman “Influence: The Psychology of Persuasion” – Robert Cialdini “Decoded: The Science Behind Why We Buy”” –– Phil Barden “Brainfluence: 100 Ways to Persuade and Convince” – Roger Dooley “Made to Stick” – Chip and Dan Heath “Predictably Irrational” – Dan Ariely
  22. 22. TWITTER HANDLES TO FOLLOW @RobertCialdini @TheScienceOfUs @DanAriely @RogerDooley @PhilBarden @RorySutherland
  23. 23. TURBOCHARGING RESPONSE THROUGH BEHAVIOURAL SCIENCE MEREDITH NILES – HEAD OF FUNDRAISING INNOVATION @meredithniles 8 October 2014

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