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

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

SECTION 1 PREVIEW BEHAVIORAL ECONOMICS AND WHY YOUR NONPROFIT SHOULD KNOW IT

01 The State Of Social Good THE STATE OF SOCIAL GOOD The space is more Increased Expectations to move competition on crowded than ever donors up the value with savvy marketers where to give curve

“ 01 The State Of Social Good You’re in the business of SELLING HAPPINESS

“ 01 The State Of Social Good At their core, digital experiences are HUMAN EXPERIENCES

02 How We Think: Two Systems BEHAVIORAL ECONOMICS ECONOMICS PSYCHOLOGY

02 How We Think: Two Systems BEHAVIORAL ECONOMICS REFLECTIVE AUTOMATIC System 1 System 2 Analytical but requires effort Scans environment Fast, but prone to Specific problems error Slow, but reliable Auto-Pilot

06 Herd Effect + Social Norm Theory CAN WHAT OTHERS GIVE IMPACT US? “We had another donor who gave How much $75 / $180 / would you like $300 . How to give today? much would you like to give today?”

06 Herd Effect + Social Norm Theory CAN WHAT OTHERS GIVE IMPACT US? $110 Contribution Amount $100 Ideal amount is 90% - 95% of the previous gifts $90 $86.58 $87.44 $96.98 $107.23 $80 Control $75 $180 $300 Oppenheimer, Daniel M, and Christopher Y Olivola. SCIENCE OF GIVING: Experimental Approaches to the Study of Charity. Social Information Condition PSYCHOLOGY Press, 2015.

03 06 Herd Effect + Social Norm Theory AVERAGE DONATIONS $10.00 $4.17 $0.70 $2.00 $2.00 $50 $20 $0.50 HALF DOUBLE Oppenheimer, Daniel M, and Christopher Y Olivola. SCIENCE OF GIVING: Experimental Approaches to the Study of Charity. PSYCHOLOGY Press, 2015.

SECTION 2 PREVIEW CASE STUDY: BEHAVIORAL ECONOMICS IN PRACTICE.

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 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%. P.01

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 Control Email Celebrity Endorsement Herd Effect Identifiable Victim Effect Reciprocity Effect Social Norm Theory

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? Identifiable Victim Effect Email 50 Herd Effect Email 42 Reciprocity Email 41 Control Email 37 Social Norm Theory Email 36 Celebrity Endorsement Theory Email 33 0 50 100

SECTION 3 PREVIEW IMPLEMENTING AND MEASURING BEHAVIORAL SCIENCE THEORIES

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

ENROLL in this Virtual Workshop TODAY! 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!