The

The Happy Circle and the Sea Monkey: The Truth about Why People Give

Causes

Donors

Causes

Donors

Photo: By Darren Whiteside

ra·tio·nal·i·ty [ra-shə-ˈna-lə-tē] Foundation for economic theories- The simple and compelling idea that we are capable of making the right decisions for ourselves.

be⋅hav⋅ior⋅al ec⋅o⋅nom⋅ics [bi-heyv-yer-al / ek-uh-nom-iks] Applies scientific research on social, cognitive, and emotional factors that influence the decisions people make.

There are no exceptions to the rule that you must awaken the heart to arouse the mind.

The Truths

1. Giving is emotional.

Laura, helped back into housing by Common Ground

Laura, helped back into housing by Common Ground

http://www.youtube.com/watch?v=Wgi0t2a

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The more emotional, the more money

The martyrdom effect

Howtocopewithpain.org

2. Giving is personal.

Photo Credit: YouGetThePicture, Flickr

The singularity effect

When it comes to problems the bigger the numbers, the less people care

Bigger camp = less money

Source: Communications Network, Paul Slovic

Reducing social distance

• Relatable people

• No statistics

• Friends to friends

3. You can’t change #1 or #2. If you try, prepare to raise less.

Is this ethical?

4. Giving makes people happy.

Recurring giving makes people VERY happy.

Most fundraisers probably don’t think of themselves in the business of selling happiness to donors, but that is ... their job.” M.A. Strahilevitz

5. Giving is social.

The last person gave…

Not so fast…

$2.9 million

$5 million

$100 million

All my money

36

A summary

• Irrational: right brain rules

• Emotional: lead with feeling

• Personal: forge connections

• Social act: create community

Katya Andresen, COO Network for Good

www.nonprofitmarketingblog.com

Twitter: @katyaN4G