Lisa Simpson for Nonprofits

#11NTCLISA

Katya Andresen, COO Network for Good

www.nonprofitmarketingblog.com

@katyan4g

Alia McKee, Principal

Sea Change Strategieswww.seachangestrategies.com

@aliamc

Mark Rovner, Principal Sea Change Strategies

www.seachangestrategies.com@mjrovner

Lisa Simpson for Nonprofits

#11NTCLISA

www.networkforgood.org/lisa

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Katya Andresen

Mark

Rovner

Today’s Speakers

Alia McKee

Scott

The truth behindwhy people give.

Giving is irrational and emotional.

Giving is personal.

Giving makes people happy.

Happy people give more.

That makes them happier.

Which makes them give more.

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

Giving is social.

Reason is overrated.

Win the heart and the mind willfollow. The intellect can always findlogic to justify what the heart hasalready decided.

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 onsocial, cognitive, and motional factors that influence the decisions people make.

Social proof

Authority

Likeability

When it comes to problems thebigger the numbers, the less peoplecare

Second that emotion.

These are emotions:

• Bravery• Righteous Anger• Love• Hate• Determination• Remorse• Awe• Compassion

Four tactics to amp up the E

• Images and Photos• Show your passion• No Guilt Trips• Tell Stories

Empathy, compassion, and ripping yarns.

Most groups tell crappy stories.

What gives a story power?

• A relatable protagonist• Conflict• A bad guy• Kitchen sink details

What makes someone relatable?

• A person, not an organization!!!!!• Relatable pain, such as illness or loss. • Has to make a tough moral choice.• Has a sense of mystery.• Is funny.• Takes action to make things better.• Is good at what they do.• Is the victim of unfair treatment

Get tangible.

Tangibility

Photo Credit: YouGetThePicture, Flickr

Friends like us.

Cultural Cognition

Individuals conform their beliefs about disputed matters of fact to values that define their cultural identities.

Individualists Communitarians

Let each member do

their own thing

We’re all in this

together – society as

a whole

Hierarchists Egalitarians

Well-identified class

and authority

structure

More open society

with fewer pre-

determined class and

authority structures

Don’t let your head explode.

• Values trump rationality• Group ties motivate people• Values polarize people• Research is key

Data rules.

Design a test.

• Be clear on your goals

• Make a hypothesis

• Outline your methodology

• Be clear on your metrics

When you test, remember…

• Breakthrough results don’t equal small tests

• Sample size is key

• Don’t ignore past test results

• If it worked for x, that doesn’t mean it will work for you

• Analyze your data

• It’s ok to fumble

Lisa Simpson for Nonprofits

#11NTCLISA

www.networkforgood.org/lisa

Session EvaluationEach entry via text or web is a chance to win

great NTEN prizes throughout the day!

Session Evaluations Powered By:

TEXTText 11NTCLISA to 69866.

ONLINEUse11NTCLISAat

http://nten.org/ntc/eval