lisa simpson ntc 3 18
TRANSCRIPT
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