Fundraising secrets from neuroscience

Here are six things you should know about how the brain works and how it plays out in fundraising, from the Bloomerang Blog, at Annual Fundraising: Influence “Yes” Using Psychology and Neuroscience:

  1. Reciprocity. Donors want to “give back,” so remind them how they have been helped or touched by others. (Including freemiums like address labels is a weak from of reciprocity that often works too.)
  2. Commitment, Consistency. People who have said “yes” to you in some way or all the more likely to say yes again.
  3. Social Proof. People like to do what other people do. It’s far more effective to tell would-be donors that other people are giving than it is to say “Hardly anyone is giving.”
  4. Authority. Most of us trust authority figures.
  5. Loss Aversion. Fundraising for an opportunity that will end does well. People have a strong Fear Of Missing Out — so common it’s shortened to FOMO.
  6. Anchoring. Tell donors what you need from them. Give them a figure. They will most likely give something near that amount!

Knowing and using these principles will improve your fundraising. Ignoring them will cost you!


Comments

Leave a Reply

What this blog is about

The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

Blog policies

Subscribe

Get new posts by email:

About the blogger

Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


Archives

Blogroll

Categories


Search the blog

The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

Recent Comments

About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

Blog Roll

someone’s blog