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The science of givingBerlin, April 2016
|Growth plan private persons’ fund recruitment for friendship
At Mindwize we deliver
results
Through the whole of
Europe
.. ..
With 50 specialists with a passion for
results
With one goal:
To deliver a steady flow of donations
THE SEVEN TRUTHS
Why do people give?
2005: Hurricane Katrina destroys New Orleans
✤ 1,800 deaths ✤ 650,000 people homeless
2004: A tsunami destroys the coast of Asia
✤ 226,000 deaths ✤ 2.5 million people homeless
Seventy-two
72Seventy-two
72Per person
72Five hundred and thirty-eight
538
Five hundred and thirty-eight
538
Five hundred and thirty-eight
538Five hundred and thirty-eight
538Five hundred and thirty-eight
538Per person
538
One point eight billion
1.8One point eight billion dollars
3.5Three point five billion dollars
Private Doctor
• Earns $700,000• Gives $50,000
to Doctors Without Borders and saves
500 lives
Doctor that works for Doctors Without Borders
• Earns $18,000• Saves 200 lives
Who has the better job?
SO…
• … if the amount that people give is not based on the size of the disaster…
• … and if it is not based on the number of people who can be helped…
• … then what are the real factors that influence giving?
Join me on a journey into our brain
and the brain of Homer Simpson
TRUTH NUMBER ONEWhy do people give?
• Number one reason: people give because they are asked.
People give because they are asked
TRUTH NUMBER TWOWhy do people give?
GIVING IS IRRATIONAL AND EMOTIONAL
Me500 km
in 24 hours
THE MARTYRDOM EFFECT
The right brains dominates when it comes to donating
If you let people think with their left brain
they will give less
REAL PEOPLE DO NOT ACT LIKE
MR SPOCK
REAL PEOPLE ACT LIKE…
Real people act like Homer Simpson, not like Mr Spock
Eight-year-old Dave gets sick when he
drinks water from the only water source in the neighbourhood –
a pool of muddy, smelly water full of parasites and insects
Homer language
The older we get,the more decisions we take based on emotion
HOW CAN WE USE THIS TRUTH?
• Appeal to the heart, not the head
• Tell stories of real people,
not of statistics and big numbers
• Do not sell the well;
sell the life of eight year old Dave
A life without being deathly sick, a chance to
go to school. A chance to work as a doctor to
help other sick children.
TRUTH NUMBER THREEWhy do people give?
Giving is personal
Would you say NO to me?
Sarah, 10 years old
Group 2 Group 3
A hospital needed 300,000 euros to help eight children
Group 1
Bert, 8 years old
Sarah, 10 years old Li, 8 years old
Amanda, 12 years old
WE LIKE TO HELP OTHERS LIKE US
• Gender, age, name, street, city, country, religion
• Stop talking about statistics (tell the story of a real person)
• Use famous people who have a personal connection to your charity
• Find things in your story that people can relate to: gender/religion/town/street/name
• Ask the reader to imagine how the other person must be feeling
HOW CAN WE USE THIS TRUTH?
TRUTHS 2 AND 3 ARE REALLY HARD TO CHANGE
(HARDWIRED IN OUR BRAIN)
TRUTH NUMBER FOURWhy do people give?
Giving is social
OUR BRAIN LIKES TO TAKE SHORTCUTS
SO WE LOOK FOR WHAT OTHERS DO
TELEPHONE FUNDRAISER AT A PUBLIC RADIO STATION
Group 1: “How much can I put you down for?”
Group 2: “Someone else just gave 300 euros,
how much can I put you down for?”
Group 3: “Another woman just gave 300 euros”
how much can I put you down for?”
Group 2: + 29%
Group 3: + 34%
WE LIKE TO BE PART OF A SUCCESSFUL CROWD
PEOPLE DO NOT WANT TO DONATE INTO AN EMPTY BOX
DONATIONS MADE NEAR THE END FEEL MORE SATISFYING (85% OF THE GOALS IS THE BEST)
HOW CAN WE USE THIS TRUTH?
• Make it clear that other people are supporting you
• If you use tickers or thermometers in your campaigns, don’t show progress until you HAVE progress
• Use reminders to tell people they can still be part of the achievement
TRUTH NUMBER FIVEWhy do people give?
NOT A GROUP, BUT ONE VICTIM MAKES US ACT
Fact Box – Women in Afghanistan
✤ Every 30 minutes, an Afghan woman dies during childbirth
✤ 87 percent of Afghan women are illiterate
✤ 30 percent of girls have access to education in Afghanistan
✤ 44 years is the average life expectancy rate for women in Afghanistan
✤ 70 to 80 percent of women face forced marriages in Afghanistan
✤ A third of Afghan women experience physical, psychological or sexual violence
“One death is a tragedy, a million dead is a statistic”
One person
A group
Groups are more emotionally distant from us
6.4 Million American children live in poverty
• Tell your story through one person
• Avoid the big numbers, or even the small
• Ask people to help one person.
People like to help people.
And people like to make a difference in the lives of others.
HOW CAN WE USE THIS TRUTH?
TRUTH NUMBER SIXWhy do people give?
People like to give something tangible
• Come up with specific needs
• Make a tangible gift ladder
• Make it clear who I will be helping
• Make it clear the difference I will make
HOW CAN WE USE THIS TRUTH?
TRUTH NUMBER SEVENWhy do people give?
Giving makes people happyor:
People give because it makes them happy
CHOICE OVERLOAD
We give because we have a need to see ourselves as a compassionate, unselfish and kind person:“Yes, I am a good person!”
How much good can I do
with my money?
Donating to help somebody
Pleasure
Inspiration Empowerment
Instant gratification
“Happier people give more”
People who experience something positive are more prepared to help others
Make people happy when they give
When you are happy, you give more
Which makes you more happy
Which makes you give more
Helper’s high“People who spend money on others report greater happiness than those who spend money on themselves”
HOW CAN WE USE THIS TRUTH?
• Put people in a feel-good mood: “How are you today?”
• Inspire people to save a life: “Are you inspired to save a life today?”
• Give them the chance to help someone
• THANK them and make them feel happy by
showing them how much good they have done!
NOW YOU KNOWWhy do people give?
“You are in the business of selling happiness to donors”
M.A. Strahilevitz
