Neuro-Psychology and Fundraising

08 Oct Neuro-Psychology and Fundraising

8 October 2024

By David Allen, Development for Conservation

Whether we understand and acknowledge it or not, we all have an interesting relationship with neuro-psychology – and especially neurolinguistics, and neurolinguistic programming. These terms describe the possibility that human beings react to certain decision-making triggers that can be studied and understood, and then used to improve desired outcomes.

Many of us get this empirically at a very early age through years of trial and error. We ask for what we want or need using one voice and it works – using another voice, it doesn’t. Over and over, until we always use the first voice.

Understanding this phenomenon helps us understand how it is used on us. For example, I told my kids as they were growing up that the first job of all advertising is to make us sad. If advertising can make us feel left out or somehow dissatisfied with our lives and possessions as they are, we will be more likely to believe that we can change that feeling by doing what the advertiser wants – buy something, go somewhere, and so on. We can be manipulated.

Understanding this phenomenon can help us use it also. People of conscience don’t spend enough time thinking about all this in my opinion. Because it feels sleazy and manipulative. And it certainly can be. But it can also be just smart. “Tricks” of the trade? – maybe. Or maybe just tools that can help you raise more money.

This was the point of Bloomerang piece published several years ago, Annual Fundraising: Influence “Yes” Using Psychology and Neuroscience. In the article, the authors offer six triggers that can be used to increase your fundraising returns.

Manipulative? Certainly

Sleazy? Not necessarily – and avoidable.

Smart? Try it for yourself and see.

Here are the six triggers in summary.

1. Reciprocity – the feeling that by giving, we are giving back – or possibly even giving forward. I am motivated to give from a sense of obligation. This is the reason framing organizational successes as benefitting the reader works.

2. Commitment, Consistency, Foot in the Door – the feeling that we have made this same decision before. I am motivated to give as part of a continuum, and the next move is mine. This is the reason reminding the reader how long they have been giving works.

3. Social Proof – the feeling that people we know and trust are involved. I am motivated to give to be more like my peers. This is the reason that that donor clubs are effective. And the reason fundraising letters should include a list of Board Directors down the side of the first page.

4. Authority – the feeling that the people speaking know what they are talking about. I am motivated to give because the organization is credible – the problems are believable and the solutions being pursued will work. This is the reason including the bona fides of your staff and Board members works.

5. Loss Aversion, Scarcity Principle or ‘FOMO’ – the feeling that by not acting, or not acting soon enough, we will be losing something. I am motivated to give to avoid that loss. This is the reason describing the “pace” of conservation versus the “pace” of development works. (It’s also the reason matching gifts work.)

6. Anchoring – the feeling that what we decide to do is comparable in some way to what is being asked. I am motivated to give because the request is specific – and reasonable. This is the reason asking for specific amounts of money works.

Note that these principles exist independently of media. They work equally as well in print, on-line, and in person. As technology has advanced, our ability to manipulate the triggers has grown exponentially, but the triggers themselves have not changed. Human beings still react as they always have. Understand them. Use them intentionally, consciously, and for the right reasons.

Cheers, and Have a great week!

-da

PS: Your comments on these posts are welcomed and warmly requested. If you have not posted a comment before, or if you are using a new email address, please know that there may be a delay in seeing your posted comment. That’s my SPAM defense at work. I approve all comments as soon as I am able during the day.

Photo by Nick the Photographer courtesy of Pixaby.