Post on 13-May-2015
description
Values and Motivations
Good Insights
Why do people do anything?
Self Actualisation
Personal growth andself fulfilment
Aesthetic Needs
Beauty / Know, understand, explore
Self Esteem
Achievement
Esteem of others
Recognition
Belongingness / Love
Friends / family
Safety
Security / freedom from fear
Physiological
Food / Water / Shelter
Self fulfilment needs
Psychological needs
Basic needs
Why do people give?
Tribal
Achievement
Pride & Esteem
Status
Completeness
Basic Emotional
More recent research
Guilt
Compassion
Belonging
Inspiration
22%
32%
39%
7%
Guilt
Compassion
Belonging
Inspiration
41%
20%
34%
5% Donors
Donors who do more
Our values drive everything
Sustenance InnerOuter
Values modes attributes
Showhome
Looking Good
Respected
Persona
Pleasure
Achievement
Visible Success
Material Wealth
Power
Healthy LifestyleLocal
Tolerant
Busy
Convenience
Bargain Hunter
Distracted
Speculate
Visible Ability
Sensitive
Good TimeHedonism
SpiritualismFun
Prudent
Impulsive Spender
Asocial
Romantic Love
Traditional Family
Budget Bedlam
Control Others
Luddism
Religious
Conformity
Discipline
Acquiescence
Non-reflective
Security
National Security
Distant
Insular
Wrong ClothesIndulgent Diet
Safety
RulesComplacent
Reserved
Honesty
Money Casual
Skeptical
Irresolute
Be Satisfied
Socialist
Passivity
Tradition
WYSIWYG
Coasting
Non-acquisitive
Independent
Adaptable
Universalism
Equanimity
No Sweat
Openness
JusticeEquivalence
Feeling Good
Self-efficacy
Boldness
Artisan
Cheerful
Exhilaration
AdventureNovelty
Beauty
Listening
Sexual Awareness
Tao
Self-direction
Financial Morality
Unplanned
CreativityGlobal
Ozone Friendly
Inquisitive
New Family
Caring
Loyalty
Benevolence
Self-choice
TV CasualNature
Shrewd
Solitary
Bodily Ease
Constrained Spender
Price Conscious
Modest Unease
Car Casual
Propriety
Stimulation
Sustenance Driven
Inner Directed
Outer Directed
Copyright Cultural Dynamics Strategy and Marketing Ltd 2009
The population is changing
Copyright Cultural Dynamics Strategy and Marketing Ltd 2009
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15
20
25
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1985 1990 1995 2000 2005
YEAR
PE
RC
EN
TA
GE
Inner Directed
Outer Directed
Sustenance Driven
VALUES
How does this affect us?
Inner Directed Outer Directed Sustenance
International (170) Training and employment (160) Ex-services (136)
Human Rights (164) Ethnic organisations (140) Maritime (123)
Overseas Aid (154) Deaf (124) Armed services (127)
Environment (144) Hospitals (119) Aged (118)
Cultural (131) Learning Disabilities (118) Animals (115)
Education (129) Blind (116) Hospices (112)
What does this mean for you
• Do you know why someone would support you?
• Do people give to you for the same reasons they campaign for you?
• Can you match your needs to their needs? And your values to their values?