BRAIN-BASED GIVINGNeuromarketing and Fundraising

Erin Cook

Arial Brush

Average time:52 Minutes

Average time:113 Minutes

86% Willingness to Participate

61% Willingness to Participate

PREMOTOR CORTEX

PARIETALCORTEX

Giancomo Rizzolatti

discovered

neurons in 1992

Yawn.

SUPERIORTEMPORAL SULCUS

Nails on a chalkboard.

Sucking on a lemon.

Tell a story

“Use your customer’s desire to connect with each other by offering them chances to see and feel things as others

experience them.”

-Dr. A. K. Pradeep

PARIETALCORTEX

RETROSPLENIALCORTEX

CEREBELLUM

AMYGDALA

DON’T USE

DON’T

Don’tForget

Forget

NEUROMARKETING

NEUROMARKETINGSHOULD WE?

Sources• Simon Houpt. Neuromarketing Comes Out of the Shadows. Adhocracy, The Globe and Mail, published Thursday September 16th,

2010. http://www.theglobeandmail.com/report-on-business/industry-news/marketing/adhocracy/neuromarketing-comes-out-of-the-shadows/article1710689/

• If It’s Hard to Read, It’s Hard to Do. Hyunjin Song and Norbert Schwarz. Association for Psychological Science, Volume 19-Number 10, 2008. http://sitemaker.umich.edu/norbert.schwarz/files/08_ps_song___schwarz_effort.pdf

• Martin Lindstrom. Buy-ology: Truth and Lies About Why We Buy. Broadway Books, New York. 2008. • Pradeep, Dr. A.K. The Buying Brain: Secrets for Selling to the Subconscious Mind. John Wiley and Sons, New Jersey. 2010. • Millward Brown Case Study, 2009. http

://www.millwardbrown.com/Libraries/MB_Case_Studies_Downloads/MillwardBrown_CaseStudy_Neuroscience.sflb.ashx

• Roger Dooley, author of Neuromarketing Blog. Webinar for Nonprofit 911, August 10, 2010. http://web.networkforgood.org/nonprofit-911-081010/

• Roger Dooley, October 4th, 2010. http://www.neurosciencemarketing.com/blog/articles/paper-vs-digital.htm

ADDITIONAL READING:

• http://impactmax.wordpress.com/2009/05/26/giveology-does-neuromarketing-research-have-anything-to-teach-nonprofits/ • http://www.donorpowerblog.com/donor_power_blog/2007/06/it_takes_a_vill.html • http://www.psychologytoday.com/blog/the-moral-molecule/200911/the-science-generosity • http://money.cnn.com/2010/03/17/smallbusiness/neuromarketing/index.htm