Science of giving germany mindwize
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Transcript of Science of giving germany mindwize
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The science of givingBerlin, April 2016
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|Growth plan private persons’ fund recruitment for friendship
At Mindwize we deliver
results
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Through the whole of
Europe
.. ..
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With 50 specialists with a passion for
results
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With one goal:
To deliver a steady flow of donations
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THE SEVEN TRUTHS
Why do people give?
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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
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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?
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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?
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Join me on a journey into our brain
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and the brain of Homer Simpson
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TRUTH NUMBER ONEWhy do people give?
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• Number one reason: people give because they are asked.
People give because they are asked
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TRUTH NUMBER TWOWhy do people give?
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GIVING IS IRRATIONAL AND EMOTIONAL
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Me500 km
in 24 hours
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THE MARTYRDOM EFFECT
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The right brains dominates when it comes to donating
If you let people think with their left brain
they will give less
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REAL PEOPLE DO NOT ACT LIKE
MR SPOCK
REAL PEOPLE ACT LIKE…
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Real people act like Homer Simpson, not like Mr Spock
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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
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The older we get,the more decisions we take based on emotion
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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.
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TRUTH NUMBER THREEWhy do people give?
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Giving is personal
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Would you say NO to me?
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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
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WE LIKE TO HELP OTHERS LIKE US
• Gender, age, name, street, city, country, religion
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• 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?
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TRUTHS 2 AND 3 ARE REALLY HARD TO CHANGE
(HARDWIRED IN OUR BRAIN)
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TRUTH NUMBER FOURWhy do people give?
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Giving is social
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OUR BRAIN LIKES TO TAKE SHORTCUTS
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SO WE LOOK FOR WHAT OTHERS DO
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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%
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WE LIKE TO BE PART OF A SUCCESSFUL CROWD
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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)
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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
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TRUTH NUMBER FIVEWhy do people give?
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NOT A GROUP, BUT ONE VICTIM MAKES US ACT
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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
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“One death is a tragedy, a million dead is a statistic”
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One person
A group
Groups are more emotionally distant from us
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6.4 Million American children live in poverty
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• 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?
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TRUTH NUMBER SIXWhy do people give?
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People like to give something tangible
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• 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?
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TRUTH NUMBER SEVENWhy do people give?
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Giving makes people happyor:
People give because it makes them happy
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CHOICE OVERLOAD
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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?
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Donating to help somebody
Pleasure
Inspiration Empowerment
Instant gratification
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“Happier people give more”
People who experience something positive are more prepared to help others
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Make people happy when they give
When you are happy, you give more
Which makes you more happy
Which makes you give more
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Helper’s high“People who spend money on others report greater happiness than those who spend money on themselves”
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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!
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NOW YOU KNOWWhy do people give?
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“You are in the business of selling happiness to donors”
M.A. Strahilevitz