Group Influences on Behaviour

Public Radio Industry Over 800 NPR member stations in the US Funding: 1/3 from individuals On-air drives, direct mail, telemarketing 1/3 from corporate underwriting 1/3 from state and local governments, universities and foundations Individual donations $250 million per year Average gifts range from $20 - $250 depending on the length of listening

Social Information Seattle’s Lakeside Upper School counts … Bill Gates among its alumni. Rumor has it a fundraiser for the high school put the bite on Gates, who asked: “How much is everyone else giving?” About $75 he was told. “So put me down for $75,” said Gates. -- Forbes, Jan 22, 1996, p. 16

On-Air Drives Listeners call to make pledges Share social information during the phone conversation Control: say nothing Social Comparison: $75, $180, $300

Implementation Phone Conversation Test Groups Dependent Measure “Hello! Station-Name member line.” “Are you a new member or renewing member of Station_Name?” Test Groups Say nothing (control group) “We had another member who contributed $XXXX.” $75 $180 $300 Dependent Measure “How much would you like to contribute?” Ethical Concerns No deception Anonymity protected all donors

Social Information Increased Giving for New Members (Number of Callers = 317)

Social Information Increased Giving for Renewing Members (Number of Callers = 113)

Long-Term Financial Impact (One Year Later) 31%-45% Higher Revenue

Financial Impact (with very low cost) 250 Million Donor Income 10% Increase 25 million. Investment? CPB paid about $250,000 Return on Investment? How can we make the results more generalizable, more precise, and more effective?

Other Fundraising Media: Direct Mail Social Information Increase Contributions in test stations We had another member Mary, who has contributed $300 last year, We invite you to join this member and make your pledge today! Telemarketing

Boundaries?

How to strengthen the effect? Mass Fundraising (Not Major Gifts) Segment donors into groups.

Similarity Matters (Mary &vs.Tom, She vs. He)

Gender Identity Esteem Matters

Self-Other Focus Matters

Social Identity on Giving Gender Identity Gender Identity Esteem Self-Other Focus Symbolic Social Identity Social Networks Moral Identity

Survey 1237 active members Questions Why do donors contribute to public radio stations? What are the psychological characteristics that donors have? What is their listening habit? What is their listening social network? What are their demographics?

Social Network Matters

Only Friend Listeners Matter

How can we use this information? Listeners call to make pledges Ask the type of family and friends social network they have: Listener network Resident network

Implementation Phone Conversation Test Groups “Hello! Thank you for calling XXXXX” Test Groups Say nothing (control group) “Before I take your pledge may we ask how many of your friends and family members also listen to XXX Public Radio? may we ask how many of friends and family members also live in the XXX area? Dependent Measure “How much would you like to contribute?” Ethical Concerns No deception Anonymity protected all donors

Only listeners matter!

Can we do better than that?

Yes Listeners call to make pledges Ask people about their social network: Thanks for calling XXX Public Radio Thanks for calling XXX Public Radio. Before I take you pledge, may we ask if you have more or less than 2 friends and family members who also listen to XXX public radio? Thanks for calling XXX Public Radio. Before I take you pledge, may we ask if you have more or less than 45 friends and family members who also listen to XXX public radio? Thanks for calling XXX Public Radio. Before I take you pledge, may we ask if you have more or less than 150 friends and family members who also listen to XXX public radio?

Well….

How can you use the idea? Create talking points Programming Development Create communication network between listeners Prime such networks right before people make a contribution

Does Fundraising Stop here? How can we help donors give? What does giving make our donors?

Morality Measures Below is a list of traits that people possess. Please indicate how much you believe you actually possess such traits, and how much you ideally would like to possess such traits. Actual: Your own beliefs concerning the moral traits you think you actually possess now. Ideal: How much you would like to possess this trait: the type of person you wish, desire or hope to be. Please rate the extent to which you believe you actually possess the traits next to “Actual”; and the extent to which you ideally would like to posses such traits next to “Ideal” on the following one to nine point scale. Caring Actual: Not at all 1 2 3 4 5 6 7 8 9 Completely Ideal: Not at all 1 2 3 4 5 6 7 8 9 Completely Compassionate Fair Friendly Generous Helpful Hardworking Honest Kind

Morality: Survey Results 29

Morality: Survey Results 30

Morality Control Condition Moral Condition “Thank you for being/becoming a member.” Moral Condition “Thank you for being/becoming a XXXX member.” XXXX= two randomly selected words from the following five words Caring Compassionate Friendly Kind Helpful 31

Morality Increases Giving in Females 32

How to do it yourself? Caring Compassionate Fair Friendly Generous Helpful Hardworking Honest Kind 33

That’s some serious stuff! Social Information Social Networks Morality How about having some fun??

I/We Implementation “Thanks to our community’s [your] continuous annual membership support, XXX Radio has the financial resources needed to be there for you, me, and our neighbors [you] each and every day.” “We’re [You and XXX Radio are] in this together – more than 18,000 listeners join us in playing [play] a critical role in keeping this station – our [your] station – strong. Our [Your] continuous support is vital.” “As we approach the [the] November anniversary of your last contribution [approaches], we’re [I’m] writing to ask for a renewal of your membership [a renewed commitment]. Your ongoing support will help guarantee another year of our community’s [your] favorite radio programs – shows like Morning Edition, All things Considered, Car Talk, A Prairie Home Companion, and Wait Wait Don’t Tell Me.” 35

Positive Emotion Implementation Smiley faces versus double circles CONTENT OF THE LETTER We or I RENEWAL FORM CONTENT OF THE LETTER We or I RENEWAL FORM 36

We/Smiley and I/Double-Circles Increase Contribution in Male Donors Average Amount Changed from Previous Contributions by Focus, Emotion and Gender 37

Because… Positive Emotion (Fredrickson, 2001) Broadens the scopes of attention, cognition, and action And is both an end and a mean to achieve the end.

For further information on philanthropic psychology contact jenshang@indiana.edu