Behavioural Economics Behavioural economics challenges the notion that people will choose the best action or the most logically presented choice and explores the bounds of rationality — identifying social, cognitive and emotional factors that can influence the decisions people make. People don’t arrive at most decisions through a process of weighing costs against benefits. We are irrational. Homer Simpson for Nonprofits: The Truth About How People Really Think & What It Means for Promoting Your Cause
“Real people make decisions like Homer Simpson, not Mr. Spock.”
Hosting a Success Session Hosting a Success Session resulted in a 8.2% increase in employee pledge form donations vs. 3.7% without a Success Session
When it comes to planning your campaign, we want you to be like Mr. Spock …consider all the facts, weigh the pros and cons, analyze all the numbers, then come to a decision
Assigning a Community Leadership Chair % Increase in Leadership Giving Assigning a Community Leadership Chair resulted in a 10.1% increase in Community Leadership Giving $ vs. -2.5% with none assigned
Behavioural Economics Theory: We listen to Authority most people are more than willing to follow the directions of someone they deem to have relevant expertise or influence.
Hosting a Community Leadership Presentation % Increase in Leadership Giving Hosting a Community Leadership Presentation resulted in a 9.8% increase in Community Leadership Giving $ vs. 0.5% with no presentation
Behavioural Economics Theory: The more you ask for, the more you get No one really knows what anything should cost. There are no absolute values or prices. So we look for clues and comparisons to figure out what to pay
Recruiting Canvassers Campaigns with canvassing have a participation rate of 24.5% vs. 17.9% for campaigns without canvassing Recruiting canvassers resulted in a 10.5% increase in employee pledge form donations vs. 2.4% without canvassers
Behavioural Economics Theory: Peer Pressure People are programmed to pay attention to what other people do and emulate it. While it might be worrisome that our unique individualism can fall prey to groupthink, the good news is that by understanding social norms, you can help leverage this vulnerability for good.
Hosting an Agency Speaker % Increase in Employee Pledge Donations Hosting an Agency Speaker resulted in a 7.5% increase in employee pledge form donations vs. 2.2% without an Agency Speaker
Behavioural Economics Theory: Small not Big…con’t
Success Factors in Action The Regional Municipality of York supplemented their campaign with a Success Session, agency speakers and canvassing which increased their campaign from $120k to over $200k (67% increase) and increased the number of donors by 70% in just one year. A computer services company introduced a Success Session, agency speakers and canvassing into their campaign, and within one year, their campaign increased from $7.5k to $22k (293% increase) and the number of donors increased from 7 to 72. American Express targeted Community Leadership Giving, driven by senior management and with a strong ask and focus on United Way of York Region, resulting in an over 100% increase in donations to UWYR 407 ETR hosted a Community Leadership presentation and they increased from 1 Leader to 6 Leaders, all of whom were at the presentation.
Energize - Canvassing I can’t wait to talk to my coworkers about United Way!
Introducing a Theme to your Campaign A great way to energize your campaign is to consider choosing a theme It’s an easy way tie your activities together and create a feeling of excitement for supporting United Way. A clever theme can help boost participation It doesn’t have to be difficult or complicated. Add some clip art to your marketing materials and include simple games to add a sense of teamwork
Friendly Competition People are competitive. They like to win or at least feel like they have won. Activity organizers have long known that giving people the chance to win something is a great way to generate more participation. Group Challenges Departmental or location competitions: either by participation rate or highest average gift Individual Challenges Have one of the more prominent managers make a fairly outrageous challenge to encourage employee donations Battle of the Sexes: It's the men against the women in the company to see which one gets the highest percent participation