Presentation Summary: Why do people give and is it the same answer for everybody? The first question is knowable, the 2nd is a resounding no. Join us for an inspiration-filled, fascinating workshop to unpack these answers.
You'll explore how to apply psychology and behavioral science to your messaging, design, segmentation, cadence, and journey development in digital and direct mail. We'll cover the why and how-tos for:
• Segmenting donors based on their innate motivators • Tailoring messaging to match motivation • Tailor design and format to match motivation • Use linguistic science insights to make your copy feel personal and highly readable • Building a multi-channel journey that reduces irritation while increasing response and brand-building • Applying nudge theory to last-mile decisions on your giving forms (online and offline) • How to measure and act on the supporter experience
You’ll see loads of case studies from a wide variety of sectors, participate in an interactive format to make sure you understand the concepts and then enjoy some hands-on training to apply these insights to your fundraising. It's an undergrad and master's degree in knowing your supporters and how to motivate them to take a desired action in a single workshop that is light on theory, heavy on the whys and hows.
Learning Objectives:
Apply behavioral science to segmentation, copy, design, and cadence
Use conversational language to make sure your copy reads like a personal letter and not an academic abstract
Measure and act on your donor’s experience as an 'always-on' part of business process
.png)
