BRAINBASED GIVING Neuromarketing and Fundraising Erin Cook Arial

BRAIN-BASED GIVING Neuromarketing and Fundraising Erin Cook

Arial Brush Average time: 52 Minutes Average time: 113 Minutes 86% Willingness to Participate 61% Willingness to Participate

PREMOTOR CORTEX

PARIETAL CORTEX

Giancomo Rizzolatti discovered neurons in 1992

Yawn.

SUPERIOR TEMPORAL 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

PARIETAL CORTEX

RETROSPLENIAL CORTEX

CEREBELLUM

AMYGDALA

DON’T USE DON’T

Don’t Forget

Forget

NEUROMARKETING

NEUROMARKETING SHOULD WE?

Sources • Simon Houpt. Neuromarketing Comes Out of the Shadows. Adhocracy, The Globe and Mail, published Thursday September 16 th, 2010. http: //www. theglobeandmail. com/report-on-business/industry-news/marketing/adhocracy/neuromarketingcomes-out-of-the-shadows/article 1710689/ • 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. • Roger Dooley, author of Neuromarketing Blog. Webinar for Nonprofit 911, August 10, 2010. http: //web. networkforgood. org/nonprofit-911 -081010/ • Roger Dooley, October 4 th, 2010. http: //www. neurosciencemarketing. com/blog/articles/paper-vs-digital. htm 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/Millward. Brown_Case. Study_Neuroscience. sflb. as hx ADDITIONAL READING: • • http: //impactmax. wordpress. com/2009/05/26/giveology-does-neuromarketing-research-have-anything-to-teachnonprofits/ 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