Attitude drives behavior

Emphasis on content

Led by audience specific insight

Attitudinal Model

Behavior drives attitude

Emphasis on context

Led by global insights

Behavioral Science Model

2.38

1.14

1.43

0

0.5

1

1.5

2

2.5Behavioral

Science Model

Identifiable victim

Statistics Identifiable victim and statistics

1 Kogut, T., & Ritov. The “identifiable victim” effect:

Two step mental process for giving2.

• Step One: Will I give or not? – Entirely decided by how the donor thinks giving will make them feel.

– Thinking they will better about themselves increases giving by a factor of 3

• avoid feelings of regret

• think they did good

• They need to believe giving $ is best way to fix what is causing negative arousal (vs. throw in trash or delete) cite explicit benefit to donor, regret avoidance, gift will solve problem

• Step Two: How much will I give?– Partly function, again, of how donor thinks giving will make them feel

– Partly the amount of empathy for the beneficiary

Behavioral Science Model

2 Dickert, Sagara and Slovic, Affective Motivations to Help Others: A Two-Stage Model of Donation Decisions

• Make donor benefit explicit1.– American Red Cross: The need is constant. The gratification is instant

– CARE: “I am powerful” applying to donor and beneficiary

3Feeling Good about Giving, Anik, Aknin, Norton and Dunn

5

Commitment to

Organization

Functional

Connection

Personal

Connection

Behavior

Constituent Experiences• Marketing/Brand• Donor Service• Fundraising• Operations

Functional

1. I feel like I know what to expect from (org name) 2. I get good value for the donations I make to (org name) 3. My donations are put to good use at (org name)

Commitment

1. I am a committed (org name) donor 2. I feel a sense of loyalty to (org name) 3. (org name) is my favorite charitable organization

Personal

1. I feel like I have a personal relationship with(org name) 2. I have an emotional connection to (org name) 3. (org name) is very responsive to donor needs

Attitudinal Model

Commitment

to

Organization

Functional

Connection

Personal

Connection

• Explaining the benefits of becoming an Audubon Member

• Easy to know whether National, state, Center or local• Renew membership at appropriate time

• Saving birds from extinction• Helping bird enthusiasts identify specific bird species• Providing opportunities to experience birds and nature in

community

• Providing great articles about birds and nature• Providing great bird photographs• The frequency of the magazine

REALLOCATE RESOURCES

• Easy to send emails to elected officials• Use of social media to connect to local field trips/events• Identify birds using printed or digital field guide

Every 1pt increase in

Commitment equals $89 increase

in donor LTV

FOCUS HERE$8.64

$1.67 Bird cams to connect to mission$1.83 Legislation update$1.78 Monthly email newsletter$1.80 Impact on public policy$1.55 Use of social media

Engagement

Chapter Volunteer

$0.67

$0.10 Volunteer for bird counts$0.11 Audubon field trips$0.11 Local conservation issues$0.12 Opportunities to protect habitat$0.11 Opportunities state, Center$0.11 Opportunities volunteer at Center

Brand

$15.38

$2.91 Conservation community bird enthusiasts$3.08 Inspiring bird enthusiasts$3.21 Saving birds preserving habitat$3.06 Ranchers/farmers best practices$3.11 Reduce climate change impact

Magazine

$16.90

$4.36 Explain Audubon mission$4.00 High quality magazine$4.44 Audubon success stories$4.10 Make membership better

Donor Service

$6.83

$0.90 Appropriate thank you$1.02 Knowledgeable member rep$0.94 Better business bureau$1.03 Helpful service and support$0.95 Easy contact info$1.01 Timely correspondence$0.99 Address questions first contact

$36.15

$39.11

Membership

$26.85

$4.62 Good member benefits$4.56 Member of National Org$4.32 Member of local chapter$4.32 Member of local Center$4.59 Diff between local and National$4.42 Diff between Center and Nation

$89

• Acknowledging receipt of donations in timely manner• Maintaining accurate biographical information about you• Honor request to only be communicated with in certain ways• Asking for appropriate donation amount• Offering simple way to give on recurring basis• Showing appreciation of support with token gifts• Frequency of requests for donations• Having convenient hours

Member

Term

$8.30

Leisure

Activity

$5.67

National Member

Audience

6

Good Performance/Weak

Performance

Scorecard for each communication

Audited package components

8

Package Resp Rate Avg Gift NetControl 1.07% $54.90 $16,346

Test 1.43% $83.04 $51,606

Var 34% 51% 216%

UNHCR Email TM Script Brochure

Global Drivers of Giving

• Identifiable Victim + - -

• Remove statistics - - -

• Make donor think they will feel better (cite explicit benefit to donor, regret avoidance, gift will solve problem)

- - +

UNHCR Key Messages

UHCR provides emergency shelter, food, water. + + +

• Link gift to tangible good + (execution

poor)+ (execution

poor)+ (execution

poor)

UNHCR continues support to get them back on feet.UNHCR Livelihood projects – technology (and microfinance). Education, women & Children

- - -