TESTING AN IDEA

The Influencer Experiment: whomotivates you to give online?

Stephen2.1 m

followers

Kate20k

followers

Jordan1.1 m

followers

Dom’s sister200 friends

1

The Influencer Experiment: whomotivates you to give online?

Stephen2.1 m

followers

Kate20k

followers

Jordan1.1 m

followers

Dom’s sister200 friends

1

We asked 3 celebrities and Dom’s sister to choose a project they cared about to talk about through social media and encourage their friends and followers to donate. But how much did they donate?

… friends motivate us most

Stephen2.1 m

followers

Kate20k

followers

Jordan1.1 m

followers

Dom’s sister200 friends

£800 £250 £0 £800

… friends motivate us most

Stephen2.1 m

followers

Kate20k

followers

Jordan1.1 m

followers

Dom’s sister200 friends

£800 £250 £0 £800

2000 Likes

The Feedback Experiment9

• Research showed seeing the difference they made was top priority

• People like to be thanked• What happens when we

say thank-you and show you the difference it makes?

Feedback didn’t motivate further donations

• Only feedback mentioned by many customers was for the tsunami project (with feedback delivered twice within a month of donating and therefore memorable).

• Only feedback mentioned spontaneously by individual donors was feedback with their name on it.

• As one giver put it “Isn’t it nice they (the recipient) can see who helped them.”

• No other piece of charity feedback has ever been acclaimed as surprising, delightful or awesome.

• Hasn’t motivated second donations.

The royal ‘get more’ Experiment

We offered 1000 previous givers to See The Difference the chance to double their donation in celebration of the Royal Wedding.

How many previous givers doubled their donation?

10

Ma’am, More is not a motivation

• Not a single previous giver took up the option to double their donation.

• As one wag put it “If I didn’t want to give double of something I didn’t want to do, is still something I didn’t want to do”.

0%

TESTING A COMPLETE MODEL

Watch what people actually do

Test, evaluate, iterate the whole system (and have fun)

Be wary of people with good ideas