Q: What are the key behavioural science principles to test when testing Facebook ads as part of your social strategy?

October 1, 2018      Kiki Koutmeridou, Chief Behavioral Scientist, DonorVoice

The effectiveness of these principles is based on human psychology rather than specific channel characteristics. As a result, they can be applied across channels. The selection of which principles to use on Facebook or anywhere else should be based on the behaviour we want to change e.g. response rate, average gift and the audience i.e. prospects, existing, lapsed. For example, social proof is most effective with an acquisition audience while reminders of prior commitment is only relevant for existing supporters. Set completion bias is effective in increasing average gifts while legitimising small donations increases response rate.  Thus, choosing which behavioural science principles to use should depend on your audience and goals, not the channel.

You can find some recommendations on which principles are appropriate for each audience and behaviour here.