Are Your Ads Swimming in a Sea of Sameness or a Vibrant OCEAN?
People are different in their motivation and interests and yet the sea of sameness of one-size-fits-all fundraising dominates. The Control ad and a Test ad both going to a single audience; the unspoken assumption is that everyone’s the same. But what if the test failed because it did well with some people but poorly with others?
Enter the vibrant OCEAN Model, built on the Big 5 Personality traits. Why does this matter? Personality dictates much of what we pay attention to and click on. For example, we know people high in Openness like quizzes and “imagine…” rhetorical messaging, others less so. Appealing to Agreeable people is very different from those high in Conscientiousness.
Join our Behavioral Science Lab project and we’ll partner with you using our proprietary Facebook affinities to find your OCEAN people and match message to trait.
But that’s not all. It’s time to get past the ‘make it emotional’ non-advice, advice. We need to get more tailored to better match emotion to the person. Ads that match or “fit” donors’ personality and emotional traits are more persuasive.
Join the DonorVoice Behavioral Science Team OCEAN project to uncover the personality and emotional traits core to your organization.
DonorVoice is offering a limited number of groups the chance to work directly with our team, for a nominal investment.
Deliverables include:
- Identifying your dominant Personality types and emotions
- Publish-ready Facebook ads tailored to match the target audience
- Use of our proprietary Facebook affinities targeting to find your OCEAN
- Results presentation and next steps
Register your interest here in less than 20 seconds.
Kiki (Chief Behavioral Scientist) and Stefano (Director of Supporter Motivation and Personality)
P.S. Still not persuaded?
How did the Facebook ad on the right increase click-through rate 28% compared to the control?
The ad on the left has messaging and behind-the=scenes targeting aimed at those high in the trait of “Conscientiousness”, which skews to Conservative people. We got a 28% increase in click rates moving from the sandy desert of sameness. As further validation, we saw a 9% drop when intentionally mismatching message to audience (with Liberals as proxy for lower “Conscientiousness”).
3 responses to “Are Your Ads Swimming in a Sea of Sameness or a Vibrant OCEAN?”
Behavioral Science Q & A
Integrating an individual giving appeal with other communications from a charity can have both positive and negative effects, and the outcome largely depends on how it’s executed. Advantages of Integration Brand Consistency: Maintaining a consistent appearance and messaging across all communications can reinforce the org’s brand identity and strengthen brand recognition and trust among your […]
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I’m not aware of any in-market tests specifically comparing recurring vs. gift frequency language. I suspect the answer might not be the same with all gift frequencies, nor with all people. It sounds like a great opportunity for you to test and find out what works for your audience. Based on the literature, here’s a couple […]
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Based on what we know from existing data, those renewal notices can actually be pretty effective in getting people to donate. They tap into our psychology – creating a sense of urgency, reminding us of past support, and using personalization to make the message hit home. They’re playing on our natural tendencies to feel obligated […]
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Interesting question. I had a quick look at the testing done on this topic. On the positive side, in all cases, over half of donors decide to cover the fee. In some cases, it goes as high as 65%. Not a negligible percentage at all. Here’s another test from iRaiser showing consistent results (see point […]
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There’s just one thing to consider when designing a supporter journey: the supporter. More specifically, you need to take into account: Who the supporter is i.e. their identity, which is the reason they support this cause, and their personality, which describes the way they “see” and process the world. These will determine the kind of […]
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I’m not an expert in this but a quick search surfaced this article on the effect of tax reforms on 2019’s charitable giving. The researchers didn’t find a reduction. Actually, they observed an “increase in charitable contributions in 2019, even with the lower tax rates and the dramatically smaller number of taxpayers who itemize their […]
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hi, i am a bit confused… the ad on the right is the control so did the control win or the test win?
Erica,
The control is on the right, the test won. In fact we ran multiple tests (not all shown) and they all won. This one shows a 28% improvement over control when matching a Conscientious message to that audience (using conservative vote as proxy) and shows that when you send this same message to an Agreeable audience (with liberal as proxy), it does worse than the control because we mismatched (intentionally in this case) message to audience. This is of course what every control does and 99% of the testing – one size fits all that works better for some that others.