Franceso Ambrogetti is a fundraiser who has served with many global brands, most recently (and frequently) with UNICEF in senior roles all over the globe.  He’s probably forgotten more than I ever knew about the trade.

He’s also a lifelong learner and committed to digging deeper into the why of behavior and in that way, a part of the Agitator/DonorVoice tribe dedicated to using theory, evidence and applied science to improve the way we connect with and increase value for the supporter and our missions.

His first book, “Emotionraising” reframed and reinvented the way we think about emotion.  This sequel, Hooked on a Feeling, digs deeper and connects emotion to memory formation, Identity and relationships —a veritable DonorVoice/Agitator bonanza.

This is a brief excerpt of an interview that hopefully whets your whistle to buy, learn, apply and improve by getting Hooked on a Feeling.

Agitator/DonorVoice:  Franki, congratulations on your new book and thanks for sharing some insights with the Agitator. As you know, DonorVoice/Agitator write a lot about donor experience and Identities and how those can fuel giving motivation.  What’s your new book add to this thinking?

Franki:  First off, I used a lot of DonorVoice evidence and research in the book, so I’m very thankful you keep advocating for more theory-driven fundraising pulling from the multi-disciplinary world of behavioral science.

The book is indeed a sequel to “Emotionraising” with two important points of view.

First, we know emotions are fundamental to move people, including donating. But emotions such as fear, sadness or disgust are not automatic or hard-wired.  Instead, they’re created as our brain becomes aware of physical changes.  Our emotion is our conscious simulation of how to process physical changes in our brain when we see a shocking image or read a sad story, for example. The emotion we manufacturer creates an experience.

But the emotion and experience felt is mediated – intensified or numbed – through our identities and values.  Different reactions and experiences by different people to the same image, copy or video.

The second key takeaway is these emotions and experiences, while powerful motivators, are ephemeral and volatile. Donors forget they donated and to whom a few days, weeks, and months after they sign up!

This begs the question; how can we deliver something that’s remembered and not just experienced in the minute and forgotten?

Agitator/DonorVoice:  Ok, so how does Identity fit into the emotions with some staying power?

Franki: Nonprofits should focus more on those supporters who share and are committed to similar values (e.g., Parents and those with identify such as  Globalist in UNICEF’s case) instead of trying to convince everyone.

But the really interesting and nuanced idea is asking how we imprint our charity brands in their memory as part of their Globalist Identity but also as its own, stand-alone Identity as a “UNICEF supporter”.   If I take an action that reinforces two important, salient Identities – e.g. Globalist and UNICEF supporter – then that behavior is far more likely to be repeated.

Memory is the key to pulling this off.

Why?  The “remembering self” is much more powerful than the “experiencing self.” We take decisions, like repeating a donation or buying more products, based on what is treasured in our memory. The feeling, the awareness of the emotions linked to the experience or cause, becomes essential. If this feeling is anchored to a positive memory with a positive reward (I donate, participate in a march, sign a petition, and feel good every time), we then become fans. Like we do for a pair of sneakers, a pop band, or a football team.

Agitator/DonorVoice:  That’s cool, how do we practically pull it off? 

Franki: I believe that “If you can’t measure it, you can’t improve it,” as Peter Drucker said.   We tend to try to understand and influence the human behavior that drives giving and activism from the wrong angle — the outcomes (the frequency or amount donated, and the participation in volunteering or attending a march). We assume — incorrectly — that we buy a product because it’s attractive, cheap/expensive, or functional, and we believe that people give or stop giving for various reasons that we project on them. I love Kevin’s idea that “people often give despite the soliciting, not because of it”. 

How can we measure an experience and someone’s perception and judgement if it’s so personal and subconscious? There is no perfect way to get these answers, and every measure and every method has its own limitations and gaps.  At UNICEF we use a variety of methods to see gaps and compare cross data to verify.  Any approach can work as long as it meets these criteria:

• the data are consistently and constantly gathered
• the metrics are linked statistically and have a predictive capacity to be linked to outcomes (Do these factors drive donations? Can these specific actions improve loyalty?);
• the results are actionable, i.e., each measure offers a set of solutions and tests to be performed to influence what they measure (e.g., if I send or don’t send a specific message will this improve response and/or commitment score?); and
• the process continuously questions and delivers feedback regarding which parts of our relationship and communication with supporters can be improved (timing, contents, people, etc.).

Agitator/DonorVoice: You also highlight in the book some platforms like GoFundMe, DonorChoose or KIVA to explain that the user and supporter experience is what makes them so popular. Can you explain why the experience is so much better comparing to a traditional nonprofit?

Franki: There is a world of activism beyond the established charity and fundraising world. And it’s accelerated by mobile and digital technologies. The question is why people increasingly go to GoFundMe or Sleeping Giants? Being a vegan, for instance, is so much more than donating, volunteering, or signing a petition.

Their success is linked, in part, to a User Experience (UX) and Supporter Experience (SX) simpler and richer than those offered by many traditional charities. Being mostly if not exclusively digital, they are delivering some key supporter experience features:

• easy-to-use (interface, clicks, etc.)
• feature urgent needs and simple solutions
• use the power of a story and an identifiable victim
• create and animate strong communities: you share (and receive updates) with network members around specific campaigns and interests
• WOW effect: they constantly surprise supporters with results and victories
• personal: campaigns and appeals are from a person — you interact with an individual, not an organization.
• supporters are in control: money back guarantee, cancellation, transparency

Traditional charities have large opportunities and resources to deliver a better experience to their supporters, but to do that they have to start using supporter’s feed back and emotions as a driving indicator instead of planning and acting only on transactions.”

Kevin

P.S. Don’t forget to get Hooked on a Feeling