Read My Mynd
Regular Agitator readers know I’m addicted to brain research … fascinating field. So not surprising that this announcement, reported in that deep reservoir of scientific inquiry, Media Daily News, caught my eye …
“In what it claims is a major breakthrough in the burgeoning field of so-called neuromarketing research, Nielsen-backed NeuroFocus this morning unveiled a new biometric measurement technology it claims will revolutionize the way Madison Avenue thinks about how its consumers think. NeuroFocus claims the technology, a cap-like device that can read the brainwaves of people who wear it, will leapfrog current methods of neurological testing, because it is lightweight, mobile and ‘medical grade’.”
The technology is called Mynd.
Will you be the first nonprofit on your block to don the cap?
Please can I be your guinea pig? Oh, to have an unlimited research budget!
Tom
P.S. I can imagine the first neuromarketing research announcement on donor testing: “Researchers today announced that Mynd monitoring of 1,000 donor brains established that donors get really pissed when they’re not thanked.”
Seriously, I do think it’s important for all marketers — including fundraisers — to have some understanding of how the mind works. More important, I’d argue, than knowing how to build a Facebook page. Here’s what I’m currently reading on the subject, The Master and His Emissary. And here’s an excellent Wikipedia discussion of the book.
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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