We Are Our Digital Footprint
We are our Personality. Our behavior regularly reflects who we are as we make choices in keeping with how we view the world.
For example, if you smile and have a background picture with human interactions and sports activities listed on your LinkedIn profile there is a near 100% you are extroverted. And that means you’ll likely do well in jobs requiring teamwork and sales activity.
If your profile has been more recently updated combined with listing organizational skills a list of courses attended at college you are all but guaranteed to be high in Conscientiousness. This person will meet deadlines, go the extra mile at work and be detail oriented.
This table shows all the correlations between the Big Five – Openness, Conscientiousness, Extroversion, Agreeableness, Neuroticism (OCEAN) – and a myriad of LinkedIn profile attributes.
Who cares?
Personality predicts health, morbidity, occupation, entrepreneurship rates, innovation, political values, regional stereotypes, income inequality and economic behavior. It also predicts how you present yourself on Facebook, Twitter and yes, LinkedIn.
Personality is part of our chemical and biological makeup and helps explain many of life’s important choices and outcomes.
How in the world can we claim to be donor-centric or doing our marketing and fundraising in an optimal way if we don’t factor in such a foundational piece of human decision making? What the hell does that rhetorical even mean?
- We know where to find different Personalities in the digital and physical world
- We know how to tailor all copy – digital ads, letters – to match Personality and increase the chance the copy/ad/appeal is seen, mentally processed and acted on.
Kevin
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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