Ep 264 | How Behavioral Science Can Help you Raise More Money with Howard Levy

We're thrilled to have Howard Levy, a renowned expert in behavioral science, with us. Howard brings a wealth of knowledge on how nonprofits can tap into the principles of human psychology to boost their fundraising efforts. During our conversation, Howard explains the importance of building strong relationships with donors and how it's much more than just saying “thank you” for their contributions. He'll walk us through the psychological triggers that motivate people to give and keep giving. We'll explore strategies for effective communication that resonates with donors and encourages them to stay engaged with your cause. Howard also discusses the common mistakes organizations make when reaching out to potential supporters and how to avoid them. Plus, he provides practical tips for crafting compelling messages that capture attention and inspire action. Whether you're a seasoned fundraiser or new to the nonprofit sector, this episode is packed with valuable insights that can help you connect with donors on a deeper level. So, grab a notebook and get ready to learn how to strengthen your donor relationships and take your fundraising to new heights! What you'll learn:

→ The basics of behavioral science and how it relates to decision making
→ Strategies for connecting with donors through shared values and experiences
→ Examples of how language priming increased donations
→ Techniques like set completion and scarcity to boost average gifts
→ The power of personal stories over statistics

Want to skip ahead? Here are key takeaways:

[05:30] Intuitive vs. Cognitive Decisions People make decisions in two main ways: intuitively and cognitively. Intuitive decisions are quick and based on gut feelings or automatic thoughts. They don't require much thinking. On the other hand, cognitive decisions involve careful thought and analysis. Understanding this can help us predict how someone might decide in different situations.
[13:00] Building Donor Relationships. It is import of find common ground when building relationships with donors. This means looking for shared interests, values, or experiences that can connect you with the donor on a personal level. When donors feel a personal connection, they're more likely to support your cause.
[20:30] Priming Language in Campaigns The right language can prime people to act. Priming involves using specific words or phrases to influence someone's behavior without them realizing it. In the campaign mentioned, using certain words made people more likely to donate because those words triggered associated positive feelings or ideas.
[31:00] Behavioral Triggers: Set Completion Using behavioral triggers like set completion can encourage action. Set completion is when people have a natural desire to finish a task once they've started it. So, if you show donors that they're part of a group effort and their contribution helps complete a goal, they may be more motivated to participate.
[38:50] Emotional Responses to Personal Stories Personal stories often lead to stronger emotional responses than data. While statistics can provide important information, a story about a real person's experience can create a deeper emotional connection. This connection can inspire people to act because they feel more personally involved in the outcome.

Resources

Red Rooster's Fundraising deck of cards PDF available on their website under the “Fundraising” tab.

President, Red Rooster Group
https://www.linkedin.com/in/howardadamlevy

When it comes to nonprofit branding and marketing, Howard Levy has seen it all. As President of Red Rooster Group, he’s been helping nonprofit organizations overcome hurdles and inertia to wake up their brands and achieve their missions.

Right out of college, he founded one of the first marketing agencies focused specifically on the needs of the nonprofit sector. In the three decades since, he’s helped hundreds of organizations across a range of causes to revitalize their brands, shore up their marketing, and raise millions for their organizations. Today, he’ll share his insights on how nonprofits can improve their fundraising effectiveness using behavioral principles.

Connect with us on LinkedIn: https://www.linkedin.com/company/the-first-click
Learn more about The First Click: https://thefirstclick.net
Schedule a Digital Marketing Therapy Session: https://thefirstclick.net/officehours