Is it time to personalise and drive a dedicated focus on behavioural economics – the nexus between economics and psychology? Karen Armstrong and Ian Lawton explain how it made a difference for Greenpeace Australia Pacific.
As fundraisers we intrinsically know the drivers of giving are both emotional and rational. Behavioural economics leverages our subconscious – those automatic thoughts that are influenced by our self and societal view of the world. The goal is to utilise ‘nudges’ to drive incremental improvement across the conversion pathway of all supporter journeys.
This case study is an example of how we can personalise a journey through understanding people’s motivations and, with a little nudge, support people to ‘self-identify’ as someone who wants to start a conversation about leaving a gift in their will.
THEORY TO PRACTICE
Dr Russell James III demonstrated that thinking about a charitable bequest triggers a visualised autobiography. In practice he recommends connecting with people’s life stories by, for example, providing living donor stories. His more…