What Behavior Are You Selling?

SocialButterfly

In the halls of doing good, many of us are dealing with change–which means we are dealing with behaviors. Surrounding behavior is knowledge and beliefs coupled by environmental factors, assumptions and noise. To make an impact, we need to know what kind of behavior we are selling.

6 Quick Behavioral Economics Lessons for Fundraisers

Nonprofit Marketing Blog

He shared insight on how behavioral economics can affect nonprofit fundraising. Wait, what the heck is “behavioral economics”? Think about it as simply understanding the factors and situations that influence behavior and motivate people to take action. Many researchers have tested which scenarios prompt more charitable donations, many of which are illustrated in The Science of Giving. But behavioral economics isn’t only the territory of PhDs.

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Research Can Tell You Which Words to Use

Kivi's Nonprofit Communications Blog

She told me how she and her partner, Kellie Heckman, were using market research to change the way they talked about spaying and neutering pets — and some surprises they discovered along the way. In our research, we also asked people about their media habits.

Health Care Social Media Review #30: The Research Edition

SocialButterfly

Where do you turn for the latest research on the impact and influence of social media? This edition of the Health Care Social Media Review (HCSM) provides the latest research your fellow colleagues are studying by highlighting social media research and related resources. Whether you’re talking with your stakeholders, board, manager, customer, or colleague, being well-versed in the research equips you with the evidence and theory needed to optimize your impact.

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Second Screen TV - Research

Diva Marketing Blog

The results, which they shared with the industry, TV Viewing and the “Second Screen” – What Audiences are Doing with Mobile, Tablet Devices, is a report based on the CivicScience data collection and research platform. Joel conducted the analysis and partnered in formulating the research questions. The value of this research we did using CivicScience’s data is understanding that the current crop of synchronized tools are not yet substantially changing viewing behaviors.

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How Does Your Donor Behavior Compare To Canada?

The Agitator

The study profiles giving behavior across four generations — Civics, Boomers, Generation X and Generation Y — looking at giving amounts and future intentions, preferred channels, focus of giving, the works. Plus, here and there, some interesting comparisons with US and UK donors (who were similarly investigated in parallel research. Boomers demographic trends direct mail direct marketing Don''t Miss these Posts fundraising Hot Research online fundraising premium

Second Screen TV - Research

Diva Marketing Blog

The results, which they shared with the industry, TV Viewing and the “Second Screen” – What Audiences are Doing with Mobile, Tablet Devices, is a report based on the CivicScience data collection and research platform. Picture this.

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Cause Marketing Research I'd Like to See

Cause Related Marketing

Scarcely a week goes by that someone doesn’t release a study or survey about cause marketing. And yet there’s still some research I’d like to see. Since the New Year I’ve seen studies, findings or surveys related to cause marketing from the following: IEG projects cause marketing spending to grow in 2012 by 3.1 That’s a reasonably broad mix of cause marketing research in less than a quarter, and yet even in the aggregate that’s not very satisfying.

CVS Embraces Behavior Economics and Social Marketing

Social Marketing and Social Change

After a week of group editing an op-ed piece about social marketing and obesity where a major point of discussion was positioning social marketing 'against' behavioral economics, it was refreshing this morning to see this announcement from CVS Caremark [from the release ]. Company Enlists Experts in Behavioral Economics and Social Marketing from Leading Universities to Study How Consumers are Influenced by Financial Incentives, Education and Communication.

3 Ways Research and Cause Marketing Can Work Together

Cause Related Marketing

Bureau of Labor Statistics projects that organizations and institutions across both public and private sectors “will … increasingly use market research to ensure that program resources are being used effectively.” Here are three ways effective research can help you create better cause marketing campaigns. Research provides vital data about your efforts and impact. Data about consumer behavior, such as the keywords visitors use to find your website, can also prove invaluable.

Giveology: Does neuromarketing research have anything to teach nonprofits?

ImpactMax

Scientists have now done enough research on the human brain to provide marketers with much less obvious ways of triggering a purchase. Research shows that color can increase brand recognition by up to 80%.

Crossing the line or a Creative Cross? MySpace Research with “Dr. Meg”

SocialButterfly

Interesting research that was first published in the January issue of Archives of Pediatrics & Adolescent Medicine showed that adult supervision of MySape can raise adolescents’ awareness of how accessible their profiles are online. To come to this conclusion, Dr. Megan Moreno, a pediatrician and adolescent medicine specialist at the University of Wisconsin-Madison, and fellow researchers, embarked on two separate studies to explore this issue further. Study 1.

Transformative Consumer Research and 'At Risk' Populations

Social Marketing and Social Change

What insights, opportunities and projects does transformative consumer research offer people and organizations who work to improve the lives of people identified as being in an 'at risk' group ? That was the assignment for our small group that met at the Second Annual Transformative Research Conference. in ongoing intellectual exchange, research collaborations, and/or projects aimed at social change.

Recent Study Finds Cause Marketing Affects How Consumers Percieve Product Performance

Cause Related Marketing

Academic research in cause marketing has long centered around the degree to which the practice affected things like reputation, goodwill, consumer loyalty, or how cause marketing could preserve pricing power. A new study finds that a corporation’s ‘pro-social activities’ positively influence how consumers feel about how their actual products perform. Some were also told that the company donated 15 percent of its revenues to a diabetes research cause.

New Communication Research Fellow

Social Marketing and Social Change

Have to share - from t he media release : The Society for New Communications Research, a global, nonprofit think tank focused on the latest developments in media and communications, today announced its 2009 Fellows. The Society's Fellows collaborate on original research and educational programs focused on the advanced study of emerging trends and developments in media and communications, and their effect on business, professional communications, media, and society.

Don’t Forget About Email

SocialButterfly

Many are enthusiastic about the possibility of social media being used as a behavior change intervention. Oncologists who receive email reminders are more likely to ask terminally ill patients about their end-of-life wishes, according to a recent study published in the Journal of Clinical Oncology. This study isn’t alone. Email reminders have helped influence emergency physician behavior. Triggers and Behavior Change.

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Margaret Mead Predicts Social Science

SocialButterfly

A new study conducted at the Social Cognitive Networks Academic Research Center (SCNARC) at Rensselaer Polytechnic Institute on how beliefs spread through social networks found that minority rules: Only 10% of a population needs to be convinced of a new or different opinion to change the beliefs of an entire community. ” Reading through the details of this study is fascinating and so many questions come to mind for future exploration: Is minority rule a good thing?

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Donors Are Ticked Off by Excess, Unrequested Solicitation – Who Knew?

The Agitator

Looking at one study here , researchers found that each additional mailing generated 1.81 Another study found that donors who have increased frequency to direct mail have increased irritation, decreased goodwill, and decreases likelihood of giving, quarter over quarter. Here again, I’ll let the researchers speak for themselves: “[Donors] who donate frequently are less likely to donate in the near future. Why do results decline as volume goes up?

Margaret Mead Predicts Social Science

SocialButterfly

A new study conducted at the Social Cognitive Networks Academic Research Center (SCNARC) at Rensselaer Polytechnic Institute on how beliefs spread through social network found that minority rules: Only 10% of a population needs to be convinced of a new or different opinion to change the beliefs of an entire community. Reading through the details of this study is fascinating and so many questions come to mind for future exploration: Is minority rule a good thing?

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The Ghost of Fundraising Yet to Come

The Agitator

As I write, a diligent team is at work behind the scenes crafting new features, special website sections and research to share with you. I’m especially excited by the preparatory work of the DonorVoice behavioral science team. Led by Dr. Kiki Koutmeridou , the Behavioral Science Strategist at DonorVoice the team has enlisted a panel of distinguished behavioral scientists from the US, Europe and the UK they’ll be sharing research of practical value to fundraisers.

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Social media study: What drives digital support for causes

Nonprofit Marketing Blog

Georgetown University’s Center for Social Impact Communication and Waggener Edstrom Worldwide just released a new study that delves into the perceptions, behavior and motivations for cause support (locally and globally) among digitally engaged American adults. For the full study, go here. For a post I did on another part of the study profiling personality types who support causes online, go here

The Challenge of Health Communication Research for Health Policy

Social Marketing and Social Change

An early exception was for community, workplace and school-based health promotion programs that were seen as cross-cutting issues that could be adapted and used to address other risk behaviors and/or public health practice (e.g., What this exercise has demonstrated to me is that there is a fundamental need to shift health communication research to become more policy focused, and to generate data that is useful in the policy-making context.

The High Cost of Undervaluing Gratitude

The Agitator

To make the point on its importance we’ve noted the research indicating that failure to thank donors is a top cause of attrition ….we’ve They think it’s not going to be that big a deal” according to one of the researchers).

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The yellow boom box and the perils of giving research

Nonprofit Marketing Blog

If you read this blog, you know how much I adore research. But here’s the thing about research. Because human beings are dreadful at accurately predicting their own behavior. She knew of a research company that did focus-group research with young people on Sony boom boxes, and the participants all said a yellow boom box was a great idea. Now there’s a study out that shows this situation extends to people predicting their giving behaviors.

Attacking the Dreaded Rebrand with Donor Focus

The Agitator

So they did a commitment study of their donors. Behavioral Science Breaking Out of the Status Quo Donor Centricity - Case Studies Donor Identity Feedback Innovation Nonprofit branding Nonprofit management Research Uncategorized premiumI’ve been through rebrands. I’ve been through prostate exams. And I know which I’d rather go through again. That’s why when the question “what does donor identity mean for a rebranding organization?”

Low Risk Approach to High Reward Discovery

The Agitator

Why guess when, with the right subject matter experts using methodologies to reach a deeper understanding of the “why” of human behavior, we can know what is currently unknown. open and click behavior) than the control. Yesterday Roger outlined the failings of alleged-segmentation systems that aren’t customized to your organization. Today, I’d like to suggest a proven, low-risk approach to dramatic improvement through better segmentation.

Q & A on Social Marketing

SocialButterfly

In sum and in brief, I would say that social marketing begins with influencing behavior change for social good. Thus, programs like Salesforce, Radian6, and others are largely being researched to bring programs full circle so that analytics drive strategy.

Don’t Forget About Email

SocialButterfly

Many are enthusiastic about the possibility of social media being used as a behavior change intervention. Oncologists who receive email reminders are more likely to ask terminally ill patients about their end-of-life wishes, according to a recent study published in the Journal of Clinical Oncology. This study isn’t alone. Email reminders have helped influence emergency physician behavior. Triggers and Behavior Change.

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Science Communication and Social Marketing

Social Marketing and Social Change

And, some times, theories and research in communication have lessons to be learned and applied by social marketers as well. The new report from the US National Academy of Sciences, Communicating science effectively: A research agenda [pdf], is one that you should read. In most social marketing programs, what we are working with is how to translate science-based evidence and findings into products, services, messages, policies and, yes, behavior change programs.

(Lack of) Speed Kills

The Agitator

Penelope Burk’s research in Donor-Centered Fundraising indicates that 95% of donors say they would appreciate a quick thank you call and that doing so increased first-year revenue by 40%. Behavioral Science Communications Donor Centricity Donor Centricity - Case Studies Donor retention / loyalty / commitment Feedback Integrated fundraising and marketing Nonprofit management Uncategorized premium

What Ask String Works Best?

The Agitator

There’s prior transactional behavior involved (RFM) …there’s behavioral science involved (anchoring, social proof, set completion) …and sometimes just plain absence of reliable data. I called Nick to ask what he had in his ball of string on “self-selected asking amounts” Here’s his response: “Best study I’ve seen is a NextAfter test of this with Harvest Ministries online. The study also looked at social information in both mail and phone for renewing members.

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DTR Your Messaging Bromance

SocialButterfly

Is it too bold to suggest messaging doesn’t change behavior? based on a study by Statistics Canada. The study shares interesting insights on the relationship between messaging and behavior change based on its 12 years of longitudinal data from the Canadian National Population Health Survey among Canadians aged 50 or older with a chronic disease. ” Craig Lefevbre even dubs this The 5% Solution citing Leslie Snyder’s research.

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The Best in Social Marketing in 2013

Social Marketing and Social Change

Some articles on the list were experimental studies or reviews of work on specific topics, several tackled new territory for marketing, and others honed in on specific issues that are important to the growth of the field. One of the striking changes I see in the publications this year is that many of these articles are comparison studies of an intervention that is described using social marketing benchmark criteria ( for example, those developed by the NSMC ).

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The Best of Social Marketing in 2014

Social Marketing and Social Change

Keeping up with the evolution of social marketing research and practice can be a tough problem. Just collecting more stories, or case studies, about social marketing needs to end; we need a stronger focus on research with better descriptions of methods, collection and analysis of relevant data - not convenient ones, and the use of experimental designs. Other research studies that merit your attention are the work of Bhagwat et al and Firestone et al.

Designing for Community Change

SocialButterfly

RSCG is a research, marketing and strategy firm where they focus on the relationship between identity and behavior to change behavior through culture. At the beginning of the month, Craig Lefebvre challenged us to 10 “ What Ifs &# for social marketing in the coming year.

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New research: The selfish gene and the generosity contagion

Nonprofit Marketing Blog

Notre Dame’s Science of Generosity initiative , which in addition to its own work is funding 13 research studies into generosity, just reported some early findings. Members of social networks are influenced by fellow group members’ contribution behavior in future interactions with others who were not involved in the initial interaction; (sounds like the gratitude contagion I blogged this week).

How Donors Choose Among Nonprofits: The Role of Identity

The Agitator

The University of Kent (best known as where Superman’s adoptive parents studied) did a report called “ How Donor Choose Charities.” In particular, the study finds four non?needs?based This donor identity effect is exactly what U of Kent researchers found, with comments like: “My son had meningitis so I give to the Meningitis Trust.”. “My My brother died of bowel cancer so I give to cancer research”. “My

May the Fundraising Force Be With You

The Agitator

Those who have studied the reality distortion field phenomenon (recommend you read Sir John Hargrave’s Mind Hacking: How to Change Your Mind for Good in 21 Days) believe we all have the ability to create our own reality distortion field, right now.

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Science Communication and Social Marketing

Social Marketing and Social Change

And, some times, theories and research in communication have lessons to be learned and applied by social marketers as well. The new report from the US National Academy of Sciences, Communicating science effectively: A research agenda [pdf], is one that you should read.

Proof that planned gifts increase annual giving revenue

iMarketSmart

He painstakingly reviewed 20+ years worth of data from a federally funded, national, longitudinal study conducted by the National Institute on Aging. Because it included giving behavior of people in the U.S. What he found was the following: The average annual gift among those studied increased by 75% ($3,171) after making a planned gift. We really need to thank our lucky stars for Dr. Russell James!

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What About People Who Don?t Answer Donor Surveys?

The Agitator

Thankfully, there’s a peer-reviewed study that found the same thing called “ Donor Retention in Online Crowdfunding Communities: A Case Study of DonorsChoose.org.”.

The Reality Distortion Field: Focusing on the One

The Agitator

There is a famous study in nonprofit marketing showing that an appeal that tells the story of a child does better than an appeal that tells that same story with information about the general problem of poverty in Africa. The study is here ; it is both fascinating and disheartening.

Scarcity and Social Change

Social Marketing and Social Change

It extends the insights from behavioral economics beyond the nudges and defaults we are now so familiar with to how we think and feel when we have too little; it changes our thoughts, choices and behaviors. It is the tunneling phenomenon that is the central culprit for poor decision-making and behavior choices. Other research demonstrates the same effects for people who are dieting or are lonely. Behavioral Design: A New Approach to Development Policy.