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Event Fundraising Magic

Event Fundraising Magic

How to Leverage Behavioral Science to Make Giving Feel Amazing featuring Patrick Siver, gEvents


May 22, 2024

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  1. Agenda: Using behavioral science in fundraising, based on book from

    Nancy Harhut • Emotional response • Storytelling • Labeling & framing • Aversion • Urgency & exclusivity • Maximize impact with marketing copy Open Q+A throughout
  2. About the author Getting people to take action is what

    Nancy is all about. Her specialty is blending best-of-breed creative with behavioral science to prompt response. She and her teams have won over 200 international and national awards for marketing effectiveness. Along the way, she’s helped generate $68 million in incremental revenue for Nationwide, establish seven controls for the GM Card, and create one of H&R Block’s most successful campaigns. Throughout the book many references to nonprofit work and fundraising. Today we are going to cherry pick a few strategies and show you some real-life examples
  3. About Patrick Patrick Siver is the founder of gEvents, LLC.

    He has a passion for creating unique, unforgettable experiences, Patrick works tirelessly to bring his clients' visions to life. His dedication, expertise, and attention to detail make him a sought-after partner for any event, big or small. How We Work We believe that planning is the key to successfully executing a fundraising auction or golf tournament. gEvents will work with you from designing your fundraising event to executing on gameday to achieve YOUR goals.
  4. Add an emotional paired with rational decision, Hot state →

    strong emotion, awe or anger = gut feeling. People will donate at higher levels The buying decision is 80 percent emotional, according to Lovemarks author Kevin Roberts Emotion Drives Decision Making
  5. Using Urgency in the Room 1. Urgency - purchase before

    all gone! a. Tickets, Sponsorships b. Raffle Tickets 2. Part of the Crowd a. No fun to come to an auction and not raise your bid card! b. More noise = More bid cards c. Be sure to thank support from past supporters…inspires new attendees 3. Organization success stories a. Must be tied back to support from donors
  6. “ Stories stoke emotion, and emotion drives decisions. For this

    reason, stories quite literally move people.” “If the story involves smell, the olfactory cortex will get activated. It it involves motion, the motor cortex will get activated.”
  7. Brain Activation • “Not only can you make your target

    part of your tale, you can also make your tale part your TARGET” • Putting the ideas in their heads, activating parts of the brain so the listener turns the story into their own thoughts • Guests can help SOLVE the problem and feel pride, relief, happiness, confidence, delight!
  8. Storytelling from the Stage Special Appeal/Paddle Raise/Fund-A-Need 1. Must motivate

    folks to open their pocketbooks! 2. Must show impact of organization on the success story 3. Keep it short…four (4) minutes is ideal 4. Terrific if subject is in the room…does not have to prepare speech 5. Auctioneer must connect presentation to giving a. Your generous support in the past made this possible b. This is just one example…how many more can we help with your support 6. Auctioneer should weave key statements/points into the balance of the program
  9. Good Copy for Storytelling in Fundraising Resist the urge to

    talk about all the people your organization helps. Choose ONE. = Victim effect • Start strong with an attention grabber • Compelling subject (built in- they showed up!) • Nouns and verbs that convey action, write in an active voice • Dramatic arc: exposition, struggle or trouble, rising action → solution to help
  10. Label to motivate behavior Once a person is told they

    belong to a particular group, they start acting the way the other group members do. • Consistent with others • Where a person had not originally thought of themselves (maybe guests of others at the gala) they start thinking they are now part of that group and behaving similarly • Are inspired to follow the group
  11. Known to increase charity donations! Experiment two groups asked to

    contribute to a cancer charity. One week before the donation was requested 1. Given a cancer awareness button, wear it for a week 2. No button When asked to make a donation the group with the button donated more. Button acted as a labeling device
  12. Incorporate into your event name, sponsorships and elements Sponsorships levels:

    • Commitment • Compassion • Promoting • Courage • Empower
  13. Labeling & Framing in the Room Special Appeal 1. Be

    strategic in your asking levels during the appeal 2. Shooting for 100% participation 3. Every gift is meaningful 4. Thank each “Donor” number not “Bidder” number Revenue Generators 1. Blinky Pins for Raffles 2. Mardi Gras Beads for game entries Auction participation 1. Every bid is raising money 2. Thank your back-up bidders for helping you get there!
  14. 3 days left Benefits sell but inject some loss aversion

    Take advantage of Get on it Don’t miss Response increase closer to the deadline Till May 26th 2 seats left Showing quantity left = loss aversion 5 Early Bird tickets left
  15. Loss Aversion • Indicate how many are left, just a

    few opportunities to be premiere, platinum • Running low, will sell out • Decide now then fill in the blanks later ie guests at the table, any marketing assets Negative before positive, what is the negative not sponsoring and how doing so can avoid that Replace language such as “take advantage of” or “get in on” to “Don’t miss”
  16. Loss Aversion Tickets Masters Tournament Sells Out Every Year Your

    seating at a concert, sporting or theater event is influenced by when you buy your ticket…Standing Room Only is last to sell out Planes are more packed than ever If you do not increase urgency (loss aversion)... too many things can distract your customer Which is better to increase loss aversion for your event attendance… 200 tickets or 25 tables of 8?
  17. Loss Aversion in the Auction Online Auction • Does not

    matter where you start the bidding… it is where you finish! Creates pride of ownership and fear of loss! • Educate bidders to use proxy bidding… get the best deal on the items you want while supporting our cause Silent Auction • Green Line bidding with a special drawing • Buy It Now line Live Auction • Bid fast and bid last to win • Only available here tonight • Only one available
  18. Scarcity Sponsorships • Limit quantity • Show on website Tickets

    • 200 tickets available • Only 25 tables available
  19. Raffle Scarcity Raffles • Always set maximum chances for raffles

    • If sells out… draw winner and start another one!
  20. Live Auction Examples of Scarcity • VIP Parking at School

    • Front Row at Graduation • Midnight Mass in your Home • Exclusive event experiences • Personalized autograph vs traditional autograph #8 Garth Brooks Personalized Guitar Garth has played Takamine guitars his entire professional career. Now you can own one too. We have a Takamine Model GD20 NS available this evening. It’s an acoustic guitar with a dreadnought body design, spruce top, and mahogany back and sides. It is not here tonight because it is with Garth. He is holding it until we find out how the winner would like it autographed! You choose how you want Garth to sign it and it will be shipped directly to you.
  21. Rhyming Goal: is make the message more memorable, more believable,

    and persuasive • Rhyming copy is not just memorable, people think it’s more truthful • Cognitive fluency- they remember it better ◦ Examples: woes unite enemies or woes unite foes, or ◦ What sobriety conceals, alcohol unmasks to What sobriety conceals, alcohol reveals ◦ The best part of waking up is coffee in your cup Folgers overtook Maxwell house with this!
  22. Displaying Information Goal: is make the message easy to read

    • No more cluttered layouts • Use white space • Use an easy to read font How easy is this to read? How easy is this to read?
  23. Language Goal: is make the message understood quickly • Ditch

    the jargon- you may think the guests are aware of all your programs and acronyms, they are not • Similes and metaphors paint the picture to new information and prompt activates the brain’s imagination • Power words- YOU, not us and I. YOU are making a difference because… • Imagine, imagine if…again painting the picture in the donors mind
  24. Language for Appeal & Auction Appeal • I am asking

    YOU to make a gift that is meaningful to YOU • When I reach a level that matches YOUR passion for this organization… • This is YOUR opportunity to fuel the continued success of the organization… to help [organization] create more success stories! Auction • Can YOU feel your toes in the sand and that margarita in YOUR hand? • Did I mention we are raising money for [organization] • Every time YOU bid… you are making a difference!
  25. Emails Goal: make the message captivating AND Linked to the

    message you want people to retain Email Hot tips: • 💚Include an emoji at the beginning or bookend💚 • Add special characters [photos from the gala] • Half the subject line in ALL CAPS • Use numbers, raised enough to feed XX families Use one or two but not all
  26. Post Event Language, & Photos • Always give donors credit

    for organization accomplishments • Describe how folks will feel tomorrow when discussing this event • Share photos…on your Auctria website…even the next year website to remind folks of the emotions!