Do you know what is motivating your supporters? In order to influence donors, we need to understand their motivations. At Emotional Logic we help charities understand charity supporter motivations through psychology.
Here is an example how our research makes a difference:
Within the population we have outer-directed and inner-directed people. An outer-directed person likes to belong and follows popular opinion. As a result of this trait, our research found this group tends to give to large and popular charities rather than smaller ones.
An inner-directed person on the other hand has a strong internal moral guide and personal values they live by. We have found this will make them more likely to seek specific (and maybe even niche) charities that strongly align with their personal values.
All of us are also on a scale as to whether we are more rationally biased or emotionally biased. A rationally biased person tends to acknowledge their feelings but makes an effort to make a rational decision – therefore emotionally based cause advertising does not work well for them.
Many more psychological factors influence supporter behaviour and it is critical you understand charity supporter motivations. If you align your campaigns more closely with core motivations of your supporters your fundraising will be more effective. Emotional Logic can help you do this – please get in touch for a free chat or find out more about our research here.
