Neuro-Fundraising: What Are Your Potential Donors Thinking?

Through A/B testing you are often able to determine if one photo elicits a higher response than another photo.

But, do you know why? And can you afford to do “live testing” of 12 photos?

With 95% of our purchase decision making taking place in the subconscious, neuro-fundraising helps answer these types of questions.

One of the defining features of Production Solutions (PS) is the commitment to bring innovation and new perspectives to decrease costs and increase results for our clients and partners. Innovation to us means having a valuable relationship with our clients, understanding their needs and being able to offer unmatched, tailored services.

The most recent (and exciting!) example of our growth was realized when PS became a member of the Moore DM Group (MDM). We have seen significant benefits from joining a larger enterprise, especially one that is forward-thinking and continually invests in making fundraising most effective for our nonprofit clients.

One of the cutting-edge services that I am eager to share with you is MDM’s Neuro-Fundraising Lab, powered by TCM Creative. Neuro-fundraising is about understanding donor and prospective donor behavior; that understanding is used to improve the odds of getting a bigger, better gift.

The lab uses behavioral marketing research involving the following five areas to provide insights that will inform you on how to produce the most compelling fundraising pieces:

1. Facial Analysis
   By evaluating facial features, this test determines whether the respondent’s emotional response was positive or negative and if they were engaged with the content.     

    

2. Galvanic Skin Response (GSR)
   The GSR captures a change in the electrical properties of the skin. Sensors are placed on the respondent’s fingers so the lab can measure the intensity of their emotional connection to the piece.

    

   

3. Eye-Tracking
   This test analyzes where each respondent looks, where they fixated and what elements they were distracted by. It can provide valuable information to marketers as to which specific element(s) indicate the most attention, interest and attraction.

    

4. Implicit Response Test (IRT)
   IRTs capture the respondent’s immediate, subconscious response to show their true beliefs about the brand and fundraising content. This tests allows marketers a chance to study users at a deeper emotional level and better predict their behavior more accurately. 

    

5. Heat Mapping 
   This research shows where the respondents look overall for a longer period of time. By evaluating this information, it can reveal patterns behind how users read and navigate the tested piece.

Are you interested in seeing the Neuro-Fundraising Lab in action? TCM Creative will be debuting the lab in the exhibit hall (Solutions Showcase) at the 12th Annual Bridge to Integrated Marketing and Fundraising Conference, August 2-4, at the Gaylord National Hotel, National Harbor, MD.

Additionally, to learn more about neuro-fundraising capabilities and findings, don’t miss the “New Results From The Neuro-Fundraising Lab” session presented by CEO of Moore DM Group, Geoffrey Peters, on Friday, August 4th from 2-3:15pm at the Bridge Conference.

I want to personally thank our clients for volunteering to allow their materials to be tested in our new Neuro-Fundraising Lab. We wouldn’t be where we are today without you!