Behavioral Science Lab releases second paper in insights series

Apr 3 2014

The Behavioral Science Lab has released the second paper in their insights series, "Cracking the Code on Why We Give to Charities."

The decision to give to a charity is personal, often making the donor's specific motivations difficult to obtain. Donors themselves may not understand the specific reasons, or may be motivated to present a socially acceptable, but far from candid, rationale. Regardless of which answers donors provide, the true picture is cloudy, making this a difficult-to-market-to audience. To provide a clear platform for marketing, the local arm of a national charity approached the Behavioral Science Lab.

The objective of the study was to understand the decision processes used by donors in making charitable donations, so that prospective donors could be effectively engaged and persuaded to donate to our client.

MINDGUIDE was used to surface the cognitive, social, physical and economic elements donors use in their gifting decision as well as model the actual processes used.

"Knowing all the expectations, motivations, and social and psychological factors that guide a donor's decision to choose one charity over another," Christian Goy, managing director of the Behavioral Science Lab shared, "allowed our client to redefine their donor base, set the most effective communication strategy, and reposition themselves for growth."

The complete study can be downloaded by visiting mindguide.co/charity. A webinar will be held today to review the study and its findings. To learn more, visit behavioralsciencelab.com.