TRACK • Individual Giving
Hooked on a feeling: Transforming emotions into memorable donor experiences
Friday 3 Jun 2022 - 8:00 am to 9:00 am
Emotions drive people to give. But what makes them give again and become a diehard fan of your cause? Based on recent findings of neuroscience and examples of successful Donor Love form around the world, this unique session explains how donor’s engagement and loyalty are linked to the memorable experiences we create. With several data, examples and eye-opening cases, the first part will show how giving is often short-term, addictive and based on dopamine and oxytocin, while loyalty is long term and based on serotonin activated by memories. Debunking the traditional myth that retention is a result of the quantity and frequency of asks, the session will show how to manage successfully the memory peaks (especially the bad ones) and the end of a donor relationship. In the second part, participants will engage in experiencing how simple actions can drive incremental income increasing supporter’s satisfaction and trust.