Sunday, October 23, 2011

Adrian Sargeant is brilliant

I was lucky enough to attend two of Adrian's sessions at the IFC. I say lucky because the first was packed and they were turning people away.

Adrian looks at the psychology of giving, and it is great stuff for example using 'social information' to increase average donations. Social information helps make people decide to make larger donations. By asking a couple of questions right before the ask, HUGE increases in donations are realized.

For example, when they tested a prompt v no prompt based on others' giving they got over 30% increase in average domation.

The prompt (to people who had not donated before) would be something like 'thank you for agreeing to donate, I just took a donation from someone else... They gave x amount. How much would you like to give?'

The control group, with no prompt had an average of $86.
A prompt at $75 got just $1 more, but prompts of $180 and $300 got averages of $96 and $111. Brilliant.

Tons of information here,

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