In his recent article “5 Ways Neuroscience Helps Your Nonprofit Understand Donor Behavior,” Francesco Ambrogetti from UNICEF looks at donor behavior in the context of the COVID-19 pandemic. Here are some insights from that article that will help you maximize your donor base.

The Power of Emotional Responses to Crisis

COVID-19 is a reminder of just why people act the way they do. Emotional responses can change donor behavior. The power of emotions can change what people decide to do and how much money people give.

It’d be hard to know in advance how much money a charity might need because people often feel overwhelmed by the stories that are being told in the news and also because of the intense emotions that people experience. It’s important to ask donors carefully about what they’ll do if a cause needs help. Sometimes people are so moved by the need for help, they act very quickly, often just by sending a quick donation. They think they will immediately help someone in need.

Donors of all kinds support the mission of nonprofit organizations all over the world. It’s not surprising that the way people feel can affect how much money nonprofit organizations receive. Sometimes, giving to causes that are extremely difficult to fund is the best way to gain donors. Here, you can learn about the science that explains how people think and behave.

How Basic Neuroscience Helps Your Nonprofit Understand Donor Behavior

Emotional responses are vital for donors to give to causes. Interestingly enough, fear is one of the strongest motivators behind modern donor behavior. It can even influence group behavior. Whenever disasters occur, people respond generously by stepping up and helping others. Donation patterns continue to change.

We now need to think about what kind of behavior donors are likely to show in the future. Are they going to act spontaneously and quickly to help others? What if people feel that a dollar will really change something? Most people agree with the idea being promoted by movements to make the world a better place by suggesting donors are becoming increasingly giving and caring.

It’s difficult to know what causes people to act generously in the present versus the future. While it is difficult to anticipate, organizations can use donor history combined with the following information on giving trends through scientific discovery to make educated decisions on how to attract more donors. It’s important for charities to understand why donors give and to be able to tell what kind of behavior people are most inclined to give in the future.

Looking for more insights on how to grow your nonprofit? MyCommunity exists to build relationships and tools that equip organizations so that they can maximize their impact. Our suite of tools is designed to help organizations of all sizes focus on their mission without worrying about the logistics. We understand the importance of building strong relationships, so we provide the necessary tools to maximize impact and make a difference like our easy-to-use platforms MyDonors and MyVolunteers. Likewise, MyNonprofitCoach equips nonprofits with the training they need to be successful. Schedule a demo for any of our solutions here.

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Source: https://www.classy.org/blog/neuroscience-of-donor-behavior/