There’s strong competition among nonprofit organizations when it comes to fundraising in the U.S. There are more than 1.5 million tax-exempt nonprofit organizations, and many have to compete for the attention of the public and donations. Therefore, there’s no surprise nonprofit organizations are constantly looking for new and effective marketing tactics to give them an advantage over their competitors.
Fortunately, there is a unique approach that nonprofits can use to better understand their prospects, while also encouraging your prospects to take action and actually contribute to your organization. This approach is called neuromarketing.
Neuromarketing is based on insights from psychology and neuroscience, helping organizations get to know their audience and to learn the best motivational approaches to encourage giving.
Thanks to neuromarketing, organizations can promote their brands based on the way their target audiences’ brains work. Thanks to technologies like EEG and fMRI, scientists learn more about the features of our perception, and nonprofits can use this information to come up with the most effective marketing tactics.
People usually think all of their decisions are based on logic. However, the truth is that as much as 95% of decisions made by companies are a result of unconscious processes. People learn from their experiences and our brain quickly calculates the ratio between reward and risk. This is not a bad thing. This approach allows us to learn and to improve our individual decision-making process with time. However, sometimes making decisions based on our previous experiences prevents us from taking into account all the specifics of a particular situation.
Neuromarketing helps solve this problem, and its effectiveness is based on using “hot triggers.” Hot triggers are techniques that compel your audience to take the necessary action — such as statements that appeal to the audience’s emotions. This proactive approach is often used in infomercials, motivating the audience to buy products again. However, that doesn’t mean neuromarketing can only be used by salesmen. If you have a nonprofit organization, you can use neuromarketing to increase monthly giving as well.
Neuromarketing can help nonprofit organizations build their donor base with three key factors — personal, legit and relevant.
Frank Hamilton has been working as an editor at review service Online Writers Rating. He is a professional writing expert in such topics as blogging, digital marketing and self-education. He also loves traveling and speaks Spanish, French, German and English.