Скачать или смотреть Episode 19: The Science of Creating Heroes for Nonprofits, with Dr. Beth Karlin

Over the last few decades, there has been a sea change in the way we understand human behavior and guide or sway people to making decisions and taking action. This wave of research—observation and experimentation—has come to be known as Behavioral Science. Dr. Beth Karlin created the See Change Institute and devoted her career to help organizations use this power for good.
** Episode Links and Shownotes: https://npherofactory.com/ep19 **

In this episode, Beth joins Boris to discuss why and how organizations should apply the principles of behavioral science to their communications and campaigns. From messaging that increases action-taking, to fostering a sense of identity around your cause, we break down dozens of ideas and strategies to activate more heroes for your cause.

Concepts and Takeaways:
3:30 — Behavioral Science is the empirical study of human behavior. It is any study that looks at how we behave, what influences that and what we can do about it. There are two parts to any science: Theory and Methods.
5:25 — For nonprofits, application starts with incorporating behavioral insights to your work. Understanding what we’ve learned about human behavior, user experience and storytelling, and building that into your communications will take you a long way.
6:30 — When it comes to people, there is no universal messaging that will resonate with everyone. That’s why the second step is to use behavioral science methodology, which is all about experimentation and refinement.
9:55 — There are a lot of behavioral insights that can lead to improvements. When taken together, even the smallest improvements can add up to huge increases in response to your campaigns.
11:43 — Story really matters, as does the way we tell it. That is why it’s important that we understand the audience’s context, along with our nonprofit and brand voice. Consistency and authenticity are key.
13:13 — Your brand’s voice / the way you communicate your story speaks to the people you are looking to attract. It may attract some while repelling others, and that’s ok.
16:40 — Knowing the commonalities and differences of your audience and customizing and personalizing to the different groups within your base (i.e., audience segmentation) increases the resonance and efficacy of your messaging.
19:12 — Identity is a very powerful thing. In fact, we all have multiple identities that we switch between depending on context. Having people see their affiliation with your work as part of their identity is the difference between liking what you do and feeling like a hero for your cause. We can prime and push identity by phrasing our calls to action in terms of identity rather than action.
23:33 — The foot-in-door effect is powerful but can also backfire. One of the best things you can do is ask people for their thoughts and advice. People love giving advice and they love to feel part of the process, not just someone being asked for time or money. “Participation Precedes Donation.”
26:37 — Build behavioral reinforcements into your messaging. The way to do this is not to incentivize but to build identity.
27:24 — Using the Fogg Behavioral Model (Behavior = Motivation + Ability + Prompt) as a framework for increasing the behaviors you want your heroes to perform and habits you want to instill.