People Are Different But In Predictable Ways
June 5, 2023
Kevin Schulman, Founder, DonorVoice and DVCanvass
People are different in their motivation and interests and yet the sea of sameness of one-size-fits-all fundraising dominates.
The Control ad and a Test ad both going to a single audience; the unspoken assumption is that everyone’s the same. But what if the test failed because it did well with some people but poorly with others?
Enter the vibrant OCEAN Model, built on the Big 5 Personality traits. Why does this matter? Personality dictates much of what we pay attention to and click on. For example, we know people high in Openness like quizzes and “imagine…” rhetorical messaging, others less so. Appealing to Agreeable people is very different from those high in Conscientiousness.
But that’s not all. It’s time to get past the ‘make it emotional’ non-advice,
advice and generic word clouds from open-end donor comments. We need tailoring to better match emotion to the person. Ads that match or “fit” donors’ personality and emotional traits are more persuasive.
How did these test Facebook ads increase ROAS?
Different words to match people’s different personalities.
Those Conscientious people in your life are the strivers, assigning value to hard work and effort. The Agreeable people you know are the ones for whom compassion strikes the resonant note. They’re hard wired to help others and they tend to skew liberal so the human right framing works for them.
We also need to send the right version to the right people. We know where to find these traits in the wild – on your donor file, in social, in display etc.
You might ask yourself; do we really need to be this sophisticated? Won’t traditional “best practice” be enough?
- It’s way past time for us to redefine our fundraising baseline.
- One-size fits all is never good enough unless you have only one donor.
- Which of your donors doesn’t deserve to have their messaging tailored so they feel psychologically rewarded and motivated?