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A Powerful Trick to Get People to Donate Money



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what up YouTube Salvador brakeman here

welcome back to the crowdfunding

demystified youtube channel and today

we're talking about for the nonprofits

out in the audience for the charities

out there if you're listening to this

video right now how to get people to

give money to your cause how do you get

people to give money to your nonprofit

crowdfunding campaign your online

fundraiser even you're in person for

entries are quite frankly we're gonna go

through scientifically how you can't be

get people to care to give money and to

then of course become evangelists for

your nonprofit so to get started I want

to talk about a study that was conducted

in the form of charity giving and this

is actually a psychological study then

I'm going to link to down below so you

can check it out you can verify all of

my claims here but basically the

question is what gets someone to give

money what's actually happening in the

brain when someone decides to say yeah I

want to give money to a charity what

these researchers did was they told two

different stories to a group of research

participants now the first story that

they told went something like this

there's a young boy who has cancer he's

had to have chemotherapy treatments and

it was very difficult for him but

eventually he he got over that

successful chemotherapy treatment but

the same time there's something that's

lingering in the background so he loves

you know he's really happy that he's now

feeling better

he's playing with his toys but his

father looks that looks down from the

window at his son who's playing with his

toys and he sees him so happy but the

same time in the back of his mind the

father knows that the child is dying he

knows that in the next six months in the

next year for the sake that you say Toby

is going to die and unfortunately that's

just the the condition that he's in

that's just because of the disease the

ailment that he has even though they had

chemotherapy treatment the father knows

in the back of his head

this kid is this poor kid is going to

die and he finds it the father finds it

so difficult to play with the kid to

play with his son when he has this

knowledge and to be happy knowing that

this is going to be the eventual end is

gonna happen very soon now toby is

looking up at his father and he's

smiling and he's just in the moment and

enjoying and having a happy time and

playing with his toys and his father

thinks to himself and how

crazy it is that life is so transient

and all of our lives are very short but

that we get to spend these fuse precious

moments with the people that we care

about and almost in that moment because

of the story that was told to these

research participants the father almost

is feeling the emotional weights of this

experience but actually the child is the

one that's going through the experience

the father feels like he is dying the

emotions of what you would feel like if

you were dying but at the same time the

child doesn't feel that the father has

such a high empathy with the child that

the father feels like he himself is

dying along with the kid now when they

conducted this study and it's kind of a

depressing story when they conducted

this study the few different things

happen so first of all they measured a

few different things like the hormonal

response they went on to do series of

studies they studied other things like

the kid the skin's conductance they

studied what happens with your breathing

they studied what happens with your fMRI

scan or the functional magnetic

resonance imaging with your brain how is

your brain lighting up so they did a few

different things and they found that

first of all cortisol was released when

people were listening to and watching

this story and that led to a feeling of

distress now the other thing that was

released was oxytocin

sorry my spelling here kind of sucks

which was also released the feeling of

empathy so people when they watched or

they heard this story we're feeling

distress and empathy they were feeling

distressed because of the emotions that

the father was feeling also the

knowledge of the horrible things that

the boy is hot to go through then he's

going to go through in the future an

empathy because of seeing and hearing

this father talk about his son we can

all in the story format we can all put

ourselves in the shoes of that father

and feel a similar degree of emotions of

oh man if I was in that situation I

imagine how I could feel my son was

going through that so they were feeling

distress and empathy after hearing that

story after hearing the story they were

also asked by the researchers would you

like to give money would you like to

give money to someone else in the study

or would you like to give money to a

cause that helps children with different

ailments or illnesses would you be

willing to give money and an

overwhelming majority of the people who

are part of this study decided to give

money to help kids with illnesses this

story made them feel these things and as

a result they decided to give money to

help with a cause that is similar to the

story or to help with kids who are

similar to Toby who are going through an

experience just like this so the

researchers were like huh that's that's

actually that's really interesting I

mean it's kind of cool that people are

willing to actually reach out and help

other people but let's just see if

that's kind of a phenomenon you know

let's do a control experiment so what

they did with the control experiment is

they told a story about a child and his

father but rather than having the

traditional story format of a beginning

a middle conflict and in the end and the

emotions that the people are feeling and

going through this almost story arc they

just kind of had a day to day in the

life kind of just boring story and what

they found was that there weren't any

kind of releases of these different

hormones when they did the fMRI scan

people were just kind of

in doubt they weren't really paying

attention they found it to be boring

quite frankly like they were just not

interested they're just kind of looking

around so the researchers found that

when they put this this information in a

story format it got people to care and

feel distressed and to have empathy

leading them to give money when they

actually did this in an odd story format

it was just boring people couldn't

relate they weren't really interested

and they were just overall unengaged now

here comes the interesting part about

this psychological study so they they

had already determined this you know

they also had done multiple experiments

they had a control experiment so it's

pretty clear that these signs are

associated with giving but the question

is can you actually predict this you

know if you if you have a patient or if

you have a research participant and

they're feeling these things this is me

and you can predict that they are going

to give money this is kind of the

interesting part of the study so what

they did is they beefed up the

experiment so in addition to just

measuring hormones they also measure

stuff like they took blood they took

respiration it took skin conductance the

heart rates and lassi they had an FM are

high so all this stuff yeah sciency

stuff was able for them to basically way

more accurately determine is someone

feeling the emotion of distress and is

someone feeling the emotion of empathy

are they connected with the person who

they're feeling the similar emotions as

the people in the story so they took all

these different things and then they

showed a group of participants this

story and after that point they then

said okay we're going to predict whether

or not based on these signals is someone

going to give money and they made that

prediction and after that prediction

they then obviously gave them the chance

and of those people they could predict

with 80% accuracy whether or not someone

would give money to a charity or cause

based off of feeling these emotions and

then giving money to a charity that

alleviated you know children's sickness

or illness so think about that eighty

percent

accuracy this is the formula to get

people to give money online in person

wherever this is the formula that you

can use you can apply to your own

corporate giving to your own online

giving online donations whatever in

order to get people to care to connect

with your target demographic to connect

with your team and then get them to

actually support it financially so if

that sounds cool to you I want to

explore how to tangibly do this you know

how to tangibly act on this knowledge

and also some of the other psychological

triggers if you will that can get people

to give money that can get them into the

frame of wanting to give money and to

actually make them care about your

charity or non-profit your cause

whatever it is so below down below in

this YouTube description I'm going to

link to a link that will take you to the

pre-launch of an upcoming book that I

have that goes through the psychological

trip tactics that nonprofits can use to

actually get people to donate money to

their cause it's a really interesting

book and if you found that to be

interesting you're gonna love this book

that I'm coming out with all you got to

do enter your name and email get on the

interest list and when it comes out on

Amazon I'll be sure to share it with you

these are psychological hacks or

psychological triggers if you will to

get people to say yes to giving money

now I just wanted really quickly so that

you're left with something here you can

take action on I really want to quickly

just give you a few nuggets or a few

bullet points to to pay attention to so

the first one is the first thing you

should take away from this whole

experiment that people conducted is the

power of story if you are not already

wrapping your ask in a story you need to

do that because story gets people to

care and it gets them to feel empathy

it gets them to feel negative emotions

and I don't mean this in a manipulative

way I just mean every story does have

you ever watched I watch the crazy rich

Asians the the other weekend and there

are moments when I wanted to you know I

was having like a tear coming out of my

it's a really emotional movie you

haven't seen crazy imitations go and see

that's a great movie but there were

times we were like I was feeling

negative emotions because the characters

were going under such incredible things

and obstacles and it's so cool to watch

that on screen them I was starting to

tear up but I was trying to feel the

emotions that the characters were

feeling so the story is an incredible

way to get people to care feel empathy

and feel negative emotions the next big

thing you should take away is that you

have to then have a ask or you have to

have a cause that relates to the story

so by basically giving money that person

is going to help alleviate the people

that are talked about in the story so

this you can say the cause here

basically people are going to relate

with the characters and the story that

you have the target demographic the ask

has to be forgiving money to an

initiative a charity or a cause that is

going to help those people I know it

sounds very simple but you'd be

surprised by the number of nonprofits

that get is wrong they don't sync up

their story messaging with the people

that they're going to help they don't

stink up the story with their actual ass

it's kind of disjointed in that way so

the second thing you take away that the

ass should be related to that the third

thing is to actually think about what is

it that the act of giving money does to

your brain that's a kind of deep here

but stay with me the act of giving money

when someone is in a state of distress

they're feeling negative emotions as a

result of this story

they're almost thinking like man I just

want to help like I feel so bad for this

person right now I just want to help

like any example with Toby I feel so bad

for this kid and his father I just want

to help like can you give money can we

can we help in some way by giving money

this is a really subtle thing that you

won't no one will really tell you about

but they're actually feeling it

put in its alleviating distress what do

I mean by that I mean by giving money it

thence allows that person to say wow at

least they did something you know like

okay like that was a really bad man I

thought that was horrible but you know

I'm giving money I feel like a good

person at least I did something at least

I'm helping in some way it allows them

to sort most get past this feeling of

distress and now to be okay and go about

their day

they've remedied this problem these this

negative emotion in their mind by giving

money and now they're in a state of

positivity and happiness because I feel

like they're helping out the world

they're helping out the people that were

causing this distress the person who's

in this horrible situation the target

demographic whatever it is and they also

just feel good because this is a way to

alleviate and process that negative

emotion that they felt now I have to

stress here guys do not you know do not

use this in manipulative ways don't be

that person who's putting it you know

really manipulative advertisement or

something that this should only be used

to help people that are genuinely in

need and only be used in such a way that

you're also treating your donors with

the respect that they deserve and you're

following them up with updates you don't

want to emotionally manipulate people or

something like that these are just these

psychological hacks and triggers that I

want to share with you and I'm

entrusting to you that you're going to

use to positively impact the world so

that sounds cool to you go and check out

the link down below

get on the pre-order list for my

upcoming book I share way more

information out there and it also have

the psychological study that I talked

about in this video I'll link to that

down below but my name is Sal I put out

content on crowdfunding on fundraising I

get really into psychology and marketing

and sales and all that kind of stuff so

that sounds interesting to you be sure

to subscribe to this YouTube channel and

turn on notifications it's been awesome

again my name is Sal and I'll see you

next time