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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