Masterclass - How to Make Game-changing Improvements to Your Creative Offer in Mail, Digital and Video Neurofundraising.
Wednesday, July 10th, 2019
10:00 AM - 4:00 PM: Pre-Conference
In this full-day pre-conference workshop, you'll review and discuss examples from direct mail, digital and video creative, and how it is seen by your prospective donors.
You'll discover the latest results from Neuromarketing (neuroscience, behavioral economics, social psychology and cognitive psychology), some of which comes from commercial direct response marketing (mail, telephone, television, digital) and some of which comes from the test results from more than a year's learnings from the Neurofundraising Laboratory. This information can be applied to improve your direct response messaging. You'll not only enjoy access to the latest research that underlies more effective direct mail, direct response television and digital marketing, you'll be challenged to apply that knowledge to your fundraising skills. You'll also review new information from eye-scanning studies and discuss how that might affect digital, video and paper-based design to achieve better results. You'll walk away with proven neuromarketing know-how to improve your overall effectiveness in fundraising.
Learning Outcome #1
By attending this session participants will learn: 1. Use eye-tracking technologies to view your fundraising solicitations/communications from your donor's perspective.
Learning Outcome #2
By attending this session participants will learn: 2. Understand how donors react (using neurological and biological measurements) to fundraising solicitations/communications and their emotional and attention-related engagement.
Learning Outcome #3
By attending this session participants will learn: 3. Analyze how the design of direct mail, landing pages, video, etc., affects where prospective donors focus their attention and how that affects their responsiveness.
To enhance the attendee's learning experience, we are looking for a variety of presentation styles. Please indicate your style: An interactive experience