MasterClass - How to make game changing improvements to your creative offer in mail, digital and video using neurofundraising.
Wednesday, July 10th, 2019
10:00 AM - 4:00 PM: Pre-Conference
This is a full day pre-conference workshop discussing and using examples from direct mail, digital, and video creative and how it is seen by prospective donors.
The program is one where we use the latest results from Neuromarketing (neuroscience, behavioural 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 to inform ourselves about how those lessons might be used to improve direct response messaging by nonprofits.
Participants are not only exposed to the latest research that underlies more effective direct mail, direct response television and digital marketing they are then challenged to apply that knowledge to fundraising.
We will also add in new information from eye scanning studies and discuss how that might affect digital, video, and paper based design to achieve better results. Thus participants can expect to learn how to improve their effectiveness whether it be in the design of messaging or the nature of their appeal.
Learning Outcome #1
By attending this session participants will learn: Understand how donors view (literally view using eye tracking technologies) and focus upon fundraising solicitations/communications.
Learning Outcome #2
By attending this session participants will learn: 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: Understand how design of direct mail, landing pages, video, etc. affects where prospective donor 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