It is often said that public relations and communications work is more art than science.
But this idea belies the profession’s origins, which are grounded in science. In fact, the father of modern public relations, Edward Bernays, the nephew of Sigmund Freud, rooted his work in the known psychology of the time. Bernays went on to literally write the book on public relations, penning Crystallizing Public Opinion in 1923.
Were Bernays to visit us today, he would be amazed at the growth in research into how communications specialists can influence public behavior. Advances in our understanding of this field have grown exponentially since the turn of the 21st century, sparked by A/B experimentation and the wonders of medical science.
Let’s explore a few different ways communications professionals have combined research and experimentation to drive greater donor engagement and fundraising.
How the Brain Responds to Development Communications
Modern public relations is, at its heart, a combination of psychology and sociology. As communications practitioners, we’re seeking ways to influence both public opinion and private behavior. Modern research is helping us better understand both aspects.
For instance, practitioners in health communications have long sought ways to change behavior—to turn smokers into non-smokers, for example—and the use of medical technology became part of the process. Imaging techniques, including functional Magnetic Resonance Imaging (fMRI), functional Near Infrared Spectroscopy (fNIRS), and electroencephalography (EEG), have all been used in research studies to learn how different forms of messaging impact brain function.
Consider this. Health communicators were looking for messaging that triggers activity in the dorsal anterior cingulate cortex—the part of the brain that triggers cognitive dissonance, which is the first step in changing minds and actions. Meanwhile, fundraising communicators were looking for activation in the cuneus region—the mind’s eye—because we want potential donors to picture themselves donating, volunteering, or joining a cause.
We’ve learned a tremendous amount about how the brain responds to stories of impact through experiments by Dr. Russell James, a researcher at Texas Tech University who studies psychological motivations of donors and the importance of storytelling to the giving process.
Dr. James explains that when people are exposed to stories or prompts regarding a lasting legacy, their brains do not process this information using simple, cold calculation. Instead, the brain switches to a deeply reflective mode. Using fMRI scans, he observed that making legacy decisions or engaging with deeply personal narratives uniquely illuminates two specific regions of the brain:
- The precuneus: The region activated when a person takes an outside, third-person perspective on themselves (e.g., viewing their own life from a distance or imagining how they will be remembered after they are gone).
- The lingual gyrus: An area highly associated with visual imagery, dreaming, and recalling vivid memories.
Dr. James argues that when a donor encounters an impact narrative, they are essentially using these brain regions to “write the final chapter of their autobiography.” The brain actively tries to determine whether the story’s impact aligns with their own life narrative, history, and values.
What this work has shown us is nothing short of extraordinary. Through these studies, we can see how the brain reacts to stories of transformation created by philanthropy. We no longer have to guess that this kind of storytelling is effective; we can see it with our own eyes.
How Social Proof Shapes Donor Behavior
Similarly, we know that social proof plays a role in the success of Giving Days around the country. We learned the importance of these behavioral nudges because of an experiment involving, of all things, towels.
A 2008 study by Goldstein, Cialdini, and Griskevicius sought to determine the most effective way to motivate hotel room guests to hang up towels for reuse rather than leaving them on the floor to be washed each day. They tried three signs. The first appealed to the guests’ sense of environmental concern, the second noted that other guests at the hotel had hung up their towels, and the third said that guests in that same room had previously reused their towels day after day.
The results showed a dramatic increase in adoption in each step, with guests who were told that previous hotel room guests had hung up their towels doing so nearly 50 percent of the time, compared to just over 35 percent who received the environmental message. The message for fundraising communicators is simple: If social proof can help you hang up a towel, then it can also motivate you to give.
Understanding the brain and social norms gives us the framework, but data analytics gives us the execution. By leveraging big data and A/B testing, communications professionals can track exactly which messages trigger these psychological responses in target audiences.
How BWF Operationalizes the Science
Because we understand the neuroscience of storytelling and the sociology of social proof, BWF has built a data-grounded process to work with clients to craft stories of impact—stories that show how previous gifts made a real difference in people’s lives, the success of programs, and the revitalization of communities. We do this because we know, thanks to research, that stories like these work. It’s not supposition. It’s science.
See how our process works here, showing the steps we take from research to testing to storytelling:
- We know from fMRI research that our brains respond to stories of impact.
- We use big data to test framing and messaging and to identify target audiences.
- We then tell the right story to the right audience, leading to more gifts and volunteers.
Our work with Viterbo University demonstrates the data-to-impact process in action. To prepare for an upcoming campaign and enhance brand awareness, the university partnered with BWF for a Communications Operations Assessment to evaluate and improve the communications function across its entire enterprise.
The assessment included interviews with 20 university leaders and staff members, as well as a benchmarking study of peer institutions focused on organizational structure and activities.
Viterbo received a report that covered key findings and conclusions, areas of strength and gaps that could impact communications and marketing effectiveness, and specific recommendations to enhance efforts and strengthen the communications function across the institution. The partnership ensured their team was structurally and strategically equipped to deploy high-impact, data-driven messaging.
Work with BWF to Drive Development Communication Excellence Grounded in Science
The integration of neuroscience, behavioral psychology, and analytics is reshaping how the non-profit sector inspires generosity. At BWF, we have built our reputation on turning these scientific insights into actionable fundraising strategies.
When you partner with us, you gain access to science-backed, data-driven solutions tailored to your unique fundraising challenges. Reach out today to learn how we can help elevate your strategic communications.
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