Homer Simpson for Nonprofits

Just came across a new online book that attempts to meld behavioral economics and nonprofit fundraising in an interesting way...

Homer Simpson for Nonprofits: The Truth About How People Really Think and What It Means for Promoting Your Cause is a resource produced by Network for Good that takes a lot of the behavioral economics buzz that has cropped up in recent years in books like Nudge and Switch and applies that research to how nonprofits, such as mentoring programs, go about asking individuals for support. Much of the book focuses on fundraising applications, but one could easily see how these principles could influence messages for mentor recruitment and and other program marketing.

Basically, the book explores the science behind why people tend to make irrational decisions, or at the very least, decisions that at first glance seem counter-intuitive. It provides lots of examples drawn from behavioral research and extrapolates out the key "takeaways" from a nonprofit perspective. Chapters cover topics such as the power of social norms over market norms, how to properly project hope, and the role of authority in individual decisionmaking.

It's a fun read, even if you don't agree with all of the principles of behavioral economics. And there is a lot for a mentoring program to chew on in here, especially in how to explain the good work you do to prospective mentors and donors.

The book can be downloaded at: http://web.networkforgood.org/201002ebook/. Just fill out the brief form on the right and click the "I'm ready to download" button...