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20NTC Session Proposal

How Neuroscience is Changing Website UX for Non-Profits


Nonprofits are leveling the playing field and opening up insights previously only available to commercial organizations.

Recently, a non-profit organization launched its new donation form. Everyone felt this form was more modern and aesthetically pleasing.  When study respondents were asked if they would rather donate to the new form or the old form, they overwhelmingly chose the new form. There was only one problem: The new form didn’t perform as expected. The old form continued to convert more donors during an in-market A/B test. The organization and agency were stumped.

Unfortunately, the majority of tools available to nonprofits (focus groups, surveys, dial testing) only measure the rational part of potential donors’ brains, leaving the more powerful/faster responding primal brain out of the equation.

Thankfully, numerous studies and new biometric-based tools are available to nonprofits to provide a more wholistic picture of how people respond to, and interacting with, fundraising content.

Learning Outcomes

  • Learn how neuroscience is affecting positive change in website UX for non-profits
  • Learn how the images on your website are causing potential donors to respond positively or negatively
  • Learn actionable insights from research studies on how you can increase average gift size and conversion on your website

Target Audience

Intermediate and advanced digital fundraisers wanting to learn cutting-edge techniques to increase the effectiveness of their sites and donation forms.

Additional Speakers

Primary Speaker: Geoff Peters, Chairman


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