Two of the most important metrics are Lifetime Value (LTV) and Return on Investment (ROI).
Understanding the difference helps charities stop chasing short-term wins and start building sustainable, long-term impact.
Go more into depth:
Learn more in Marketing Skills Hub free education series, where we teach the psychology of marketing, step by step here: marketingskillshub.com/p/what-is-th...
#BehaviouralScience #EthicalMarketing #DonorPsychology
5. Ethical influence:
Helping people follow through on choices they already believe in. That’s how you build long-term support, not one-off transactions.
4. Quick exercise:
Pick one campaign and ask: does it score high on attitude, norms, and control?
Fix the weakest part first.
➡ Perceived behavioural control : “Can I actually do this?”
Even willing people won’t act if it feels hard. Simplify steps, offer options, show small contributions matter.
3. When all three are aligned (positive attitude, supportive norms, and high perceived control) intention turns into action.
➡ Subjective norms: “What do people like me do?”
Social proof drives behaviour. Show community participation, testimonials, and team goals to normalize action.
2. The theory says:
Intention is the strongest predictor of behaviour and intention is shaped by 3 things.
➡ Attitude: “Is this worth it?”
If people believe the action creates real value, they’ll intend to do it. Use impact numbers and real stories, not guilt.
1. Ever wonder why a lot of people say they’ll donate or buy but never do?
The Theory of Planned Behaviour helps explain the gap🧵
Learn more in Marketing Skills Hub free education series, where we teach the psychology of marketing, step by step here: marketingskillshub.com/p/ekb-model-...
#ConsumerBehaviour #EthicalMarketing #MarketingEducation
8️ When you respect that process, you build more than sales, you build relationships.
Because real marketing isn’t manipulation.
It’s empathy in action. 💙
7️ The EKB Model reminds us:
Marketing doesn’t end when they click “buy” or “donate.”
It’s a cycle of emotion, trust, and meaning.
6️ Step 5: Post-Purchase Evaluation
After action, people ask:
- “Was it worth it?”
This is where loyalty lives.
💌 Send thank-yous, updates, impact stories — show they mattered.
5️ Step 4: Purchase / Donation Decision
It’s go time.
Make it easy and human:
- Simple checkout or donation form
- Clear CTA (“Feed a family today”)
- Right story, right moment
4️ Step 3: Evaluation of Alternatives
Now they compare.
- “Should I buy this one?”
- “Should I donate here or there?”
Win this stage with trust, transparency, and emotional connection.
3️ Step 2: Information Search
People start looking for answers.
They Google. They ask. They scroll.
Be where they search, with stories, clarity, and meaning.
2️ Step 1: Problem Recognition
Every decision starts with a need.
Something feels missing.
- For businesses: “I need this.”
- For charities: “I want to help.”
Your job? Make that need felt, authentically.
1️ Ever wonder why someone decides to buy, donate, or join?
The answer isn’t logic, it’s emotion.
Here’s how the EKB Model breaks it down🧵
Not every message is for everyone.
Learn how to reach the right people and share what truly matters with STP: Segmentation, Targeting, Positioning.
Part of our free marketing series.
No jargon. No gatekeeping. Just clarity.
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✅ Share this thread to help us reach more organisations that need support.
Tech should empower those doing the most good. Let’s build the future together.
#TechForGood #CharityTech #DigitalInclusion
6/ 🚧 We're building in public.
That means weekly updates, open development, and real-time collaboration.
If you’re a developer, marketer, designer, or charity worker — we want to build this with you, not just for you.
5/ Our focus?
Helping you spend less time fighting tech…
And more time making a difference.
Whether you’re running a shelter, a support network, or a youth programme — we’ve got your back.
4/
🚫 No upsells.
🚫 No dark patterns.
🚫 No locking features behind a paywall.
We believe technology for good should be accessible — not a luxury.
3/ We’re not a startup chasing VC funding.
We’re a mission-led project run by real people who’ve worked in marketing, tech, and the charity sector, and got tired of watching small teams get left behind.
2/ So, what exactly is VellumWorks?
It’s a growing collection of free tools, systems, and infrastructure designed to help charities thrive. We are those who help others.
No cost. No catch. Just support.
Charities shouldn’t have to spend thousands on digital tools just to do good in the world.
But they do.
And we thought: what if they didn’t have to?
That’s why we created VellumWorks — and here’s what we’re building 🧵
Please recommend some small charities that you think need help with their digital and SEO efforts.
Also, if you're a charity that wants help with these efforts, please reach out or DM us here.
We are (soon to be) a charity that helps charities grow - for free!
Our mission is simple:
Unlike traditional solutions, we never take a penny from charities—no fees, commission, or hidden costs.
We’re just starting, and we’d love to connect with charities, supporters, and experts who share our vision. Let’s build something that makes a difference.