Charity

Wattle Labs has created a "Large Behaviour Model" (LBM) of the human population. The LBM, an analogue of LLM's, which seeks to understand human behaviour, rather than language.

This video explains how our technology increase charitable donations

#datascience #AI #digitalmarketing #ecommerce #behaviourchange #BehaviouralScience #psychometrics #nudging #boosts

https://www.youtube.com/watch?v=dZRTuG3GDgo

Transcript

Hello Australian charities, my name is Aaron and this is Wattle Labs. Wattle Labs has some pretty amazing technology that can help you understand your donors like you have never understood them before. We have actually acquired under NDA Tasmanian charity data for a variety of charities, done some analysis and profiling, and we'd just like to show you what we can come up with.

We can profile your donors to improve your sales and marketing — that's above and below the line. Our psychometric profiles of your donor data and your donations will, as you'll see, enable you to construct better above and below the line marketing campaigns and content, and really understand how you should be connecting with your donors en masse. Our technology works at the individual level as well, so you can profile individual people and understand exactly who every single donor is. What you would really do is classify people into, for example, high income, middle income, and low income buckets, and then figure out what campaign would psychologically target each of those segments.

And just for fun, we also have Australian FMCG data. We can take your donation data and recommend different locations — we can psychometrically profile locations and stores. We can do really amazing things, and I'll get to that. We can also help you co-market with brands such as Qantas and CBA, and quantify the value of those co-marketing opportunities. Typically this is done by sharing data — you would share Qantas loyalty data with Australian Red Cross data and then figure out who does what with propensity models. It's highly risky. Wattle Labs has technology to enable Qantas to recommend products to the right donors within Australian Red Cross — or whatever charity — without sharing any PII data. That's because we're working on the fundamental intrinsic properties of products, flights, and people. It's fundamentally better technology. But anyway, enough talking — I'm just going to show you what we can do.

We can profile everyone in Australia, but what we've done here is work with charity data acquired under NDA. So we can have a look at the typical donor in Australia. It turns out it's seniors — specifically low income earners with low education who live in suburbia, have an Australian cultural and family background, work or used to work in an office, have a responsible personality, are community focused, have a relaxed schedule, and are in good health. Typically a donor is 65 to 69 years old, female by a ratio of two to one, married with two children, used to work in healthcare and social assistance, was formerly a professional, most likely holds no formal qualification, and is Australian-born.

We can look at the statistical factors that make people donate. Living in suburbia is one of the highest indicators of being a donor, as is age, generation — being a senior — and being in good health. Your typical donor, Margaret, is a vibrant and active woman in her late 60s living in a cosy suburb of Sydney. As a senior, she enjoys the tranquillity and community spirit of suburban life, where she's resided for many years with her husband John. I won't go through everything because there's just too much data, but she has dreams to travel to Europe with her husband and explore historical sites, and a desire to spend time with her family and grandchildren. Her fears are health issues and ageing, and financial insecurity in retirement. She's motivated by spending quality time with her grandchildren and family, and maintaining a healthy and active lifestyle. Her interests include gardening, travel, cooking, reading, and grandparenting.

The reason this is really important — and this is the last point I'll get to — is the co-marketing opportunities. For example, with anti-ageing skincare products aligned to these donors. Not only can Wattle Labs identify these opportunities, we can quantify exactly how much they could be worth. This is really a co-marketing and co-branding opportunity. You'd be saying things like: Aesop brings quietly luxurious ritual to everyday life. Melbourne-born, botanical-informed formulations that feel gentle on mature skin are welcome in a calm bathroom cabinet. The lightweight creams and nourishing serums hydrate without fuss. The themes in that marketing material should include gentle ritual for gracefully mature skin and nourishing botanicals rooted in Australian heritage. The features you'd push would be rich, nourishing formulations to replenish mature, dry skin. And a call to action or slogan you'd use: Gentle, time-honoured skincare — lived and loved.

Not only have we profiled charities, we've profiled individual donors. Here are some examples using fake names. We've done a profile of each and every single donor individually. We can take the donor data and simply say, "I want to find the high income donors," and work with your marketing department to run a campaign targeting high income individuals. Similarly, you might want to upsell those high income individuals to become major donors or include your charity in their bequests and estates.

So we can say: Robin Sims is an Australian community worker and a senior public administration professional whose high-income role blends hands-on community services with strategic people and culture leadership. Using AI and machine learning, we have a full persona of Robin Sims — we know her dreams and desires, her fears and worries, her goals, and the type of groceries she buys. So imagine I'm an outbound salesperson about to call Robin to ask whether she wants to donate her estate. As a compassionate Australian community leader who values people and culture, donating to a trusted animal charity lets you turn your empathy into measurable impact — supporting shelter care, behavioural rehabilitation, and community education programmes that keep families and pets together. Your gift, whether a one-off donation, major gift, or legacy pledge, strengthens the social fabric. The themes and the call are all about supporting Australian wildlife, strengthening community wellbeing, leadership and care, high-impact philanthropy, volunteer-first giving, and emergency rescue funds. Because she's on a high income and the charity is registered for tax deductions, she'd receive transparent quarterly impact reports with financial breakdowns and KPIs — the kind of financial incentives that would really entice a high-value donor.

But the question then is: what charity most resonates with her behaviour, psychology, and psychometrics? I just pitched her an animal charity, but as it turns out I probably should have checked this first — she's most aligned and would most likely donate to international aid. My best pitch would have been international aid; I just picked animal charities at random. A big miss.

The other really useful thing you can do is take all the charities and recommend supermarket locations. What this means is we've psychologically profiled all the charities and all the donors, and then psychologically profiled the catchment areas of all the supermarkets, and identified which ones have the greatest overlap. So where in Australia should you be soliciting? Put a pop-up outside the IGA at Surf Beach, the Milton IGA Plus Liquor, the Aldi at Salamander Bay, or the Woolworths at Salamander Bay — Salamander Bay would be a great place to solicit for donations.

That's all the cool stuff we can do, and it's really only limited by imagination. We can make TV ads, radio commercials, and individual ads targeted to individual people. We can change the UX on your websites based on the psychological profiles of the people visiting — tailoring content to resonate with certain psychological profiles or socio-economic indicators. There's just heaps of stuff we can do. Let's do it. And this is just a demo with Tasmanian charity data — imagine what we could do at scale, or even in real time. Anyway, that's all — thanks for listening. Goodbye.