A recent edition of PBS’s Nova (The Hidden Fluorescent World, 2016) featured the ways in which scientists1 are capturing the DNA of fluorescent creatures to learn about what causes them to fluoresce. As that understanding is being developed, these and other scientists are modifying the genetic code of other substances to carry the capability to fluoresce to all parts of the human body, but especially to the brain. This, in turn, allows these and other researchers to watch how the various segments of the brain light up when stimulated. When examining human behavior, there are essentially two main “circuits” in the brain that motivate voluntary behavior—one controls those behaviors that lead to positive rewards—typically a drip of dopamine—the other controls behaviors associated with avoiding a negative outcome—a drip of adrenal cortico-trophic hormone (ACTH) which, in turn, signals the adrenal glands to emit adrenalin in preparation for a fight or flight behavior.
Neuroscientists tell us that people who enjoy the act of giving receive that dopamine reward. So as scientists develop better fluorescing capabilities, we will be able to see that area of the brain light up when a person makes the gift. So, what if fluorescence does not occur? It would signal that the act of giving was not rewarding for hat individual. But what if fluorescence occurred when the person was praised for making the gift? Or maybe there was some fluorescence when the person was thanked, but the intense fluorescence occurred when the person saw the impact of her gift? Or maybe the reward portion of the brain really lit up when the person learned that because of his gift he was to become a member of the board of trustees.
What about that other area—the one that seeks to avoid pain? What would we see when a person receives a direct mail solicitation? If response rates to direct mail solicitations are any indication, we will see that are of the brain fluoresce and the pleasure area would be quiet. Given that some people do respond affirmatively to direct mail, we be able to observe what occurs in those individuals’ brains as they receive, open, read, and act (give). We could combine this understanding with what we already know about direct mail respondents to improve our abilities to design better rewards and better ways to have people anticipate those rewards.
The direct mail example is a lower intensity example of what occurs when people are asked to engage in a social interaction. If they anticipate pleasure from meeting with someone they know or are willing to meet, the reward system kicks in, they get a dopamine drip and they accept the visit (and fluorescence occurs). If they are asked to engage in a social interaction and they are concerned with the potential cost (loss of privacy, loss of funds, loss of esteem…) they realize a negative drip and avoid incurring an even larger negative drip by declining the invitation. In short, they anticipate pain (or at least some form of discomfort) and do not anticipate reward. There are those individuals who, “out of duty” will accept the visit even though they anticipate pain. Turns out neuroscientist have found that when a person cannot avoid the pain and does not anticipate a reward, they will suppress the flight response—an action which induces stress. Some people will accept a meeting with a solicitor out of a sense of duty or respect or because they do not want to appear uncivil, but they really do not anticipate pleasure—no fluorescence.
So, given that real time human brain fluorescence is a way off, our challenge today is in improving our ability to design rewards and engagement processes that much more effectively correspond to the wide variety of motivators for making philanthropic gifts. We need to increase our sophistication in early detection of what an individual finds rewarding (and results in a dopamine drip) and will act to receive that reward. Concurrently, we need to reposition our focus so that getting the gift is not the end point. Having the donor experience her reward is the end point. There is nothing to reward if there is no gift. But because the process through which the reward was received is memorized, chances are good that the donor will seek another reward by repeating the successful behavior. And that will really light up their brains… and ours!
1 Cohen, C. (Writer) Director, A.A. (Director). (2016). Episode title [Creatures of Light]. Cohen, C (Executive Producer), NOVA. Boston, MA: WGBH.
2 Dubuc, Bruno; Robert, Patrick; Paquet, Denis; and Daigen, Al. (2016, March 16). The Brain from Top to Bottom. Retrieved from http://thebrain.mcgill.ca/.
3 The Compass of Pleasure: How our Brains Make Fatty Foods, Orgasm, Exercise, Marijuana, Generosity, Vodka, Learning and Gambling Feel So Good., Linden, David J.; Penguin Publishing Group, April 2011