Classy Psychology Of Giving Flashcards
What is the time-ask effect and what does it mean in practice?
Asking people to donate time first puts them in a more generous frame of mind than asking them for money first. You should focus on cultivating donors AND developing a robust volunteer program. Asking volunteers for their time first may lead to larger gifts down the line.
What is the conclusion from the identifiable victim effect?
No matter how many people your organization helps, don’t forget to find ways to feature individual stories. While it doesn’t make sense only to speak in individual terms, finding spots on your website or in appeals to highlight individual narratives can help you connect with prospective donors on an emotional level.
What is our similarity takeaway?
Donors will identify and sympathize more with constituents they perceive to be similar to themselves. Providing a few details that show common ground may increase someone’s motivation to help. If you have already developed donor personas, it may be worthwhile to create specific appeals for each persona featuring a constituent that the group can easily relate to.
What is the advocating with a personal connection takeaway?
Many people volunteer or align themselves with a cause because they have a personal connection to it. When advocates make that connection known, people are more motivated to take action for the cause. Having your fundraisers and advocators explain their own connection to the cause may increase the number of people willing to engage and donate.
What is the psychic numbing takeaway?
Put simply, the decision to donate is linked to emotional reaction. An over-emphasis on statistics and large groups of people can wind up fostering a less emotional, more analytic mindset amongst prospective donors. While it is important to educate the public on your cause, it may be a good idea to leave large-scale numbers and statistical analysis out of your fundraising appeals.
What is the suggested giving level takeaway?
The question of the size of suggested donations seems to put the fundraiser between a rock and a hard place, but the evidence favors larger suggested giving levels. While you certainly want to welcome donations of any size, suggesting a gift in the 90th-95th percentile can lead to larger donations. When choosing online suggested giving levels, have an option near your average donation size but be sure to present more generous options.
What is the measuring success takeaway?
You, as the fundraiser, know the value of measuring your campaign’s success but this can also be a valuable tool for motivating donors. People seek accomplishment and the closer you are to your goal, the more people will want to jump on board with you.
What is the martyrdom effect takeaway?
Fundraising events that require effort, endurance, and even pain tend to raise more money, but the costs of the event can mitigate the boost to donors. This makes planning and budgeting vital for nonprofits planning a charity triathlon, swim, run, etc. Even when planning an online fundraiser, you should consider how you might be able to make the experience challenging and fun for your participants. When prospective donors see that the fundraiser is “doing something” in exchange for asking for donations, they will be more likely to give.
What is the diversifying or diluting takeaway?
To maximize the amount a donor is willing to give to your organization, it may help to make your ask immediately after you have come to mind (whether through a video, event or otherwise).
What is the how does a donor evaluate a cause?
It can be difficult to convey to your audience the kind of impact your organization has, especially when statistics tend to bring people into a less emotional mindset. Get creative to show your donors what a donation actually achieves and try making the giving process more tangible. Consider how you might also incorporate social proof via badges, seats or quotations to quickly impart a sense of trust and credibility to prospective donors.
