Goal Proximity
As we (and other animals) approach reaching a goal, our efforts towards that goal increase. Rats in a maze run faster as they approach a food reward and we increase our efforts the closer we get to rewards (gift certificates), or goals (finish lines).
Example
People will be more likely to contribute when charitable campaigns are close to their goals. This is because at that stage donors have a heightened sense of personal impact.
Fundraising opportunity
Set fundraising goals and publicize them, especially when you’re close to reaching them. Chunk bigger goals into smaller ones so this can be easily achieved.
In addition to large institutional goals, fundraisers could also mention their own individual goals and how close they are to reaching them.
Cryder, C. E., Loewenstein, G., & Seltman, H. (2013). Goal gradient in helping behavior.
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Behavioral Science Q & A
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