Wanted: More Fireworks!
As We The People celebrate America's 230th Independence Day amid fireworks, barbeques, volunteer fire department parades, the televised PBS special from the National Mall in Washington, D.C., and heaven only knows how many political speeches and kissed babies, it's probably wise to think about the word “independence” itself.
Especially in our trade where there's damn little of it.
Somehow America's founders managed to think outside the box, declaring that business-as-usual with King George III just didn't cut it.
My problem is that I don't see nearly enough questioning about the business-as-usual practices that have infected our craft. At a time when we're reporting that donor acquisition in most sectors is on the decline, when donor retention is in the pits, and when serious public doubts about non-profits lurk just behind the cosmetic store-front too many — almost all? — in this sector are celebrating success, not asking independent-like questions.
We have raised a generation of 25-30 year olds who know Xcel spreadsheets but don't have the foggiest idea of the history behind the 'movements' they work for. Their digital dexterity impresses and intimidates the generation of bosses above them who have grown too well-paid and complacent to even bother challenging and teaching them.
Adding insult to injury is the almost total neglect of our craft to break down the barriers and silos that separate the (dependable, predictable,there's-lots-of-money-in-it-for-us suppliers) old direct mail regime from the fast rising new media. My prediction, for what it's worth, is that this failure to think in terms independent from the conventional will do irreparable damage to the non-profits we serve.
Ten years ago on July 4th, John Perry Barlow, the co-founder of the Electronic Frontiers Foundation and one of the early, prescient pioneers of the internet wrote a piece for Wired Magazine. In it he warned about the dangers of conventional thinking when applied to the new media that is –believe it or not — truly all of our futures.
As we celebrate the 4th of July it's worth a pause between the barbeque and fireworks to read his warning.
Happy Independence Day!
Behavioral Science Q & A
Integrating an individual giving appeal with other communications from a charity can have both positive and negative effects, and the outcome largely depends on how it’s executed. Advantages of Integration Brand Consistency: Maintaining a consistent appearance and messaging across all communications can reinforce the org’s brand identity and strengthen brand recognition and trust among your […]
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I’m not aware of any in-market tests specifically comparing recurring vs. gift frequency language. I suspect the answer might not be the same with all gift frequencies, nor with all people. It sounds like a great opportunity for you to test and find out what works for your audience. Based on the literature, here’s a couple […]
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Based on what we know from existing data, those renewal notices can actually be pretty effective in getting people to donate. They tap into our psychology – creating a sense of urgency, reminding us of past support, and using personalization to make the message hit home. They’re playing on our natural tendencies to feel obligated […]
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Interesting question. I had a quick look at the testing done on this topic. On the positive side, in all cases, over half of donors decide to cover the fee. In some cases, it goes as high as 65%. Not a negligible percentage at all. Here’s another test from iRaiser showing consistent results (see point […]
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There’s just one thing to consider when designing a supporter journey: the supporter. More specifically, you need to take into account: Who the supporter is i.e. their identity, which is the reason they support this cause, and their personality, which describes the way they “see” and process the world. These will determine the kind of […]
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I’m not an expert in this but a quick search surfaced this article on the effect of tax reforms on 2019’s charitable giving. The researchers didn’t find a reduction. Actually, they observed an “increase in charitable contributions in 2019, even with the lower tax rates and the dramatically smaller number of taxpayers who itemize their […]
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