Ambushing And Intercepting
Fundraisers … let’s not overate ourselves and our powers of persuasion.
Maybe — just maybe — fundraisers do convince donors occasionally to make second and subsequent and larger gifts using well-formulated arguments, reasons and cases.
But as Tom Ahern nicely observes in his recent e-newsletter, we shouldn’t kid ourselves about that first gift …
“Each donor made that first gift to your organization because of their self-identity … NOT for your reasons.
You do NOT convince people to give. They give for their own reasons, personal reasons, private reasons, reasons to do with self-identity usually.
Even calling them “reasons” is mislabeling.
These “reasons” are ALWAYS emotional triggers at work.”
AMEN!
When it comes to prospecting for new donors, essentially fundraisers are in the ambushing and intercepting business. Lurking in the bushes alongside paths and waterholes we think our prey might frequent. Hoping that our message will attract a bite or nibble — arousing and satisfying some existing need the donor is already carrying within.
All we can really do is, as Tom puts it, know our audience … where are the paths and waterholes they are most likely to frequent? And lie in wait with a message that taps the urge already there.
Of course the predator eats their prey one carcass at a time. Then some brief enjoyment of satiation. Then on to the next hunt.
However fundraisers — hopefully higher up the evolutionary scale than lions and hyenas — know that the ‘on to the next hunt’ strategy — fine for the Serengeti — isn’t a sustainable way to feed the family.
Tom
3 responses to “Ambushing And Intercepting”
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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Thanks Tom and Tom!
It is always tough to truly look into the mirror…
An important perspective! Since we’re talking about ambushing and predator/prey, we should consider our role to be no more than a “trigger.” What message can we put in front of what audience to trigger a certain emotion? As you put it, the emotion or need exists already, we just need to set it free!
And if you don’t know what your audience feels or needs, then you need to ask and listen.
Tom – Love your analogies!
So many intriguing animals to hunt…donors, prospects, volunteers, event participants, monthly givers, planned giving prospects…yet far too many organizations believe they can catch them all in the same trap, or using the same weapon.
Even the unseasoned sportsman knows you don’t go after a rhino with a slingshot…