Easier is Better
Easy things make brains happy. Happy brains do the things we ask them to (like donate). The easier something is, the more it convinces. Simple stocks go up more; simple named people become president.
We often forget this. So here’s a simple post about keeping it simple. (The hard data are in links.)
Image credit: Boston Globe
Easy things
Things in threes. I came, I saw, I conquered. Blood, sweat, and tears. (Churchill actually said “blood, toil, sweat, and tears,” but we like things in threes). Options in threes are also good. People take the one in the middle. Goldilocks is your donor: not too much, not too little, just right.
Repeating things. Seeing things once makes you like seeing things again. Three times is even better. Even if it’s nonsense, you like it because you’ve seen it. That’s why good copy repeats.
Simple fonts. Reading Arial makes you think something is easy to do. Script fonts make it seem hard. Reminder: easy things make brains happy and want to donate.
Repeating things. Repeating things helps with memory. Being in memory is good.
Building to your ask. Small steps like email petitions increase donations. It’s called getting your foot in the door, like a door-to-door salesperson.
Doing what others do. Knowing others gave means you’ll probably give. Following others is easy.
Repeating things. You knew we’d try this joke again, right?
Short sentences. Fragments even. Your English teacher may disagree. If s/he wants a say, s/he needs to donate.
Pictures. They are better than a thousand words. Pictures makes words easier to believe.
Especially if it’s someone trustworthy. Image credit: USA Today
Hard things you should stop
Acronyms and initializations. You talk about your KPIs or LMICs; donors say WTF and STFU.
Long words that don’t need to be. Are people malnourished and underprivileged? Or are they hungry and poor? Things aren’t challenging. Or suboptimal. They are bad. People will get these words most of the time. They aren’t idiots. But it slows their brain. And a fast, easy brain is a happy, donating brain.
Font colors similar to the background. Black on White is easy. White on black is not and words superimposed in images mentally merge with the image. And don’t do this.
Saying people aren’t doing something. This is negative social proof. We talked about it here…
…but it bears repeating.
Kevin
One response to “Easier is Better”
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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Love your take on the K.I.S.S. philosophy. It’s filled with useful tips, plus links to resources providing a foundation for why these things work. I suggest fundraisers use this to persuade boss and board of the fundamentals of fundraising and donor care.