Fundraising Superstitions
Webster defines superstition as: “a belief or way of behaving that is based on fear of the unknown and faith in magic or luck : a belief that certain events or things will bring good or bad luck.”
We all have our superstitions that help us down the path when we’re a bit nervous about what to do next, or how to ensure the best outcome … or avoid the worst.
Seth Godin writes about this delightfully in a post titled Superstitions at work:
“We’re wired to be superstitious (so are dogs, parrots and most other creatures trying to survive), and if your favorite false causation make you feel like you have a bit more control over things, enjoy it. But just as we’d rather not have a veterinarian that brings a rabbit foot into the operating room, when in doubt, it pays to understand what’s actually happening and what’s merely a crutch.”
Reflecting on what Roger wrote yesterday about nonprofit boards, it’s clear that boards can operate off superstition too. As in … “I’ve heard from three friends now, three I say, that telemarketing calls really bug them, so cut it out!”
And surely fundraisers have superstitions too. Like: “In my gut I know that a three-to-one donation match will outperform a two-to-one match.”
Or this one: “Giving Tuesday yielded more donations this year than last, a sure sign that all is well in the fundraising world.”
Most fundraisers don’t read chicken entrails or tea leaves any more for planning insights, but I’ll bet most do still have a few superstitions they act upon.
What about you? What’s your rabbit foot?
Tom
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 […]
Read Full Answer
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 […]
Read Full Answer
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 […]
Read Full Answer
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 […]
Read Full Answer
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 […]
Read Full Answer
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 […]
Read Full Answer