I “Like” You
Here from eMarketer is a fascinating discussion of what actually motivates individuals to “like” a brand in social nets like Facebook.
#1 for consumer brands, not surprisingly, is an interest in getting information about “deals.”
But the #2 driver is simply self-expression … people simply want to express their support of a company or brand (or nonprofit) to other people. A form of sharing “feel good” news — a fundamental human impulse.
Nonprofits tapping into social nets need to realize that your “friends” do not necessarily crave “interaction” with your organization — note that “interact” is at the bottom of the list.
They do, however, want to identify publicly with you … and that’s plenty to be grateful for.
Indeed, their greater value to your organization might be as missionaries rather than as donors. So be sure you gently offer your “friends” easy ways to take additional supportive steps. As they take those additional steps, they’re probably moving closer to donating (or donating more/again).
Tom
One response to “I “Like” You”
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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This reminds me of another statistic I recently read. People are more interested in saving money than making money so I see why coupons and discounts are ranked number one.
If your non profit or fundraisind drive can tap into giving someone a discount for their contribution statistically your chances are good. We experience a lot of good things with our scratch cards which covers this.
I think that fear is still one of the great motivators. Not that I want it to be. Fear that if you don’t get this deal you will loose/ waste the money you have. The benefit to community or faceless person is just an add on.
OR maybe … I could just be a little cynical this morning. Still playing the odds doesn’t hurt.