Peace Of Mind
A few weeks back, Seth Godin wrote a post called Selling the benefits of charity.
To tell you the truth, I didn’t get it. His conclusion … The scalable unique selling proposition is that being part of the community is worth more than it costs.
Huh?!
I just re-read it, hoping I might be smarter today, but still think it’s rather obtuse for perhaps our most gifted communicator about marketing.
But he did say this: A donation earns you peace of mind.
And that’s the real gem in his post.
Whether your donor is responding out of anger, frustration, hope, guilt, sympathy, fear or whatever feeling about an issue, what they are seeking emotionally is peace of mind.
They want to feel better about the situation.
Is that what your fundraising appeals are offering?
Tom
5 responses to “Peace Of Mind”
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
Hi Tom.
Tom Ahern was in Dallas yesterday and presented to the local AFP chapter. One of his talking points addressed “why donors give”. He too spoke to assuaging guilt, comforting fears and proving to oneself or others that they are good a person. My take away, the halo effect matters to the donor, wheather mentally or within the community.
Our fundraising appeals are getting Tom’s suggested audit, and our hope it that our fundraising appeals will share the love and we can all feel better about the situation.
I for one think you made a good point. People do contribute to feel peace of mind. Donating helps a lot with the soul.
So short.
So sweet.
So succinct.
So true!
@HashTagRon
At my last gig, fundraising for a mid-sized org, we talked about communicating a message of abundance, not scarcity. I personally prefer that (though it is sometimes tough). As a donor, I think it’s more exciting to build on the org’s history of success, like helping the next kid learn to read, as opposed to frantically filling the gap. Building on success is what makes me feel better at the end of the day.
What a great litmus test: Does your fundraising communication piece (whatever it is — an appeal letter, a proposal) offer the opportunity for peace of mind? If not, rewrite.
Love this post — many thanks!