Simply The Best
I’m never disappointed with how Charity:Water goes about raising funds to deliver safe, clean water to those who need it.
Their year-end fundraising campaign is a great example of doing it right.
Here’s a screenshot of the email appeal I received …
Since this is a year-end appeal, and the recipient already knows all about Charity:Water and their modus operandi, what more do they need? And it took all of, what, 20 seconds to capture my interest.
And here’s what I saw when I clicked on the Start A Campaign button …
Sorry, a bit harder for you to read on this Agitator post, but just click on the image to enlarge.
Again, very simple and straightforward.
But if I did want more convincing, it’s readily available, and just as cleanly presented, by simply scrolling down my email.
In short, Charity:Water knows how to carry its water!
Tom
One response to “Simply The Best”
Behavioral Science Q & A
Great question! Here’s how behavioral science can help unpack what might be happening: Pain of Paying: Even a small extra charge can make giving feel more transactional than emotional, potentially reducing generosity. Fairness Concerns: Some donors might perceive donor cover as a surcharge rather than a contribution to the cause. If they feel the charity […]
Read Full Answer
The choice between “Your gift CAN…” and “Your gift WILL…” taps into the psychological framing of certainty vs. possibility. Currently, there is no academic research directly comparing these two framings in charitable appeals. However, I suspect no framing is universally better—the outcome likely depends on your target audience and the campaign’s goal. Here are some thoughts: Certainty Framing – […]
Read Full Answer
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
And they know how to measure and report on the impact of their mission!