Trick Or Treat?
October 31st brings two things to mind.
First of course, it’s Halloween and ‘Trick or treat?’ time. Naturally, the (usually) little costumed person blurting that question is always dumbfounded when a mischievous door-answerer responds ‘trick’. ‘Just hand over the goodies’ is all the poor kid has in mind.
Is it too big a stretch to ask whether you play ‘trick or treat’ with your donors? They’re at your doorstep expecting to be treated — to be recognized, to be reminded of the pleasure they receive when they give, to have that emotional treat compounded by hearing about the good results — ideally, the improvement in other people’s lives — they have made possible.
They beg to be treated.
They’re not there for the tricks … the 2:1 match, the ‘only 24 hours left’ and ‘last chance’ gimmicks. I’m not saying these don’t have some effect; however, they’re nowhere near the heart of a durable donor relationship.
October 31st also marks 60 days out from year-end fundraising’s climatic moment, December 31st … the day all donors who haven’t yet given are banished to hell.
For many organizations, the year-end fundraising frenzy begins now and steadily intensifies over the next 60 days. Planning has already been done … now the starting gun is fired.
And as the process intensifies, so does the trickery. Matches, countdowns, progress graphics … you name it.
As the end draws near, some of it is downright embarrassing.
Please, for the sake of The Agitator’s goodwill — and far more importantly, your donor’s goodwill — pledge over the next 60 days to minimize the tricks and maximize the treats.
Tom
Behavioral Science Q & A
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