Weekend Quiz #3
This weekend's quiz comes courtesy of Guy Kawasaki, the original marketing maven and brand evangelist behind Apple's Mac.
Guy talks amusingly about the Ten Things to Learn This School Year for those wanting to have a successful career. Even if you're already in the post-graduate “real world,” his (actually twelve) lessons are pertinent.
For folks marketing issues, causes and organizations, maybe most important is Lesson #7: How to explain something in 30 seconds. Everything we hope to achieve as fundraisers and issue advocates begins with fighting through the clutter and distractions to capture the attention of our prospective supporter in the first instance. Today, winning “mind share” is an enormous challenge and requires compelling simplicity … typified by the infamous “elevator speech.” Got one for your cause and organization?
Read Guy's lessons and you get to take his quick quiz in the process.
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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