Won’t Make A Difference

May 1, 2012      Admin

Grey Matter Research has put out some survey findings regarding why people don’t support nonprofits.

Most of you have seen research like this, and overall the findings don’t contain any surprises.

Nevertheless, one finding did stand out to me, even though I’ve seen it replicated numerous times …

Four out of ten non-donors agreed with this statement: “Any gift I could afford to give to a non-profit organization really isn’t enough to make a difference.”

Yesterday, I emphasized relevance. And yes, I think relevance is the key to getting the donor’s attention.

But once you have their attention, and even have begun to tug at their emotions, the chief source of resistance to giving — I would argue — becomes their rational side asking … “Will my donation matter … Will it (i.e. “I”) make a difference?”

As the problems and needs confronting charities appear more and more daunting, and more and more intractable, I think organizations are finding it harder and harder to come up with compelling answers to the “Will I make a difference?” question.

There are ways to tackle this …

  • Report results and progress at every opportunity.
  • Rhetorically, emphasize the link between results and individual giving — You made this happen.”
  • Emphasize community, connection and solidarity — the individual is a key part of a collective, connected effort … which is empowering (both emotionally and practically).
  • Personalize both problem statements and organizational results — that is, take your examples as close to the individual level as possible (child sponsor agencies are the best at this, but most nonprofits could do it better).
  • As a corollary to the previous point, avoid macro-numbers and problem statements.

But even after using these approaches, I suspect that fundraisers are finding the “Will I make a difference?” question an increasingly tough one to answer. Whatever your cause or purpose, there’s simply a flood or instantly accessible information reminding your donor that — despite their efforts — the world is going to the dogs.

Agree? Any other suggestions out there?

Tom

 

 

 

 

 

 

 

 

One response to “Won’t Make A Difference”

  1. Craig Torstenbo says:
    May 1, 2012 at 2:27 pm

    Good post today, Tom. Thanks.

    I’m wondering if the best way to tackle the “my gift won’t make a difference” challenge is to just address the donor’s objection head on with copy like this from the organization’s leader:

    I sometimes hear our friends say, “Anything I could afford to send really isn’t enough to make a difference.” Let me say as strongly as I can, your gift WILL help. That’s because your contribution, no matter what size, will be combined with the generosity of others to make a truly meaningful impact.

    Let me assure you that the overwhelming majority of people who support us are just like you! Many give sacrificially, to be sure. But they also give within their means. And that’s all I’m asking you to do today.

    It’s a troubled world out there. And we can’t solve every problem. But this is one I believe we CAN solve. And I’m confident that if all of our partners join with us in the best way they can, the folks who call on this organization will receive the help and hope they need.

    It’s our job to anticipate donor resistance and answer it. Easier said than done, I know. Thanks again for starting a good discussion, Tom.

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