A recent study shows that the primary trigger of giving is asking. We always knew this (or should have!), but now we know empirically that this is true. It’s an interesting study. What it reveals is that people don’t avoid giving; they avoid being asked. If you do get people in a situation where you can ask them, they’ll respond to the empathic stimuli and social cue.
- We must tell stories and show visuals that trigger empathy.
- We must ask in person. It turns out giving is 57% more likely in the presence of a simple, polite request.
- There is power in numbers. The propensity to give is triggered even further when there are two askers.
- Offering passive opportunities to give doesn’t work particularly well. We need to create situations where potential donors are not able to easily avoid a direct ask.