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Nov302020

Use Behavioral Science to Positively Frame Year-End Philanthropy

Are you framing your ask as an “annual appeal” or as “we only ask once a year?”

It matters, because people will account for how much they spend on usual annual giving differently than how much they’ll spend for exceptional, one-time occurrences.

A growing body of research in psychology and behavioral economics shows how you frame your ask can have a big difference in your fundraising results. Much of this has to do with how people mentally account for consumer ‘purchases’ — including charitable giving.

Researchers have found people don’t treat their money, time, effort or other resources as if they have one big pool of it. Rather, people have separate mental accounts.

When we spend resources we keep track of each expenditure based on the mental account it came from.

This has significant fundraising implications, so it’s important to delve further into this mental accounting principle. Especially this year, when you can legitimately frame your work as a response to exceptional times.

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November 30, 2020 Leave a commentAnnual GivingBy Claire Axelrad

Nov262020

#GivingTuesday in Reverse: Do’s and Don’ts

I’ve written in the past about why I like to turn the tables on #GivingTuesday by actually giving to your donors, rather than asking them to give again — yet one more time — during this busiest fundraising time of the year.

I’m not suggesting you not ask multiple times at the end of the year. You should. You must! However…

Your asks should flow together as a coordinated campaign. And you should do whatever you can to really stand out in your donor’s inbox.

The problem with #GivingTuesday?

Everybody and their dog is asking on this particular day.

There’s so much competition, you’re not likely to bring in many new donors.

For the most part, you’ll be preaching to the choir. The choir that already sings your song. That already loves you. That already gives to you. At best you’ll be eeking out a small additional gift from them. Or you may just secure their annual gift on this particular day; so… no net gain. At worst you’ll tick them off by asking them to give, yet again, without showing them enough well-deserved gratitude.

There’s a time and a place for everything.

And, as I often say, if you want gifts you must give them! Which is why giving gratitude to donors is such a powerful thing to do. Another way to understand the meaning of “Giving” Tuesday.

Sometimes Nonprofits Try Turning Things on Their Head But Don’t Quite Succeed

Today, I want to evaluate an example

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November 26, 2020 Leave a commentAnnual GivingBy Claire Axelrad

Nov232020

Happy Days of Thanks(for)Giving

This Thursday folks in the United States will celebrate what I consider to be the social benefit sector holiday of the year:

So it’s time for my annual Thanks(for)Giving post!

Just think about what ‘Thanksgiving’ means. Literally, it’s a day for giving thanks for blessings.

Who, and what, do you count among yours?

I know when we go around the table at my family Thanksgivings, saying what we’re grateful for this year, most folks respond with a people-based answer. Sure, they’re happy about the feast in front of them. But they’re most grateful for caring friends… loving family…. and for being together sharing the warmth of good company. This year the company may be virtual, but the gratitude for shared connection will be the same.