Heart, paper, in hands

How to Use Psychology to Pre-Suade Donors to Give

Heart, paper, in handsAre you leading with a “gift” or “favor” to positively incline your donor to say “yes?”

This time of year is what I call “presuasion time.”

Because if you’re thoughtful about it, you can presuade donors to give up to the moment you ask!

That’s what we reviewed in Part 1 of this two-part series, where I described research from Robert Cialdini, author of the seminal Influence: The Psychology of Persuasion, and the newer book, Pre-Suasion: A Revolutionary Way to Influence and Persuade, and discussed how you might apply this research to your fundraising strategies. We learned the importance of leading with a “gift” or “favor” that will incline your donor favorably in your direction. Even the smallest of favors can create significant goodwill, and there are simple ways to boost the likelihood your favor will be returned.

  1. Today we’re first going to look at a way to tweak your language to make a difference.

  2. Then we’ll explore some types of favors donors are likely to value enough to want to reciprocate.

First, a reminder: Truth be told, every time of year is presuasion time. Everything you do with supporters should be designed to prime the pump so people are pre-disposed to give to you the next time you ask. Whether that’s next week, the week thereafter, or any week of the year! Whenever you’re not asking — and you should plan to send at least three non-asking communictions for every one ask — you should be in presuasion mode.

So, let’s get a little psychologically-minded, keeping in mind one of the six core Cialdini principles of Influence and Perusasion: Reciprocity. In brief, human beings often feel obligated to return favors, even if they are unasked for.

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Tango dancers

A Revolutionary Way to Influence Year-End Philanthropy

Tango dancersYou asked a bunch of folks to give a year ago. Some did.

You thanked them. Once. Maybe twice.

Now you want to ask them to give again this year.

What’s wrong with this picture?

Too often nonprofits ask once; then assume folks who’ve made the decision to give will continue to do so. This is similar to retailers thinking once someone has bought from them they’ll automatically do so again.

Not true in either case.

You’ve got to sell again and again. Time marches on. Memories are short, and circumstances change. It’s a matter of “What have you done for me lately?”

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Food bank giving

The True Meaning of Giving Tuesday

Food bank givingThis year Giving Tuesday is November 28th. So, soon.

If you’ve not done so already, now is a good time to think about whether or not you want to jump on the bandwagon and, if so, how. There is more than one way to slice this particular piece of pie. And, really, that’s what Giving Tuesday is – just one piece of your total annual fundraising strategy.

You don’t want to blow it out of proportion. But you probably don’t want to ignore it. Rather, plan ahead to put it into a context where it will complement your other year-end communications and fundraising strategies.

Let’s take a closer look.

What is Giving Tuesday?

I confess I’ve been a bit of an apologist for the “holiday.” I like to turn the tables by actually giving to donors, rather than asking them to give yet one more time during this busiest fundraising time of the year.

Plus, I often say if you want gifts, you must give them. What better time to do so than on giving Tuesday?

Of course, asking can also be a form of giving. So, I love appeals on this date that give people the option of giving money or supporting you in other ways (e.g., volunteering; in-kind donating; advocating, etc.).

It’s all philanthropy (aka “love of humanity”).

Key: Approach GT Strategy with a Giving Spirit

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Halloween skeleton

8 BOO BOO’s! Are You SCARING Nonprofit Donors Away?

Halloween skeleton

Is this how you’re making your donor feel?!?!

 

BOO!

Halloween is creeping up on us, so I’ve got some really scary stuff for you!

Don’t get too spooked. There are also a few treats.

In fact, you’ll get eight delicious goodies — in the form of “to-do’s.”

But first… the bad news.

No bones about it, you’re frightening folks away if you’re committing any of these 8 boo-boo’s!

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Three-San-Francisco-Hearts.-DOdici-Such-Great-Heights-I-Such-Great-Heights-II Benefit for S.F. General Hospital Foundation

How to Use the Multiplier Effect to Inspire Annual Giving

Three-San-Francisco-Hearts.-DOdici-Such-Great-Heights-I-Such-Great-Heights-II Benefit for S.F. General Hospital FoundationRemember learning your multiplication tables? The concept is powerful for fundraising!

People love to S-T-R-E-T-C-H their dollars.

This is the basic psychology underlying “BOGO” (Buy One; Get One free) and “2 for the price of 1” sales.  For a variety of reasons, we’re crazy about getting a good deal!

If I get more for my money, that’s smart.

It’s frugal to find ways to leverage our family’s spending.

I like to use my money in the most effective way I can.

It’s easy to apply these desires – to be smart, frugal and effective — to the creation of compelling fundraising offers.

All you have to do is go back to third grade!

2 X 1 = Twice as much!

Why not put that education to use in order to create your most compelling fundraising appeal? An offer your donors will have trouble refusing!

When you show your donors how you can leverage their donation to accomplish more than they even imagined, you greatly increase the likelihood they will respond to your call to action.

Let’s take a look at the best ways to accomplish this objective.

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Live auction at an event

You’re Thinking About Planning a Fundraising Auction – Now What?

Congratulations! Whether you’re planning a stand-alone auction or adding an auction to an existing event, these fun-filled bidding extravaganzas serve multiple purposes. They’re hard work (after all, anything worth doing takes dedication, energy and time), but well worth the effort when done well. They can help you: Raise money. Provide additional value and entertainment…

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Fundraising Do's & Don'ts logo

Fundraising Do’s vs. Don’ts: Campaign Thank You Strategy

Fundraising Do's & Don'ts logoHere comes my occasional “Do’s vs. Don’ts” feature, where I share with you something arriving in my mailbox that seems a good ‘teaching opportunity.’

Today we’re going to review a fundraising campaign thank you email.

It’s very simple, which is why I’ve selected it. Because simple can be deceptive. So much so, in fact, that putting it together may seem unworthy of a strategic approach. Gosh darn it — we had a successful campaign and now we’re simply closing the loop and letting our community know it was a success.  How much time investment is merited here, really?  Come on! Just the fact we’re sending this is good, right?

Wrong. Alas, as the old adage goes, anything worth doing is worth doing well.  Otherwise, you might inadvertently create an unintended consequence.

You may think I’m picking nits. Perhaps. But if you’ve got nits, they’re pretty uncomfortable.  And that’s how this email made me feel. Except… for the parts that didn’t make me feel that way.  This email is a melange of do’s and don’ts.

We’ll take a look at the various elements; then assess what works/doesn’t work.

There’s (1) a subject line, (2) the email itself, and (3) what happens if/when you click through and are transported to the donation landing page.

I’ll ask you some questions.

  1. Would you open this email?
  2. If yes, why?
  3. If no, why?
  4. What looks good about the email?
  5. What looks not so good about the email?
  6. Would it inspire you to click through?
  7. If yes, why?
  8. If no, why not?
  9. Once you click through, would you be inspired to take action?
  10. If yes, why?
  11. If no, why not?

First, I’d like you to think about your answers and jot them down.

Second, I’ll tell you what I think.

Third, if you disagree with me please let me know in the comments below.

Really take the time to notice what you like and don’t like.

I promise you’ll learn a LOT more this way. We learn best by doing.

Seriously, I mean it.

Let’s begin at the beginning.

Subject Headline

“We did it!”

This may help: Take three minutes and jot down your answers to the first three questions on a piece of paper or your screen. I want to know if what was in the subject headline would have caused you to open the email or hit ‘delete.’ If you’d open it, why?

Okay.  Ready to learn what I think thus far, and also see what else we’re working with?

Let’s begin!

Does this Email Say “Open Me?”

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Could Gifts of Stock Be Your Nonprofit’s Magic Genie?

Genie pexelsDoes your nonprofit promote stock gifts?  You should!

A groundbreaking study by Dr. Russell James J.D., Ph.D., CFP®, professor in the Department of Personal Financial Planning at Texas Tech University, found nonprofits that consistently received gifts of appreciated stocks grew their contributions six times faster than those receiving only cash.

This is HUGE.

If you learn to ask for gifts from appreciated assets you’ll get more generous gifts. The study shows:

  • Received only cash gifts = 11% growth.
  • Received any kind of non-cash gift = 50% growth. Included gifts of personal and real property and deferred gifts.
  • Received securities non-cash gifts = 66% growth. Massive difference from just this one strategy!

You Don’t Have to Get Fancy

The most productive strategy is simply to accept gifts of stock.

But it’s up to you to offer up this giving framework to your supporters.  Otherwise, they’re apt not to see this as an opportunity.

And speaking of ‘framing,’ this can establish a persuasive reference point for would-be donors. Researchers have found people don’t treat all their money as if they have one big pool of it.

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