Why would some people choose to donate to your campaign over someone else's? The psychology of charity provides some answers to this question. Use the information below to create or refine your fundraising and you'll reach more people.
People are more likely to offer support when they believe they can help solve a specific problem. Mere pity for someone is not enough to inspire action in people. Even if they sympathize with you, if people have no stake in solving the problem, they will be much less likely to contribute.
What makes someone take your cause personally? It comes down to three things.
How much will my donation change the situation?
Donors usually consider the perceived benefit to the recipient as well as any personal cost to themselves. When asking for support, always include a cost breakdown to give a clear idea of where their funds will go and how they will be used. That the donor sees how their donation helps the cause can be a compelling reason to give.
Do I know you?
People help others in their social circles - friends, family, neighbors, co-workers, members of the community around them. That's why it's so important to share your fundraiser with your own social network - the people most likely to donate to your fundraiser.
You'll know if I'm donating (or not donating).
Sharing your fundraising on social media isn't enough. When you ask for a donation, reach out directly to friends and family. "Knowing that you know they know" reinforces their sense of personal responsibility. Psychologists studying why people donate to charity have found that the main reason is simply "because they were asked by someone" - someone they knew who asked them directly.
In addition to having a hand in the outcome, people want to feel the warm, pleasant feeling you get after doing a good deed. We're ready for that warm glow. It's a feedback mechanism for prosocial behavior, a combination of empathy and pride.
Altruism makes people happy. A study from Sage Journals looked at what happened when someone received an allowance to spend only on other people. People felt happier than those who were able to spend the allowance on themselves - that's the power of giving.
Surprisingly, those with less personal stake in your cause may actually get more of that feeling when they donate. If you want people outside your immediate circle of friends and acquaintances to give to your fundraising campaign, this can be an important motivator. Make the promise of that feeling more obvious, and you can increase the chances that someone, somewhere will donate.
Research shows that people will try to avoid the unpleasant feeling of guilt at all costs. But even guilt, can be a force for good. In fact, just anticipating guilt positively predicts several types of prosocial behavior, including "donation intentions."
Of course, you don't want to use guilt on your friends and family. The better you explain how their contribution will help, the greater their sense of personal responsibility - and the more likely they are to rally to your cause.
Donors' willingness to give depends on their mood, which in turn is determined by how you ask for a donation. A Stanford study tested this theory by posing questions designed to encourage two different mindsets - "one that leads to consideration of the feelings and emotional meaning derived from an action, and another that leads to consideration of economic utility." It turns out that asking "how much time would you like to donate" instead of "how much money would you like to donate" generated more donations from test subjects.
Why? Donors who were asked for a monetary contribution started thinking about how and how much money they should donate. But if you ask them about the time they would put in, they start thinking about how much they could help with their volunteering, which triggers feelings of altruism.
The way you ask a question can have a significant impact on someone's intention to donate. When you make your request, try to frame it in a way that triggers the philanthropic impulses of donors - even if you're asking for money.
Naming a person (or group of people) is more likely to inspire donors to action than not mentioning a name. A University of Pennsylvania study, for example, suggests it's easier for people to appreciate the life of a person they can easily identify with than a group of victims they don't know the names of.
It is much easier for donors to give when they know who they are donating to. To encourage more donations, approach potential donors on a personal level. Give as many details as you can about yourself or the beneficiary to help donors feel emotionally invested. If your fundraiser is for multiple victims of a tragedy, try to tell as much as possible about each one.
Another study found that the closer your fundraising goal is to the finish line, the more likely people are to donate. The idea of tangibility increases the perceived impact, the "feeling that one's participation will make a difference," and motivates people to donate.
To increase the rate of fundraising, ask those closest to you to make their contributions early. Setting your fundraising goal relatively low can also give fundraising a tangible boost. Remember, you can always increase your goal at any point.
To retain donors, it's vital to post updates on your fundraising page. Updates make donors feel valued, allow them to track your progress, and see how their contribution to the cause. All of this adds value to what researchers call empathetic joy.
Include a cost breakdown with each update so donors can see how their funds are helping. And don't forget to thank your donors. Your gratitude will boost their emotional reward, increasing the likelihood they'll give again.
As you create a fundraising campaign or optimize your crowdfunding strategy, use these insights and tips to tap into your largest potential pool of donors, then activate them in an effective and meaningful way.
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