Non-profits often face the dilemma of how to approach fundraising effectively and without losing or damaging donors’ emotional attachments to the cause.  Focus on money and people will most likely balk or give less.

To avoid talking money upfront, try asking people to donate their time before you ask for monetary donations. Also, the usual frame of “everyone is doing x, YOU should do y!” may not be the best approach. Humans are not solitary creatures, we are social animals influenced by our peers and are more likely to follow than lead. Framing your message by saying “everyone is doing y, you should TOO!” is more effective in encouraging the desired behaviour.

Don’t be afraid to ask people to help. Donating time or money often makes people feel good. But perhaps most importantly, make it easy for people to donate or do the right thing. In fact, if they don’t have to do much, all the better!

One last note to keep in mind is that non profits are often looked on as being warm and caring but not always competent. A little advertising of your business savvy might also encourage more donations as donors will feel confident their money will be well handled. So no need for in-your-face, guilt-tripping fundraising, just a little persuasion and appealing to the better side of human nature goes a long way.

 

CREDITS: Lots of video content about human psychology in this article “Subtle nudges for greater good” and take a look at “Are fundraisers selling a product?” from The Chronicle of Philanthropy.

Tags: donations, fundraising, non-profits, Tips