How well do you understand the behaviour of your donors?

Last year a report called “Spontaneous giving and calculated greed” was published and it contained some interesting facts.

The researchers found that “…forcing subjects to decide quickly increases contributions, whereas instructing them to reflect and forcing them to decide slowly decreases contributions.”

What they are saying is that people are more likely to make a generous donation if they don’t have too long to think about it.

The decision process is interesting.  Most of us instinctively want to help those less fortunate than ourselves.  We are happy to give whatever we can especially at the time of hearing about the plight.  If we don’t do it straight away the impact of the situation wears off, our emotions are dulled and the serious mind kicks in to question what we are doing.

No one wants to take more money from people than they can afford to give.

What fundraisers need to do, though, is strike while the iron is hot or they won’t raise any funds at all.

If yours is a small not for profit or charity which is seeking donations at the lower end of the financial scale, your best approach is to present a short, clear and emotional campaign.  Personal stories work well because they show the human face of need.  They pluck the heartstrings so that it is difficult to resist giving.

Charities and not for profits who are seeking larger donations should probably look for a different way to encourage donors to give.    Rarely does someone hand over a large sum without putting some thought into it.

How can you encourage quick decisions through your fundraising campaigns?