To Ask or Not to Ask: The Shakespearean Fundraising Dilemma
If people enjoy giving, why avoid a fundraising ask? Being solicited and the joy that can arrive from giving aren't synonymous.
Relatedly, giving isn't what brings joy, it's how the person feels after. I don't give because I feel sad, I give in hopes of feeling not sad and ideally, psychologically rewarded.
Giving is a three-part act:
--Act One: Being solicited
--Act Two: Act of giving or not
--Act Three: How one feels as a result of Act 2 choice
But if Act One never happens because the person avoids it, it's a short play. Think back to December grocery trip and the inevitable encounter with the Salvation Army bellringers.
What did you do? Go in the door where they weren't? Avoid eye contact? Or maybe seek them out? Regardless, this isn't a foreign situation. Everybody knows what's gonna happen; you'll be asked to donate whether verbal and explicit or non-verbal, implied.
Your behavior is informed from your past. If I gave and felt good about it (vs. pressured or guilted) and if I hadn't given already this year, I might be inclined to seek them out or at least not actively avoid them.
On the other hand, what if my prior experience felt guilt inducing? Or perhaps it was good, but I gave last week.
An experiment (Andreoni, Rao and Trachtman, 2011) was run outside a grocery store with researchers monitoring foot traffic. It was a 2x2 design with 1 door or 2 having Salvation Army bellringers and actively asking versus not.
Giving was lowest with a bell ringer at only 1 of 2 doors and no verbal, active asking and highest at the other end of the continuum - ringers at both doors and both actively asking.
The researchers found that avoiders don't give even when they're unable to avoid. Said differently, there were plenty of folks who avoided saying no but when unable to avoid it, did so.
The more active asking 'converts' those who are not avoiding saying no but rather, avoiding having their empathetic response activated since they know they'll either give or feel guilty for not doing so.
None of this is not sticky giving, it's fueled by low-quality motivation, a one-off.
The bellringer isn't getting repeat donations or even donor names, which would be fine except the guilt induced gift doesn't build brand connection or goodwill, it kills it. It's short term "gain" for long-term pain.
All these dynamics play out with passive, non-interpersonal fundraising - i.e. mail, email, digital of all sorts, etc.
How much of our declining acquisition rates and 2nd gift conversion is because we're trying to convert the unconvertible or trying to keep the new donor who gave for reasons with no staying power?
Donating is not the same as feeling good about it. One of the ways to improve Act One is making it more tailored and personalized to Identity and Personality and making sure it's need supportive. Another - be explicit in the ask about how the donor will feel after.
Non-Executive Director in various organisations across health, local government, housing, social care & education and independent consultant
5moI think trustees have a much wider loyalty beyond the Charity as a legal entity to the people they serve. That must be the priority. Too many opportunities are being missed for sharing skills and assets and even mergers where it makes sense to drive greater efficiencies, better services, skills and career pathways, spending more of every pound on delivery and longer term sustainability. This is true in many different sectors. Been in charities as Trustee or providing consultancy support where I have raised this and had responses along the lines, yes Grenville you are right, but we are different, nobody does it as well as us etc etc.