Boost charity fundraising campaigns using behavioural science
Julian Lomas
In recent years we have seen disturbing negative trends in charitable giving by individuals. For example, the age groups with most to give (and who have traditionally given most) are giving less and less each year. At the same time, there are some green shoots with younger people giving more and getting more involved in traditional charities.
For most small charities, the prospects of raising large sums of money from regular (or one off) individual giving appear remote. The resources required to make it work are often impossible for small charities and the market is saturated by big charity brands with seemingly endless marketing and communications resources; particularly those working in high profile areas such as disaster relief, medical research and hospices.
However, a recent report from performance marketing agency Reflect Digital and technology and innovation agency LAB, part of the Human First Collective, suggests that most individual campaigns (including event fundraising and particularly digital fundraising) could be boosted by adopting a few simple lessons from behavioural science:
Focus on story telling by “using compelling narratives to engage emotions, create connections and drive action”. The reports suggests there should be less emphasis in these campaigns on facts and statistics (which remain valuable for grant applications), and instead the focus should be on “sharing relatable, human experiences that resonate with the audience on a personal level, driving empathy among readers…. telling the story of a single individual whose life has been transformed by donations can inspire others to give, as it makes the impact of their contribution feel more tangible and meaningful.”
Personalise campaigns by “tailoring messages, offers or experiences to individual preferences, behaviours or characteristics… [to create] a sense of direct connection and increases the likelihood of engagement or action.”
Exploit the “messenger effect” by engaging the support of people your donors will “perceive as credible, trustworthy or relatable… [such as] a well-known celebrity, a respected expert or a relatable peer to… [increase] the likelihood that the audience will respond positively and take action, such as making a donation.
In the end, the key (as ever) is to develop a relationship and encourage “an association and bond with your cause will help foster that likelihood to donate more regularly”.
Our advice from a year ago also, in our view, stands the test of time. We encourage small charities to”
Stay focussed on what works for you and stop doing what isn’t working.
Embrace digital; the trend away from cash to digital giving is inexorable, don’t try to buck the trend.
Nurture existing donors; focus attention on sustaining and deepening relationships with existing supporters.
Test and learn; if you are going to try new things, start small and see how you get on. Do more of what works and stop what doesn’t as soon as that is clear.
If you would like to know more about the services we offer or to discuss your fundraising needs further please contact us.