When it is about raising money And being a great non-profit marketer or a great fundraiser what we need to understand is that the donors have a particular mindset and we need to understand what makes them trigger or donate. Usually, the donor makes up their mindset by doing the testing or research on the available data and decide about where to donate and how much to donate but apart from that there are also other specific psychological principles that we can use to develop a better understanding of what makes the donor give or what motivates them to participate in this act of charity
if we look around we will observe that most of the companies do a lot of research on the subject of consumer psychology and the social impact of the company or the organizations to generate profit, in the same manner, we should also pay attention to the psychology of giving and read the relevant literature on the same.
We can begin by telling them how much of a difference they can create even by contributing a little for a cause. Nelson Rolihlahla Mandela, a South African anti-apartheid revolutionary, political leader, and philanthropist who served as President of South Africa from 1994 to 1999 truly said, “We can change the world and make it a better place. It is in our hands to make a difference.”
Here are three principles of fundraising psychology to help you optimize your fundraising and motivate your audience.
If they do not seem to work we can use these three psychological principles for fundraising and optimizing fund-raising by motivating an audience.
The Identifiable Victim Effect:
we are often thinking that the wider the impact our organization will have the more appealing we can look to more people and more the fundraising we can do but on the contrary, the identifiable victim effect suggest that we can raise more donations if we focus on the individuals rather than the group of people statistics as according to a study conducted by University of Pennsylvania marketing professor and her colleagues found out that the cases which primarily focus on a single person and it’s story have generated often more donations rather than the ones focusing on a large number of victims, in fact, it was also found that when general statistics were presented alongside the individual and its story it resulted in a decline of Overall gifts and collection. From this research or study can be concluded that the charitable giving Sir often triggered what we can call spontaneous reactions or we can simply say that we can make people donate more on the basis of feelings rather than logic and The stories which are individual-centric tends to create a form of far greater emotional impact.
At the end of the day connectors are supporters are more inclined towards connecting emotionally with another person hence we should introduce people to them who they can connect with rather than just showing them unnamed victims and group of people and their plight
As individuals donors are keener to know that what will be the impact created by their funds or efforts says fundraising psychology and when we can create certain scenarios it can heighten this feeling of impact, for example, people are more willing to give when we are about to achieve a fundraising goal. This is because of the fact that they get more satisfaction from pushing the organization or the campaign to achieve his final goal or figure which is going to make a difference in the life of many individuals who are suffering
The Martyrdom Effect:
While most people would try to avoid pain at all cost fundraising psychology suggest that we can use this as a magnet for charitable giving this is because people are willing to donate more for a course when they are expected to endure some kind of pain or trial to raise money this market and fracture martyrdom effect suggest that when the people are experiencing pain and effort they find more meaningful to promote a course or donate for it they care about because when they go through all the pain they find a contribution more meaningful.
We can use these psychological triggers to pool more money for a cause or some charity. For instance, we can consider ME to WE which is a social enterprise enabling people to do good through their everyday choices. Founded in 2009 by Craig Kielburger who is a social entrepreneur and the co-founder of a family of organizations to provide economic opportunity in WE Village communities and a sustainable source of funding for WE Charity, ME to WE has grown into a global force for good.