Imagine that you are asked to appeal the people to donate for the students who require help and support prepare your speech with the help of the following questions
Answers
Explanation:
Small
Nonprofits can use this word when optimizing their marketing in two ways:
1. To help people see their donation as a minor gift as opposed to a major sacrifice.
Which sounds like a more manageable ask: “a $5 fee” or “a small $5 fee”? Intellectually, we know the fee is the same amount of money, but the second phrase makes the fee sound even more reasonable. In fact, a study by Carnegie Mellon University found that simply adding the word “small” when referring to the shipping fee for a trial DVD increased the response rate by 20 percent.
2. To demonstrate that even a small amount makes a difference.
Nonprofit professionals know that every penny counts when it comes to charitable donations, but the average donor may think that they can’t make an impact with just a few bucks. Make sure that potential donors know how much your organization values every donation—no matter the amount.
Examples:
“Will you make a small $5 gift today?”
“A small $10 donation will feed a child for seven days.”
Pro Tip: Make sure that the donation amount you refer to would be considered small by your target audience. A $25 donation may be small to one donor, but large to another.
2. Instantly/Immediately
Using the words “instantly” or “immediately” is one way marketers have found to increase conversions. However, when you go into a store and make a purchase, you immediately walk away holding that object in your hands, so the gratification is instant. When you donate to a charitable cause, the return is less immediate and concrete.
This is just one way that donating is different from purchasing, but understanding people’s eCommerce behavior can help nonprofits begin to bridge this gratification gap. In his online resource “10 Ways to Convert More Customers Using Psychology,” Gregory Ciotti writes:
“Our brains love instant gratification and we become more prone to buy when we’re reminded that we can solve our problems quickly. When consumers know they will be rewarded immediately, they will be anxious to buy your products.”
And while nonprofits aren’t selling a product, they are selling that same feeling of satisfaction someone feels when completing a purchase. In fact, a series of studies from the University of Oregon found that neurons in the portion of the brain associated with a feeling of reward and satisfaction start firing when a person chose to make a donation.
Emphasize that donors can take action right now. Make sure to follow through on the need for instant gratification by delivering, at the least, a thank you for the donation as well as evidence of the impact the donation will make. That way the donor not only gets a special message, but they also get the assurance that their gift will be an immediate help to your cause.
Examples:
“When you make a gift, you will instantly receive an email with a profile of a family whose lives are being transformed by our programs.”
“Upon making a gift, we will immediately send you a video message from our staff in the field so you can see the impact of your donation.”
3. Expert
Since the 1930s-1950s when doctors endorsed brands of cigarettes to today, where you’d be hard-pressed to find a toothpaste ad that didn’t include a dentist recommendation, for-profit advertisements have a long history of calling on trusted professionals to promote a product. This tradition still lives on today, albeit with a little more subtlety.
The expert endorsement has stood the test of time is because no matter the product being promoted, when a potential buyer sees an authority figure give their support, they are inherently more trusting.