4 Science of Giving Studies Fundraisers Can Learn From

4 SCIENCE OF GIVING STUDIES FUNDRAISERS CANLEARNFROM ON TANGIBILITY REAL WORLD EXPERIMENT WITH TANGIBLE/INTANGIBLE CHARITIES In a 2010 study, one group of potential donors read about an organization that was inherently tangible and the other read about an organization that was inherently intangible. The responses to each organization was measured. Intangible Charity INTANGIBLE CHARITY DESCRIPTION O NO GEOGRAPHIC FOCUS O NO SPECIFIC MENTION OF HOW $ USED O NO DESCRIPTION OF PROBLEM DONATIONS TO CHARITY TANGIBLE CHARITY DESCRIPTION O GEOGRAPHIC FOCUS O SPECIFIC ON HOW $ USED O DESCRIBES PROBLEM BEING SOLVED Tangible Charity DONORS GAVE ALMOST THREE TIMES MORE TO THE TANGIBLE CHARITY ON TANGIBILITY REAL WORLD EXPERIMENT WITH TANGIBLE/INTANGIBLE PROJECTS In this study, the charity remained the same (0xfam) but the focus of the appeal to donors was different. One appeal was framed with very specific information on how the donation would be used and where while the other was more broad and general in its description. Q Tangible Project DONORS GAVE ALMOST TWICE AS MUCH TO SUPPORT THE PROJECT FRAMED IN A TANGIBLE WAY O Intangible Project a ON SOCIAL INFLUENCE: FIELD EXPERIMENTS IN PUBLIC RADIO In a 2009 field experiment with a public radio station, callers were put into four groups; those receiving no social information and hose who were told about another donor who made a $75, $150 or $300 donation. 125 CITING A PRIOR DONATION OF $300 INCREASED GIVING AN AVERAGE OF 29% 103 80 Social Information | Control $75 I$150 $300 ON GOAL PROXIMITY FIELD EXPERIMENTS IN DISASTER RELIEF In this experiment, several thousand donors were sent one of four mailings that informed the donor about a fund they could support. One group was told nothing of the progress towards the goal, another that they were at 10%, another at 66% and another at 85%. 10% 66% 85% MORE BENEFIT LESS BENEFIT Donation rates increased when told that the fund was at 85% of the gaol. There was no benefit in mentioning the fund was at 10% or 66% of the goal. SOME TIPS CREATE REAL TANGIBLE PROJECTS FOR DONORS TO FUND ENCOURAGE DONORS TO SHARE THEIR DONATION (AND AMOUNT) IN PUBLIC BE SPECIFIC IN HOW DONATIONS WILL BE USED TO MAKE AN IMPACT BUILD TOWARDS YOUR GOAL BEFORE ASKING THE PUBLIC FOR DONATIONS SHARE STORIES OF OTHER DONORS' GENEROUSITY BEFORE ASKING THE RECAP DONORS GAVE ALMOST THREE TIMES AS MUCH TO THE TANGIBLE CHARITY DONORS GAVE ALMOST TWICE AS MUCH TO SUPPORT THE PROJECT FRAMED IN A TANGIBLE WAY CITING A PRIOR DONATION OF $300 INCREASED GIVING AN AVERAGE OF 29% DONATION RATES INCREASED WHEN TOLD THAT THE FUND WAS AT 85% OF THE GOAL REFERENCES THE SCIENCE OF GIVING All of these studies, and more, can be found in the book THE SCIENCE OF GIVING: EXPERIMENTAL APPROACHES TO THE STUDY OF CHARITY. You can purchase the book on Amazon. INFOGRAPHIC BROUGHT TO YOU BY: re: charity Piktochart I moke information beautiful Average Donations